Further details announced for WXO's London Experience Week and Summit this April

Described as 'London Fashion Week for Experiences', WXO's Summit and London Experience Week 2025 will bring together industry leaders from around the world for a five-day exchange of ideas later this month.

Photo: World Experience Organisation

With WXO's (World Experience Organisation) London Experience Week and World Experience Summit 2025 only a few weeks away, details of this year's speakers, talks and event schedule have been announced and will feature talks from some of the people behind Las Vegas' AREA15, Meow Wolf, Star Wars: Galactic Starcruiser, Secret Cinema and Punchdrunk.

Kicking off the five-day long event on Monday 28th April, a London-wide Experience Safari invites guests to see the inner workings of various immersive and interactive experiences with backstage tours of Titanic: Echos From The Past and Minecraft Experience: Villager Rescue, a tour of L-Acoustic's spatial sound showroom in Highgate and the d&b Immersive Technology Experience Centre at the Science Museum.

Video: World Experience Organisation

Also on offer is a tour of Old Royal Naval College that dives into the site's extensive history as a filming location for the likes of Bridgerton and Pirates of the Caribbean, as well as two Campfires from Joe Pine (author of The Experience Economy: Competing for Customer Time, Attention, and Money) and Amber Case, who will discuss 'How To Craft Seamless Experiences'.

In the evening, London Experience Week invites attendees to the immersive, prison-themed cocktail experience Alcotraz in Hoxton, before a social at Good Hotel London in Royal Victoria Dock.

Photo: World Experience Organisation

On Tuesday 29th April, the World Experience Organisation Summit will take over the entirety of Phantom Peak for three days of talks, campfires, workshops and networking. Starting things off, there's 'Down The Tunnel' and 'Cross The Threshold' - two experiences produced by George Berlin and Frances Viera Blanc, as well as an address from WXO's CEO James Wallman on the State Of The Experience Economy.

From there, attendees will have a choice of events to sit in on from the likes of Sasha Frieze (The Chief Event Officer's Playbook), Louis Alfieri (AI Unleashed: Redefining the Entertainment Ecosystem), and Maria Redin and Lou Pizante (Cracking the X-Stack), all occupying different corners of Phantom Peak's 30,000-square foot venue.

There's a range of real-world case studies also set to be discussed throughout the day, including a look at how ITV have previously used experiences from the likes of SWAMP to launch TV shows, with plenty more case studies still TBA. Later in the day, the question Does Everything Have to be Immersive? will be posed to the Summit, before Tim Hill details the 4 Steps to Superfans, and Laura Citron explains Why Cities Need Experiences.

Rounding off Day 1 of the World Experience Summit 2025, there's a networking session before the winners of the World Experience Awards are announced.

Photo: World Experience Organisation

Diving into Wednesday 30th April at Phantom Peak, there's the intriguingly named Immersive Audio Magic Mushroom Experience in the morning, the two-hour long Unconference - which is made up of 12 different sessions spread across the venue, in which any attendee can take the stage to share their knowledge - finishing off the morning. The afternoon welcomes Luke Mitchell and Mike Goldsmith to discuss Boomtown Fair's sprawling, festival-wide immersive elements, and Bristol's iconic venue, Wake The Tiger.

Alongside that, a roundtable featuring some of the minds behind Elvis Evolution (Andrew McGuinness), The Traitors Experience (Neil Connolly), ABBA Voyage (Ryan Amstad) and Minecraft Experience (Olivier Goulet) will discuss developing and opening IP-driven experiences in the Town Square.

David Shulman will host a workshop on getting Investor Ready, and Tracy Sorgiovanni from Riot Games and Justine Tommey from Major League Baseball are just some of the confirmed names set to be hosting case studies that afternoon. In the evening, the London Experience Night Safari kicks off...

Photo: World Experience Organisation

Giving attendees the opportunity to head out into the city to see, hear, and feel first-hand everything London's experience economy has to offer, over 20 experiences will open their doors to the WXO community, including Bridge Command, Phantom Peak, ABBA Voyage, Lost Estate's Paradise Under The Stars, Avora, Moonshine Saloon, Bubble Planet, Jury Games and Come Alive!

Thursday sees a Live WXO Campfire with James Wallman, the return of the Unconference, Bompas & Parr's Kirsten Wilson and Sam Bompas discussing why F&B Is The Essential Immersive Ingredient, Patrick Flynn and Sermad Buni share how Squid Games: The Trials came to be, and there's a workshop on spatial storytelling from Mel McGowan alongside numerous other talks, workshops and case studies, before a Summit Wrap Party at Immerse LDN.

On top of this, the summit will also feature a host of extra content and experiential areas, which will feature surprise pop-ups, across all three days, and there are dozens of additional talks and workshops not mentioned here.

Video: World Experience Organisation

The finale of London Experience Week on Friday 2nd May features a creative studio visit at Marshmallow Laser Feast, a visit to the opening night of spatial audio festival Polygon Live, exclusive tours of BoraBora at Outernet, and an exclusive LXW backstage tour of Layered Reality's Elvis Evolution, which is set to open this summer.

Across the whole of London Experience Week, attendees will also have access to discounts on tickets to a huge range of experiences across the city, including ABBA Voyage, Frameless, Lost Estate's 58th Street and Paradise Under The Stars, Moco Museum, The Paddington Bear Experience, Monopoly Lifesized, Minecraft Experience and Tutankhamun Immersive Experience.

Tickets for London Experience Week are on sale now via worldxo.org, with applications currently open for their Scholarship Programme, which allows those early in their careers or unable to afford a full-price ticket to potentially still attend.

Photo: World Experience Organisation

All of the information shared in this article is subject to change. Please check the most up-to-date version of London Experience Week schedule here.

---

London Experience Week will run from 28th April to 3rd May 2025 at various venues around London. To find out more about the events and book tickets, visit worldxo.org