Hundreds of entries. 26 finalists, whittled down by an expert panel of judges drawn from the WXO Council. And just five winners, voted for by our WXO members.
The second WXO Experience Awards were held Tuesday 29 April as part of the World Experience Summit at Phantom Peak, London.
Over 300 experience innovators gathered to celebrate the very best in Experience, Business, People and Technology that the Experience Economy has to offer.
The categories were:
- Experience of the Year (Small Budget)
- Experience of the Year (Mid to Large Budget)
- Experientialist of the Year
- Experience Business of the Year
- Experiential Technology of the Year
An Outstanding Contribution award was also given to the pioneering individual or organisation that has exhibited true excellence and moved the needle for the Experience Economy.
We believe that the WXO Experience Awards have the potential to help solidify the importance of the experience industry and raise the profile of its foremost thinkers and creators. From the quality of the shortlist to the excellence of the winners to the feedback from attendees, we believe that mission is well under way.
The full shortlist can be found here. And with no further ado, here are your 2025 winners:
Experience of the Year (Small Budget)
Winner: The College of Extraordinary Experiences
The College of Extraordinary Experiences is a tiny-but-bright lighthouse in the Experience Economy World, and it’s one of the few places where experience designers have been meeting each other since 2016 in a way that is (according to those who go) unlike any other.
>> Visit site
Shortlist: Lennox Mutual; Goose x Luna Luna Everything Must Go Experience; Rebirthing in the Womb of the Earth: A Multisensory Journey Beyond the Self; The Alchemist
Experience of the Year (Mid to Large Budget)
Winner: Balloon Museum – Euphoria | Art is in the Air
The Balloon Museum’s touring exhibition format has captivated over 7 million visitors globally, proving both artistic impact and business scalability. Its Rome edition, Euphoяia, exemplifies the fusion of immersive technology and monumental art, redefining how audiences interact with creative spaces and setting a new benchmark for experiential exhibition models.
>> Visit site
Shortlist: Carnival Currents; Village Parallèle; Hulaween’s Spirit Lake 2024; Yuwell – From Hospital to Home; Balloon Museum – Euphoria | Art is in the Air; YOU:MATTER by Marshmallow Laser Feast
Experientialist of the Year
Winner: Lucy Keeler
Lucy Keeler was tasked with transforming Luna Park Sydney into Australia’s #1 experience destination by blending its historic 1930s identity with cutting-edge technology. The strategy involved reviving vintage carnival performances and design, while introducing immersive, digital experiences. Innovations included multi-tech venues, immersive audio, and partnerships with global experiences like Squid Game and Stranger Things.
>> Visit site
Shortlist: Taylor Smith; Chris Luebke; Lucy Keeler, Thibaut Duverneix; Kevin M. Dulle
Experience Business of the Year
Winner: Minecraft Experience: Villager Rescue
Minecraft Experience: Villager Rescue is an epic interactive experience where the most popular elements of Minecraft are brought to life before your eyes! Journey through the world of Minecraft where you will explore iconic biomes and dimensions, interact with mobs, and use your wits and creativity to save the villagers from a grim fate.
>> Visit site
Shortlist: Luna Park Sydney; Mance Communications; Charcoalblue; Original X Productions
Experiential Technology of the Year
Winner: Museum of Art + Light
Museum of Art + Light is the first museum purpose-built to fuse immersive digital storytelling with traditional art. Powered by over 100 projectors and Modulo Pi servers, this permanent Kansas-based venue redefines the cultural experience. Through seamless tech and creative precision, it delivers emotionally resonant exhibitions designed to evolve with future generations.
>> Visit site
Shortlist: XRoam; Monumental Sports & Entertainment; Disguise’s EX Range; TELUS Health
WXO World Experience Outstanding Contribution Award
This year, we also presented the inaugural WXO World Experience Outstanding Contribution Award. Nominated by the World Experience Council, the WXO team and our Summit event partners, this award recognises the pioneering individual or organisation that has exhibited true excellence and moved the needle for the Experience Economy. This year’s recipient was Reuleaux’s Laura Hess, who launched her REMARKABLE report at London Experience Week 2025.
After winning, Laura said:
“This wasn’t done in a vacuum. There are many, many people who contributed to the report, both directly and indirectly, over the course of years. To start, all the artists, writers, designers, performers, producers, and financiers that made the experiences I went to. Then, all my industry colleagues, critics, researchers, scientists, and more, who informed, challenged, and inspired my own process.”
We’ll see you all back here for 2026!
All award winner photography: Copyright Alistair Veryard (AlistairVeryard.com)
