CONDUCTR, the UK-based innovation studio, has been selected to create a new immersive media experience for Land’s End and The Needles in the UK.
Operated by Heritage Great Britain (Heritage GB), these iconic and culturally significant destinations will be narrated through a deeply authentic, bespoke, site-specific experience.
Jos van der Steen, CONDUCTR COO and co-founder, says: "Land’s End and The Needles are some of the UK’s most recognisable landmarks, and this is an opportunity to create something truly worthy of those settings.
"We’re developing an incredible experience, produced entirely in-house, that feels fresh, immersive, and built specifically for this location.
"Working with Simworx and Heritage GB allows us to push into new territory and bring something genuinely new to market."
Exploring reality & myth
For this project, CONDUCTR will lead a fully in-house production that builds on the recent successful developments across Heritage GB’s portfolio, such as the Royal Liver Building in Liverpool.
This will capture the spirit of Land’s End and The Needles by drawing directly from their landscapes, history, and mythologies.
"After seeing the impact CONDUCTR delivered at the Royal Liver Building, it was clear they were the right partner for our Southern sites, Land’s End and The Needles," says Allan Leach, CEO at Heritage Great Britain.
"Their approach to creating narrative-led, technology-enabled experiences stood out immediately.
"What excites us most is how this translates into something completely unique for this location, a tailored experience that reflects the identity, heritage and significance of one of the UK’s most iconic destinations.”
See also: Top 8 immersive trends in the attractions industry for 2026
The project is envisioned as a unique, crafted media piece rather than a generic experience. Designed and produced in the UK, it signifies an investment in British creative talent and brings together storytelling, design and technology in an attraction that is rooted in its environment.
Simon Mulvaney, film director at CONDUCTR, says: "Directing these films is a rare opportunity to explore the beautiful space between reality and myth; pairing the language of cinema with the latest advances in experiential technology, to turn ancient folklore into an experience audiences actually feel.
"It’s the kind of project that constantly reminds me why I fell in love with filmmaking in the first place, and I can’t wait to see where the journey takes us!"
Showcasing British talent
This new, story-led format for the UK attraction market will be delivered in collaboration with UK-based Simworx, the dynamic media attractions specialist, which will provide the hardware platform. Media content will be developed and produced by CONDUCTR.
Terry Monkton, CEO at Simworx, says: "We’re delighted to continue our long-standing partnership with Heritage GB at two of their most iconic destinations.
"With a compelling new story launching from Easter 2027, we’re excited to work with CONDUCTR to reimagine the experience at Land’s End and The Needles, we’re confident it’s going to be well received by guests."
Set to open next spring, the experience will cement the sites among the UK’s leading visitor attractions and establish a new standard for authentic, story-driven heritage experiences developed and produced in the UK.
Recently, CONDUCTR has served as a key partner with Norwegian Cruise Line in developing Ocean Heights, a new three-deck outdoor entertainment area on the Norwegian Aura.
Rebecca Hardy has over 10 years' experience in the culture and heritage sector. She studied Fine Art at university and has written for a broad range of creative organisations including artists, galleries, and retailers. When she's not writing, she spends her time getting lost in the woods and making mud pies with her young son.
