In addition to the launch of Sphere in Las Vegas, there may be a growing number of artists and venues looking to enhance entertainment experiences such as concerts with the latest technology. That includes Inglewood’s SoFi Stadium, highlighted by the massive Samsung Infinity Screen.
The Infinity Screen is a custom-made oval double-sided 4K LED display measuring 70,000 square meters that hangs 30 meters above the playing field (as well as the length of the field at 120 meters). The £2.2 million ring – which also houses the speakers for the stadium’s unique sound system – has been the focal point of the stadium since SoFi opened in 2020 as the home of the Los Angeles Rams and Los Angeles Chargers, while it also served as a concert location that recently hosted Taylor Swift and Beyoncé, among others.
“I think in the music category we’re just starting to see artists using it to complement their shows as an extra piece to their act, rather than just using it for close-ups of the artist on stage, which is also an effective use of also on screen,” says JP Pollard, head of live events, sports and entertainment at Samsung’s display division The Hollywood Reporter. “Without naming specific acts, some acts use it for a whole new aspect of their shows, while others just use it to ensure everyone in the room gets a good view of the stage activity.”
Built by Los Angeles Rams owner E. Stanley Kroenke, SoFi has even more reasons to highlight the potential of its Infinity Screen. It will be one of the locations that will host the 2026 FIFA World Cup and the 2028 Olympic Games (including the opening and closing ceremonies). Meanwhile, representatives hope SoFi will be selected to bring the 2027 Super Bowl to Los Angeles.
Currently, the Infinity Screen for NFL games can display multiple elements, including the live game, highlights from other games in the league, scores, fan content, sponsorships and advertisements. But optimistic executives at SoFi and Samsung believe there is more creative potential.
“Immersive technology is not going away,” said Travis Sampson, CTO at SoFi Stadium and Hollywood Park. “We have this amazing piece of technology, obviously (SoFi) isn’t the Sphere, but it stands out on its own. (We’re exploring) how can we address that and really make it part of the user experience and part of the customer experience? So when you come to a concert or sporting event, that’s something that really stands out from everything else.”
He adds that SoFi has an internal broadcast team and a digital presentation team available to work with a tour or artist “to really figure out what the dynamics are that they want to present (with the Infinity Screen). Because it’s a 360 degree view, it comes back to that intimate feeling, that look and that aesthetic. For us, it really meets the wishes and needs of the artist.
Sampson adds that SoFi and partner Samsung plan to install more new technology over the next two years, saying: “We want to create experiences that are immersive and so speculative that (the visitors want) to say, ‘You were there. ‘”