{"id":2284660,"date":"2026-02-16T21:27:47","date_gmt":"2026-02-16T21:27:47","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2284660"},"modified":"2026-02-16T21:27:47","modified_gmt":"2026-02-16T21:27:47","slug":"the-entertainment-tech-company-behind-the-nba-all-star-game-plus-adele-beyonce-concerts-expands-to-atlanta","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/the-entertainment-tech-company-behind-the-nba-all-star-game-plus-adele-beyonce-concerts-expands-to-atlanta\/","title":{"rendered":"The Entertainment Tech Company Behind the NBA All-Star Game, plus Adele & Beyonc\u00e9 Concerts, Expands to Atlanta"},"content":{"rendered":"

<\/p>\n

\n

The London-based company that has brought its technology everywhere from the\u00a0Las Vegas Sphere to the Burj Khalifa in Dubai is setting down roots in Atlanta.<\/p>\n

Disguise<\/a>, a company providing the software, hardware and services needed to pull off large-scale\u00a0experiential entertainment activations, has officially opened up its latest 8,000-square-foot office and Experience Center in the West Midtown neighborhood of Atlanta.<\/p>\n

<\/p>\n

\"\"
The Disguise team. Photo credit: Hypepotamus<\/em><\/strong><\/figcaption><\/figure>\n

At a ribbon cutting ceremony last week, the team said that Disguise\u2019s new location was \u201cbuilt as a place to explore\u201d and for Atlantans to \u201cengage in what\u2019s next for visual storytelling, fan and audience engagement, and real-time experiences.\u201d<\/p>\n

As Hypepotamus saw first hand, that mission is on full display when you walk through the Center.<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

The Technology Powering Entertainment<\/h2>\n

At the heart of the Experience Center sits a virtual production LED stage built for demos, prototyping, and R&D. The stage runs on Disguise Studio Pro and a GX 3+ media server (the company\u2019s latest high-performance playback system) with Planar\u00ae CarbonLight\u2122 CLI Series and Leyard ALF Series LED panels forming the visual canvas.<\/p>\n

To date, Disguise\u2019s clients have included big names like Disney, Snapchat, Netflix, ESPN, the Sydney Opera House, Epic Games, Nvidia, Warner Brothers, and the\u00a0F1 Arcade in Las Vegas.<\/p>\n

The company has also powered the visuals at concerts for superstars like\u00a0Adele<\/a>\u00a0and Beyonce.<\/p>\n

\u00a0<\/p>\n

\"\"
Photo Cred: Disguise<\/em><\/strong><\/figcaption><\/figure>\n

A Local Focus<\/h2>\n

Opening up a physical location in Atlanta is strategic, given the large concentration of Fortune 500 companies in town. That is because while Disguise does a lot of flashy, consumer-facing projects (like projections at last weekend\u2019s NBA All-Star Game), it also powers the visuals behind a lot of corporate events and keynotes.<\/p>\n

But Disguise is actually no stranger to Atlanta. The London-based company\u00a0acquired\u00a0Atlanta-based creative studio Meptik<\/a> in 2022, and now the two teams are fully integrated together. Disguise was acquired by The Carlyle Group<\/a> in 2021.<\/p>\n


While exploring the Center, it was clear that this space wasn\u2019t just another office or production studio setting up shop in town. The team wants it to be a place where\u00a0\u00a0creators, technologists and production teams can learn what\u2019s happening in the entertainment space. Disguise experts will lead regular software, hardware, and projection mapping demos, giving visitors hands-on access to the technology behind today\u2019s most ambitious productions.<\/span><\/p>\n<\/div>\n