MSG Ventures created Sphere – a next level entertainment medium. Through the innovative implementation of art and science, Sphere Entertainment launched the Exosphere, the world’s biggest digital canvas and outdoor gallery for artists, brand moments, and partnerships, with the sole purpose of bringing wonder to the world.

Sphere is what billboards dream of becoming when they grow up. From awe-inspiring art and promo activations to brand moments that make people on-ground feel like they’re at an amusement park, to experiences so immersive that people across social media refuse to believe it’s real, the Exosphere has redefined large-scale media.

Las Vegas is a dazzling shrine to entertainment. But how do you dazzle Vegas (and in turn dazzle the world) through the sheer wonder of a new kind of entertainment experience?

With its pursuit of bringing wonder to the world, Sphere Entertainment brought the Exosphere to life, creating a first-of-its-kind art gallery, a digital brand canvas like no other, and programming that enabled the world to see, feel and experience like never before. On July 4th, 2023, Sphere said “Hello World”, immediately stealing the limelight from the Las Vegas skyline and gaining a global following as fascination with the Sphere spread worldwide.

Sphere’s Exosphere reimagined how a building could engage with people, connecting on a deeper level through a visual spectacle that awed millions on the ground and online. This was an entirely new level of immersive experience.

With over 351,800 billboards in the US there has been little evolution in the form of outdoor media for nearly 200 years. Sphere Entertainment created the Exosphere to develop a blank canvas for artists and brands to activate and engage in a totally new way. Sphere was created to launch and inspire culture, story tell, and celebrate big tentpole moments that bring bands, artists, and brands closer to their audience, capturing the world’s attention and captivating its imagination along the way.

Sphere wanted to give the creatives of the world a totally new place to play, explore, and create in a larger-than-life stage. With a mission of bringing wonder to the world through the creative fusion of art, science and technology, our vision is to evolve the world of media, introducing the world to an entirely new medium that inspires creativity and sparks cultural conversations.

As the world’s largest and most technologically advanced canvas, Sphere’s ‘Exosphere’ invited the world’s premiere artists, creators, and technologists to imbue their vision on a platform just as unique. It became the world’s first building with feelings – greeting, celebrating, cheering you on, sometimes even judging you. Its undeniable visual presence quickly piqued the public interest and held their attention, quickly becoming the world’s most viral content platform.

Once we caught the world’s attention, we then unleashed Brand Moments and Experiences that enabled partners to showcase their personality and product on a scale never seen before, bringing their vision to life on the world’s most innovative screen during some of the world’s biggest events - Super Bowl LVIII and F1’s LVGP.

Sphere’s Exosphere became ‘The World’s Screen’, a larger-than-life platform for art, ideas and experiences that projected on a planetary scale, letting people see, feel, and experience like never before.

Sphere wasn’t created to simply be ‘a building’. It was constructed to become ‘living architecture’ to capture the zeitgeist and evolve the city into a dynamic urban canvas, responding to its surroundings and elevating the cultural moments that matter most.

In collaboration with artists and brand partners, Sphere Entertainment programmed and created dynamic content to activate cultural and brand moments, engaging audiences both on-ground and across socials with experiential activations that transcended those of traditional large-scale media.

Sphere’s Exosphere reimagined how a building could engage with people, connecting on a deeper level through a visual spectacle that awed millions on the ground and online. This was an entirely new level of immersive experience.

Sphere came to life with a series of exciting creative expressions on the Exosphere: everything from a “living” emoji that gave the architecture a face of its own, to collaborations with artists across multiple genres on the world’s biggest digital canvas and outdoor gallery, to awe-inspiring brand moments that elevated events happening in the city. By tailoring our creative to interact with its surroundings - from a perfectly choreographed 4th of July fireworks, to becoming the centerpiece of F1’s Las Vegas Grand Prix, and elevating Super Bowl LVIII by becoming the ‘Pulse of the Game’ - we were able to inspire the world.

Sphere quickly became the ‘world’s screen’, the platform to amplify campaigns that transcended national boundaries, with clients from around the world, from Germany to China, Brazil to Singapore, and the UK to the UAE.

Since launching on July 4, 2023, we saw immediate adoption and growth, attracting a list of Fortune 500 clients and some of the world’s most innovative artists, amassing a multi-million social following.

As one of the most disruptive innovations of 2023, Sphere brought a new level of spectacle to Las Vegas that was quickly shared and celebrated around the world.

- 45.5B Global Impressions

- 4.9M Average Daily Views

- 209.6M Views on Social

- 15.7M Engagements

- 300K Average Daily Foot Traffic

- +3,852,726% YTD Social Growth

- TIME Magazine Cover and one of ‘2023 Best Inventions of the Year’

- Fast Co’s #14 ‘The World’s Most Innovative Companies of 2024’

- Sphere’s Emoji named NYT Style 71 Most Stylish ‘People’ 2023

Sphere is its own one-of-a-kind media that has single handedly changed the face of advertising and brand building since its inception. It has managed to captivate the world overnight, with most every piece of content instantly going viral on social.

Since July we’ve collaborated with over 200 brands to concept and produce brand experiences that would dazzle visitors locally and globally. Through partnerships with the NFL, F1, Google, Netflix, and other Fortune 500 companies, we shifted the paradigm of how brand experiences and activations are created, raising the bar for the industry.