1. Background & Objective

As part of a large internal event in Rust, XXXLutz wanted to create a powerful and emotional moment that would visualize the “heartbeat of the company.” The goal was to unite all 1,500 employees in a shared experience, leading to the magical appearance of the brand’s trademark: the red XXXLutz chair.

2. Creative Concept & Development
• Every guest received a red LED thumb light as they entered.
• During the performance, all participants used these lights in sync with a pulsing heartbeat soundtrack, creating a rhythmic red glow across the entire room.
• Audience members were asked to point their lights toward a central wall. There, the red dots gathered and transformed into a laser-animated projection, sketching the famous chair in real time.
• Precisely at the moment the outline was completed, the real red XXXLutz chair appeared live on stage—seemingly from thin air.
• The illusion and technical execution were custom-developed and built in Julius Frack’s 400 m² in-house studio with a full workshop and rehearsal stage.

3. Show Elements & Implementation
• Interactive Audience Participation: 1,500 LED thumb lights
• Audio-Visual Integration: Heartbeat sounds + live laser projection
• Illusion Reveal: Real chair appears exactly as its light outline is completed
• Technical Setup: Preproduction in own facility to adapt illusion precisely to the venue and audience size

4. Results & Impact
• The live appearance of the red chair became the emotional highlight of the evening
• Employees were directly involved in creating the moment—making the illusion a collective memory
• The LED thumb lights continued to glow during the afterparty, reinforcing the sense of unity
• Client feedback:
“The man is worth every single euro.”
• The performance demonstrated how magic can be used to turn corporate symbols into live emotional experiences