About
Tertiary Co. designs for the transformation visitors carry out the door.
The practice
Tertiary Co. is an experience architecture & participation-first design practice for museums, themed entertainment, and immersive venues. We clarify the change an experience is meant to make more likely, design the conditions that invite it, and protect those conditions through handover. Principal led; specialists assembled per project. Built to produce, not just advise.
We belong in Blue Sky, while the change is still writable. Experience architecture moves intent forward from that room through handover into daily operation. Every gate is a working entry point.
The practice is a safe place to experiment: risks taken together, with intent named before they become expensive.
Tertiary Co. is a United States company, incorporated in California, working worldwide. The principal is based in Wellington. New Zealand engagements are delivered through Tertiary Co. NZ Ltd.
Principal
Tim Pike
Twenty years of hands-on work across themed entertainment, museums, live production, innovation labs, and broadcast. Previously at StudioLAB, The Walt Disney Studios. In those roles, significant contributions to award-winning projects, including leadership credit on a THEA Award–winning program and team work on a VES Award–winning special venue project for Disney and ILM. Author of The Tertiary Effect, forthcoming late 2026.
Cross-disciplinary work is how the practice started: move between disciplines until a fixed-looking constraint becomes something you can design around. Teams pull Tim in when the ambition is real and the path between intent and delivery still needs to be found.
Individual member of
Delivery draws on trusted specialists across creative, technical, and production disciplines, assembled per project with flexible contracting.
The name
Named for the layer that connects us.
Named for Fuller's precession: the larger outcome that joins a single action to what becomes true afterward. We design for that layer. How the method works
- 20+ years across live event production, themed entertainment, and cultural venues
- Career work spanning 50+ interactive installations and 100+ AV/IT systems
- Prior career: leadership credit on a THEA Award–winning program; team contributor on a VES Award–winning Disney and ILM special venue project
- Author, The Tertiary Effect, forthcoming late 2026
- Patent pending measurement tools