Gaggenau

Gaggenau Brand Experience.
Living the difference.

Gaggenau Brand Experience.
Living the difference. Munich, December 2011: The difference is Gaggenau. Stemming from the brand promise, the ambitions of the German manufacturer of high quality home appliances far exceed those of innovation and product design. Authenticity, an uncompromising mindset and the courage to pursue avant-garde paths – these values are rooted in the multi-faceted, fascinating world of the traditional brand, and are brought to life in the interlacing chain of brand experience. The scenarios are as stunning and spectacular as the brand itself – and winners of several international awards.

The traditional company is regarded as an innovation leader in technology and design  “Made in Germany”, its name synonymous with exclusive culinary culture and a  sophisticated lifestyle. Over the past four years the brand presentation has undergone  a makeover – from classic advertising and print communication to the flagship  showroom and exhibition concepts. The transformation was accompanied by a host of  international PR activities with world-famous chefs figuring in the events and PR.

Exhibition presentations – authentic and uncompromising. 
The exhibition presentations cause a stir with design talks and unexpected contrasts –  at the Eurocucina 2010 in Milan, for instance, the product innovations were showcased  in an artistically alienated factory ambience. The concept won prestigious international  awards like the iF Communication Design Award in Gold, the Exhibit Design Award in  Gold and the Adam Award in Bronze.

Flagship showrooms – impressive and inspirational. 
One of the most exhilarating ways of getting to know Gaggenau is to visit one of  the flagship showrooms. Each is unique, the design and setting truly magnificent.  Their ambience fuses tradition with the future and local influences with the Gaggenau  corporate architecture. Visitors are regularly indulged with high-calibre culinary and  cultural events.

Mobile concepts – getting closer to the customer. 
A mobile showroom was devised to provide surprising settings for exploring the  Gaggenau world. Variable, modular and mobile, it portrays the brand in a minimum of  space. The mobile kitchen is even more flexible – a kitchen unit made of wood, steel  and canvas. In this ambience, guests can enjoy high calibre events like exhibitions or  sporting venues, or even another dimension in exclusive live cooking, on cruise liners.

Virtual experiences – beyond time and place.  An online showroom adds a third dimension to the exhibition concept, in the shape of  the virtual world. The voyage of discovery takes users to mysterious cubes in  a Balinese pagoda, a New York loft and a Venetian palazzo. The Gaggenau world and  its products can be explored in a playful, experimental manner in these three digital  worlds : www.gaggenau-onlineshowroom.com

Corporate publishing magazine – an inspiration for future spaces.  Another highlight is the B2B magazine new spaces, combining architecture, sensuous  pleasure and visionary thinking. It has won several prizes like the iF Communication  Design Award in Gold, the Good Design Award, the ICMA for photography and,  in 2011, the BCP in Gold for the third time. Excerpts can be accessed online at :  www.gaggenau-newspaces.com

“We’ve brought our chain of brand experience to life, all our activities breathe  sophistication and authentic style”, comments Sven Schnee, Head of Gaggenau  International. Reason enough to put the Gaggenau brand experience into print,  in the Brand Experience Book – for employees, business partners, journalists and  opinion leaders.

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Gaggenau is a manufacturer of high-quality home appliances and acknowledged as  an innovation leader in design and technology “Made in Germany”. The company,  with a history that goes back over more than 300 years, has revolutionised  the domestic kitchen over and over again with its internationally acclaimed products. Gaggenau’s success is founded on technological innovation and a clear design  language combined with high functionality. Gaggenau has been a subsidiary of  BSH Bosch und Siemens Hausgeräte GmbH in Munich since 1995 and is currently  represented in more than 50 countries with flagship showrooms in major cities around  the world. In 2010, Gaggenau reached a turnover of more than 150 million euros.

The difference is Gaggenau. 
www.gaggenau.com