y=f(x) is a creative technology studio based in Amsterdam, focused on the creation of overarching multimedia experiences, with specially crafted software and design. Striving to fully embrace the capabilities of contemporary technology, so that every project is as innovative and informed as possible, we take a research-led approach, applied to experiences of every scale. The lab is a major component of our practice, where we investigate the possibilities of building and controlling complex systems and algorithms, without losing the ability to manage, adapt and design. The studio was formed by a deep motivation to collaborate in these endeavor and it is a space where, driven by our common passions and our desire to push what we know and have done so far, exciting work takes place constantly. y=f(x) creates versatile interactive experiences, dynamic content and audiovisual installations, powered by the language of generative design and parametric thinking.