Introducing ILM Immersive

Vicki Dobbs Beck, VP of Immersive Content, shares what the evolution means for the studio and the future.

Today, I am very excited to share the next step in our studio’s evolution with our new name: ILM Immersive. We revealed this news as part of the overall branding initiative at Industrial Light & Magic (ILM), marking a new era of innovative, immersive storytelling within the world-class VFX studio. 

When we launched back in 2015, we chose the name ILMxLAB to reflect the idea that this was a brand new storytelling space. 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. 

We selected ILM Immersive for two reasons: we are and always have been, a part of the greater ILM and we lean into that legacy of excellence in everything we do; and we felt “immersive” best captured our ongoing quest to use new and emerging technologies that allow people to “Step Inside our Stories” as never before.

With our new logo, you’ll also notice that we’ve kept our signature “X,” inspired by the iconic X-wing starfighter. Not only does the “X” provide visual continuity, but it pays homage to our history while pointing us toward the exciting possibilities ahead. 

As ILM Immersive, we enter this new chapter with the benefit of a portfolio of award-winning, industry-defining work like CARNE y ARENA, Vader Immortal, Star Wars: Secrets of the Empire, and Star Wars: Tales from the Galaxy’s Edge. We remain an innovation hub and will continue to push the state-of-the-art with first-of-kind experiences.

As before, we aspire to transition from storytelling to the much bigger idea of storyliving, where you’re in a world making meaningful choices that drive the narrative forward. We believe this new brand name reflects the growth and evolution of our creative studio, and we look forward to sharing many more years of innovation in immersive storytelling with you, our fans.

You can read more about the ILM branding initiative on the ILM website and

Vicki Dobbs Beck has more than 30 years of broad-based management experience in the entertainment industry. Currently, Vicki is VP of Immersive Content and has overall responsibility for ILM Immersive, the award-winning storytelling studio that launched in 2015 to pioneer a new era of interactive entertainment in virtual and mixed reality across multiple platforms.