XOrdinary

XOrdinary is a UK based creative studio redefining what’s possible in the world of visitor attractions. The company blends creative imagination with cutting-edge technology to craft the next generation of immersive entertainment, viewing each project as a chance to push the boundaries of what a guest experience can be creatively, technically, and emotionally.

Led by Mark Rivkin and Lorna Jones, XOrdinary is evolved from Crucial FX's extensive work in the themed entertainment industry, and builds on over 15 years of expertise delivering large-scale live productions and immersive installations for some of the world’s most recognisable brands, including Pepsi, Nike, and Apple. This deep foundation in show control, projection, motion tracking and real-time systems enables the team to transform creative ideas into robust, operational realities for theme parks, museums, and live entertainment venues worldwide

Services

From early concept to final show control, XOrdinary manages every stage of development, ensuring that storytelling, content and technical delivery evolve as one. This holistic approach allows the studio to craft experiences that feel cohesive, emotionally resonant and operationally seamless.
Core services include:

• Creative development and storytelling
• Immersive media and animation
• Spatial audio and show design
• Interactive and sensory systems
• Technical integration and control systems
• Digital previsualisation and VR modelling

Project Highlights

Animal Treasure Island

XOrdinary transformed one of Gardaland’s most beloved rides into Animal Treasure Island. The team created a fully reimagined, character-led adventure combining advanced AV systems, animation, and multi-sensory effects to deliver an award-winning family experience.

Madame Tussauds New York

At Madame Tussauds in New York, XOrdinary completely transformed one of the exhibits, with a 360° projection-mapped environment and bespoke audio. With over 100,000 lumens of projection and a 12K wraparound AV display, the project set a new benchmark at Madame Tussauds, proving how seamlessly integrated technology and world-class content can deliver transformative results even within tight budgets.