Inside IMAX’s Big Bet to Rule the Future of VR

From the minute you step off the busy LA streets and through the door of IMAX’s new VR center, it’s like you’ve entered a different world. The brightly lit white walls angle together as you walk down the hallway, up the stairs, and left around the corner. “We’re trying to squeeze you a little bit, before we gradually open up to you,” says Alan Robles, an experience designer at renowned architecture and design firm Gensler. “This is the first phase of changing your context,” he says, as if the hallway’s a portal to another dimension.

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