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How Pedro Pascal—and Some Clever Uses of AI—Brought Guests Inside the Real-Life Merge Mansion  

Pedro Pascal, Kathy Bates, and AI-created clues brought fans into a real-world version of the Merge Mansion, a puzzle-filled game environment brought to life in LA. Attendees of the activation experienced a mix of live theatre with a themed escape room. Read more from BizBash. 

First Immersive Experience Announced for MSG Entertainment’s Las Vegas Sphere  

Madison Square Garden Entertainment announced Sphere Experiences, an immersive 4D multi-sensory production that wraps audiences in the highest-resolution LED screen in the world. Read more from The Ticketing Business. 

Barbie and Gap Team Up on New Collection Ahead of Blockbuster Movie   

Gap is jumping on the ’Barbiecore’ trend with its latest clothing and accessory collaboration. The collection, in partnership with Mattel, came in time for the new Barbie movie’s July release. The two companies are expected to expand their collaboration to incorporate other Mattel brands like Hot Wheels. Read more from AdAge. 

SXSW 2023: How Immersive Experiences Ruled at the Austin Fest  

South by Southwest’s annual gathering always encapsulates creativity in film, media, and music — and this year was no exception. From the Audible Sound Studio to Showtime’s Camp Yellowjackets, see how brands embraced immersive experiences at SXSW 2023.  Read more from BizBash.