Xperience Unlimited Global · Design & delivery, worldwide
XU Global is the design and experience platform behind branded attractions. We work with IP owners like Hasbro to turn licensed worlds into places families travel for — master plan to opening day, in any market, under one accountable contract.
What we do
Great brands live on screens, on shelves and in family memory. XU Global gives them a front door — and it can stand anywhere in the world. Creative direction, architecture and engineering, themed build, launch creative and the operating playbook: one bench, one contract, one point of accountability.
We work inside the IP owner's world — brand standards, approval workflows and category care — so every guest moment is on-brand and every submission is approval-ready, in every territory. Trust with licensors is our operating asset.
Master planning, concept and detailed design, architecture and engineering, themed fabrication, fit-out and launch — directed by XU Global through an integrated specialist bench, so clients buy an outcome rather than a stack of contracts.
Every site we design makes the next one faster and cheaper: a kit of parts, standards and templates that travel between brands, formats and markets — plus executive oversight that keeps them true once the doors open.
Our approach
Most designers think about the building. We design the whole journey — from the moment a family decides to come, to the moment they're back on the sofa talking about it. Every step is a designed, measured experience that turns one great day into a habit of coming back.
Sofa-to-Sofa is XU Global's proprietary guest-experience methodology — the connective tissue between great design and repeat visitation. It travels with every concept we design, in every market we work in.
How we work with you
Every attraction programme needs the same three things: a creative vision worth building, an operation that can actually run it, and delivery that holds scope, budget and programme together. XU Global brings all three as a single retained capability — drawing on our wider design and delivery bench, and led by named senior people who stay with the programme from first idea through to opening and operation.
Pillar 01
Creating and protecting the attraction vision, guest experience and creative quality.
Pillar 02
Ensuring attractions can be operated safely, efficiently, inclusively and commercially.
Pillar 03
Controlling scope, programme, budget, stakeholders and delivery from initiation through opening.
| Director | Concept & vision | Development & delivery | Pre-opening & operation |
|---|---|---|---|
| Creative Direction | Lead | Support | Support |
| Operations Direction | Support | Support | Lead |
| Project Management | Support | Lead | Support |
01
Creative, operational and delivery decisions are taken together, closing the gap between what is imagined, what can be built and what can be run.
02
The same leads stay across the lifecycle, so design intent, stakeholder requirements and the reasons behind decisions don't have to be rediscovered.
03
Start with what the programme needs today and scale up as work moves into detailed design, procurement, construction and opening — drawing on the wider bench rather than being limited to a fixed team.
04
Buildability, safeguarding, guest flow, staffing and maintenance are considered while they are still drawings, not expensive changes.
05
Named leads, regular reporting and defined routes for decisions, approvals and escalation — so nothing waits on an unanswered question.
06
Senior attraction expertise without building the department, and without the fixed cost sitting on the programme through its quieter stages.
Who we work with
We treat a licence as a stewardship contract, not just a commercial one. XU Global works inside your approval workflow, protects category and brand standards, and produces consistent, compliant submissions across territories. A well-designed destination strengthens every other place your brand lives — in every market it lives in.
Some of our brand partners
New concepts normally have to assemble creative, architecture, engineering and launch capability from scratch — slowly, expensively, and differently every time. XU Global puts a proven engine on tap from day one: master planning through opening day, priced per programme and per site, with a playbook that gets sharper as your estate grows.
Capital moves faster when design isn't the bottleneck. XU Global shortens the path from term sheet to site pipeline, holds one accountable line through delivery, and turns each completed venue into reusable standards rather than a one-off. Consistency across sites and territories is what makes a rollout financeable.
Architects, engineers, attraction specialists and creative studios bring us in when a project needs attraction-specific creative, operational and delivery direction. You keep the client relationship; we supply the expertise that makes the scheme work as a visitor attraction.
Our work
The experiences we design are built around world-famous IP — brands with generations of family love, instant recognition from the youngest guests, and play instincts baked into their DNA.
Working with IP owners like Hasbro, we translate each brand into its own world of hands-on play — for our own operating ventures and for partner concepts alike. From the UK across Europe, North America and beyond, the method is the same and the playbook travels.
How it comes together
From first sketch to opening day — this strip grows as our worlds do.
“We exist to enrich the world with real experiences — leveraging the power of great IP to build a legacy of fun.”
The XU Global mission
Get in touch
Whether you own a brand, run a concept, back one — or build the things that make them real — we'd like to hear from you. Wherever in the world you need it.
