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Gaggenau celebrated the motto “The Elevation of Gravity” at the Salone del Mobile.Milano with a glamorous presentation. The agency 1zu33, which had already staged the extraordinary location of the Villa Necchi Campiglio the previous year, once again demonstrated a sensitivity to the interplay of brand values, architectural effect and innovative product presentation in 2024. The dance choreography by Philippe Kratz also captivated the visitors – but the centrepiece was a monumental kitchen counter.
Red Dot about 1zu33 Architectural Brand Identity
The sacral is not a provocation, but rather the answer to a need of the current zeitgeist.
Christian Sedlmeier, Julia Braunfels
This immersive brand presentation celebrates the appeal of Gaggenau, which brings people together. A captivating atmosphere of choreographed dance and architectural innovation connects the present and future of the brand as consistently and coherently as the gathering of brand enthusiasts and the product presentation.
At the Milan Design Week 2024, a contrast between the present and the future of Gaggenau unfolded in Villa Necchi’s pavilion. Enveloped in ethereal white fabric, contrasting architectural poles created an interplay of design that was brought to life through dance.
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