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Introducing the 2025 XLIST: The Visionaries Defining the Future of Experiential

Experiential has moved from the margins to the main stage. It’s scaling, it’s hiring, it’s funding and it’s shaping the way culture moves. In a world leaning hard into AI, experiential is the “see it to believe it” counter boom — the IRL proof that connection still matters. But those stadium takeovers and street-level stunts, brand worlds and fantastical pop-ups don’t just happen; they are built by creatives, producers, strategists and operators (many of whom were turning experiences into impact, audiences into fans, and moments into movement long before “experiential” became a buzzword).  The XLIST is for them. It’s our love letter to the magic-makers, the risk-takers, the culture-shapers — and your front-row seat to what (and who) is coming next. HOW IT STARTED When we launched the XLIST in 2023, our goal was simple: to spotlight the people shaping the future of experiential. Not the loudest or the most followed, but the most impactful. The ones with range, with vision, with execution. That first list was handpicked by XP Land editors and our Council. Every single name was debated, discussed and deliberately chosen. We focused on creative leadership like immersive artists, brand disruptors, producers, and experience architects. People reimagining...