This journal exists to document the work while it is being made.
Merlins Sports Entertainment develops films, immersive experiences, micro dramas, and select beverage projects that live at the intersection of sport, culture, and storytelling. Much of that work happens quietly — in preparation, research, conversations, and time spent understanding the worlds we step into.
This journal is not a marketing channel. It is a record.
Here, we share notes from projects in progress, reflections from the field, and context around why certain stories matter to us. Some entries will be brief. Others may unfold over time. Not everything here will be polished or complete — and that is intentional.
We believe the process matters as much as the final work. The places we travel, the people we meet, and the decisions we make along the way shape the stories we tell.
This journal exists for collaborators, partners, and anyone curious about how these projects come together — from first idea to finished work.
The work currently in progress spans multiple formats and timelines.
Some projects are in early research. Others are moving through development, access conversations, or production planning. A few are already in motion and unfolding quietly in the background.
Not everything we work on becomes public immediately. Part of the process involves listening, observing, and spending time inside the worlds we want to understand before deciding how — or if — a story should be told.
Across films, immersive experiences, micro-dramas, and select beverage projects, the common thread is intent. We’re interested in stories shaped by real people, real places, and real stakes — not just finished outcomes.
This journal will occasionally reflect that work as it evolves. Some entries will be specific. Others will remain deliberately high-level. Both are part of the process.
As projects move forward, we’ll share context where it makes sense.
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.
“At Ronnie Wood’s legendary ‘Into the Woods’ gatherings, Merlins Energy Source was always present. Today, as the comeback kid returns, a new era begins — where Rolling Stones legacy meets the rise of a Modern Knight.”
From a legacy built on music, a new rhythm is emerging — not from a guitar, but from the ring.
Leo Wood, the 20-year-old UK boxer and grandson of Rolling Stones legend Ronnie Wood, is quickly carving out his own identity in the world of sport. Selected for Team GB Boxing and already making waves on the international stage, Leo represents a new generation of athletes driven not by legacy alone — but by discipline, sacrifice, and vision.
Training out of Sheffield with GB Boxing, his days begin before sunrise and are defined by relentless repetition — track work, sparring, strength, and strict nutrition. It’s a lifestyle built on precision, where every detail matters and every decision shapes the journey ahead.
But now, standing at a crossroads, Leo faces a defining moment.
With interest from major promoters — including the team behind former heavyweight champion Anthony Joshua — the path splits: remain amateur and chase Olympic gold in Los Angeles 2028, or step into the professional ranks and begin a different kind of ascent.
It’s a decision that echoes the journeys of the greats — those who turned Olympic dreams into world championship reality.
Despite growing up around one of the most iconic bands in history, Leo chose a different stage. Not lights and guitars — but gloves, grit, and the solitude of the ring. Supported by his family, including a grandfather who continues to encourage him from the sidelines, Leo is building something entirely his own.
At Merlins Sports Entertainment, this is what we call a Modern Knight.
A new generation stepping forward — where legacy meets purpose, and where the pursuit of greatness is not given, but earned.
It is a statement of art, engineering, and relentless innovation.
At Merlins Sports Entertainment, every brand we align with carries a deeper story — one rooted in legacy, creativity, and the pursuit of excellence.
Bugatti became part of the Merlins world through a film we are developing, inspired by a powerful documentary created by an Italian director on Romano Artioli, the man who revived Bugatti and elevated it to new heights before its transition into new ownership.
His story is one of vision, risk, and belief, values that sit at the very core of Merlins.
Within our Knights of the Round Table sits Jean-Baptiste Prevost, Managing Director of Champagne Carbon, the house behind the iconic Bugatti Carbon Champagne. Through this alliance, Bugatti exists not only as an automotive legend, but as part of a wider world of luxury, craftsmanship, and storytelling that Merlins brings to life.
The alliance between Champagne Carbon and Bugatti, where luxury meets performance
Bugatti represents more than speed.
It represents precision.
Design without compromise.
Innovation at the highest level.
These are the same principles that guide Merlins F-Labs — our innovation atelier inspired by Camelot, Q’s Lab, and the future of performance and storytelling.
From hypercars to human performance, from cinema to immersive experiences —
we choose Bugatti because it embodies what we believe:
