Star Wars VR Studio ILMxLAB Rebrands As ILM Immersive

Star Wars VR Studio ILMxLAB Rebrands As ILM ImmersiveSkip to content

ILMxLAB, Lucasfilm's immersive entertainment studio best known for Vader Immortal, has rebranded to ILM Immersive.

Short for Industrial Light & Magic, ILMxLAB should be a familiar name for Star Wars fans in virtual reality. Having also developed Tales from The Galaxy's Edge, Droid Repair Bay, Trials On Tatooine, Secrets of the Empire and more, ILM Immersive is responsible for numerous home and location-based VR experiences. Now, eight years after its founding, a rebrand is being carried out.

"When we launched back in 2015, we chose the name ILMxLAB to reflect the idea that this was a brand new storytelling space," says Vicki Dobbs Beck, VP of Immersive Content in a press release. "We knew we would need to experiment, explore, and discover – much like a traditional lab. But we also imagined that, as we matured, we would want to transition to a new name that encapsulated our focus and future."

Judging by the press release, it doesn't appear further changes are being made to ILM Immersive at this time and this purely appears to be a rebranding initiative. Following the recent Enhanced Edition for Tales from The Galaxy's Edge on PSVR 2, the studio's next VR project remains unknown, but we'll keep you informed when we learn more.

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