Gaggenau uses sensory experiences to make brands tangible. But what is the idea behind this concept of presentation? Here, we are given some insight by Sven Baacke, Head of Brand Design at Gaggenau, and architect Hendrik Müller of eins:33.
Brand communication is often shaped by abstract values. Gaggenau takes the opposite approach. With a history stretching back 300 years, the company wants to make the abstract tangible through sensory experiences like those seen at the last Eurocucina trade fair. Rather than a simple booth, one find’s a square courtyard bathed in golden light. In every corner, craftspeople go about their task as though in a workshop, or – as designer-in-chief Sven Baacke says, pausing beforehand – an ‘estate’. The smell of freshly baked bread hangs in the air; Cesare Casella serves bruschetta, and star vintner Elisabetta Foradori from the Trentino region pours wine. The place hums with the voices of visitors who have naturally gravitated to the area and evidently have no desire to leave. They are firmly seated in a piazza in the middle of the booth, in the middle of a three-dimensional brand experience.