About Me
Xuan Xu is a German-Chinese Experiential Designer and Creative Director who creates immersive experiences rooted in storytelling, cultural insight, and emotional resonance. With over a decade of experience in the luxury sector, she has led high-impact projects across Southeast Asia for clients including Belmond (LVMH), Accor, Kempinski, and Minor Group. Her multidisciplinary practice spans brand strategy, interior and fashion design, stage production, and marketing communication.
Born in China and raised in Germany, and now splitting her time between Bangkok and Milan, Xuan works between cultures and continents. Since 2022, she has expanded her presence in Europe and actively explores opportunities in the Middle East and the United States. Her work reflects a global perspective and is sensitive to cultural nuance and creative expression.
A former business consultant in automotive finance, Xuan pivoted to the creative industries during a consulting mission in Bangkok. She began her creative journey with storytelling-driven entertainment productions at Jazz bar Maggie Choo’s and later shaped the foundational brand identity of Sing Sing Theater as its first Art Director. In 2017 she founded Xuan Xu Co., Ltd., building a multidisciplinary practice dedicated to immersive brand environments and cultural storytelling.
Xuan leads with a conductor’s vision for curating and orchestrating teams of interior designers, lighting artists, fashion creators, and multimedia specialists to craft unified, meaningful experiences. With her academic foundation in Brand Management (Pforzheim University, Germany) and further studies in Fashion Design at Istituto Marangoni (Milan), she brings strategic clarity and artistic depth to every project.
Her upbringing in a family of artists has had a lasting impact. Her mother was a Beijing Opera actress, and her father was a martial arts actor and Wu Shu master. This blend of classical Chinese performance and European cultural immersion has shaped her signature approach of merging tradition with avant-garde expression for a global audience.
Over the past three years, Xuan has immersed herself in the vibrant creative cultures of Paris, Milan, and New York. As a creative researcher and content creator, she has actively participated in fashion weeks in these cities, gaining firsthand insights into how new generations connect with luxury and engage with fashion, art, and experiences. Additionally, she has closely studied the Milan Design Week for four consecutive years, examining how experiences evolve and how guests interact within experiential design spaces. Her current mission is to redefine experiential storytelling at the intersection of fashion, hospitality, art, and media, creating culturally rich environments that leave a lasting impression on both brands and audiences.
