Sphere LEDs are quickly becoming one of the most powerful tools for brand storytelling. Unlike standard billboards or flat LED screens, these massive spherical displays double as city landmarks and immersive media platforms. As more companies look to leverage this medium, common questions have emerged around how Sphere LEDs work, how to create effective content for them, and what advertising costs involve.

This FAQ brings together the most common questions and answers to help you understand the essentials of Sphere LED marketing and production.

What is a Sphere LED?

A Sphere LED is a spherical structure covered with LED panels, providing a 360-degree viewing angle. Unlike flat LED screens, its curved design creates a more immersive and dimensional experience, making it ideal for landmark advertising and large-scale storytelling.

What are the most famous Sphere LED locations worldwide?

Some of the most famous examples include the Las Vegas Sphere, the Riyadh Sela Sphere, and the Mall of Asia Globe in Manila. For a full overview of seven iconic locations, see our detailed guide: The Most Famous 7 Sphere Locations in the World.


Las Vegas Sphere: Key Facts

How is wraparound or dimensional video achieved on Sphere LEDs?

Content creators typically use 3D animation and simulation to match the curvature of the sphere. Depth and perspective are enhanced through movement, lighting, and shading effects. Seamless integration between panels ensures a continuous image, while full wraparound video covers the surface for maximum impact.
A clear example is the Anyma show at the Las Vegas Sphere. The visuals projected onto the massive curved screen created the illusion of towering structures and lifelike digital figures surrounding the audience. This immersive design highlighted how dimensional video can transform a concert into a fully enveloping experience.

Closing Note

Installing a Sphere LED is not the same as working with flat screens. Because of its curved structure, only a limited number of technicians can work on it at once, which makes installation more time-consuming. For exhibitions with a short preparation period, a Sphere may not be the most practical choice. It’s possible, but often not recommended.

That said, there are many effective alternatives. Curved panoramic screens can deliver a similar sense of scale. Immersive 3D video content alone can also create a powerful effect for audiences.

Our work demonstrates how these alternatives can work in practice:
✓ Link & Co Portfolio: 90m × 8m panoramic LED stage — full management and execution
✓ San Diego Comic-Con: 3-sided LED installation with dimensional wraparound effects [Youtube link]

👉 Explore more in our live event video portfolio: [Link & Co Portfolio]

The Most Famous LED Sphere Locations Around the World

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From Las Vegas to Riyadh, immersive LED spheres are changing how we experience media, architecture, and branded storytelling. While the Las Vegas Sphere leads global attention, other striking installations show how this technology transforms public spaces, retail, and events. This guide highlights 8 real-life sphere structures—not just curved screens, but true 3D architecture built to impress.

1. Sphere at The Venetian, Las Vegas

• Location: Las Vegas, USA
• Operator: Sphere Entertainment Co. (formerly MSG Entertainment)
• Primary Use: Immersive concerts, branded experiences, and cinematic content

Sphere at The Venetian in Las Vegas opened in 2023 and quickly became the world’s largest LED sphere entertainment venue. Its exterior features over 1.2 million LED pucks—each displaying up to 256 million colors—creating a 360° visual canvas visible across the Las Vegas Strip.
Inside, the venue houses a massive 16K wraparound LED screen and seating for more than 18,600 guests. In addition, it uses HOLOPLOT 3D audio and haptic seating to deliver a fully immersive audience experience.

Notable events include U2’s opening concertseries, Darren Aronofsky’s Postcard from Earth, and large-scale brand showcases from Apple, Marvel, NBA, and Disney+.

2. The Globe at Resorts World Las Vegas

• Location: Las Vegas, USA
• Operator: Resorts World Las Vegas
• Primary Use: LED art, visual attraction, and reflective sculpture

Installed at The District at Resorts World Las Vegas, this LED sphere doubles as a mirrored sculpture and display. Triangular LED modules and reflective surfaces create dynamic visuals that change with surrounding lights and architecture.

Though smaller than the Venetian Sphere, it draws steady foot traffic and social media attention. Resorts World uses The Globe for seasonal animations, art loops, and subtle branding content.

3. Sonic Sphere KA11

• Location: The McCourt in NYC, USA
• Operator: Sonic Sphere Collective in collaboration with The Shed
• Primary Use: 3D spatial sound experiences and audio-focused art

The Sonic Sphere is a multisensory spherical concert hall concept first launched in 2021, inspired by Karlheinz Stockhausen’s 1970 Kugelauditorium. The installation blends 3D light and spatial audio to create an immersive environment, with lounge-style seating and suspended nets for audiences to recline above the floor.

The 11th iteration of the project, known as KA11, debuted in June 2023 at The Shed’s McCourt space in New York City. Measuring 65 feet in diameter, the dome was suspended within the 115-foot-tall venue and equipped with 124 loudspeakers surrounding up to 250 people with sound from all directions.

The New York program featured a range of performances and curated listening sessions, including Steve Reich’s Music for 18 Musicians, spatial sound remixes of The xx’s debut album, DJ sets by Yaeji and Carl Craig, and pianist Igor Levit performing Morton Feldman’s Palais de Mari with visuals by Rirkrit Tiravanija.

4. Al Wasl Dome – Expo City Dubai

• Location: Expo City, Dubai, UAE
• Operator: Expo City Dubai
• Primary Use: Projection mapping

Completed in 2021 as the centerpiece of Expo 2020 Dubai, Al Wasl Dome is a 130-meter-diameter transparent dome wrapped with 360-degree projection surfaces. While it doesn’t use traditional LED tiles, the structure transforms into a spherical canvas via 360° mapped projections visible from both inside and outside.

Al Wasl Dome has hosted major opening ceremonies, drone shows, and national day celebrations. It became iconic during the Expo’s run, with countries using it to showcase interactive cultural content, branded visual stories, and immersive light art. The dome’s integration with music and live performance solidified its role as a programmable, multimedia stage at architectural scale.

5. Riyadh Sela LED Sphere

• Location: Sela Sport Stadium, Riyadh, Saudi Arabia
• Operator: Sela Company
• Primary Use: Architectural Media Landmark, immersive theater

Unveiled in late 2022, the Riyadh Sela Sphere holds the Guinness World Record as the world’s largest LED sphere, measuring 35 meters in diameter. From the outside, its wraparound LED surface delivers 360-degree visual spectacles visible across the entertainment district. Inside, the structure houses an immersive theater with a giant projection dome, surrounding audiences in high-definition imagery and spatial sound.

6. Mall of Asia Globe (MoA Globe)

• Location: SM Mall of Asia, Manila, Philippines
• Operator: SM Supermalls
• Primary Use: Architectural Media Landmark, event announcements and national campaigns

Initially built in the mid-2000s as a symbolic globe structure, the MOA Globe was upgraded with full LED paneling in recent years. While it retains its metal frame, the surface now supports 360-degree LED video playback, allowing for real-time brand messaging, national flag displays, and interactive content.

The MOA Globe has hosted high-profile activations for global brands, including FIFA and Samsung.

7. Metro City LED Sphere (Shanghai, China)

• Location: Metro City Shopping Mall, Shanghai, China
• Operator: Metro City Mall
• Primary Use: Architectural Media Landmark and Interactive Public Display commercial visuals

Renovated in 2022, the Crystal Ball was upgraded with over 3,800 transparent LED panels, becoming the world’s first naked-eye 3D dome display. Its transparent design keeps the mall’s architecture visible during the day, while at night it delivers hologram-like visuals that light up the Shanghai skyline.

Operating around the clock, the sphere blends architecture and digital storytelling—showcasing floating 3D animations, fireworks, and branded content. It’s a striking example of how physical space and immersive media can coexist in a public retail environment.

How Brands Are Using Pop-up LED Spheres

Midea LED Sphere Booth

Midea has incorporated large-scale LED spheres into its global marketing strategy, using them as eye-catching centerpieces for brand activations and exhibitions. These spheres deliver immersive 360° visuals, integrating seamlessly with booth architecture or event spaces to capture attention and reinforce the brand’s message. One notable example includes Midea’s use of LED sphere design in its sponsorship of Africa’s biggest soccer tournament, showcasing how the format can be adapted beyond trade shows to high-profile marketing campaigns.

View our Midea project portfolio

LED Sphere Installations for Events

For brands and event organizers, an LED sphere installation can attract significant foot traffic, deliver memorable brand storytelling, and generate shareable moments for social media. Whether for trade shows, corporate events, or public exhibitions, we design and deliver custom LED sphere displays that align with your venue, content strategy, and audience goals.

Our expertise lies in designing LED sphere experiences that combine visual impact and immersive sound to engage attendees from every angle. We focus on creating memorable moments that reflect your brand’s identity, leaving a lasting impression long after the event.

SDCC Game Booths: How Top Studios Create IP Experiences

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San Diego Comic-Con (SDCC) may not be a gaming convention by definition, but that hasn’t stopped major game studios from building some of the most memorable, immersive booths in the entire event.

Over the years, these companies have leveraged SDCC’s pop culture audience to stage impressive IP activations — ranging from life-size installations to art showcases and interactive demos.

Here are some of the most iconic and talked-about SDCC game booth experiences in recent years.

Bandai Namco

Storytelling Through Space and Atmosphere

Bandai Namco delivered two contrasting but equally engaging activations built around their strongest IPs.

Code Vein II Motorcycle Photo Zone

Outside Lou & Mickey’s in the Gaslamp District, Bandai Namco parked a full-sized gold motorcycle — a replica from Code Vein II. Fans could pose for photos and share the moment as part of a themed street activation.

Little Nightmares III Speakeasy Bar

Instead of a conventional demo booth, the horror-themed Little Nightmares III experience came alive as a speakeasy-style bar. Guests entered through an unmarked entrance into a surreal, dimly lit world with scavenger hunts, thematic drinks, and eerie decor mirroring the game’s mood.

HoYoverse

At SDCC 2024, HoYoverse operated two booths featuring Honkai: Star Rail, Zenless Zone Zero, and Genshin Impact. Instead of large-scale activations, the company focused on stylized photo zones and small mission cards tied to each game’s setting.

Each space reflected the IP’s look and feel, but the experience leaned more toward visual branding than deep interaction.

Mecha BREAK

A Full-Spectrum Booth That Combined Spectacle and Gameplay

Despite being a new IP, the Mecha Break booth drew consistent attention throughout the event thanks to its bold visuals and layered interactions.

A massive three-sided LED screen dominated the booth’s front, projecting cinematic footage designed with a 3D perspective. From the outside, the display delivered striking depth and motion, giving visitors a sense of immersion before they even stepped in.

Inside, the booth offered a PC demo zone, a motion-based cockpit simulator, and on-site missions that gamified the experience. Visitors could also watch live PvP matches and join animator sketch sessions, making the space active, competitive, and creatively engaging.

Square Enix

At SDCC 2022, Square Enix showcased Final Fantasy and Kingdom Hearts with life-size character figures that instantly grabbed attention. Massive statues of Cloud, Sephiroth, and Sora stood at the center of the booth, drawing crowds for photos.

Blizzard

At SDCC 2022, Blizzard focused on franchise-exclusive merchandise for World of Warcraft, Overwatch, and Diablo. The booth featured collectible pins, apparel, and pre-release figures — all curated for loyal fans and collectors.

Effective Booth Design Drives Engagement

From immersive visuals to layered interactions, these booths show that success comes from how the booth brings the game to life.
A well-crafted booth draws attention, invites participation, and builds emotional connection with fans.At Eidetic Marketing, we specialize in turning game IPs into unforgettable real-world experiences — whether it’s a demo, a photo moment, or a fully themed environment.

🎮 See other game booth portfolio → Anime Expo NIKKE, G-Star EA Sports