Bristol-based Air Giants has pioneered the world’s first giant inflatable robots that interact with people in public spaces. With tailored business growth support from Innovate UK, the company has secured more than £200,000 in public funding, launched shippable products, expanded internationally and created 12 freelance roles, alongside new permanent hires.
Air Giants is pioneering large-scale, expressive robots made from fabric and compressed air. Some stand taller than double-decker buses, yet all are safe to touch and designed to inspire playful responses in audiences. Beyond entertainment, the technology is increasingly being applied in education, science communication and public engagement, helping people connect with complex ideas in a more accessible way. From arts festivals and shopping centres to museums and science events, its creatures combine engineering and imagination to create unforgettable shared experiences.
Richard Sewell, Director of Pneumatics at Air Giants, says: “Our robots evoke an instinctive emotional reaction. People don’t just watch – they reach out, interact and connect. That makes them memorable in a way few technologies can achieve.”
Funding unlocks creative innovation
Air Giants began working with Innovate UK Business Growth in 2021. A needs assessment carried out by Innovation and Growth Specialist, James Wheale, showed that funding would be vital to accelerate product development, with design and marketing support needed to reach new audiences.
Together they created an action plan that prioritised securing grants for research and development (R&D) while laying the groundwork for scalability and international growth, enabling the company to grow its pioneering soft robotics.
The first success came with a £25,000 Innovate UK Creative Industries Fund Fast Start grant in 2021, which allowed the team to experiment with smaller, desktop-sized robots as a more adaptable addition to its larger works.
Two years later, an £87,000 Innovate UK MyWorld Collaborative Research & Development grant, delivered in collaboration with the University of Bristol, supported a year of R&D focused on adding tactile interactivity to its products.
Building on this momentum, Air Giants secured a £50,000 Innovate UK Unlocking Potential Award in 2024 to redesign smaller robots into shippable products that could be installed by non-specialists. This innovation cut touring costs and enabled the company’s works to travel more widely, with new installations at the V&A Museum in London and a children’s festival in Amsterdam.
This led to Manchester Museum’s The Cat That Slept for 1000 Years exhibition, a 10-metre-long robotic cat that purred and snored with a big tactile heartbeat, attracting more than 50,000 visitors in its first month and opening up museums as a new commercial market.
Most recently, a £50,000 Innovate UK Create Growth Programme grant – a scheme designed to help high-growth creative businesses become more commercial, build investor networks and scale outside of London – has helped the business strengthen its commercial strategy and prepare for further expansion at home and abroad.
Richard explains: “Innovate UK Business Growth’s expertise and guidance have been invaluable. Understanding the funding landscape is a full-time job in itself. Having James identify the right opportunities and give critical feedback on applications has made a huge difference.”
Design and intellectual property support strengthens scalability
To support its growth ambitions, Air Giants also took part in Innovate UK Business Growth’s Design for Growth initiative, which provides tailored, one-to-one coaching with an experienced design specialist. The sessions helped the company step back from day-to-day delivery and take a more structured approach to its business processes.
Richard adds: “The Design for Growth sessions were super helpful. They gave us the space to step back and look at how we run the business. By focusing on processes, website design and sales management, we’ve already seen a much stronger sales pipeline taking shape.”
Design for Growth also encouraged the team to think more strategically about how customers discover and interact with their work, shaping both their digital presence and sales journey. These improvements have made it easier to convert enquiries into commissions and created a clearer foundation for future growth.
Alongside this, James recommended an IP Audit, delivered by the Intellectual Property Office and available to Innovate UK Business Growth clients.
The audit enabled Air Giants to assess its patent-pending soft robotics technology, understand the commercial value of its intangible assets and set out a clear strategy for protecting future developments. This stronger IP protection not only supports investment readiness but also gives the company confidence to explore new collaborations where safeguarding innovation is critical.
Internationalisation, job creation and national impact
Air Giants’ success has not been limited to the UK. Its inflatable robots have now travelled to Europe and Asia, introducing new audiences to large-scale soft robotics and raising the international profile of UK creative industries.
To continue building its global reach, the company will now work with another innovation and growth specialist, focusing on digital marketing and search engine optimisation (SEO) to capture new customers worldwide.
Richard adds: “Being supported by Innovate UK has opened up new opportunities and markets. We’ve moved from one-off UK installations to developing portable works that can travel the world.”
Since engaging with Innovate UK Business Growth, Air Giants has created 12 freelance roles, hired a part-time technical director and is actively recruiting for additional positions.
By combining engineering with artistry, the company is strengthening the UK’s creative industries and contributing to productivity through faster design workflows and replicable products. Its patented soft robotics technology also positions the UK as a leader in this emerging field, with potential applications ranging from entertainment to education.
Richard concludes: “Innovate UK support has enabled us to turn our artistic vision into a sustainable business model. We’ve moved from one-off installations to internationally recognised exhibitions and we’re only just beginning to see what’s possible.”
Innovate UK Business Growth’s expertise and guidance have been invaluable. Having James [IGS] identify the right opportunities and give critical feedback has made a huge difference.
– Richard Sewell, Director of Pneumatics at Air Giants