Adipat Virdi to lead XR initiatives at Cinesite

Based in the UK, Virdi will join Cinesite’s leadership team and oversee the company’s XR initiatives worldwide.

He joins Cinesite from Facebook owner Meta where he was the Global Creative Product Lead for Immersive, spearheading the Emerging Platforms team’s exploration of VR/XR and immersive experiences.

Virdi has a background in experience design and immersive storytelling, working on projects for brands and organisations such as BBC, Sony, Netflix, Virgin Atlantic, HSBC, Cosworth, Harbour Immersive, NASA, Charlotte Tilbury, Balenciaga, Lamborghini, Nike, IoC, Real Madrid and PagoNXT amongst others.

Virdi will drive Cinesite’s XR strategy, foster collaboration across the company’s global studios, and explore new opportunities for XR applications in areas such as entertainment, fashion and the automobile industry.

Adi’s appointment follows the company’s XR division launch in January 2024.

Since then, it has announced a long-term partnership with Frameless, creators of the UK’s largest multi-sensory art experience.

“We are thrilled to welcome Adi to the Cinesite group. His expertise in XR will be invaluable as we continue to push the boundaries of immersive storytelling and expand our offerings in this rapidly growing market,” said Antony Hunt, CEO of Cinesite.