Immersive Architecture and Technology - Bringing a sense of wonder to the world

Creating experiences that make a lasting impact in the over crowded space is becoming the biggest challenge of the industry. Brands are turning to technology to enhance their experiential campaigns, making them truly immersive. 

Constantly transforming itself with the implementation of new cutting edge technology, the experience industry tends to outdo itself every few years. With the increased usage of Artificial Intelligence (AI), Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR), brand experiences and live events are curated around the audiences preferences, loyalties and demographic, making them more engaging than ever before. 

The Las Vegas Sphere, one of the most recent architectural marvels, has revolutionised the landscape of immersive experiences and is an example of convergence of technology and immersive experiences. Built with over 1.2 million LED lights, it is a space where some of the most spectacular things take place inside, with the capacity to display images at a resolution of 64K, which is visible from outer space. 

The opening show with U2, was said to be one of their greatest shows, with the immersive visuals, tied together with the sound playing across 160,000 speakers, transporting the audience to another dimension. 

Officially a multi purpose venue, the interior of the Sphere currently mainly hosts experiential films and live shows, the exoskeleton is what has caught brands’ attention worldwide. Since the commencement of building the arena in 2019, advertisers have been dreaming of the revolutionary out of home placements for the digital exterior. 

Since 1st September, 2023, the Sphere has been transformed for multiple advertising campaigns, like the NFL campaign by YouTube, a tennis ball prior to the US Open finals, a concert stage by DreamWorks, a bunch of ice blocks by Heineken, a frozen ice glacier for the Last Airbender promotions by Netflix, Google and more, with the Sphere garnering approximately 4.7 million daily impressions, of which 4.4 million come from social media.  

However, being the biggest screen in the world comes with it’s challenges. Handling the unconventional shape presents a variant of technological difficulties, leading to a dedicated in-house team at the Sphere and visual designers and agencies to offer specialised services. 

While this is the first of it’s kind in the world, various cities across the world like London, Abu Dhabi, Hanam, etc are in the process of housing the next Sphere. 

As an integral part of the Indian experience marketing industry, it would be interesting to have a structure on this scale to be constructed in India. Being one of the biggest upcoming markets brand activations, concerts and festivals, IP’s and curated experiences, the Indian market has seen a shift in the scale and quality of production, giving the audience experiences comparable to international standards.