xTool | Berlin | June 2026
xTool – a Shenzhen-based consumer laser engraving and cutting tool brand – held its European brand launch at a century‑old iron foundry in Berlin.
This was not a product launch in the traditional sense. It was a brand narrative about the “Future of Making.”
When a Chinese Tech Brand Redefined “Making” in an Old Iron Foundry
In the age of AI, the power to create should return to human hands. Physical making is not “outdated.” It is how people reconnect with the real world.
Surrounded by raw brick walls, exposed steel beams, and soaring ceilings, the venue itself stands as a physical testament to making. A century ago, workers melted and shaped metal here. A century later, creators use lasers to turn ideas into objects.
Not a Launch. A “Making World.”
From the “Unmade Market” to Creator Islands and the SMB Application Area – guests selected objects, designed with AI assistance, used xTool devices on-site, and walked away with physical items they helped create.
This was a complete, immersive “making experience journey.” Guests didn’t come to “watch” a launch – they came to “experience” creation.
Choose → AI Reimagines → xTool Transforms → Humans Hold.
Not a product demo. A complete “creation loop” that anyone could step into and participate in.
In Dialogue with the Space. Letting Energy Flow Naturally.
No heavy custom construction. No traditional trade‑show booths. Instead: modular frames, a suspended system, and translucent acrylic – building a dialogue between art and industry.
Thin‑framed light‑grey metal structures, translucent acrylic panels, pale wood, and matte black – restrained, tactile, and intentional. Materials that converse with Germany’s industrial heritage, rather than compete with it.
VOK DAMS: Narrative Partner for Greater Bay Area Tech Brands Going Global.
This was not about “producing an event.” It was about “helping a brand build recognition in Europe.”
From Shenzhen to Berlin, VOK DAMS translated the brand’s philosophy into an experiential language that global audiences could feel – not just understand.
From venue scouting and spatial design to program planning and on‑site execution, VOK DAMS’ global network and local teams made it possible to bring this concept from idea to reality in just over one month.
The journey continues.
For Chinese tech brands wondering “how do we make the world truly understand us,” this launch in an old Berlin iron foundry might offer a compelling answer.
