Zander & Partner

What Zander & Partner does

Zander & Partner Event-Marketing GmbH is a Berlin-based event marketing agency founded in 1995 by Birgit Zander, specializing in 3D video mapping, light art installations, and large-scale public and corporate event productions. The agency's core capability is the design and execution of projection-based stagings that transform building facades, monuments, and public spaces into animated visual surfaces, demonstrated on landmarks including the Brandenburg Gate, Berliner Dom, Berliner Fernsehturm, Rheinturm Düsseldorf, Potsdamer Platz, and Schloss Bellevue. Its flagship asset is the FESTIVAL OF LIGHTS, a registered trademark created and produced by the agency since 2005, which generates 3M+ annual visitors and 1B+ media contacts in Berlin and has been exported to more than 20 cities worldwide including New York, Dubai, Kuwait, Zagreb, Bucharest, Plovdiv, and Luxembourg.

The company operates a project-based professional services model, earning revenue through custom quote-based fees for concept development, creative design, technical production, and on-site execution of one-off stagings and recurring festival formats. Customers span enterprise brands (Mercedes-Benz, Deutsche Telekom, Walt Disney Germany, Sony PlayStation, Wunderkind), public-sector and government bodies (ZDF, Federal Press Office, Federal President's Office, Federal Ministry of Finance, Deutsche Bahn, Berlin Partner), and cultural/diplomatic institutions (visitBerlin, ARCUB Bucharest, Filmboard Berlin-Brandenburg). Marketing channels are anchored by the Festival of Lights itself, the company's portfolio website, and institutional referral networks; no external funding has been raised and the company remains founder-owned.

The agency's go-to-market relies on its portfolio showreel, creative reputation, and longstanding Berlin ecosystem relationships rather than outbound sales. Internationally, the agency has scaled via flagship festival licensing and signature-project commissions such as the 182-night 'Kaleidoscope' program at EXPO 2020 Dubai (Oct 2021–Mar 2022), Deutsche Telekom's real-time interactive projection during UEFA Euro 2024, and the 2025 Mercedes-Benz CLA launch on the Rheinturm. Headcount is reported at 11-50 (averaging ~20 specialists), with no disclosed revenue, no M&A activity, and no external investors, indicating an organically grown, founder-led boutique agency.

Name

Zander & Partner

Legal name

Zander & Partner Event-Marketing GmbH

Website

https://zander-partner.de

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Zander & Partner is a Berlin-based event marketing agency founded in 1995, specializing in 3D video mapping and large-scale light art installations for enterprise brands, governments, and city-marketing clients worldwide, anchored by its owned Festival of Lights brand.

Ownership category

akta.pro rank

Product category

Event Marketing Services

NAICS

Indoor and Outdoor Display Advertising (54185), Convention and Trade Show Organizers (561920), Commercial Photography (541922)

SIC

Services-Amusement & Recreation Services (7900), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Festival & Event Producers/Organizers (MPAIAFAC)

akta.pro secondary industry

Event Signage, Props & Custom Installations (HSACAOAG)

Keywords

• Event marketing services
• 3D video mapping
• Light art installations
• Corporate event production
• City marketing festivals

Headquarters

HQ city

Charlottenburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Project-Based Event Production: The agency earns revenue through custom project fees for concept development, creative design, production, and execution of 3D video mappings, light art installations, and live events for corporate clients, city marketing organizations, and public festivals. Projects range from brand activations and product launches to landmark illuminations and mega public events.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Zander & Partner is an event marketing agency that designs, produces, and executes large-scale 3D video mapping projections, light art installations, and live event experiences for corporate brands, city marketing organizations, and public-sector clients. Core deliverables include concept development, creative design, technical projection production, and on-site staging at iconic landmarks such as Brandenburg Gate, Fernsehturm, Berliner Dom, and Rheinturm, often packaged as part of the agency's own Festival of Lights event brand.

Product overview

Zander & Partner is an event marketing agency offering a unified portfolio of light-based event production services, centered around 3D video mapping and projection technology. The core offering is 3D Video Mapping, which transforms building facades into dynamic visual displays using specialized projection techniques. The flagship brand is the Festival of Lights (since 2005), a public event format that has expanded internationally to cities including New York, Luxembourg, Zagreb, Dubai, Kuwait, and Plovdiv. Supporting service offerings include City Marketing & Live Communication for urban tourism promotion, Brand Staging for corporate activations, and Corporate Events & Projects for product launches and special occasions. All offerings leverage their specialized expertise in light art installations and projection technology to create emotional, high-impact visual experiences for landmarks and public spaces.

Differentiator

Problem solved

Functional benefit

Brands

• Festival of Lights: Annual light art festival created and produced by Zander & Partner since 2005, featuring 3D video mappings and light installations on iconic buildings in Berlin and internationally
• FOL Festival of Lights International Productions GmbH

Products and services

• 3D Video Mapping Specialized projection service that transforms building facades into dynamic visual displays using 3D video mapping techniques to create immersive light art experiences for corporate, public-sector, and city marketing clients.
• Festival of Lights (Berlin & International Editions) Zander & Partner's flagship annual event brand and registered trademark, comprising illuminated landmarks, 3D video mappings, and multimedia light installations produced for city marketing organizations and partners; the Berlin edition attracts 3+ million visitors and 1+ billion media contacts annually.
• City Marketing & Live Communication Strategic event marketing and tourism promotion service that helps cities and tourism organizations transform urban spaces into experiential destinations through light art, public events, and festival productions.
• Brand Staging Corporate brand activation service that uses light projections and visual installations on iconic landmarks to generate media attention and audience engagement for brands, including flagship stagings within the Festival of Lights framework.
• Corporate Events & Projects Full-service event production for brand presentations, product launches, openings, anniversaries, and special occasions featuring artistic light installations as program highlights, including gala dinners, receptions, incentive events, and road shows.

Quantifiable outcome

• 3M+ annual visitors and 1B+ worldwide media contacts for the Berlin Festival of Lights
• +4 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• Berlin PartnercoreStrategic or Co-development Partner · 1 January 2022Berlin Partner is the official economic development agency for Berlin. Zander & Partner has worked with Berlin Partner on multiple projects including Berlin Week at EXPO 2020 Dubai, where the agency created light installations and artistic actions around the German Pavilion, presenting Berlin as a creative metropolis to an international audience.
• Brookfield Properties / Potsdamer PlatzcoreStrategic or Co-development PartnerBrookfield Properties manages Potsdamer Platz, one of Berlin's most prominent commercial districts. Zander & Partner has developed innovative staging concepts for Potsdamer Platz in cooperation with Brookfield Properties and the Potsdamer Platz marketing association for 15 years, making it a central location for the FESTIVAL OF LIGHTS.
• visitBerlinflagshipStrategic or Co-development PartnervisitBerlin is Berlin's official tourism marketing organization. The agency and visitBerlin have a longstanding relationship supporting Berlin's position as a cultural destination. visitBerlin's director Burkard Kieker described the FESTIVAL OF LIGHTS as 'a stroke of luck for Berlin.'
• EXPO 2020 Dubai (BIE – Bureau International des Expositions)flagshipStrategic or Co-development PartnerZander & Partner was the lead producer of the 'Kaleidoscope' Night Time Experience program at EXPO 2020 Dubai (October 2021–March 2022), the largest World Exposition in history with over 200 participating institutions and 191 countries.
• Berliner SparkasseminorStrategic or Co-development PartnerBerliner Sparkasse (Berlin Savings Bank) partnered with Zander & Partner on the Museum für Naturkunde projection during Festival of Lights 2019, featuring a 4-minute 3D video mapping of the T-Rex Tristan Otto.
• ARCUB (Cultural Project Centre of Bucharest)coreStrategic or Co-development PartnerARCUB (Cultural Project Centre of the City of Bucharest) partners with Zander & Partner for the annual Spotlight Festival in Bucharest, where Birgit Zander develops artistic productions including 'Angels of Freedom,' 'Pinguin Armee,' and 'Light Carpet.'

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jason Bruges Studio: London design studio creating site-specific light, kinetic, and multimedia installations for architecture, hospitality, and public spaces—comparable in delivering commissioned light-based installations for premium venues.
• Studio NAND: Berlin-based creative technology studio producing data-driven visualizations, generative design, and projection-based installations for brands, museums, and public clients—comparable in technology stack, Berlin footprint, and client mix.
• 59 Productions: UK-based design studio specializing in projection design, video mapping, and immersive stage and architectural installations for opera, museums, ceremonies, and public events—a direct peer in landmark and event projection mapping.
• Moment Factory: Montreal-based multimedia experience studio producing large-scale immersive light, projection, and sound installations for landmarks, festivals, and brands globally—the closest international comparable to Zander & Partner's projection-mapping and festival business.
• WHITEvoid: German design and engineering firm developing large-scale kinetic light installations, immersive rooms, and interactive light art for museums, brands, and public spaces—a directly comparable German light-installation specialist.
• Urbanscreen: Bremen-based studio creating large-scale video mapping, light art, and architectural projections on buildings and public spaces across Europe—a closely comparable German/European specialist in facade projection.
• Seeper: London-based interactive experience studio producing immersive installations, projection mapping, and AR/VR activations for brands and cultural venues—overlapping in immersive event production and projection technology.

Broad incumbents

• teamLab: Japan-based digital art collective producing large-scale immersive, projection-mapped, and interactive exhibitions and permanent venues globally—overlaps in immersive projection-based experiences but operates at much larger scale and as a broader art/tech platform.
• Culturespaces (Atelier des Lumières): French operator of immersive digital art centers (Atelier des Lumières, Bassins de Lumières) producing large-scale projection-mapped art exhibitions—comparable in immersive light-art experiences but operates owned venues rather than agency-style project production.
• Obscura Digital: San Francisco-based creative technology studio historically known for large-scale projection mapping and immersive installations for brands and public events—historical comparable in the building-scale projection mapping category.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/zanderpartner

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Zander & Partner