Gaggenau Restaurant 1683

NEW YORK – To commemorate its 333rd year, German high-end appliance giant Gaggenau inaugurated a 3-year series of pop-up concepts around the world with Restaurant 1683, a luxury dining experience to showcase its latest products while celebrating its rich culinary heritage. For a 4-night, invite-only event at the Chelsea Art Beam gallery in New York, studio einszu33 created an immersive, decadent journey through the geographic and socioeconomic origins of the brand.

At the entrance, a floor-to-ceiling, three- dimensional cut-out of a chalet cuckoo clock welcomed the visitors into an experience that started with a cocktail reception styled after an old-fashioned blacksmith shop. An 8-m-long bar counter made of rough wood boards, dim lighting and a real blacksmith at work, all served to accentuate the fantastical atmosphere of the setting, which formed the backdrop for the company’s new EB 333 oven.

Stepping through a black curtain, guests moved to the second space, where mirrors reflecting a full-height waterfall encircled them. A portal in time and space, this passageway led visitors into a multi-sensory representation of the Black Forest, populated by moss, pines and ferns, and animated by the sound of water and birds. In the midst of this tranquil forest, worlds away from the bustling Chelsea streets outside, visitors dined at six stations inspired in the traditional A-frame houses. 


Gaggenau Eurocucina 2016

MILAN – As part of a campaign to celebrate its 333rd anniversary, German appliances company Gaggenau made an appearance at the 2016 Eurocucina. The booth, designed by frequent collaborator einszu33, guided visitors through the brand’s history in the manner of a museum exhibit, curating a narrative of a timeless design philosophy defined by the oxymoron ‘traditional avant-garde’.

A massive black cube defined the space of the booth, carved out with trapezoidal recesses to create enticing entryways and windows. Throughout the stand, as history unfolds, rustic Douglas fir floors finished with lye and soap give way to a white, lacquer flooring. 

As with other Gaggenau installations worldwide, the booth incorporated its roots in ironworks through the presence of blacksmith imagery. An authentic representative of the industry gave live demonstrations of traditional methods that would have been used to forge Gaggenau’s original products.

Informative texts and displays featuring artefacts historically associated with appliance manufacturing, further delineated the development of the company’s modern production processes. These displays culminated in the ‘room of perfection’, a large glass cube that presented the company’s latest product, the EB 333 oven. The double-layered wall of the cube allowed the presentation to appear like an exhibition piece from the outside, while on the inside the translucency gave the room the feeling of a distinct point in time and space from the other areas of the booth. 


Read more in Grand Stand 6 – Designing Stands for Trade Fairs and Events, published by FRAME, ISBN 978-94-92311-19-1