Madonna recruited multimedia production studio Moment Factory to design the experience for her extensive world tour. Having also designed her Super Bowl XLVI halftime show, the crew at Moment Factory rushed to complete designs for twelve songs in four months. They used unique video configurations, thirty-six motorized LED cubes, and many of the same parts 

According to Johanna Marsal of Moment Factory, “When we create shows for songs or events or permanent installations, all the content that we use is original...We don’t limit our creativity with any location, and we were lucky enough to be able to explore different landscapes and countries throughout our conception.” [FastCoCreate]