Brian Paiva’s Octopus Design Studio extends its tentacles into new markets and innovations
by Becci Knowles
Brian Paiva’s career is a testament to the power of passion and innovation. Starting from humble beginnings as a junior high stage crew member, he has carved a niche in the entertainment industry, pioneering new technologies and redefining immersive experiences. Today, Brian stands at the forefront of cutting-edge entertainment with his company, Octopus Design Studio. Designed for extreme wet locations, his latest product, FluidLED, is revolutionizing the way guests interact with visual displays.
Brian Paiva’s career, marked by innovation and a knack for seizing opportunities, has taken him from the vibrant discotheque scene of the early ‘80s to the forefront of immersive experiences in the cruise industry and beyond. His love affair with entertainment started back in junior high, where he was a regular member of the school’s theatrical stage crew. He later founded a mobile DJ company with his friends, playing all the proms, parties and homecomings. In college, he met Mark Rowlands, who started a company importing discotheque equipment to the U.S.
“We were about a decade behind Europe in the mobile DJ scene,” says Paiva. He started working with Rowlands’s company, Towards 2000, in the early ‘80s. The equipment he used there was newer and more advanced and where his interests in tech really developed. “We provided high-end mobile DJ services for Hollywood and Beverly Hills events,” says Paiva. “Towards 2000 was the go-to company for all the celebrity special events and the TV and movie wrap parties.”
In 1987, Paiva founded Fashion Media, focusing on music programming, curation, and DJing for fashion shows. He eventually sold Fashion Media and moved to The Omnis Company, a boutique project management and consulting firm. From Omnis, he moved to Landmark Entertainment Group, then the world’s largest independently owned theme park design and production company.
Next stop was Thomas Gregor Associates (TGA), an AV/IT integration company where he would eventually become an equity partner and CEO. His work there included developing theaters and local entertainment systems for Princess Cruises. “Princess Cruises initially lacked Broadway-style theaters, so we worked on designing and integrating these features,” he says. Particularly noteworthy is the “Movies Under the Stars” project, an interactive outdoor cinema venue which started with the Caribbean Princess in 2004. The success of “Movies Under the Stars” led to its implementation on all Princess cruise ships and inspired similar features on other ships.
After leading a successful effort to sell TGA, Paiva stayed on for the transition and then accepted a position as Global Vice President, Business Development and Strategy for FUNA International. FUNA was an AV integration company with over 200 employees and offices in several countries. During his time there Paiva was responsible for establishing an office and large fabrication facility in China as well as leading the effort to expand the company’s portfolio through the acquisition of two smaller integration companies specializing in themed entertainment and superyachts. FUNA was acquired by Wärtsilä in 2014.
Paiva started Enigma in 2015, a business development and marketing consulting agency. Enigma had offices in Shanghai and Dubai in addition to its Austin, Texas, location. Due to the COVID-19 pandemic, he had to adapt his business. In late 2022, he formed Octopus Design Studio, focusing on creative work and design. “I think that’s the value proposition I bring to the table. I have the business background, the technical background and the creative background,” he says.
Early cruise projects and the perfect Princess
Richard Parker, Director of Newbuild Guest Experience & Product Development at Princess Cruises, has known Paiva since his days at TGA. They have been working on the design of the latest class of Princess ship, Project Sphere. The first ship of the new class, Sun Princess, was introduced in February of this year. Sun Princess will be followed by a sister ship, Star Princess, debuting in October 2025. Sun Princess and Star Princess are the largest ships in the Princess fleet and an evolution of the brand. The ships introduce unique first-of-a-kind experiences, and The Dome is one of them. Located on Deck 17 & 18, during the day, The Dome is the perfect spot to relax and enjoy the views. In the evening, it becomes a dynamic entertainment venue, with multiple shows, including those of Cirque Éloize.
Parker explains more. “We knew from an early phase that we wanted a large LED screen to be a key feature. The screen would be used for atmospheric images during the day to complement the natural views from The Dome, but in the evening the LED screen would form an important backdrop to the shows.
“The challenge with having an LED screen in The Dome was its proximity to an indoor-outdoor swimming pool, a first for the cruise industry. The only available regulatory requirements for the application were intended for low voltage LED lighting that was submersed in the pool and not for a LED screen. The stringent regulatory requirements for a low voltage LED screen in a wet location almost seemed impossible to achieve, so we reached out to Brian to help find a solution.
“Fortunately, the FluidLED low voltage product was already in early development, and it proved to be the most hopeful solution to our challenge. Working closely with Brian, on a very tight delivery deadline, Brian was able to work with the manufacture team to develop and test the product to meet our exacting regulatory requirements and have the product certified for use in our application.”
The product is unique in that it can be used in extreme wet locations, such as near a guest swimming pool. The LED screen was installed during the build process with shipbuilding partners Fincantieri and AV systems integrator Videlio-HMS. “The screen looks fantastic and has become a central feature of The Dome. In addition to the venue ambience the screen supports during the day; it is an exciting star of the evening performances,” says Parker.
Explaining why Octopus was perfectly placed to deliver on this project, Paiva says, “One of the projects we had been working on was a LED screen that we could submerge in the water for fountain show applications. That was the initial plan, but we were getting a lot of resistance to it from the governing bodies that approve electrical codes and installations, so the project stalled. We were fortunate in that we had a two-year R&D head start. When Princess came to us, I said, ‘We’ve been working on putting a screen in the water, not on top of the water, so that’s quite a bit easier for us, actually!’”
The FluidLED project now includes a floor and a box product, designed for interactive and dimensional video displays. The floor product can be used in playscapes and other interactive environments, while the box product can be used for dimensional video displays in front of existing LED walls. It has received interest from waterparks and fountain show companies. Octopus is continuing to develop and modify these products to meet various applications and customer needs under the FluidLED brand.
Volumetric video technology and production
Another area Octopus Creative has been actively involved in is exploring and defining the limits of life-size hologram display boxes. There are several manufacturers offering various types of display boxes that allow you to create what can be best described as a volumetric video illusion like a hologram. The transparent LCD screen, when combined with the dimensional life-sized display box and specific lighting and videography, creates a convincing illusion that has many applications.
“Communications or ‘telepresence,’ retail and education are a few of the obvious markets,” says Paiva, adding that Octopus has been exploring several non-traditional uses in sports, entertainment, hospitality and wellness.
“We are currently working on a couple of projects utilizing this technology and have developed several proprietary concepts that we are currently pitching to potential clients. I have collaborated with several different companies including Clark, Blackburn Entertainment, iDENTITY and others, experimenting with different production techniques to maximize the effect and entertainment value of the technology.”
A meeting of minds
With the help of Octopus Creative, Attraktion! has recently developed an outdoor version of Cinesplash 5D, working with an LED screen for daylight use. “A motion cinema in a pool which moves while under water is unique and we are a world leader in this field with our Cinesplash 5D product,” says Attraktion! CEO Markus Beyr. “Traditionally, waterparks and leisure clients built a theater for it. Now with the outdoor version, it can be used under daylight with the LED screen. Brian and I have known each other for many years and his company is the exclusive screen supplier.” Attraktion! launched the outdoor Cinesplash 5D product at IAAPA Expo Asia earlier this year. As Beyr reveals, “we are finalizing the first venue and plan to open it next year in Asia.”
With Paiva’s experience in the cruise ship market, Octopus Design Studio will be the exclusive rep for the outdoor Cinesplash 5D product within the cruise vertical. And the addition of the attraction to his company’s lineup encouraged him to further develop the FluidLED screens to be compatible with 3D. “The appeal of the attraction is magnified when guests outside the attraction can see everything going on but cannot experience the film without the 3D glasses,” explains Paiva. “The addition of the 3D LED screen really draws in a crowd that then wants to have the full experience for themselves.”
Emphasizing his interest in the intersection of technology and content along with his company’s role in ideation and development, Paiva plans to modify the Cinesplash product for other applications. “One of the things that came out of my conversations with Markus was a reimagining of the indoor version as more of a meditative kind of experience. You go in and you have a 10-15-minute slow journey over beaches and a tropical island – you get the saltwater spray; you feel the water lapping at your feet. Experiencing very gentle movements in the simulator seats helps you to get into more of a relaxed state. You never know where these things are going to go. I have really enjoyed the creative collaboration.”
Where things go with Paiva and Octopus Design Studio is also a work in progress. “We are open to collaborations and partnerships across the industry and various markets,” he says.
For more information or to set up a meeting with Brian Paiva during IAAPA Expo or after, email [email protected]. •
