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iStock 1391346445
iStock 1391346445

iuf group Announces Launch of Interactive Experience Brand Xi to US Market


  • Previously known as EventsTag, Xi (Experience Interactivity) relaunch in the US 
  • The leading interactive digital experience provider is returning to the US market following a Covid-related hiatus
  • Xi specialises in providing unique digital experiences in physical spaces and has a global brand client list including Man City, Doritos and British Airways. 
  • Head of client services, Sophie Landeck, will be heading up the US relaunch 


UK-based iuf group is excited to announce a return of Xi to the US market after a Covid-related hiatus. The brand, which was created through the merging of EventsTag and We Are Interact, with backing from inurface media, specialises in the provision of unique digital experiences in physical spaces. Enabling retailers to provide in store experiences previously unimagined. 

With more than 11 years events experience and a global client base spanning 30+ countries, Xi creates premium photo/video experiences, AR filters, interactive games, social walls, and visitor management solutions designed to enhance interactivity, brand awareness, customer loyalty, and improve client revenue. Xi has already worked with a range of high profile global brands, including Man City, British Airways, and Doritos. Since relaunching in the US, Xi have already seen success at the return of the in-person JCK Jewelry Show, incorporating fun and unique experiences into the show including a music video booth and an afterparty slow-mo booth.

Since moving into the iuf group, Xi has significantly expanded its services, with a slew of successful UK projects, including Friendsfest, Tomb Raider Experience, and The Hundred Fanzone, where Xi built and ran 4 activations at every match across Summer 2022, with consistent use from the moment gates opened to close, seeing more than 14,000 fans registered  and over 23,000 pieces of content captured.

The brand’s previous incarnation, EventsTag, already had a strong US customer base – including Microsoft, Google and Capital One – before the restrictions of Covid-19 put an end to the venture. Now, with the support of the iuf group, Xi is making a return to the ‘States, under the leadership of Head of Client Services (US), Sophie Landeck. 

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‘I’m super excited to be leading the US launch of Xi,’ says Landeck. ‘Our aim is to bring interactive experiences to real people through gamification, content creation, interactive photo and video booths, and anything else you can think of! We’ll be building upon my experience in immersive technology and Xi’s already impressive international client list, carrying across successful British campaigns and creating unique experiences for the American market.’

‘Sophie is the perfect lead for Xi in the United States,’ says Dan Strang, Chairman & Founder. ‘Sophie brings energy, creativity and artistic flair to everything she does, and will support our US customers throughout their experiential tech journey.’

Josh Bunce, founder and CEO of iuf group comments: ‘Launching Xi into the US is another great step forward for iuf group. Providing world-class interactive experiences, under the guidance of an expert team, I’m excited to see what Xi can bring to the table for US events. Watch this space!’

About iuf group

The iuf group is a London based group, made up of several tech focused brands that are dedicated to providing industry leading AV technology on a global scale. The brands in the group offer a mix of innovative tech including AV and interactive solutions, IoT solutions and LED and LCD displays. The iuf group invests equity in forward thinking brands, with a particular focus on high-growth and scalable startups across a mix of sectors. 


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