How Tech Brands Have Activated the Las Vegas Sphere

Google and Shopify have turned to the first-of-its-kind venue to create a spectacle

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Sin City might be where large-scale advertising is catching a glimpse of its future, creating spectacle and generating awe to capture attention.

Since September, Sphere has attracted advertising from Microsoft’s Xbox, Sony, the NBA, Aston Martin and Heineken with activations using the building’s programmable LED exterior that’s become a whole new attraction for local and online audiences. Now, add Shopify, Google and McLaren to that list.

Operated by live entertainment and media company Sphere Entertainment, the aim of the latest building to be added to the city’s iconic Strip is to become a venue for world-famous artists and creators to perform before an audience of 18,600, while offering a brand-new Exosphere advertising experience on its surface, which measures 366 feet high and 516 feet wide.

The largest LED screen on Earth, the Exosphere consists of about 1.2

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