As you approach the Sphere in Las Vegas, it almost doesn’t seem real. I took these photos from my vantage point from an Uber. Last Friday, when U2 opened the venue, I was there with Bruder Healthcare for Vision Expo West, an eye care tradeshow and conference.

After seeing video posted on social media from inside the Sphere during the U2 concert opening of this venue, there is no doubt that uber describes how magnificient it is. The Sphere has reinvented what it feels like to experience a performance. And it offers an unmatched advertising and promotion platform as well.

And while this may be a local venue, the impact is anything but local — advertising here expands outside of Las Vegas, with 4.7 million daily impressions: 300,000 in-person views in Vegas and 4.4 million on social media platforms.

You’ve probably seen what it looks like on the inside from videos on social media from the Sep 29th U2 concert opening. Those videos have gotten millions of views organically. The outside surface boasts a 24/7 advertising platform. Advertisers get access to designers that work within this immersive environment.

Thanks to James Dolan, CEO of Madison Square Garden Entertainment Corp. and David Dibble, CEO of MSG Ventures, on their success in bringing the Sphere to life. The 516-foot-wide structure is the largest high-resolution LED screen on Earth and seats 17,600.