The X Factor: How Original X Productions is Revolutionizing Location-Based EntertainmentThe X Factor: How Original X Productions is Revolutionizing Location-Based Entertainment

Original X Productions (OGX), a location-based entertainment company, made a mark in the space relatively quickly. Formerly known as Superfly X, the company has transformed popular brands into memorable location-based entertainment (LBE), igniting imaginations and captivating audiences worldwide.

OGX has produced LBEs based on NBCUniversal’s “The Office,” Warner Bros.’ “Friends” and “Harry Potter” and its newest experience with The Hershey Company, which debuted in Chicago in October.

Stacy Moscatelli, chief executive officer, OGX, talks to License Global about the impact of LBEs, and why they should be fun for all involved.

Stacy Moscatelli chief executive officer, Original X Productions

What IP Makes for a Fun LBE?

Location-based experiences have become a global phenomenon. Cartoon characters, artists and film IPs have become the subjects of LBEs worldwide. Moscatelli says that for an IP to be an LBE that people want to attend, a few checkpoints are needed to make it work.

“We always go in thinking about the long game – what do we think the lifecycle of this IP through an experience can be,” says Moscatelli. “We’ve historically looked at IP that we think stands the test of time. I firmly believe that ‘Friends’ will celebrate its 35th anniversary as big as it celebrated its 25th and 30th anniversaries. We think that the fandom will continue to grow and maintain and flourish over time. There are some IPs that are interesting or popular, but bringing them to life through an experience doesn’t always hit the mark or resonate. For OGX, it’s about three things: the audience, the level of engagement and the creative opportunity for our product. There could be an active audience, but the IP may not be creatively rich enough to come to life in a physical environment.”

Related:LBE 101: Understanding Experiential Retail and Location-Based Entertainment

The One with the Multiple Locations

Initially launched in 2019 as a pop-up to mark the sitcom’s 25th anniversary, “The Friends Experience” (in partnership with Warner Bros.) expanded to a tour across the U.S. with stops in Philadelphia, Detroit, Salt Lake City, Boston, Miami, Chicago, Atlanta, Dallas, Phoenix, Seattle, Long Beach, Denver, Washington, DC and San Francisco. Moscatelli and OGX developed and launched “The Friends Experience” flagship in New York City, blocks away from Monica’s apartment.

“‘Friends’ is such a unique IP and entertainment property,” says Moscatelli. “It’s so beloved globally. I always credit Warner Bros. distribution arm because they did such a good job distributing and translating the show. We often hear that people learned how to speak English watching ‘Friends’ because it was so relatable. What has driven its popularity is that the fanbase is enormous and that the show means so much to everyone.”

“The Friends Experience” is international, with runs in Dublin, Amsterdam, Toronto, Brussels, Paris, Melbourne, Sydney and coming soon to São Paolo. The second flagship – and first international flagship – is now at ExCeL London (a pivotal city in the “Friends” universe). For Moscatelli, the show’s universal appeal comes down to a shared experience.

“The Friends Experience” in Dallas.

“‘Friends’ is about that time in your life when your friends are your family,” says Moscatelli. “If you’ve been through that, you always look back so fondly on those times in your life. It’s unique and special, and I think the show epitomizes that time frame.”

After a dose of nostalgia, you most likely want it to last long after visiting the LBE. “The Friends Experience” wraps up at its version of Central Perk, where you can order and pick up some branded coffee before heading to its gift shop, where there is branded apparel, housewares and more to elicit fond memories of the tour and series.

In 2025, the second U.S. flagship will open in MGM Grand in Las Vegas (another important city in the “Friends” world). HBO Max will stream “FAST FRIENDS, a new four-part game show that takes place in the NYC flagship  in the celebrated series’ iconic sets in a fast-paced competition event. The premiere date has not yet been announced.

“You’ll see a lot of the Experience in the show as the fans complete a lot of competitions throughout the space,” says Moscatelli.

A Spellbinding Experience

In 2022, OGX introduced “Harry Potter: Magic at Play” in Chicago. Visitors can retrace some of Potter’s footsteps in discovering the Wizarding World, with activities like trying out the levitation charm, mixing potions, training for Quidditch positions and much more.

Moscatelli led the development of a new Harry Potter LBE, focusing on the franchise’s younger fanbase to serve as an entry point. With an IP that spans generations, OGX was challenged to make an LBE that engaged all fans at every age.

“We saw our space in the world as creating something for the parents who grew up with the franchise, and now they have kids that they want to bring into the franchise,” says Moscatelli. “Some visitors are familiar with Harry Potter but might have not yet read the books or seen the films, or maybe they might be on the younger end of the spectrum. How do we create something family-friendly that allows parents to share with their kids? We looked at those key core moments.”

“Harry Potter: Magic at Play” also ran in Seattle and is currently in Mexico City, with plans to expand into more regions – and the LBE will make subtle but meaningful changes.

“In further iterations, you’ll see us being even more on the playful side,” says Moscatelli. “We’ve learned how people are experiencing this space and what they love. It’s a challenge, but for us, it was about those parents who grew up with it who are introducing their kids to the franchise, and how we are bridging that gap.”

A Treat for All

OGX, in partnership with The Hershey Company, debuted “Hershey Super Sweet Adventure” this October in Chicago’s Water Tower Place. Inspired by Hershey’s popular candies, visitors can enter a workshop on the Sweet Seekers and become Sweet Seekers in Training. Family-friendly activities include navigating a Twizzlers Pull ‘n’ Peel Maze, intensifying the flavor of Jolly Rancher candies, using “peanut butter” balls to stuff Reese’s Peanut Butter Cups, and crafts using Hershey’s Kisses.

“Hershey Super Sweet Adventure” in Chicago.

For Moscatelli and OGX, it was a chance for the company to create a story surrounding Hershey’s consumer products.

“Hershey is well known and very much beloved,” says Moscatelli. “The brand has an active audience who engages with it through several different touch points. How do we bring that to life for a location-based experience? For our team, that was an opportunity to create a story around the brand and this narrative that made you an active participant in the experience. It’s fun, and we’re learning a lot.” 

This story was taken from the December 2024 issue of License Global. Read the full issue here ...