Impossible uses OpenXP to design, build, test and run its immersive experiences – including Rhyme & Refuge, the studio's upcoming immersive experience, with Black Thought (The Roots) at the helm of vision and story.
Impossible is a development partner with OpenXP, and a founding partner of the OpenXP Consortium
From concept to runtime, OpenXP lets Impossible's creative teams craft a complete picture of the whole experience.
We input brand assets, scenes + characters, reference imagery, and intended audience interactions → OpenXP agentically translates all these inputs into the Journey Map, Touchpoints and Experience File.
Journey Map – The spatial overview of the audience experience. Room by room. Chapter by chapter.
Touchpoints – OpenXP lets us intentionally codify the emotional ride as measurable touchpoints – by "measurable" we mean that OpenXP can sense for moments, outcomes or audience moods, and then trigger specific actions in the Experience File, for example a change in sound design. The idea is that the experience can be designed to adjust to how an audience is reacting. Touchpoints can also be any array of interactions, designed into the experience, where the audience makes a choice / shapes the experience in some way.
Custom Lenses – From budget sensitivity, to thematic layers, to audience interactions and beyond: we love OpenXP because it lets the studio add lenses that agentically monitor whether the experience is meeting conceptual and performance expectations.
Full Tech Audit – Wire any hardware. Output detailed specs.
Simulation + Runtime Engine – Runs the show spatially. Across every room. And canonizes safety protocols and fallbacks.
The Experience File – OpenXP defines every project's set of experiences using a human-readable language.
The Venue File – OpenXP treats every project's experience design as a venue-agnostic creative asset, separate from venue specs. As such every locational instance of an experience gets its own Venue File, and that Venue File defines how the Experience file gets wired to the venue's hardware (LED walls, projection systems, sensors and cameras).
The Experience File
The Experience File codifies an experience's chapters, pacing, emotional touchpoints, audience sensor interactions, LED architecture, sound and audio cues, safety protocols – and much more – using a single language. XDL fosters standards for shared accountability and it powerfully aligns creative intent with hardware and runtime protocols.
Design for How Humans Feel
Human perception is a core touchpoint in OpenXP. You can trigger transitions on wonder, shape scenes with calm, and adapt entire journeys to the emotional arc of your guests.
Agentic. Delightful.
Accountable. Repeatable.
We want to see creators and venues forge repeatable pathways to success. This requires more resonant audience experiences, better distribution, modular and tourable LED builds, and the ability to ship, test and polish runtime files across venue types and formats. Impossible Creative is a development partner with OpenXP because this kind of platform thinking serves everyone – from big production studios, to brands and experience designers of all kinds, to venue owners who want seek better content pipelines.
Here's to Industry standards.
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