The rugged edges of the British coastline are set to become the backdrop for a new era of storytelling.
Two of the UK’s most geographically distinct sites are preparing for a digital overhaul that promises to change how visitors interact with the natural landscape and local legend.
Heritage Great Britain, the operator behind several of the country’s most recognisable destinations, has commissioned creative innovation studio CONDUCTR to develop a new immersive media experience. The project focuses on Land’s End in Cornwall and The Needles on the Isle of Wight, rooting the experience in the specific authenticity of each location. By drawing directly from the landscape, history, and myth, the teams intend to create a site-specific narrative that cannot be replicated elsewhere.
A narrative-led approach to heritage
The redevelopment follows a successful collaboration between the two organisations at Liverpool’s Royal Liver Building. CONDUCTR will lead a fully in-house production that aims to bring the spirit of the British coastline and its folklore to life through an original narrative. Rather than installing a generic attraction, the project is being conceived as a “crafted media piece,” designed and produced entirely within the UK.
Allan Leach, CEO at Heritage Great Britain, highlighted the strategic reasoning behind the appointment, noting that the studio’s previous results played a major role in the decision. “After seeing the impact CONDUCTR delivered at the Royal Liver Building, it was clear they were the right partner for our Southern sites, Land’s End and The Needles,” Leach stated.
“Their approach to creating narrative-led, technology-enabled experiences stood out immediately. What excites us most is how this translates into something completely unique for this location, a tailored experience that reflects the identity, heritage and significance of one of the UK’s most iconic destinations”.
Technical collaboration and cinematic vision
The project relies on a partnership between two UK-based firms to balance storytelling with technical reliability. While North West-based CONDUCTR manages the media content and narrative development, the Midlands-based Simworx has been tasked with providing the hardware platform. This collaboration is intended to introduce a story-led format to the domestic attractions market that prioritises the “why” of the experience over the “how” of the technology.
Jos van der Steen, COO and Co-Founder of CONDUCTR, emphasised the importance of the setting to the creative process. “Land’s End and The Needles are some of the UK’s most recognisable landmarks, and this is an opportunity to create something truly worthy of those settings,” he said. “Van der Steen added that the experience is being “produced entirely in-house” to ensure it feels “fresh, immersive, and built specifically for this location”.
The creative direction of the media content falls to Film Director Simon Mulvaney, who seeks to bridge the gap between cinematic traditions and modern experiential technology. “Directing these films is a rare opportunity to explore the beautiful space between reality and myth; pairing the language of cinema with the latest advances in experiential technology, to turn ancient folklore into an experience audience actually feel,” Mulvaney explained. He noted that the project serves as a reminder of the core appeal of filmmaking, blending history with a sensory journey.
Looking ahead to 2027
Simworx’s involvement continues a long-term relationship with the site operator. Terry Monkton, CEO, expressed his enthusiasm for the project’s potential to modernise the guest experience at these landmarks: “We’re delighted to continue our long-standing partnership with Heritage GB at two of their most iconic destinations.”
“With a compelling new story launching from Easter 2027, we’re excited to work with CONDUCTR to reimagine the experience at Land’s End and The Needles. We are confident it’s going to be well received by guests”.
The new experiences are scheduled to launch in time for Easter 2027. By focusing on authentic, story-driven heritage rather than off-the-shelf digital products, the redevelopment aims to set a different benchmark for how UK visitor attractions utilise British creative talent to preserve and promote local culture.
