Immersive Sports Experiences | Merlins Immersive Worlds

Screen to Streets | Merlins Builds Worlds That Escape Screens

For over a century, studios have built worlds designed to live on screens. From cinema to television, from mobile to streaming, each technological leap has sharpened the image, expanded the frame, and brought audiences closer to the experience. Resolution has climbed. Sound has surrounded us. Screens have become thinner, brighter, larger, and more mobile. But even as technology advanced, the destination rarely changed. The experience still ended at the screen. Merlins was created around a …

Forging an Era: Inside the Development of a Football Immersive Exhibition

At Merlins, immersive experiences are not built in isolation. They are forged through culture, technology, and the evolution of how stories are told. Our creative partners previously designed and delivered an immersive exhibition experience for ACF Fiorentina, bringing a football club’s heritage into a physical, walk-through world. That work continues to inform how we approach new immersive projects today — especially as rapidly evolving technologies reshape what is now possible in storytelling. We are currently …

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, …