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'Star Wars: Tales from the Galaxy’s Edge' Developer ILMxLAB Is Rebranding Into ILM Immersive

by Rainier on May 31, 2023 @ 10:13 a.m. PDT

As a part of the overall branding initiative at Industrial Light & Magic (ILM), ILMxLAB announced that they are rebranding the creative studio to ILM Immersive.

Recently releasing Star Wars: Tales from the Galaxy’s Edge - Enhanced Edition on PlayStation VR2 (which expands on the storytelling at Star Wars: Galaxy’s Edge, the epic lands at Disneyland Resort in California and Walt Disney World Resort in Florida), ILM Immersive strives to tell connected, innovative stories across multiple platforms.

VP of Immersive Content Vicki Dobbs Beck said, “We're proud to be an innovation hub with a commitment to continuing to push the state-of-the-art on behalf of ILM and Lucasfilm, inviting our fans around the world to truly ‘Step Inside Our Stories.’ This new brand name really reflects the growth and evolution of our creative studio and will serve us for many years to come.” 

Rob Bredow, SVP, Chief Creative Officer said, “It’s such an honor to work with such a talented group of visual storytellers across a wide variety of mediums. Our updated identity better reflects our talent, innovation and the quality that ILM stands for across all of our divisions and global studios.”

The studio, formerly known as ILMxLAB, is renowned for their home VR experiences such as: Star Wars: Tales from the Galaxy's Edge and the Emmy-nominated Vader Immortal: A Star Wars VR Series; location-based experiences like Star Wars: Secrets of the Empire and Marvel Studios’ Avengers: Damage Control; and the Oscar-winning collaboration with Alejandro G. Iñárritu and Legendary Entertainment, CARNE y ARENA.

Looking forward to the future, the studio will continue their pioneering legacy as industry leaders in virtual and mixed reality storytelling. 

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