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Adam Parry

Adam Parry

EventsTag & We Are Interact merge with backing from inurface to become Xi, championing interactive experiences in retail, attractions & events

Today sees the launch of Xi (Experience Interactivity) following the merge of experiential technology brand We Are Interact and technology platform EventsTag, which were acquired in February 2021 by the inurface group, global AV solutions provider.

The name was chosen to reflect Xi’s increased focus on creating long-term digital activations within retail spaces, attractions and large-scale events to help brands and businesses connect best with their audiences through interactive experiences.

Headed by Dan Strang, who has over 12 years in the industry bBacked with new funding from the inurface group and sharing knowledge across their portfolio of businesses, Xi launches with an impressive roster of interactive technology products and client success from 2021, boasting the £10m Sports Direct flagship on Oxford Street, FriendsFest and newly opening ChaosKarts in Shoreditch.

Powered by a proprietary software platform with over £2m of investment, Xi operates as an independent business as well as the interactive wing of the inurface group; together offering truly end-to-end digital experience solutions alongside the other brands in the group.

Dan Strang, comments

“The formation of Xi is an exciting new chapter for us as a business. It reflects the changing demands of both brands and the consumer and will allow us to used our extensive knowledge to create exciting and enticing interactive experiences in collaboration with brands across the UK”

Josh Bunce, CEO of inurface, adds

“Xi has an exciting opportunity in the coming months and years to offer something unique and market leading within interactive experience. Having their extensive expertise as part of the inurface group ensures we can deliver industry leading Audio Visual solutions on a global scale.”

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