Elisha Karmitz joined mk2 in 2006 as the director of publishing and editorial for the free newspaper TROISCOULEURS. In 2008, he took over the management of mk2 Multimedia and developed the group’s communication and diversification operations. In 2012, mk2 Multimedia became mk2 Agency (later MK2+ in 2019), specializing in audiovisual communication, content creation, and event management. Elisha Karmitz became the general director of the mk2 group in 2014. In 2016, he created mk2 VR, the first permanent location dedicated to virtual reality in Europe. With the development of mk2 VR POD and the distribution of a content catalog, mk2 became a key player in immersive technologies. mk2 and its agency MK2+ carried out projects like PSG Experience, an immersive tour of the Parc des Princes, and OCEANS, a virtual odyssey through an interactive aquarium. These initiatives offer immersive experiences for tourists in Paris and Nice, enhancing their visit through advanced technology.