XI DESIGN
XI DE SIGN is a Berlin-based creative agency that designs and produces hand-painted outdoor advertising murals — including AR, projection mapping and 3D installations — for major brand advertisers across music, fashion, automotive, entertainment, FMCG, telecoms and government in Germany and Europe.
- Company typePrivate
- Founded2018
- HeadquartersBerlin, Germany
- Headcount1–10
- GTM typeB2B
- OfferingServices
What XI DESIGN does
XI DE SIGN GmbH is a privately held Berlin-based creative agency (XI DESIGN) that produces hand-painted outdoor advertising murals for large brand advertisers in Germany and Europe. Founded with approximately a 12-person team and managed by Jörn Reiners (Geschäftsführer) and Kimo von Rekowski (Head of Operations), the company positions itself as the market leader for 'Urban Communication' (handgemalte Außenwerbung). Service delivery is full-service and project-based: clients — typically major consumer brands or their media/creative agencies — engage via a four-step process (initial consultation, artist and location selection, concept and quote, execution), with bespoke per-project quotation, a 50% deposit on order and 50% on completion per the company's AGB. Reported revenue is not disclosed.
The core product is the photorealistic hand-painted mural, executed by a curated international network of street artists at pre-cleared, high-traffic urban walls (100+ locations across Germany and Europe). Technical extensions include augmented reality overlays (via partners VRketing and Xailabs), projection mapping (via partner RE:SORB), UV/fluorescent and neon installations, photocatalytic self-cleaning paint, 3D material installations (wood, artificial turf, moss, living plants with irrigation), VR-based retail experiences (O2 Studio at MediaMarkt Alexa, 270-degree 16K LED wall), and a 'Daily Adaption' format with weekly content refresh. The company has also vertically integrated digital out-of-home inventory and a 2,000 m² event/exhibition venue (GAME OVER at Nollendorfplatz, Berlin-Schöneberg), and operates initiatives including Berlin Street Battle and Berlin Mural Fest.
Customers span music streaming (Amazon Music, Spotify), fashion and luxury (Dior, YSL, HUGO BOSS, Lacoste, Nike, Adidas, Puma), automotive (Audi, Mercedes), entertainment and gaming (Disney/Star Wars, Netflix, Activision/Call of Duty), food and beverage (McDonald's, Aldi Süd, Jägermeister, Fritz-Kola, Radeberger), telecommunications (Vodafone, O2, Magenta TV), consumer goods (Gillette/P&G, Planted), government/cultural (Berlin Partner, Kulturprojekte Berlin, Köln Tourismus), and electronics (Samsung). Distribution is direct B2B plus agency referrals through partners including Antoni, Scholz & Friends, Publicis Media, Mindshare, Dojo, Kinetic, Brandzeichen and Servicebubble. Notable campaign outcomes include Samsung's Re:imagine Street AR(T) (~158 million media contacts), Spotify's UFO361 808 mural (3.8 million sight contacts in four weeks), and Amazon Music's Kontra K release (20,000 livestream viewers, 500,000 Instagram reach).
XI DESIGN firmographics
Firmographics- Name
- XI DESIGN
- Legal name
- XI DE SIGN GmbH
- Website
- https://xi-design.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- XI DE SIGN is a Berlin-based creative agency that designs and produces hand-painted outdoor advertising murals — including AR, projection mapping and 3D installations — for major brand advertisers across music, fashion, automotive, entertainment, FMCG, telecoms and government in Germany and Europe.
- Ownership category
- akta.pro rank
XI DESIGN industry classification
Industry- Product category
- Outdoor Advertising Services
- NAICS
- Indoor and Outdoor Display Advertising (54185), Graphic Design Services (541430), Graphic Design Services (54143)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG)
- akta.pro secondary industries
- Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Trade Show & Exhibition Marketing (Booth Design/Build) (MPAAAGAC), Virtual Art Department (VAD) & Environment/Digital Matte Painting (MPADAHAG)
Keywords
Where XI DESIGN is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
XI DESIGN business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Mural Advertising Campaigns: Bespoke project-based fees for hand-painted mural advertising campaigns. Services include concept development, artist curation, location scouting and clearing, mural production, photo/video documentation, event support, and CO2 offset. Each campaign is individually quoted (Kostenvoranschlag) with a 50% deposit and 50% upon completion per AGB.
- Digital Media Advertising: Digital out-of-home (DOOH) ad placement on digital screens in the GAME OVER venue and potentially other locations. Governed by separate digital media AGB with pricing based on media value and campaign duration.
- Event Production and Activation: Planning and execution of launch events, secret gigs, and press activations at mural sites including production of making-of videos and social media content.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Project-based bespoke campaigns (B2B) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
XI DESIGN product offering
Product offeringCore offering
XI DESIGN is a Berlin-based full-service creative agency that designs, produces, and executes hand-painted outdoor advertising murals for brand campaigns across Germany and Europe. The company manages the entire campaign lifecycle — concept development, artist curation, location scouting and clearing, mural production, photo/video documentation, event activation, and sustainability/CO2 offset — delivered through its curated network of international street artists and 100+ prime urban wall locations.
Product overview
XI DESIGN operates as a single integrated service offering centered on hand-painted outdoor advertising murals in Germany and Europe. The core product is the hand-painted mural (Außenwerbung/Outdoor Advertising), executed by an international network of street artists. This is supported and extended by multiple module-style services including Augmented Reality overlays, Projection Mapping, Photorealistic painting, Neon Light installations, 3D material installations, Daily Adaption murals, Special Executions (UV, Wood, Photocatalytic), Virtual Reality retail experiences, Event & Networking services, Photo & Video Documentation, Artist Curation & Selection, Location Scouting & Clearing, and Sustainability & CO2 Compensation. Clients engage XI DESIGN for full-service campaign delivery from concept and briefing through to artist selection, execution, documentation, and post-campaign event activation.
Differentiator
Problem solved
Functional benefit
Products and services
- Hand-Painted Mural Advertising Campaigns (End-to-End Service) Full-service design, production, and execution of hand-painted outdoor advertising murals for enterprise brand advertisers across Germany and Europe. Delivered via a four-step process (initial consultation, artist and location selection, concept and quotation, action and launch) with bespoke pricing per AGB (50% deposit, 50% on completion).
- Digital Out-of-Home (DOOH) Media Advertising Placement of digital advertising on screens at XI DESIGN's GAME OVER exhibition space at Nollendorfplatz, Berlin-Schöneberg, and additional locations. Priced based on media value and campaign duration under a separate digital media AGB.
- Event Production and Activation Event planning and on-site execution at mural locations, including secret concerts, press launches, and pop-up activations, bundled with making-of video production and social media content creation. Sold as a standalone service or as part of a full mural campaign.
- Special-Execution Mural Formats (AR, Projection Mapping, UV/Neon, 3D, Photorealistic) Custom mural executions using specialized techniques including augmented reality overlays, projection mapping, UV/fluorescent photoreactive paints, custom neon tubes, 3D material installations (wood, moss, plants, turf), and photorealistic large-scale painting. Sold as named, separately identifiable execution types that brands can select within a campaign.
- Virtual Reality Brand Experience
Quantifiable outcome
- 158 million media contacts achieved for Samsung Re:imagine Street AR(T) campaign
- +4 more outcomes
Companies that use XI DESIGN
Customer profileNamed customers21 records
Segments1 record
Ideal customer profiles2 records
XI DESIGN technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
XI DESIGN partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor and core.
- Global Street Art LondonminorOfficial partner of XI DE SIGN. Global Street Art is a UK-based organization focused on documenting and promoting street art globally. The partnership provides access to an international street art community and cross-border campaign capabilities.
- RE:SORBcoreArtist collective specializing in projection mapping. RE:SORB collaborated on the Kontra K Amazon Music mural event (creating a countdown projection mapping show) and the LUNA 'Verlierer' release party at GAME OVER Berlin.
- West Works GmbHminorCollaborated with XI DE SIGN on the Christian Dior mural project at East Side Gallery, which won the FAMous of the Month award from the German Ambient Media Association.
- Publicis MediaminorMedia agency partner for the Christian Dior mural campaign. Publicis Media arranged media placement and campaign coordination for the East Side Gallery mural.
- finke Production GmbHminorProduction partner for the Audi e-tron launch event at Berlin Photo Week, collaborating on the installation and creative execution.
- Samsung / CheilcoreSamsung engaged XI DE SIGN (via agency Cheil) for the 'Re:imagine Street AR(T)' campaign combining physical murals with AR technology for IFA 2018 and Berlin art fairs. The campaign achieved 158 million contacts.
- ServicebubbleminorCreative agency partner for the O2 Studio metaverse experience project at MediaMarkt Alexa Berlin. Servicebubble serves as the O2 creative agency overseeing the overall brand activation.
- KineticminorPartner on the Gillette Labs campaign with rapper MoTrip on Hamburg Reeperbahn. Kinetic acted as the activation agency commissioning the mural.
- Scholz & FriendsminorCreative agency for McDonald's Germany 50th Anniversary Big Mac campaign. Scholz & Friends conceived the campaign and engaged XI DE SIGN for the mural execution.
- AntonicoreLead creative agency for the Vodafone 'Together We Can' campaign, partnering with XI DE SIGN for nationwide 5-city mural production across Germany.
- DojominorCreative agency for the Spotify 'me right now' playlist campaign, producing photo series and behind-the-song interviews with artists. Dojo partnered with XI DE SIGN for the outdoor mural component.
- Flying StepsminorHip-hop and breakdance cultural organization providing support, organization, and advisory input for the Berlin Street Battle cultural event organized by XI DE SIGN.
- Get2KnowMe CrewminorCrew providing support, organization, and advisory input for the Berlin Street Battle hip-hop cultural event.
- MindshareminorMedia agency for Nike, commissioning XI DE SIGN for the Satou Sabally icon portrait mural at her childhood basketball court in Berlin-Schöneberg.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
XI DESIGN competitors and assessment
Company assessmentBroad incumbents
- Antoni: Berlin-based creative agency within the Omnicom network, listed as lead agency on XI DE SIGN's Vodafone 'Together We Can' multi-city mural campaign. Comparable Berlin creative pedigree and brand-client access, but positioned upstream as concept/strategy partner rather than execution specialist.
- JCDecaux: Global leader in street furniture and out-of-home advertising, with strong German and European presence. Competes indirectly for the same brand advertisers' outdoor budgets, but offers standardised digital/print OOH rather than bespoke hand-painted experiential work.
- Scholz & Friends: One of Germany's leading independent creative agency networks, which briefs XI DE SIGN as an execution partner on campaigns such as McDonald's 50th Anniversary Big Mac mural. Comparable client base, but operates as a full-service creative agency rather than a mural specialist.
- Ströer SE & Co. KGaA: Germany's largest outdoor advertising operator, running thousands of conventional and digital OOH faces nationwide. Competes with XI DE SIGN for brand OOH budgets at scale, but lacks the hand-painted, artist-led experiential positioning.
- Publicis Media: Global media agency network that has placed XI DE SIGN-led campaigns such as Dior's East Side Gallery mural. A channel partner and indirect competitor for advertiser outdoor budgets, operating at significantly larger scale across paid, owned and earned media.
Emerging players
- Stereotomy: Europe-based creative studio producing large-scale photorealistic murals and 3D installations for brand activations. Comparable execution style — photorealism, AR/projection overlays and immersive formats — though smaller scale and narrower geographic footprint than XI DE SIGN.
Direct peers
- Colossal Media: Largest hand-painted mural advertising agency globally, founded in Brooklyn and now operating across the US, Berlin, London and other markets. Closest direct competitor to XI DE SIGN, offering the same end-to-end model of curated artist rosters, prime urban wall inventory and tech-augmented murals for global brand advertisers.
- Global Street Art: London-based organisation that curates, documents and executes street art campaigns for brands and cities. Already a listed 'Official Partner' of XI DE SIGN, with overlapping international artist networks, project-based mural commissions and brand activation workflows.
- Dranmedia: French mural advertising agency producing large-format hand-painted outdoor campaigns for brands such as Netflix, Nike and Spotify. Competes with XI DE SIGN for European brand briefs in the same hand-painted outdoor advertising category.
Regional players
- URBAN NATION: Berlin-based non-profit museum and platform for urban contemporary art, with strong street-art curation and brand collaboration programmes. Overlaps with XI DE SIGN in Berlin's street-art ecosystem and on mural-driven cultural marketing, though primarily a cultural institution rather than a commercial mural agency.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
XI DESIGN social profiles
Digital presenceXI DESIGN financial estimates
Financial estimateRevenue estimate
Valuation estimate
XI DESIGN leadership team
Management profileNumber of profiles
Profiles2 records
XI DESIGN funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
XI DESIGN M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about XI DESIGN
What does XI DESIGN do?
XI DESIGN is a Berlin-based full-service creative agency that designs, produces, and executes hand-painted outdoor advertising murals for brand campaigns across Germany and Europe. The company manages the entire campaign lifecycle — concept development, artist curation, location scouting and clearing, mural production, photo/video documentation, event activation, and sustainability/CO2 offset — delivered through its curated network of international street artists and 100+ prime urban wall locations.
Is XI DESIGN a public or private company?
XI DESIGN is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was XI DESIGN founded?
XI DESIGN was founded in 2018. It employs 1 to 10 people.
Where is XI DESIGN based?
XI DESIGN is headquartered in Berlin, Germany, in the Europe region.
How does XI DESIGN make money?
Three revenue lines are on record. Mural Advertising Campaigns are the primary driver. The others are digital Media Advertising and event Production and Activation.
Who are XI DESIGN's main competitors?
Broad incumbents on record are Antoni, JCDecaux, Scholz & Friends, Ströer SE & Co. KGaA and Publicis Media. Stereotomy is listed as an emerging player. Direct peers are Colossal Media, Global Street Art and Dranmedia. URBAN NATION is listed as a regional player.
Does XI DESIGN have an API?
No public API is recorded for XI DESIGN.
What industry is XI DESIGN in?
XI DESIGN's product category is Outdoor Advertising Services. Its primary akta.pro industry code is MPAAAEAG, Environmental & Experiential Brand Design (Retail/Exhibit/Signage), with a secondary code of MPAAAAAD, Digital Creative & Experience Design Agencies (Web/App/UX). Its NAICS code is 54185 and its SIC code is 7330.