Background: Rajadamnern Stadium is the world’s first Muay Thai stadium (Muay Thai = Thai Boxing) and a sacred part of Thai culture. But while it held legacy and prestige, it remained a niche seen as just a fight venue by most. Travelers passed it by. Cultural explorers didn’t feel its significance. To grow the business, we didn’t need to change Muay Thai. We needed to change how people experienced it. Idea & Execution: Ahead of the stadium’s 80th anniversary, we launched Rajadamnern Immersive Muay Thai, the world’s first immersive Muay Thai experience. Using projection mapping, LED-mapped columns, and a full surround sound system, we turned the stadium’s dome and architecture into a storytelling canvas creating emotional connections through history, beauty, art, and the tradition of Muay Thai The experience was fully integrated into Rajadamnern’s 7-days-a-week live fight schedule with no interruptions. Every night, fans and first-timers alike are immersed in a seamless blend of culture, history, beauty and the excitement of the fight. Rajadamnern’s circular architecture and central ring made it uniquely suited for a 360-degree experience. We removed the original overhead lighting truss, rebuilt the lighting and sound system, and integrated LED into all 16 structural columns, blending physical infrastructure with narrative design. Additional LEDs were placed around the stadium to complete the environment without altering the venue’s iconic form. With no pre-built blueprint or reference, the entire experience was designed in simulation until the installation was completed. Performance Result: +274% Ticketing Revenue +441% VIP Seating Revenue +818%Merchandise Revenue +412% F&B Revenue Media & Sponsorship Impact (Starting from 2025): ~5M USD in sponsorships +1,180% Social Media Performance Result: Rajadamnern Stadium transformed from a fight venue for fight fans into a cultural destination where it is a can’t miss experience targeted to 40M people visiting Thailand annually.