ABOUT
IDEA is designing the cities, resorts, and real estate developments of tomorrow both in the real and digital worlds, redefining the boundaries of what is possible.
Since 2018
Founded in 2018, IDEA is a design firm based in Los Angeles, New York, Paris and London focused on concept design, style, and visual construction tools for mega-projects, resorts, and other large-scale real estate development projects in the real and digital worlds.
Concept Success
To date, IDEA has completed over 30 large scale projects. Recent successes include the company’s award-winning design for Saudi Arabia’s city of the future NEOM: The Line Hidden Marina, and a soon to be announced otherworldly 750 key resort in Al Ula, working with world renowned architects, engineers and subject matter experts with construction budgets in the billions of dollars.
Digital Tools
IDEA actively creates the digital environments for the client and consumer to help inform, monetize, and save money for real world constructability by starting with gaming quality immersive environments throughout the design and construction process.
WHAT WE DO
IDEA brings together the most imaginative entertainment and gaming industry creatives for each project’s needs.
World-leading production designers, art directors, concept artists, visual effects specialists, modelers, illustrators, and other creatives who work on the biggest blockbusters (Marvel, DC Comics, Star Wars, Avatar) along with the most successful video games and Metaverse brands (Grand Theft Auto, Fortnite, Decentraland, Call of Duty, Assassin’s Creed, Halo) to create never before seen real and virtual worlds.
OUR PROCESS
Unorthodox
We put creativity and innovation first in order to achieve truly out-of-this-world concept design that is not constrained by the general rules of architecture. Short of defying gravity, IDEA is able to create architectural concepts that continuously stun our clients.
Once our unique designs are chosen by the client, we then move into feasibility stages with architects, engineers, sustainability specialists, mobility experts, and many other subject matter experts.
In addition, IDEA creates digital twins and fully immersive worlds with both AR and VR capabilities. This functions as an everyday construction tool throughout the building cycle as well as a consumer-facing marketing tool, allowing the world to experience the project well before it is ever built.
Our Team
Jonathan Gray
Founder & CEO
Jonathan Gray is a French American entrepreneur currently leading several businesses across various sectors with offices in London, Paris, Cannes, Los Angeles, and Riyadh. With over 25 years of entrepreneurial experience across many industries, Jonathan founded First Idea International Ltd. In 2008, a strategic advisory boutique.
In 2017, Jonathan launched The Hideaway Entertainment, LLC, a financing and production entertainment media company focused on motion picture, television, digital media, and technology. Jonathan’s experience and contacts made for an easy transition into the entertainment space, where his passion for both creativity and business could combine.
From the success of The Hideaway and with vast experience in Hollywood, Jonathan created Intelligent Design Agency (IDEA) in 2018.
Judd Payne
President
Judd is a senior executive and producer with an extensive background in content creation across platforms, overseeing complex operations for high-visibility companies. He recently served as Head of Production and Development for The Hideaway Entertainment.
In 2013, he was nominated for best picture at the Independent Spirit Awards for producing the hit comedy Bernie (Jack Black, Matthew McConaughey, Shirley MacLaine). Additionally, Payne has premiered films at the most prestigious festivals around the world, including Sundance, Cannes, Toronto, Tribeca and South by Southwest.
He has produced over 20 movies and TV shows, managing thousands of employees in the process. Over the course of his career, he has been responsible for raising millions of dollars in film financing and has overseen the development, packaging, production, post-production, and delivery of countless projects both independently and at the major studios and networks. He's an expert at establishing strategic plans, implementation, and oversight for startups and established companies.
Olivier Pron
Creative Director
Olivier Pron, a seasoned concept artist and art director, boasts a vibrant 25-year career filled with prestigious accolades, including an Art Directors Guild Award for his work on "Guardians of the Galaxy" and a nomination for "Dr. Strange". His expertise in pre-production, digital matte painting, environment, and conceptual work has made a significant impact on high-profile visual effects films such as the "Harry Potter" series, "Avengers: Infinity War", "Iron Man 3", and "Cloud Atlas". Before joining IDEA, Pron led the Los Angeles team at Method London, expanding Method’s creative services as Supervising Art Director and Head of the Art Department. His career also includes senior positions at MPC, Framestore in London, and BUF Compagnie in France.
Olivier's contributions extend beyond cinema to architectural and design projects that support Saudi Arabia's 2030 vision, a collaboration initiated at the direct request of His Royal Highness. This includes the award-winning Hidden Marina design for the LINE project in Neom. His versatility is further demonstrated by winning a design competition for a landmark project in Al Ula, yet to be disclosed, and reaching the finals in the Shusha Island development competition off the coast of Neom, showcasing his commitment to pushing the boundaries of visual storytelling and conceptual art.
Contact
LOS ANGELES - NEW YORK - PARIS - LONDON