“From festivals like Coachella and Glastonbury to in-stadium fan engagements, and Broadway shows like Maybe Happy Ending to Hollywood film productions, over the past 25 years, Disguise has transformed how audience experiences are being created,” says Disguise SVP of Customer Excellence, Sarah Lewthwaite. “This expansion gives us the ability to be closer to our clients in the Southeast and offer a more dedicated, in-person experience for exploring creative ideas, testing technology and collaborating on ambitious projects together.”

The new space is located in Atlanta’s historic Westside Paper building in West Midtown. It houses a new area for Disguise’s creative and technical solutions teams, along with a dedicated hardware support center for the Americas and the Experience Center. The center will allow creators, technologists and brands to test ideas before they go live and will host community events and training sessions to build practical skills in pre-production, creative sequencing, system integration and projection workflows.

The Experience Center features a cutting-edge virtual production LED stage for demos, prototyping, and research and development, offering teams a platform to explore new approaches to storytelling. The stage is powered by Disguise Studio Pro, Disguise’s full-service virtual production solution for flexible content production. Completing this setup is a GX 3+ media server, the newest powerhouse system from Disguise, renowned for its high-performance playback capability that enhances live and immersive experiences. The stage itself is realized using Planar® CarbonLight™ CLI Series and Leyard ALF Series LED panels, forming a high-quality canvas optimized for virtual production and real-time content. With regular software, hardware and projection mapping demos offered by Disguise experts, visitors can get hands-on with the latest solutions and see how ambitious creative ideas come to life.

Together, the space embodies Disguise’s commitment to innovation, collaboration and fostering the next generation of immersive experiences in the Southeast, while inspiring and developing emerging local creative and technical talent.

“Our expanded focus on Atlanta and the Experience Center underscores who we are today: a partner dedicated to delivering end-to-end solutions for our community,” says Lewthwaite. “This investment highlights our commitment to supporting customers across the full lifecycle, from concept and creative development through to technical design, delivery and ongoing enablement.”