- December 4, 2025
- Posted by: SportsV
- Categories: Case Studies, Featured Articles, Features, Home News, Industry News, News, Press Releases
Advent has announced the debut of the new A’s Ballpark Experience Center. The Immersive Cube’s 26.5-million-pixel environment transforms a physical room into a living canvas where walls, floor and ceiling dissolve into motion, sound and energy. Here, guests step into the A’s future ballpark in Las Vegas, while reliving legendary moments, exploring the ballpark before it is built, and feeling the roar of the crowd as if they’re truly at the centre of it all.
John Roberson, CEO of Advent, a leading experience creation firm specialising in digital storytelling, said:
“The Immersive Cube is more than a product. It’s a fully integrated system designed to make every visitor part of the next chapter for the A’s. It transforms conceptual spaces into tangible, emotionally charged narratives that inspire connection and investment.”
He added:
“Designing the Ballpark Experience Center and the Immersive Cube™ was more than a design challenge; it was a story challenge. We are grateful to have been involved with Legends Global and Burke Construction Group in such a momentous moment and proud to help create a destination where belonging takes root and the future comes alive.”
Inside the 13.16ft tall, 19.23ft wide and 19.92ft deep Cube, every surface is covered with seamless, 270° LED panels, powered by Advent’s custom Experiential Management System (XMS). Adaptive storytelling lets visitors chart their own journey, from interactive suite tours to real-time flight info for trips to Vegas, with hundreds of unforgettable A’s highlights and dramatic cityscapes at their fingertips. No headsets are required.
The Cube accommodates up to 12 people at once for a shared and deeply engaging experience. With 26.5 million pixels, the Cube is comparable to COSM’s DomeX with 29.5 million pixels and Time Square’s largest LED screen with 23 million pixels.
Marc Badain, President of The Athletics, said:
“This is a town that’s always on the cutting edge. The cube is just emblematic of that. To have an experience center that has the greatest piece of technology ever seen to promote a ballpark and a new project, is gonna serve us well and it really over delivered.”
With its debut, Advent sets a new standard for immersive sales, brand engagement and event experiences where immersion becomes an innovative form of communication.
The 2026 SVB LIVE Conference & Exhibition – with its focus on elevating the live experience through pillars including Architecture & Design, Hospitality, Premium Experience and Technology – is being hosted at Everton’s spectacular new Hill Dickinson Stadium on October 1st and 2nd, and will include three VIP Venue Tours.
The A’s Las Vegas Ballpark
The A’s new Las Vegas ballpark broke ground in July 2025. The 33,000-seat Major League ballpark, located at the south end of the famed Las Vegas Strip, was designed by BIG – Bjarke Ingels Group and HNTB with structural engineering by Thornton Tomasetti.
The new ballpark is being built on nine acres of a 36-acre lot and will be accompanied by a future hotel resort and entertainment complex to be built by Bally’s Corp., which owns the remaining 27 acres of land.
The stadium itself will hold a capacity of 33,000 fans, featuring the closest seats to home plate and the smallest foul territory of any MLB ballpark.
The building will be fully enclosed by a roof that will attenuate direct sunlight glare while welcoming indirect natural light through northern oriented clerestory windows.
The $1.75-billion project is scheduled to open at the start of the 2028 baseball season, and will host not only baseball, but also concerts, conferences and other large-scale events.
About the Athletics
The Las Vegas Athletics (A’s) are a Major League Baseball (MLB) franchise with a storied history dating back to 1901. After decades in Philadelphia, Kansas City and Oakland—where the A’s earned four World Series titles—the team has begun a new chapter representing Las Vegas. The A’s are dedicated to building a vibrant baseball tradition in Southern Nevada, inspiring fans and contributing to the dynamic sports and entertainment landscape of the city.
To learn more, visit https://www.mlb.com/athletics
About Advent
ADVENT CREATES EXPERIENCES THAT MOVE PEOPLE™. As a research-driven, technology-forward storytelling agency, we partner with leading universities, professional and collegiate athletic programs, and organisations to design experiences that celebrate achievement and strengthen community bonds. With over 2,500 projects globally, we bring unmatched expertise to every engagement. Our deep understanding of brand storytelling combined with immersive digital experiences enable our team to provide custom solutions like: projection mapping, LED solutions, interactive augmented reality, interactive halls of fame and donor recognition platforms. To learn more, visit https://adventdx.com/solution/
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