Interactive attraction recreating the live show

Madame Tussauds in London draws 2.5m visitors every year, making it one of the city’s top attractions.

The Challenge

Madame Tussauds and X Factor wanted to create an audition experience that made visitors feel all the drama, tension and excitement of the real TV show. The installation needed to be creatively and technically sophisticated, as well as robust and efficient enough to handle the very high visitor throughput every day.

What we did

We worked with Madame Tussauds and X Factor producers to design a compelling audition experience that gave visitors the chance to feel they were performing in front of the X Factor judges.

Entering the audition experience, visitors were greeted by the voice of a live actor playing the role of presenter Dermot O’Leary. Sound effects, music beds and reactions of a studio audience were triggered live from behind one-way glass, building atmosphere and excitement.

The celebrity judges appeared on video screens, while the live presenter orchestrated a three-way conversation, with the pre-recorded judges asking questions and making comments.

Participants then performed their selected song, and tension mounted as they waited for the judges' verdicts.

The experience was video recorded live, and an automatically-produced DVD could be purchased from the Madame Tussauds store shortly after leaving the attraction.

Kaleidovision proposed the overall creative direction for the experience, produced all of the content assets to make it work, and designed the sophisticated audio visual installation. Training of the live actors was also undertaken in conjunction with Madame Tussauds and X Factor.

“Recreating the X-Factor audition experience was a challenge. However, by combining some creative video editing with a bespoke control system, we were able to give visitors a sense of what it would be like to be in front of the judges. It’s a yes from me!”

Paul Buckthorpe, Head of Technology & Operations, Kaleidovision

How can we enhance your brand experience?

Contact us to discuss how Kaleidovision can create tailored digital and music experiences to add pizzazz to your brand.