FRAME MAGAZINE

GAGGENAU BOOTH AT THE EUROCUCINA

The current revaluation of fine craftsmanship, along with the need for environmentally aware production, has seen the manufacturing process become more and more of a focal point in marketing campaigns. At Eurocucina in Milan, kitchen manufacturer Gaggenau occupied a stand devoted entirely to these themes. The team from eins:33 visited the factory in Lipsheim several times to discover the essence of Gaggenau’s manufacturing process and, subsequently, integrated authentic vintage factory components into its design of the 280-m2 stand. The most daunting task was to dismantle the logo on the factory façade and reassemble it at the stand in Milan. While viewing the company’s latest kitchens, visitors walking along an L-shaped wall also saw a step-by-step representation of raw steel being transformed into a modern Gaggenau oven. The customer, according to Gaggenau, is no longer a mere consumer but an active participant in a product’s evolution. To cement the relationship between company and customer, you have to reveal the process behind the product.