For over twenty years, our creative partners in Florence, Italy have been bringing stories to life through immersive environments, experiential design, and pioneering technology.
Florence — the city that gave the world Leonardo da Vinci — has always stood at the intersection of art, engineering, and imagination. It is from this lineage that Merlins Sports Entertainment draws its immersive foundation.
Together, we craft cinematic worlds that move beyond screens — transforming sport, music, and storytelling into living, walk-through experiences. Not exhibits. Not displays. But emotional environments where stories are felt, not watched.
With more than two decades of experience designing global immersive attractions, exhibitions, and experiential spaces, our Florence partnership forms the creative engine behind Merlins’ Screen to Streets vision.
Merlins Journal
Eras
DESIGNED IMMERSIVE WORLDS
Merlins Journal
Fiorentina
Merlins Journal
Moto GP
PAGES TO STREETS
THE EVOLUTION OF STORYTELLING
For centuries, creative magic has carried stories from the page to the screen.
Literary works became films. Films became cultural landmarks — including celebrated adaptations set in Florence, home of our creative partners.
Today, a new path has emerged.
At Merlins, we design cinematic immersive experiences by adapting literary worlds and original stories directly into physical environments — without waiting for the filmmaking process.
We call this Pages to Streets.
Stories no longer live only in books or on screens.
They become places you can enter.
Inferno — now playing — is one such world.
WORLDS WE CAN AWAKEN
Worlds Merlins can take from Screen to Streets.
I N D E V E L O P M E N T