If you missed it in Milan, here's some shots of Gaggenau's inventive stand, designed by Munich-based studio Eins:33.
Thanks to Eins:33, Gaggenau stood out in contrast to neighbouring booths, presenting their new wares in a genuine factory setting, which not only showcased the finished appliances, but also provided an insight into their production.
The bold, factory-style design displayed Gaggenau's new products amongst machinery, packaging materials and pallets; announced by a bold two metre high and fifteen metre long company logo assembled on a construction representing the facade of a factory - dismantled from the production site especially.
A long bar constructed of solid-coloured black MDF boards resting upon a row of europalettes stretched along beneath, whilst an imitation factory production line clasped the stand in a c-shape around the bar area. An atmospheric experience of the production process was also worked into the stand; vistors standing next to an original large press could hear the thud of the machine in operation.
On the opposite wall, original pallet cages were stacked upon each other, exhibiting various objects from the factory such as appliance components and packaging rather like artworks in their own right.
At the back of the 280 sqm stand, the final stages of production and transport were represented with a towering display of original packaging boxes, stood on archetypal factory flooring, complete with yellow traffic lane markings.
We think this was a great showcase concept, ably demonstrating both the high-quality industrial nature of Gaggenau's kitchens, and providing an immersive peek behind the scenes of design production.