Industrial Light & Magic's VR studio changes its name to ILM Immersive

Recently, as part of the overall brand plan of Industrial Light and Magic (ILM), ILM’s studio ILMxLAB announced that it will rebrand and change its name to ILM Immersive. It is reported that the studio was founded in 2015 and has focused on the development of IP-based immersive content such as VR and MR for many years. Its previous works include VR games such as "Star Wars: Legends of the Galaxy's Edge" and "Vader Immortal: Star Wars VR Series" .

Vicki Dobbs Beck, VP of immersive content at ILM Immersive, said: The ILMxLAB brand represents a new narrative space. The original purpose was to experiment, explore and discover VR in a laboratory-like studio. As the business matures, we are eager to transition from storytelling to a larger concept of story life, so the name change is also expected. The new name will reflect the growth and evolution of the studio, as well as future development directions (such as letting The story is more immersive). At the same time, it also marks that Industrial Light and Magic is entering a new era of innovation and immersive storytelling.

It is worth noting that the new brand LOGO still retains the previous iconic X, which represents the X-wing starfighter of Star Wars, as well as visual continuity and more possibilities.

Apart from the rebranding, there appear to be no further changes to ILM Immersive’s business. Considering that its last work was released in 2020, it will also be worth paying attention to what new content the studio will launch next.

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