Marvel’s TVA Experience Returns at D23, and This Year’s Setup Looks Bigger than Ever

Marvel’s convention presence has never been just about panels and trailers, and this year’s D23 is proving that once again. Beyond the big stage reveals and cast appearances, the studio has built out an entire physical space designed to pull fans directly into its universe rather than just talking at them from a podium.

That kind of immersive activation has become something of a signature move for Marvel at Disney’s biggest fan event, following a well-received version at D23 back in 2024 that let attendees interact with characters and props from across the franchise. This year’s version is picking up right where that one left off, expanding the concept with fresh details that give fans a reason to line up all over again.

Fans got a fresh look this week at the TVA Repairs and Advancement desk inside Marvel Studios’ TVA Experience booth at D23, part of the studio’s larger walkthrough activation officially titled “Your Next Assignment.” The setup channels the same bureaucratic, retro-futuristic aesthetic that made the Time Variance Authority such a memorable piece of world-building in ‘Loki.’

The activation is designed as an immersive walkthrough experience that takes guests through different worlds across the Marvel Cinematic Universe, blending familiar locations with entirely new ones fans haven’t encountered before. That structure mirrors the approach Marvel used during its first TVA-themed activation at D23 in 2024, when attendees moved through the agency’s offices, encountered an interactive Rocket Raccoon experience, and got glimpses of costumes and props tied to projects like ‘Agatha All Along.’

This year’s version appears to be building on that foundation rather than simply repeating it. According to details published ahead of the event, the experience promises a look at worlds both familiar and new, suggesting Marvel is using the TVA setting once again as a flexible framing device to showcase pieces from across its current slate rather than tying the activation to any single upcoming project.

That flexibility fits with how the TVA has functioned throughout Marvel’s recent output, serving as a connective thread between timelines and realities ever since its introduction in ‘Loki.’ Using that same bureaucratic backdrop gives the studio a built-in excuse to fold in visuals and props from a wide range of movies and shows without needing a single unifying storyline to justify the mashup.

The TVA activation is just one piece of what Disney has described as its largest show floor ever for this year’s D23 event. Fans attending can also step into the Disney+ Hulu Experience, which features a signature 4D theater and immersive photo opportunities spotlighting projects including ‘The Simpsons,’ ‘Percy Jackson,’ and Marvel’s own upcoming series ‘VisionQuest.’

That kind of expanded footprint reflects how central these physical activations have become to Disney’s convention strategy overall. Beyond Marvel and the streaming pavilion, this year’s show floor also includes an Avatar-themed experience inspired by the beauty of Pandora, alongside returning fixtures like the Lucasfilm pavilion and a Pixar anniversary celebration.

For Marvel specifically, leaning into the TVA’s aesthetic gives the studio a proven crowd-pleaser to build around while it continues rolling out other major reveals throughout the weekend, including costume unveilings tied to ‘Avengers: Doomsday’ and fresh looks at ‘VisionQuest.’ Whether this year’s iteration of the TVA Experience ends up matching the buzz generated by its 2024 predecessor will likely come down to just how many corners of the Marvel multiverse Disney manages to squeeze into the walkthrough.

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