From the comments, you are asking for regular files to automatically get execute permissions, and that is the hard part.
When a file is being opened for writing, using the system calls of
creat(2) family, the program must supply a
mode parameter, which is used as a base value for setting the file permissions. This parameter is usually specified as mode 0666 in most programs that create regular files. Only programs that deliberately want to create executable files use mode 0777 as a base value.
The operating system will take this base mode value and the user's netmask setting, and perform a binary AND operation with them. Only the mode bits that are present in both the base mode value and the netmask value will be applied. The result is directly used as the
chmod value for the resulting file. There is no mechanism that could add permissions the program calling for a file to be created did not request; the
umask value can only restrict the permissions further.
For creating directories, a different
mkdir(2) system call is used, and its permissions mechanism is exactly the same... but basically everyone uses a base mode value of 0777 when calling to create new directories.
POSIX ACLs use a similar mechanism for determining whether or not to assign execute permissions, so they won't help you grant execute permissions to all files by default either.
As far as I know, the only way to achieve what you want in Unix-style filesystems would be to rebuild every single program used by the users to use base mode 0777 when creating files. But then those programs would be creating files with execute permissions everywhere, not just in one particular directory.
But note that I said "Unix-style filesystems". A non-unix filesystem would have a fundamentally different way of handling file permissions. If you could use a NTFS filesystem for your special directory, maybe its native ACLs could enforce assigning execute permissions for files by default?