# Luxoom > Luxoom is a design company specializing in spatial design, experiential design, and exhibition design, a practice it refers to as "Mediatektur." The company operates from three locations: its headquarters in Berlin, Germany, which handles strategy and design; a design and production office in Florence, Italy; and a design and delivery office in Shanghai, China. ## About - Studios: Berlin, Florence - Practices: Branding, navigation & user experience, Interior architecture & flagship spaces, Exhibitions & cultural storytelling, Media & phygital installations, Fair stands & launch stages, Concept Design for Complex Systems - Contact: hello@luxoom.com ## Projects - [The Next Stop](https://www.luxoom.com/projects/uitp-2025-mobility-touchpoints): Discover “The Next Stop” at UITP 2025—an immersive mobility touchpoint with AI, multilingual interaction, and collective user experience design. - [250 Years Young](https://www.luxoom.com/projects/250-years-young): Luxoom's multimedia tribute to Alexander von Humboldt at the Humboldt Forum in Berlin is a captivating projection art experience. - [Winter Olympics Medal Count](https://www.luxoom.com/projects/living-medal-count): The Living Medal Count Show was a daily highlight at the VW Group Russia pavilion during the Sochi 2014 Winter Olympics. Our team created the media design, animations, and software using VENTUZ for… - [Ai for Mobility Design](https://www.luxoom.com/projects/ai-powered-urban-mobility-design): Luxoom and HVV used AI to generate 500 design variants for a modular bus stop in just 2 weeks—showcasing how AI in urban infrastructure design accelerates workflows, improves feasibility, and… - [Get the DNA](https://www.luxoom.com/projects/get-the-dna): BMW i Get the DNA is an exhibition that aims to deepen customer connection to the BMW i brand by building on the design and store elements created for the 'Meet the future' theme. The exhibition… - [Intro Rooms](https://www.luxoom.com/projects/shf-intro-rooms): At Stiftung Humboldt Forum, we designed the Visitor access to the exhibitions by four Welcome Rooms in the second and third floor of the museum. Goal was to create an introduction to the collections… - [Trade Show Global Guideline](https://www.luxoom.com/projects/claas-global-trade-show-guideline): Luxoom crafted an immersive trade show experience for CLAAS, combining digital and physical elements to engage visitors and showcase CLAAS’s cutting-edge agricultural solutions. - [Kinetic Pixel Curtain - Car Reveal](https://www.luxoom.com/projects/kinetic-pixel-curtain-2): With the introduction of the BMW X7 we created and designed a product launch strategy on par with the innovativeness and premium material language of the model. Lightweight yet powerful, aesthetic… - [Show Smart](https://www.luxoom.com/projects/claas-show-smart): SHOW SMART is a mixed reality tool for presenting CLAAS agricultural machinery at trade shows, events, and 1:1 sales meetings. It can be used live, hybrid, or streaming-only. At any time, the… - [Naga Land. Voices from Northeast India](https://www.luxoom.com/projects/nagaland-exhibition): In the context of ethnological exhibitions, it is still a challenge to speak not about, but with people. The temporary exhibition Nagaland – Voices from Northeast India masters this challenge in a… - [BMW Active Tourer Brand Stores](https://www.luxoom.com/projects/bmw-active-tourer): The BMW Active Tourer Exhibition was the first in a series of Brand Store concepts. It brought the outdoors inside by using natural materials and sporting gear to create a refreshing setup. The… - [Future Energy Space](https://www.luxoom.com/projects/siemens-future-space): Experience the Siemens Future Energy Space, an interactive and engaging room-scale experience created by Luxoom. From design and data visualization to hardware integration, our long-term partnership… - [XR Showcase at Drupa](https://www.luxoom.com/projects/kolbus-xr-drupa): Experience the next generation of presentation technology with Kolbus XR, a groundbreaking extended reality application developed by Luxoom, showcased at Drupa 2024. This innovative tool highlights… - [Meininger Hotels, ITB 2026](https://www.luxoom.com/projects/meininger-hotels-itb-berlin-2026): A two-storey trade show stand for Meininger Hotels at ITB Berlin 2026 — refined from an existing concept into a more composed expression of the brand, and delivered in full scope, on budget, on a… - [BMW 2 Series Brand Stores](https://www.luxoom.com/projects/bmw-2-series): Inspired by Palm Springs and Mid-Century Design, this concept draws on vibrant colors and luscious patterns as part of a lifestyle. In partnering with the furniture company VITRA we developed a large… - [Excellence for Life](https://www.luxoom.com/projects/biotronik-excellence-for-life): Having proven excellence of film production with the contents of the BIOTRONIK corporate exhibition and being quite knowledgeable in BIOTRONIK’s product portfolio through many years of collaboration,… - [BMW 5 Series Brand Stores](https://www.luxoom.com/projects/bmw-5-series-brandstores): The BMW 5 Series Brand Store exhibitions required a unique combination of business and sport designs. The result was the Business Athlete design, which featured signature blue light stripes that… - [Grand Opening Beijing](https://www.luxoom.com/projects/four-seasons-grand-opening): The opening of the new Four Seasons hotel in Beijing was a glamorous affair, with the stage media contents designed and animated by our team. The evening was a celebration of luxury, combining… - [Trion Launch](https://www.luxoom.com/projects/claas-trion-launch-virtual-production): A new generation of combine harvesters – you would expect it to be launched in the fields harvesting. But it was neither the right season for harvest nor would have many people joined due to Corona… - [Exiderdome World Tour](https://www.luxoom.com/projects/siemens-exiderdome-world-tour): Exiderdome World Tour ## Practices - [Branding, navigation & user experience](https://www.luxoom.com/projects?tag=branding): From wayfinding across airports, stations and cultural sites to interface design for terminals and interactive installations. We design how people find their way through complex environments — physical, digital, or both. - [Interior architecture & flagship spaces](https://www.luxoom.com/projects?tag=interior): Flagship stores, hospitality and lifestyle interiors. Spaces that carry a brand and work operationally, designed and detailed end-to-end. - [Exhibitions & cultural storytelling](https://www.luxoom.com/projects?tag=exhibitions): Permanent and temporary exhibitions for museums, cultural institutions and brand spaces. Narrative concept, exhibition design, content and media. - [Media & phygital installations](https://www.luxoom.com/projects?tag=media): Media facades, kinetic installations, interactive content systems. Where physical space and digital media work as one. - [Fair stands & launch stages](https://www.luxoom.com/projects?tag=events): Trade show stands, launch stages, show content and live direction — full ownership from concept and visitor journey to built environment with integrated media. Design, content and AV led by us; build, rigging and logistics handled by our production partners. - [Concept Design for Complex Systems](https://www.luxoom.com/projects?tag=systems): Design-led concept work where engineering meets the user — AI terminals, transport tap-in points, public infrastructure, new service interfaces. Design that holds up when engineering, software and real-world constraints meet. ## Studio - Ulrich Sauerwein — General Manager & Founder (Berlin) - Tobias Sievers — Creative Director (Berlin) - Pietro Fantoni — Design Director (Florence · Berlin) - Olaf Titel — Head of Development (Berlin) - Tomás Contreras — Chief Strategy Officer (Berlin) - Valeria Barannikova — Creative and Project Lead (Berlin) - Finn Kortenbrede — Creative and Project Lead (Berlin)