The return to traditional production methods, linked to a quest for original authentic food is becoming an important influence in the field of culinary art. Committed to the tradition of manufacture, Gaggenau showcases the elemental association of bread and wine at the Eurocucina 2014, and presents Gaggenau appliances as tools in the culinary process.
A vital pre-requisite to original methods of making bread and wine is the careful selection of ingredients, not to mention the relevant experience, perseverance and patience – especially during the maturing process. High quality authentic ingredients ensure an exclusive and inspiring culinary experience. In reference to the current concept, Sven Schnee, Global Head of Brand Gaggenau comments: “Parallels with the making of Gaggenau products are brought to life in the staging of all these aspects, and at the same time our ovens and wine climate cabinets are cast as lead players in the artisan process.”
The theme is translated into architectural terms by a traditional rectangular farmstead from the German-speaking region. Its main feature is the arrangement of four buildings around a rectangular yard. The typical wood structure of the roof is another symbol of the German carpenter’s art. This historical allusion clearly contrasts the booth to the surrounding kitchen worlds. With its sense of tradition and sophisticated lifestyle, in this presentation the company emphasises its brand claim “The difference is Gaggenau.”.
On the Gaggenau booth the tradition of artisan culinary arts is brought to life by distinguished experts in three fields. They include the vintner Elisabetta Foradori from Mezzolombardo, Trentino, an international expert on the cultivation of mediaeval Teroldego grapes, the German master baker, author and pioneer of the slowing baking concept Ingo Rasche, and master chef Cesare Casella, whose name is synonymous with authentic Italian cuisine.
The current topic completes the trilogy begun in 2010 with the factory concept “A glimpse behind the scenes”. It focused on the production process of Gaggenau appliances with an oven as example. The 2012 concept revolved around raw materials – steel as the basis of the appliances and original, high quality foodstuffs, prepared on Gaggenau appliances as a symbol of exclusive culinary culture. The 2014 presentation showcases the making of bread and wine as a tribute to traditional artisanship, and communicates sophisticated lifestyle of the highest standard.