Located in the province of Guangdong on the northern rim of the Pearl River Delta, Guangzhou was chosen as the home for the new showroom due to its size, geography and its reputation as a culinary capital. The new 290 m² space is found on the 52nd floor of the International Finance Center with panoramic views of the city, and overlooking the Canton Tower, the tallest building in China.

Gaggenau and einszu33 observed the importance of Guangzhou’s location along the Pearl River and the region’s cultural peculiarities, and incorporated these themes into the design. For example, the structures used in oyster farming in the region served as inspiration for the showroom’s ceiling. A large brass mesh structure is suspended across the ceiling with lights arranged above it to give the room a warm glow. The Pearl River influenced the design of the honed concrete floor of the showroom, creating a softly shaded surface which recalls reflections of water and motion. 

The design concept of the showroom marries Gaggenau’s brand values with Guangzhou’s local culture by celebrating its vibrant history, language and daily practices. The circular vestibule, with a cast iron anvil as a centre-piece, refers to Gaggenau’s origins and is inspired by the “moon’s gate”, a typical motif in Chinese garden architecture, and begins the customer journey through the showroom. 

The contemporary space is divided into five zones, including a lounge and a live cooking station that will serve as a training kitchen and destination for cooking classes. The showroom has been created as an adaptable space that will host various culinary and cultural events.

The Guangzhou showroom offers guests a tranquil space in a vibrant metropolis. The design brings together elements of local and national Chinese culture, fusing them with the contemporary design of Gaggenau, providing a brand experience rich in tradition and heritage.