Open standard · Open future

OpenXP

A Common Design Language for Experience

The open standard for immersive physical/digital experiences.

Lost in translation

Between the creative vision for an experience and its technical delivery, the intent gets lost.

Hard to capture. Hard to cost. Hard to deliver. Hard to repeat.

A warm amber glow welcomes them the moment they tap in.
The environment breathes with the crowd's collective energy.
Capture and deliver a personalised film of their experience.
The exact moment of the drop — sound and light erupt in unison.

sender[1].dmx_data = (255,179,71,178) + (0,)*508   # sACN U1 · warm gold @70%

osc.send("/notch/particle_speed", np.interp(mean(hr), [60,130], [0.2,2.5]))

ffmpeg -i raw.mp4 -i guest_overlay.png -filter_complex "[0:v][1:v]overlay=0:0" -c:v libx264 -pix_fmt yuv420p out.mp4

socket.sendto(b'\xF0\x7F\x7F\x02\x7F\x01\x31\x32\x30\xF7', (QLAB_IP, 53000))   # MSC GO cue 120

No one decides to lose the vision. It drifts.

A budget cut, a venue swap, a late pivot. Each one reasonable. But the true cost of each change is invisible, until opening night. And the brief that promised otherwise sits in a drawer, unread.

Lose the projection system → the 'awe' perception in Zone 3 drops from 0.9 to 0.2. The narrative arc flattens.

Ceiling height drops 2m → the 'immersion' perception needs new source mapping. Three touchpoints need reconfiguring.

Client wants energy, not calm → every 'calm' intent annotation lights up. Five journey states need new targets.

Now the brief is the build. The cost to the experience surfaces immediately, not on opening night. Every change seen for what it is, while there's still time to decide.

One immutable blueprint. Nothing lost in translation.

Experience as code - Capture. Cost. Deliver. Repeat. Beautifully.

Creative Vision The experience you envisioned, in a single XDL file.

 1experience "Immersive Gallery" {  // one experience, defined start to finish
intent: "Guests move through a responsive gallery space that senses and shapes their emotional journey"
spec: "openxp/1.0"
version: "1.0"
locale: "en-GB"
realm: physical
accessibility {                       // needs ship with the experience (R225-R230)
  navigational { wheelchair: true, step.free: true }
  perceptual   { audio.description: true, warning.photosensitive: false }
}
11 
touchpoints {
13 
  // Sense the space
  entry: sensor.beacon { zone: "entrance" }
  bio: sensor.biometric {
    sensor_type: "heart.rate"   // sensor_type: config key (type + processing are reserved)
    purpose: "Adapt scene pacing to guest excitement in the moment."
    legal_basis: consent        // legal_basis: key (dotted keys not allowed in config)
  }
21 
  // Shape the space
  spatial: output.audio   { zones: 3 }
  ceiling: output.led     { pixels: 2400 }
  lights:  output.lighting { universe: 1 }
26 
  // Feel the space
  warmth: perception.warmth { intent: "welcome", source: lights,  range: [0.0, 1.0] }
  wonder: perception.wonder { intent: "awe",     source: ceiling, range: [0.0, 1.0] }
  calm:   perception.calm   { intent: "reflect", source: spatial, range: [0.0, 1.0] }
31 
  // Guide the space
  guide: actor.improvise { role: "facilitator", intent: "Improvise within the design policy" }
34 
  // Think with the space
  curator: agent.deliberative { model: "claude", latency_sla: "5s", fallback: "advisory" }
}
38 
journey "visitor" { // what one guest moves through — the emotional shape of the visit
  intent: "Guide a single guest through an emotionally-responsive arrival sequence"
  initial: arrive
42 
  phase "arrival" {
    arc.phase: "arrival"
45 
    moment "welcome" {
      perception.targets { warmth { min: 0.3, max: 0.6, ramp: "gentle" } }
48 
      state arrive {
        on.enter { do: lights.cue("warm_amber_rise") }
        on entry.detect -> immerse {
          do: output.scene(name: "welcome_glow")
        }
      }
55 
      state immerse { }
    }
  }
}
60 
safety { // guardrails the AI can never cross
  comfort_first {
    when:     "bio.reading > 0.9"
    ensure:   warmth.reading < 0.6
    response: stop
  }
}
68}

Guest Experience Exactly as imagined. Every single night.

Industry Open Standard

No hidden logic. No loops, no variables, no surprises. What you read is what runs.

Privacy, by design

Three modes — transient, scoped, retained — each declaring its purpose & lawful basis, so consent & compliance are embedded.

◉

Design for how people feel

Warmth, wonder, calm, energy, tension, presence are core touchpoints — emotional resonance is built in.

♪

Actors are first class

Actors, facilitators & guides are wired into the journey, with roles, cues, & improvisation rules — not hidden in a briefing doc.

⚛

AI agents as touchpoints

Responsive, decision-making, and coordinated AI participate in journeys alongside physical hardware.

Repeatable, by design

Same state + same event = same transition. Always. Experiences are reproducible and debuggable.

Safety policies built in

Policies constrain what agents can do. Safety trumps design. Every decision is audited.

Accessible by design

Wheelchair access, audio descriptions, photo sensitive warnings - ship with the experience, not as a separate compliance layer.

The Perception Layer

Design for how humans feel

Human perception is a core touchpoint in OpenXP. As real as an NFC reader or LED wall. You can trigger transitions on wonder, shape scenes with calm, and adapt entire journeys to the emotional arc of your guests.

✦

Warmth

The emotional tone of welcome. How a space says hello before anyone speaks.

⚡

Energy

Collective vitality. The pulse of a room full of people alive to what's happening.

⚆

Tension

Dramatic suspense. The held breath before the reveal.

◈

Calm

The peaceful quality of a contemplative space. Where thoughts settle.

✨

Wonder

Awe and discovery. The moment everything shifts.

◉

Presence

Spatial awareness. The feeling of being truly here, now.

Generative AI is easy. Keeping it on brand isn't.

Every AI decision passes a creative policy. Brand voice, narrative, safety — all enforced before content reaches an audience.

Reactive

Sub-second sensor reactions. No LLM round-trip.

Lighting reacts to crowd. Audio adjusts to proximity. Safety interlocks enforce.

Deliberative

AI making creative choices in seconds, constrained by brand rules.

Lighting palettes. Narrative beats. Zone-by-zone personalisation. Actor/Operator override.

Compositional

Long-running content pipelines. Personalised souvenirs, custom artwork.

Within budget. Within brand. Always.

From brief to pitch

Start with a Word. End with a World

OpenXP Studio turns a brief into a pitch, and ready to simulate and deliver as an experience. Talk through the experience, shape the emotional arc your guests will walk through, see it as a storyboard, and have a deck ready to walk into the room and present.

OpenXP Studio — Immersive Starry Night

1Brief

2Journey

3Generate

4Visualise

5Pitch

FIDELITY screenplay animatic storyboard walkthrough ~5–6 min

✦ Visualise

Floorplan Journey Moments Storyboard Viewing all journeys

Immersive Starry Night

Regional Art Museum · 20-minute journey · calm and wonder · 6 touchpoints

Download pitch.pptx

Brief to pitch in one minute.

In OpenXP Studio, the real pipeline produces a validated XDL file, a rendered storyboard, and a downloadable PPTX deck.

Scroll into view to play the pipeline walkthrough.

Featured project

An hour and a half hip-hop experience — a seamless LED canvas, a branching narrative, and a holographic reveal at its emotional peak. See how OpenXP brings it all to life.

Read the case study