April’s Salone del Mobile set a new record with over 330,000 visitors and an international presence of almost 65 per cent.
One of the main visitor attractions at the integratedwas the booth. Despite the crowds, the lavish booth design created space for inspiration. In an area of 300-sq-m, the new edition of the Vario cooktops 400 series and the recessed table ventilation AL 400 were presented with emotional and educational appeal.
‘Apart from presenting new products, the is simply the perfect international showcase for authentically communicating our brand values,’ says Sven Schnee, head of International. He adds that he was overwhelmed by the positive reaction from over 260 media representatives who visited the Gaggenau booth to meet with him and designers.
Tribute to Materiality
Following the international award-winning fair presentation 2010, which authentically replicated a factory ambience, the 2012 presentation was dedicated to materiality. Steel, one of the major raw materials in appliances, was showcased in a cube made of the same material. Its sophisticated and high-precision processing was spectacularly demonstrated in reduced form. In a wooden cube, representing a parallel world, Ryan Clift from the Tippling Club in Singapore and a team of star chefs presented culinary highlights.
The fair concept, From raw material to masterpiece, serenely and adroitly combines the product innovations with the brand experience.