Medici XD (Experience Development) is the new venture of Mousetrappe founder Daren Ulmer with fellow industry leader and Animax Designs founder, Chuck Fawcett. Yesterday during IAAPA Expo, Ulmer and Fawcett announced the structure and key management for Medici XD.
Fawcett and Ulmer are striving for a production studio dedicated to finding new ways to build entertainment experiences that deliver guests into a more believable sensory world than ever before.
Medici XD will encompass five divisions:
•Media: Content design and production, visual and audio
• Machines: Motion-based ride systems and electro-sensory devices
• Interactives: Realtime (“game engine”) rendering, software and interactivity
• Theatrical: Live performance and human interactions
• Labs: Research & Development group focused on innovation across all disciplines
Each division will provide design and production services directly but in a seamless and integrated way.
Also, during the presentation it was announced Nathan Jones, an established themed entertainment executive would be Medici XD’s Chief Executive Officer and lead the Machines division.
Jones during the presentation provided further details saying Medici XD would be assembled through various acquisitions. The first acquisition announced was for Daren Ulmer’s Mousetrappe.
“This gives Mousetrappe room for further growth, access to new technologies and the ability to influence more of the guest experience, expanding our vision for truly immersive media,” said Mousetrappe and Medici XD founder Daren Ulmer, “I’m delighted to say that the full team will migrate into Medici Media and existing clients will continue to enjoy the same superior quality and responsive team as they always have.”
Existing Mousetrappe Presdient Eric Hungerford will join Medici XD as President of Medici Media. He will develop the division’s new capabilities while ensuring continuity for longtime clients of Mousetrappe.
“We are putting the guest experience at the heart of every part we assemble, and we are being very selective about having the right team on board that share our vision,” said Greg Fawcett, co-founder of Medici XD, “First in class and top of their game is the level of talent that we will continue to seek as we build our Medici dynasty.”
Medici XD has more announcements coming soon. With an acquisition likely happening in the area of Interactives plus a key hire for the Theatrical division. Both developments are currently under NDA.
The team behind Medici XD chose IAAPA because it was the best venue to announce the company’s full vision and initiative, as it brings together the best product and service companies in the world of the attractions industry. Medici XD is also using the IAAPA trade show as a way to evaluate the investment, acquisition, or formation of additional strategic partnerships and other specialized business that align with their five division’s objectives.
Medici XD will operate studios in Nashville for which a purpose-built $6M facility is under construction that will notably house corporate offices, design & manufacturing for Machines and Labs; and in Los Angeles where Media, Interactives, and Theatrical will live.
To find out more visit www.medicxd.com
Follow Medici XD on LinkedIn
Zach Perilstein is the Editor-in-Chief of the Boardwalk Times
