’s immersive storytelling studio Industrial Light & Magic’s ILMxLAB is rebranding its creative studio to ILM Immersive.In a statement to, Vicki Dobbs Beck, VP of Immersive Content, said, “When we launched nearly eight years ago, we chose the name ILMxLAB to reflect the idea that this was a brand new storytelling space – a blank canvas. We knew we would need to experiment, explore and discover – much like a traditional lab.
Dobbs Beck continues, “As part of ILM we’ve been able to lean into that legacy of excellence in everything we do, which has allowed us to develop industry-defining experiences”
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