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Featured: Hip Hop Immersive Experience case study →

The open standard for immersive experience

Not another show controller. A language for what guests should feel.

OpenXP turns the brief into the build. One readable experience file captures creative intent, drives the lights, sound, media and AI that deliver it, and prices every change before opening night. Not on it.

The market

The fastest-growing corner of entertainment is being built one unrepeatable prototype at a time.

29.9%

CAGR — immersive location-based experience, the fastest-growing corner of entertainment

Grand View Research
#1

Analysts name fragmentation and lack of standards as the market's biggest brake

Fortune Business Insights
68%

of marketers say the cost of delivering live experiences has risen

EventTrack
56%

can't reliably measure the ROI of the experiences they build

Econ Market Research

The problem

Between the vision you sold and the show you shipped, the intent gets lost.

// hard to capture. hard to cost. 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.

The drift

No one decides to lose the vision. It drifts.

// each change reasonable. the cost invisible — until opening night.

Projection budget100%

The narrative holds. awe · Z3 = 0.90

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 file, every venue

One immutable blueprint. Nothing lost in translation.

// capture. cost. deliver. repeat.

experience "Immersive Gallery" {          // one blueprint — the whole guest story, start to finish
  intent: "A guest walks a responsive gallery that reads how they feel and shapes the room around them"
  spec: "openxp/1.0"
  version: "1.0"
  locale: "en-GB"
  realm: physical

  accessibility {                          // access needs ship inside the experience (R225-R230)
    navigational { wheelchair: true, step.free: true }
    perceptual   { audio.description: true, warning.photosensitive: false }
  }

  touchpoints {

    // Sense the guest
    entry: sensor.beacon    { zone: "entrance" }
    bio:   sensor.biometric {
      type: "heart.rate"
      processing {
        mode: transient                    // read in the moment, never stored
        purpose: "Read excitement in the moment to pace the scene"
        lawful.basis: consent              // consent travels with the data
        classification {
          confidentiality: confidential
          integrity: high
          availability: medium
        }
      }
    }

    // Shape the room
    spatial: output.audio    { zones: 3 }
    ceiling: output.led      { pixels: 2400 }
    lights:  output.lighting { universe: 1 }

    // Name the feelings the room can hold
    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] }

    // A human in the loop
    guide: actor.guide { role: "facilitator", intent: "Improvise, but never break the spell" }

    // A mind that adapts within the rules
    curator: agent.deliberative { model: "claude", latency_sla: "5s", fallback: "advisory" }
  }

  journey "visitor" {                       // the emotional shape of one visit: welcome, awe, then stillness
    intent: "Carry one guest along an arc that rises into wonder, then settles into calm"
    initial: arrive

    phase "arrival" {
      arc.phase: "arrival"                  // the room greets them
      moment "welcome" {
        perception.targets { warmth { min: 0.3, max: 0.6, ramp: "gentle" } }
        state arrive {
          on.enter { do: lights.cue("warm_amber_rise") }
          on entry.detect -> immerse { do: output.scene(name: "welcome_glow") }
        }
      }
    }

    phase "immersion" {
      arc.phase: "rising"                   // the room opens up, wonder builds
      moment "the-reveal" {
        perception.targets { wonder { min: 0.6, max: 0.9, ramp: "swell" } }
        state immerse {
          on.enter { do: ceiling.cue("constellation_bloom") }
          on wonder.peak -> reflect { do: output.scene(name: "starfield") }
        }
      }
    }

    phase "reflection" {
      arc.phase: "resolve"                  // the room quiets; the guest keeps the feeling
      moment "stillness" {
        perception.targets { calm { min: 0.5, max: 0.8, ramp: "settle" } }
        state reflect {
          on.enter { do: spatial.cue("low_room_tone") }
          on calm.hold -> farewell { do: lights.cue("soft_fade") }
        }
        state farewell { }
      }
    }
  }

  safety {                                  // guardrails the AI can never cross
    comfort_first {
      when:     "bio.reading > 0.9"          // if a guest is overwhelmed
      ensure:   warmth.reading < 0.6         // the room pulls back
      response: stop
    }
  }
}
Read the full spec →

XP Studio

Start with a word. End with a world.

// brief → journey → storyboard → pitch.pptx

XP Studio is our free AI authoring tool: talk through the experience, shape the emotional arc, see it as a storyboard, and walk out with a validated .xp file and a pitch deck, in about a minute. The standard, runtime and fabric are open source; XP Studio is free to use under the OpenXP licence. One way to write the experience file, never the only way.

1 BRIEF → 2 JOURNEY → 3 GENERATE → 4 VISUALISE → 5 PITCH

XP Studio · Immersive Starry Night
1Brief
2Journey
3Generate
4Visualise
5Pitch
Your experience
Experience
Immersive Starry Night
Venue
Regional Art Museum
Duration
20 min · guest-paced
Emotional arc
Calm → wonder → calm
Key moment
Constellation ceiling
Souvenir
AI portrait
wonder calm Physical Transient AI-powered
Plan
Scope
Activations
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 XP Studio, the real pipeline produces a validated .xp file, a rendered storyboard, and a downloadable PPTX deck.
Scroll into view to play the pipeline walkthrough.
Free to use · OpenXP EULA · Runs in your browser Learn more →

Featured project

A live hip-hop immersive — branching narrative, seamless LED canvas, a holographic reveal at its peak.

Hip Hop Immersive Experience
Read the case study →

Whose problem is this?

// pick your door

Studios & agencies

Pitch with a storyboard and a deck in the room. Deliver the vision the budget was cut around. The creative survives the client's changes — visibly.

Start with XP Studio →

Venues & operators

Run repeatable, auditable shows on the hardware you already own. Every night identical; every incident traceable; no vendor holding your show hostage.

Join to the consortium →

Toolmakers & developers

An open spec, an open runtime, a connector fabric. Build once against the standard, run everywhere it runs.

Get started →

OpenXP Consortium Partners

Questions, answered.

// what teams ask first

What's open source and what isn't?

The format specification, runtime and connector fabric are open source: install, run, extend, build connectors. XP Studio, our AI authoring tool, is free to use under the OpenXP licence but is not part of the open core. Nothing about your experiences is locked to us. See what’s open →

Does it work with our existing rig?

OpenXP orchestrates the protocols your hardware already speaks: DMX/sACN, OSC, MIDI/MSC, media pipelines and more via connectors. It replaces the glue code and the drawer full of briefing docs, not your kit.

Do creatives have to code?

No. Intent, journeys and perception targets read like a brief. That is the point of a common language. XP Studio writes the experience file conversationally; technical directors get the same file with full technical depth.

What stops the AI from ruining the show?

Safety policies are part of the file, and safety trumps design: agents act only inside declared constraints, every decision is audited, and deterministic rules mean same state + same event = same transition. Always.

How is guest data handled?

Privacy is declared in the blueprint: three modes — transient, scoped, retained — each with an explicit purpose and lawful basis, so consent and compliance ship with the experience instead of trailing it. Our direction of travel is guest-owned data: memories an experience creates, delivered into a personal data store the guest keeps. How OpenXP uses Solid →

How mature is the standard?

The spec is versioned (openxp/1.0), running in real productions, and being shaped by a consortium of venues, studios and toolmakers. Early enough to influence; real enough to ship.

The smallest projects. The biggest projects.

A smart-home activation or an immersive world tour — the language is the same.

Start free on GitHub or

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