Immersive Sports Experiences | Merlins Immersive Worlds

Episode 1 – NBC 30 Rock: Where the Merlins Story Began

Merlins Podcast: Knights of Sports Before Merlins became a world a world of films, immersive experiences, and global sports storytelling, there was the beginning at NBC’s 30 Rockefeller Plaza – a two-part movie, a first real collision with broadcast television and a moment that changed everything. Episode 1 of the Merlins Podcast opens inside the birthplace of modern broadcasting — where a young idea collided with one of the most powerful media institutions in the …

The Studio World : Screen to Streets

Where Studio Worlds Begin Merlins was born from a simple question: What happens to great worlds after the screen goes dark? Films live for a moment in cinemas, then forever in memory. But what if they could live again — in cities, in culture, in physical space? Not as exhibits. As experiences. Not as replicas. As living worlds. The Florence Origin That question became real in Florence, Italy. Working alongside our creative partners in Florence, …

Exploring the Studio World

Each Studio World represents not a project, but a possibility. They are starting points — visual invitations into the kinds of cinematic universes Merlins is able to translate from screen into living experience. ⚔️ A Knight of the Seven Kingdoms This world opens the gates to a realm of kingdoms, orders, and ancient rivalries. Visitors are transported into a living medieval universe where they can journey across multiple realms, each with its own identity, architecture, …

The Birth of Merlins Immersive – From Screen to Streets

Merlins Immersive began not in sports — but in music. Our immersive journey started around the time of the Taylor Swift Eras Tour, when, alongside our creative partners Crossmedia Group in Florence, Italy, we explored how fans might one day experience an entire musical catalogue — every album, every era, every story — not just on screens or stages, but inside a fully immersive world. The vision was to translate music into physical environments. To …

Merlins Rebirth — Inspired by Eras Tour

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, …