At Merlins, we believe in sharing the journey.
In this Journal, we open the doors to what we’re building — ideas in motion, projects in development, and visions taking shape.
Some will become reality. Some will evolve.
But here, you experience them with us.
Romano Artioli once brought Bugatti back to life.
His vision was bold — a revival of one of the most iconic names in automotive history, driven by innovation, design, and pure passion. At the heart of that vision stood the Bugatti factory, a place where engineering and imagination met to create something timeless.
Today, that spirit remains.
At Merlins Sports Entertainment, we believe in comebacks.
The Bugatti Immersive Experience is our way of reimagining that legacy — not as something to simply observe, but something to step inside. This is where history becomes an environment. Where sound, light, and motion bring the past into the present.
Guests will enter the world of Bugatti through a fully immersive journey:
- Walk through the revival of the factory
- Experience the energy behind the legendary EB110
- Step into moments that defined an era of innovation
This is not a museum.
It is a living story.
Through cinematic storytelling and immersive design, Merlins is building experiences that move beyond screens — transforming iconic brands into real-world environments.
This is part of our vision:
Screen to Streets.
Magic is real.
Dreams come true.
Watch the experience:
