Project Arena is a premium commercial VR experience that sets out to demonstrate and educate the VR developer community on how to produce large-scale VR projects. A real-world basketball arena, Phillips Arena in Atlanta, Georgia, has been modeled and designed with AEC tools, through a series of transformations brought to life in real-time VR experience. In addition to the physical scale of the experience, a real-time crowd simulation has been incorporated so as to enrich the experience by not making it a sterile, static environment. Together these enable Intel to demonstrate how Intel® Core™ i9 processors are best suited to power this experience.