The Sane Company

Name

The Sane Company

Legal name

The Sane Company GmbH

Website

https://thesanecompany.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Experiential Design Services

NAICS

Industrial Design Services (54142), Interior Design Services (541410)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Event Strategy & Experience Design (BPAFAGAA)

akta.pro secondary industries

Exhibition, Retail & Experiential Design (BPAHAKAL), Event Fabrication & Scenic/Set Build (Custom Builds, Installations) (BPAFAGAK)

Keywords

• Experience architecture
• Exhibition design
• Live communication
• Temporary architecture
• Showroom architecture

Headquarters

HQ city

Stuttgart

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Experience Architecture Services: The company generates revenue through custom professional services engagements including conception, creation, architectural planning, and storytelling for event design, temporary architecture, showroom architecture, exhibition design, and live communication.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

The Sane Company creates and constructs impactful, concentrated, and consistent experience plots in digital or physical space. Its core service, Experience Architecture, combines conception, creation, architectural planning, and storytelling for event design, temporary architecture, showroom architecture, exhibition design, and live communication engagements delivered to enterprise brands.

Product overview

The Sane Company is an Experience Architecture firm offering a unified service portfolio centered on creating impactful, concentrated, and consistent experience narratives. Their core offering, Experience Architecture, encompasses conception, creation, architectural planning, and storytelling. This core service is delivered through specialized modules including Event Design, Temporary Architecture, Showroom Architecture, Exhibition Design, and Live Communication. The company also produces thought leadership content including the #BEYONDHYSTERIA and #INTERACTIVEHUMANITY white papers, and creative projects like The Fluidity Project.

Differentiator

Problem solved

Functional benefit

Products and services

• Experience Architecture A core service combining conception, creation, architectural planning, and storytelling to deliver impactful, concentrated, and consistent experience plots in digital or physical space for enterprise brand clients.
• Event Design Design and conceptualization of event experiences delivered to enterprise brand clients as part of the firm's Experience Architecture offering.
• Temporary Architecture Design of temporary architectural structures for trade shows, exhibitions, and promotional events, delivered as part of the firm's Experience Architecture offering.
• Showroom Architecture Architectural planning and design for permanent showroom spaces, delivered as part of the firm's Experience Architecture offering.
• Exhibition Design Design and planning of exhibition spaces and booth installations, including storytelling and interactive demonstration development for enterprise brand clients.
• Live Communication Temporary brand spaces, club houses, and live event communication experiences delivered to enterprise brand clients.

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• STELP e.V.minorOthers · 1 January 2021The Sane Company supports STELP e.V., a charitable aid organization. Through 'The Fluidity Project,' 50% of proceeds from limited printed editions support the organization which helps shape a world where people live independently in dignity and security.
• Solid SensecoreStrategic or Co-development Partner · 1 January 2020Solid Sense directed the NXP @ CES 2020 project in Las Vegas. Under their direction, The Sane Company developed 5 highlight exhibits and 40 demo exhibits over 3 months, including new corporate look and storytelling for complex technological products.
• Follow RedminorImplementation/ SI/ Consulting Partner · 1 January 2019Follow Red is identified as the client/agency for the Mercedes-Benz @ SXSW 2019 project in Austin, Texas. The Sane Company delivered live communication services creating a temporary brand embassy for the EQ brand.
• Stan StudiosminorOthers · 1 January 2018Stan Studios is credited for photography on the TIGI @ Top Hair 2018 project. The Sane Company created temporary architecture for TIGI's Copyright product line, and Stan Studios provided the photography services for the project.

Recent moves6 records

Expansion highlights5 records

Regional players

• Metzgerlehner — World of Communication: Germany-based experiential marketing and live communication agency. Comparable to The Sane Company on services (event, exhibition, brand activation) and on German-speaking market positioning; serves primarily DACH-region enterprise clients.

Direct peers

• MAS Event Design: Boutique event/experiential design firm producing brand experiences, custom environments, and live events for enterprise clients. Direct peer in exhibition and experience design with a similar boutique agency profile.
• TBA Group: European experiential and event agency producing trade-show stands, brand activations, and live events for enterprise brands. Highly comparable to The Sane Company in offering mix and mid-sized boutique positioning.
• Sparks: Global experiential marketing agency that designs and produces trade-show experiences, brand activations, and live events for enterprise clients. Highly comparable to The Sane Company across core service scope (exhibition, event design, live communication).
• MKG (+MKG / MKG Experiential): Boutique-leaning experiential marketing agency serving enterprise brands with event, exhibit, and activation design. Closely comparable in size, methodology, and target customer profile to The Sane Company.

Broad incumbents

• George P. Johnson Experience Marketing: Long-established experiential marketing agency focused on trade shows, brand activations, and immersive environments. Competes with The Sane Company for enterprise experiential budgets but offers a much broader service portfolio and global footprint.
• Freeman: Large-scale events and exhibitions company serving enterprise trade-show and experiential needs globally. Overlaps with The Sane Company on exhibition design and live event execution but operates at much higher scale with in-house production.
• Jack Morton Worldwide: Large global brand experience agency producing events, exhibits, and immersive activations for major brands. Operates in the same experiential/exhibition space as The Sane Company but at significantly greater scale and geographic breadth.

Others

• Jung von Matt: Major German creative agency whose offering includes experiential and live-event design for enterprise brands. Not a pure experiential specialist, but a relevant German-market peer given overlapping service lines and shared target clients.
• IDEO: Global design consultancy whose practice includes experience design, spatial design, and brand experience work. Adjacent rather than directly competing, but shares The Sane Company's hybrid strategy-design-creative orientation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xxing.com/company/thesanecompany
• Facebookfacebook.com/TheSaneCompany
• LinkedInlinkedin.com/company/the-sane-company
• Instagraminstagram.com/thesanecompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Sane Company