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, we were 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 worldwide.

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, promotional content and brand experiences to light up the Exosphere, championing our larger belief in the value of community, innovation, and storytelling.

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, elevating the cultural moments that matter most.

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.

A technological marvel. A new era of entertainment. A first-of-its kind art gallery. And a brand canvas... like no other.

On July 4, 2023, Sphere introduced itself to the world, marking a new era of experiential entertainment and storytelling - that captivated the planet, leaving everyone in awe-inspired disbelief.

To bring it to life, we created a series of Exosphere Art & Promotional content, designed to reflect a world in perpetual motion and bring theatre to the streets of Las Vegas.

Sphere became ‘living architecture” that captured the zeitgeist, evolving the city into a dynamic ‘urban canvas’, projecting the cultural moments that mattered most.

As the world’s largest outdoor art gallery, Sphere invited the world’s premiere artists, creators and technologists to share their vision in an entirely new way.

Sphere became the world’s first building with feelings... greeting, celebrating, and cheering you on. Sometimes... even judging you.

And in the months that followed, Sphere premiered a new, immersive canvas for Brand Partnerships, activating fans and audiences globally, both on-ground and on social.

Sphere 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’s Exosphere is a technological marvel that ushered in a new era of art, entertainment, and brand experiences.

As the world’s most technologically advanced digital canvas, Sphere wanted to go beyond 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.

To create Sphere, we deployed some centuries old mathematical formulas and some very 22nd century engineering and technology. For confidential reasons, company policy does not allow us to include or go deeper into the technology beyond the following specs below...

+ 366 Feet Tall

+ 516 Feet Wide

+ 580K Sq Ft of Programmable Surface

+ 1.2M LED Pucks

+ 18-hours of Daily Programming

+ 50% Art / 50% Brand & Partner Content

+ A structure so bold and bright you can see it from space

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