ILMxLAB, the VR studio behind Star Wars, has undergone a rebranding and is now known as ILM Immersive.

ILMxLAB, the virtual reality (VR) studio behind some of the most popular VR experiences, including Star Wars: Vader Immortal and Avengers: Damage Control, has undergone a rebranding and is now known as ILM Immersive. The rebranding is part of a larger effort to expand the studio’s focus beyond VR and into other immersive technologies, such as augmented reality (AR) and mixed reality (MR).

ILM Immersive is a division of Industrial Light & Magic (ILM), the visual effects company founded by George Lucas in 1975. ILM has been responsible for some of the most iconic visual effects in film history, including the original Star Wars trilogy, Jurassic Park, and the Marvel Cinematic Universe. ILMxLAB was founded in 2015 as a collaboration between ILM and Lucasfilm to explore the potential of VR and other immersive technologies in storytelling.

Since its inception, ILMxLAB has released several critically acclaimed VR experiences, including Vader Immortal, which allows players to wield a lightsaber and interact with Darth Vader himself, and Trials on Tatooine, which lets players repair the Millennium Falcon and fend off Imperial forces. The studio has also worked on location-based experiences, such as Secrets of the Empire, a VR experience set in the Star Wars universe that can be found at select Disney parks.

With the rebranding to ILM Immersive, the studio is looking to expand its focus beyond VR and into other immersive technologies. This includes AR and MR, which allow users to interact with virtual objects in the real world. The studio has already begun exploring these technologies with projects such as Project Porg, an AR experience that lets users care for a virtual Porg from Star Wars: The Last Jedi.

In addition to expanding its focus, ILM Immersive is also looking to collaborate with other companies and creators to bring immersive experiences to a wider audience. This includes partnerships with companies such as Oculus and Magic Leap, as well as collaborations with creators such as David S. Goyer, the writer of The Dark Knight and Man of Steel.

The rebranding to ILM Immersive reflects the studio’s commitment to pushing the boundaries of storytelling through immersive technologies. With a focus on VR, AR, and MR, the studio is poised to continue creating groundbreaking experiences that transport users to new worlds and allow them to interact with their favorite characters in ways never before possible.


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