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, with the sole purpose of bringing wonder to the world. Partnering with the world’s premiere artists, designers, and technologists, we explored and harnessed Exosphere’s capabilities, revealing a new surface for creativity unlike anything seen before. Overnight, Sphere took the world by storm, becoming one of the most innovative platforms the world has ever seen. TIME Magazine’s Cover for “2023 Best Inventions of the Year”. FastCo’s #14 in “Most Innovative Companies of 2024”.

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.

Sphere is one of the most sophisticated and surprising buildings ever built. For its highly anticipated debut, our team was tasked with its launch and to visually program it in a way that would turn it into a beacon of wonder, spectacular enough to captivate audiences around the globe.

Bringing it to life required awe-inspiring new forms of art and innovation. To spark what has now become a global obsession, Sphere Entertainment created dynamic art and content that made this spectacular canvas even more spectacular. Our team of artists and technologists developed and curated bespoke art and promotional content to light up the Exosphere, championing our larger belief in the value of community, innovation, and storytelling.

With our mission of ‘bringing wonder to the world’, we were determined to breathe life into the Sphere as the first ‘living architecture’ that audiences worldwide could feel and react to. To bring the world’s most technologically advanced canvas to life, we partnered with the world’s premier artists, designers, technologists, and brands to design, program, and curate the Exosphere - a dynamic canvas imbued with emotion, depth and spectacle like no structure before. We created the world’s first building with feelings.

Since launch, Sphere has become a must-see monument for art, culture, and brand experiences, activating passionate fans worldwide and quickly becoming a viral phenomenon. There is a level of emotion and brand love few structures will ever see.

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

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