„All the ingredients to transform raw materials into culinary masterpieces were laid out in an architectural setting comprising organic and inorganic aspects.
At Eurocucina 2012, Gaggenau presented itself against a bold backdrop thanks to the design team of eins:33 who created an uncluttered booth with a sculptural aesthetic.
The client’s brief called for its professional-standard technology for the home kitchen to be showcased in an expressive architectural setting. The concept for the design saw a strong emphasis on raw materials, inspired by the brand’s core values: extraordinary, authentic and uncompromising.
The blueprint for the stand comprised two diagonally-positioned cubes – one constructed of steel and one of wood – presented on an open platform; what was realised was a stand with a dark and imposing ambience. The steel cube’s surface of hot-rolled steel sheets demonstrated the raw materials used for the production of the high-quality appliances. Built into this structure were two cooking modules, aimed to give visitors an insight into the level of precision used in the manufacture of the appliances.
In the opposite corner, the organic zone was presented in the form of a wooden cube constructed from layered oak boards. Through the slatted panels, passers-by could catch a glimpse of the interior with its walls lined with bunches of fresh herbs and clusters of carrots. Here also, other ingredients could be stored that would be used in the culinary masterpieces prepared periodically on the stand for the delectable delight of fair goers.
Flanking the two cubes was an arrangement of architectural pieces displaying Gaggenau’s appliances in an abstract yet sculptural layout. In the sleek, solid furniture pieces made of black MDF, various product sequences were demonstrated, from the hobs in the central counters to the ovens in the beam-like cantilevering elements. Both the organic (wood) and the inorganic (steel) worlds successfully expressed the brand’s innovative and technical side on the one hand and its emotional and involving side on the other.“