Experiential Designer – Dreamer
November 12, 2023
I wasn’t quite sure what to expect leading into my Zoom interview with Xuan, as it would be my first via the platform and honestly, I was quite nervous. I like keypads, cameras don’t like me. I write, I don’t talk. And you might not believe it, but I’m a very shy in person. When it mattered most, it was Xuan who made it easy for her story to be told.
‘Meet: Xuan Xu’
Credentials:
Born of German and Chinese descent, Xuan (pronounced Swan) was raised in the former. She holds a master’s degree in brand management & creative communication, a bachelor’s degree in marketing communication and public relations consultancy at University Pforzheim, Germany. And as if that isn’t impressive enough, add in a certificate in fashion design from Instituto Marangoni Milan, Italy.
Meeting Xuan:
When I first came across Xuan’s profile back in August, I thought for sure she was a model. I had been researching fashion design and shows for a trip I was planning for this very week. She had shown up in my feed and before following, her stories with photos (below) from Paris (L), Milan (UR) and eventually New York (LR) came up. And if you know me in the slightest, you know I like colors, and she is most definitely colorful. I had to follow her.
One of the first questions I had asked Xuan was if she had done any modeling professionally and she replied, “I’ve always loved posing in front of the camera. But I have never done modeling professionally. I’m five-foot one, so I’m very tiny. I never thought, especially as a child, I’d ever qualify as a model.”
However, she was quick to add, “This is changing now, not really modeling in the agency, but just doing whatever I do on my own platform.”
A platform, which I’m sure you’ll enjoy. I’ll include links at the end of this article.
Experiential Design:
“All the things I’m doing right now started with the costume,” Xuan began. “My entry into ‘Experiential Design.’ (using design to tell a story or to communicate information) “Everything I do is original. I do a lot of research, especially when I do a concept,” Xuan, goes on, after I ask about how much research is involved in her projects.
“Flavortale is a concept I developed for Accaor – Muse Hotel at the Medici, an Italian Restaurant. When we first got into the project, the thought was how can I design a show to express the sensation we are tasting on our tongue,” Xuan continued. “Flavortale is the fairytale of flavors that are coming alive into becoming a personality of performers and would perform.”
“When you see things and start sensing it, it’s like a psychological sensation for us. For example, when we see red, we will rather associate with taste sweet or spicy. When we hear music, we associate it with warm or cold.”
“I go very deep into the matter and from all the knowledge, I research, I then start to design. I can either design with costumes or design with the interior. It’s all the same process,” she adds.
Xuan Xu Co, Ltd:
While working on a consulting project in 2014, Xuan changed directions and decided to follow her calling in the creative sector. Specializing in art and design, she joined on with the Sing Sing Theatre in Bangkok. There she took the role of Art Director and was also in charge of entertainment production and public relations communications for the what’s best described as a ‘theatrical bar.’
While at Sing Sing Theatre, she used her artistic, branding and communication and project management skills to her benefit. As the, now referred to, club succeed in becoming globally known and drew the attention of publications such as Travel Leisure.
“I always like challenges. I always change,” Xuan says. “I founded my own company so I could provide similar services or create new experiences for other places. And with my own company I have bigger flexibility to do different things.”
The new chapter began in 2017. She stated, she, “wanted freedom. Artistic freedom” more precisely.
I had read Xuan had plans on expanding to the United States, so I headed in that direction next. “Correct. Correct,” she begins. Then I asked if there were any progress on that front. Perhaps a bit surprised I had asked, she goes on, “That’s the reason on actually how I got to New York. Of course, I went there for the fashion week because I just didn’t want to go there for just that. Wanting to know where and how to start. I’m doing something very specific and need to know who an interested party in the US might be for the things I’m doing. I have started, let’s say, but very, very slowly.” While adding she’s just moved back to Europe and settling in Milan but is considering not only New York but Los Angeles and Miami as well for expansion sites.
In 10 Years:
I knew coming in Xuan was already a success story. But I wanted to know where she’d like to be ten years from now.
“One of my very simple ambitions is, at one point, is to be invited to the ‘Met Gala,’ she says laughingly with a huge smile. “Other than that, I would really like to be an experiential designer, acknowledged as such, and designing all the concept ideas I have in my mind.”
Then I witnessed the heart and desire of something much bigger coming from her when she spoke.
“Where I have a positive influence on society. I always mention in social media, where you have a very short attention span, I’m limited to show what I can show. I’m very big into mental health, kindness. and love. I’m very big into phycology. There are so many things I have thought and talked to people in what kind of society do we want to live. Why we’re not learning to build relationships with people. Why can’t we focus on the beautiful things that are meaningful. Society is driven by money, short term success,” Xuan cites.
“In fashion,” she continues, “the biggest problem is fast fashion. Meaning exploiting the second and third world and there for a short moment, it’s not sustainable. All these kinds of topics I want to be able to artistically process it and also design it and showcase it to people. I wish in ten-years I have the reputation and also have the right clientele and budget to execute it.”
Why Me:
Unfortunately, it was time for the last question of the of nearly forty minutes of my first Zoom interview.
Note: I had submitted the questions beforehand so she’s aware of my direction during the interview. And it was Xuan’s idea for the Zoom.
Why spend time with me, Xuan, was my final inquiry.
“I think your questions,” she replied while continuing on. “I think whenever there’s an authentic interest someone’s showing, which means you have spent your time with me. I’m very aware of time. With all the different interests I have, I’m very, very wisely spending and engaging my time. And when someone’s asking me these questions, means this person’s, also, spending time with me. I think it’s worth my time and that’s why I did it.”
Writers Note:
I’d like to thank Xuan for the time she allowed for this article. And how much of a pleasure it has been to meet her and eventually type this up. You’re a marvelous soul and I wish you well in all your endeavors. While I was viewing the recorded piece, near the end, I thought of how much you reminded me of myself at your age. The world needs change and I’m sorry my generation wasn’t the one to bring it. Perhaps you, in your time can make ‘love and kindness’ a top priority, as mine wasn’t able to do. And your work my young friend is fabulous! I see nothing holding you back from your ten-year goals. I hope to be invited to your first opening here in the states, it would truly be an honor! Always be well! – Rick
Xuan’s social media sites and website are listed below:
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