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

Bluey the Ride: Here Come The Grannies!

At Alton Towers Resort, XOrdinary played a key role in bringing the world’s first Bluey-themed coaster to life. The team focused on creating a highly re-rideable, interactive experience for guests, centred around a bespoke 3D spatial audio system featuring an impressive 4.1 trillion unique sound combinations.

The station building features synchronised lighting and audio effects to accompany each train dispatch, building energy and enhancing the overall atmosphere. Beyond the ride itself, XOrdinary ensured the queue line was just as engaging, integrating interactive elements that blend play with audio that responds dynamically to guests’ movements.

The wider area is anchored by a model of the Heeler family’s house, complete with a custom visual illusion in the windows, allowing guests to see their favourite characters brought to life through bespoke animated media content.

Animal Treasure Island

XOrdinary transformed one of Gardaland’s most beloved rides into Animal Treasure Island, a large-scale indoor dark ride that unfolds across a series of immersive scenes.

The team created a fully reimagined, character-led adventure, bringing together projection environments, spatial audio, multi-sensory effects and custom character animation.

XOrdinary led the design and delivery of the media, AV and show systems, integrating them with the ride to perform consistently across a multi-scene, water-based environment beneath the park. The result is an award-winning attraction that has become Gardaland’s highest-rated guest experience in over a decade.