Merlins began life as an energy drink — launched at 30 Rock in collaboration with NBC, alongside a short-form mini-movie titled Merlin. It was an ambitious moment rooted in storytelling, culture, and momentum.
Years later, the rebirth of Merlins emerged from a different spark.
Inspired by the scale, emotional clarity, and cultural impact of the Eras Tour by Taylor Swift, Merlins began re-imagining what a modern brand could be — not as a product first, but as an experience. An immersive exhibition. A journey through eras. A living archive of moments, emotion, and craft.
That vision led us to Florence, Italy, where we spent a year in close collaboration with our creative partners at Crossmedia Group. Together, we explored how music, narrative, technology, and physical space could merge into something audiences don’t just see, but step into and created the design for The Eras Tour Exhibition for Taylor Swifts tour.
With the release of Taylor Swift: The End of an Eras , Taylor wrote the closing of that chapter through its documentary on Disney+, the Eras Tour immersive experience may now never fully materialize in the form first envisioned. Sometimes a story is told so completely on screen that the moment itself becomes preserved — finished, sealed, and definitive.
But endings don’t erase intention. They simply reframe it.
If there’s one thing Merlins has always stood for, it’s the willingness to try. To reach. To build anyway — even when the path changes.
This chapter remains a journal entry — unfinished, honest, and open. And perhaps, in another era, it becomes something more.
This entry reflects a moment in Merlins evolution. Here’s what inspired us. Here is what almost happened revealed something else instead. A pivot. Towards immersive experiences for sport teams.
Toward films rooted in culture, athletes, and community. From that moment, a different adventure began – alongside creative partners who had brought the worlds of Matisse, Monet, and Van Gogh to life.