XGIMI and AWALL form XWALL by XGIMI for the US market

The first product from XWALL by XGIMI costs $6,499 and will not be sold direct to consumers. XGIMI and AWALL announced the joint brand for the US market in late August, and the arrangement matters because projector brands are increasingly trying to control more of the final picture. A screen is not neutral, especially for ultra-short-throw and bright laser models, so a matched surface and dealer-installed calibration can take the guesswork out of geometry and contrast in a shared living space.

The risk is that buyers assume any branded package is automatically the best result. Screen size, gain, ambient-light behaviour, viewing angle and installation requirements still have to be compared against the room.

How the partnership is structured

XWALL by XGIMI is a joint brand rather than a distribution deal. XGIMI supplies its projection engineering and manufacturing scale, while AWALL acts as the exclusive US sales and service partner, handling dealer recruitment, training and channel programs. AWALL is led by Steven Shulman, a custom-install industry veteran and founder of AWOL Vision, as chief executive, with Michael Yanoff as president. The brand debuted publicly on 1 September 2026 at CEDIA Expo, with a calibrated demonstration space split across XGIMI's booth 3327 and AWALL's booth 4107. Distribution runs exclusively through AWALL's dealer and integrator network, and every XWALL product carries a three-year warranty backed by XGIMI alongside calibration and configuration support from AWALL's US service team.

The first product: TITAN Noir Ultra

XWALL's launch model is the TITAN Noir Ultra, a 4K RGB triple-laser projector built around a 0.47-inch SST DMD chip. XWALL rates it at 8,000 ISO lumens with 12,000:1 native contrast; AWALL's own product page quotes dynamic contrast up to 120,000:1, while ecoustics cites up to 100,000:1, a discrepancy that stands until one confirmed figure surfaces. Colour coverage is 110% of BT.2020, with Dolby Vision, HDR10+ and IMAX Enhanced support, plus active-shutter 3D across Blu-ray, side-by-side and top-and-bottom formats.

The optical system uses a 0.98-2.0:1 throw ratio for images from 40 to 300 inches, motorized zoom and focus, vertical lens shift of plus-or-minus 130% and horizontal shift of plus-or-minus 50%, with five stored lens presets and a 15-element lens rated at 99.6% light transmittance. Gaming figures are 1ms input lag at 1080p/240Hz, 2.2ms at 1080p/120Hz and 3ms at 4K/60Hz, with VRR and ALLM support. Connectivity includes three HDMI inputs with eARC, USB 3.0 and 2.0 ports, gigabit ethernet, optical digital audio and an analogue audio output.

$6,499 against XGIMI's own $5,999 flagship

The TITAN Noir Ultra is priced at $6,499 in the US, with no firm retail shipping date yet confirmed. That sits above XGIMI's consumer-facing TITAN Noir Max, priced at $5,999 with 7,000 ISO lumens and 10,000:1 native contrast. The gap in brightness and price positions the XWALL model as the custom-install counterpart to XGIMI's direct-to-consumer flagship rather than a simple rebadge, sold and calibrated by a local specialist rather than shipped in a box.

Sources

• https://www.cepro.com/news/awall-partners-with-xgimi-for-xwall-a-new-dealer-first-projection-brand-for-ci/628299
• https://www.ecoustics.com/products/xwall-titan-noir-ultra-projector/
• https://awall.com/pages/x
• https://www.projectorcentral.com/xwall-by-xgimi-launch.htm