I have only been to Las Vegas once for a conference. Although I don’t gamble or drink, I actually had a great time. It’s worth a visit just to see the glitzy hotel and casino design and decor. Now it seems that there may be a good reason for a return visit.

Officially launched in the 4th of July, the MSG Sphere unveiled its $2.3 billion LED capabilities for the first time. A series of video demonstrations – among them fireworks, the American flag and the moon – dominated the Nevada night sky. The 17,600-seat Sphere,  promises to  “bring wonder to the world and redefine the future of live entertainment”.

The unique venue will offer music, film and sports, the Sphere aims to step far beyond the immersive VR and AR experiences which have dominated the art world over the past year. Speaking to Rolling Stone, MSG Ventures CEO David Dibble summed up the concept behind the venture: “We thought, ‘Wouldn’t it be great to have VR experiences without those damn goggles?’ That’s what the Sphere is.”

Film director Darren Aronofsky is one of the first artists signed up to create a “Sphere Experience”. Postcard From Earth comes to the Sphere in autumn and will make use of additional sensory elements like wind and scent.

nb: if the video fails to launch, please click here.