Industrial Light & Magic Reveals Rebranding of ILMxLAB as ILM Immersive

Industrial Light & Magic Reveals Rebranding of ILMxLAB as ILM Immersive

SAN FRANCISCO, May 31, 2023 – As a part of the overall branding initiative at Industrial Light & Magic (ILM), ILMxLAB announced today that they are rebranding the creative studio to ILM Immersive. Established in 2015 with key talent from Lucasfilm, ILM, and Skywalker Sound, the studio has since released multiple award-winning experiences in the immersive storytelling space for Star Wars, Marvel Studios, and more.

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.”


ILMxLAB is now ILM Immersive

Recently releasing the critically-acclaimed 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. Looking forward to the future, the studio will continue its pioneering legacy as industry leaders in virtual and mixed-reality storytelling.

Learn more about the announcement on

ILM Immersive Online

Twitter: @ILMImmersive

Instagram: @ILMImmersive

Facebook: ILM Immersive

Join the conversation with #ILM and #ILMImmersive

About ILM Immersive, a division of Industrial Light & Magic:

ILM Immersive is Lucasfilm’s award-winning storytelling studio, pioneering a new era of interactive entertainment in virtual and mixed reality across multiple platforms. As an innovation hub that has been pushing the state-of-the-art for close to a decade, ILM Immersive allows audiences to interact with engaging characters and worlds, inviting fans everywhere to “Step Inside Our Stories.”

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.

For more information, follow ILM Immersive on Facebook, Twitter, and Instagram, or visit

Lucasfilm Ltd. is a wholly-owned subsidiary of The Walt Disney Company. ILM Immersive, the ILM Immersive logo, STAR WARS and related properties are trademarks in the United States and/or in other countries of Lucasfilm Ltd. and/or its affiliates. © & TM 2023 Lucasfilm Ltd. All rights reserved.

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