Jim founded Ideum in 1999 and is the Creative Director and CEO. He helps direct Ideum’s hardware and software initiatives and provides creative direction for custom software and installation projects. Before founding Ideum, he was the Director of Interactive Media at the Exploratorium in San Francisco. Ideum is a 25-year-old design firm that creates products and experiences for public spaces and other demanding environments. Ideum has created interactive exhibits for major museums and has designed experiences specifically for wine enthusiasts working with MSC Cruise lines and JCB wines. Ideum's Tasting Table, an interactive touch table with wine-tasting software, was recently released.