Amid a rich history spanning 335 years, Gaggenau has transcended what it means to be a brand, becoming a culture where design brings true soul into the home and kitchen. With Gaggenau having already opened 22 flagship showrooms around the world, it was high time for Australia to get a proper taste of the Gaggenau flourish.
This all-new Melbourne showroom will properly open its doors to the public in June 2018, but a special one-off launch event for the design glitterati gave some VIPs a sneak taste test of what’s to come.
Gaggenau partnered with Carr Design Group to bring the showroom to life, transforming the historic framework of an original red brick warehouse in Coventry Street, South Melbourne, into a curated experience that brings together design, architecture and culinary encounters. When asked about the brief given to Carr, Aleks Efeian Senior, Brand Manager for Gaggenau explained,
“In designing the showroom, we wanted the experience to be truly immersive. The design brief revolved around maintaining a strong connection to Gaggenau’s history and our German origins in the small village of Gaggenau at the foot of the Black Forest while creating a highly sensory experience in a contemporary and distinctive space.”
The strong relationship to heritage, history and the age of industrial craftsmanship is evident in the completed project.
Sue Carr, Principal of Carr explains, “Engaging with Gaggenau’s origins, the entry to the Gaggenau showroom is dramatic, moody and dynamic, demonstrating a strength and power reflective of the brand values. More akin to a gallery, tall black-mirrored towers reflect the darkened inky black surrounds. Punctuating the space, these towers allude to tall trees within the dense, Black Forest of the brand’s heritage. Product is hidden from view until further exploration sees appliances inserted randomly within each tower, lit from above like a gemstone in a jewellery box. Like a sculptural intervention, the luxury and contemporary detailing of each item is emphasised and celebrated.”
The Gaggenau story that began all those years ago in Germany now continues with pride here in Melbourne. Efeian says, “Our values, unchanged since 1683, with an ongoing quest for authenticity and uncompromising quality, are now part of the DNA of this building here in South Melbourne.
“We do not want to prescribe the ideal culinary culture, we want to help you realise yours. Our wish is for each and every one of our customers to experience the craftsmanship, precision and quality of the leading luxury brand of home appliances in the world at every touch point along the journey. So it is with great pleasure and a sense of pride that I can formally say to you, Welcome… to Gaggenau Melbourne.”
The success of the new showroom wouldn’t be complete without special thanks to partners including Capabuild, Erco, CDK, Cosentino, Pepper Design Poggenpohl & Team 7, Living Edge, Cult, GMG Stone, ACM Joinery, Zip Tapware, Billi, Abey and Oliveri.
The Gaggenau Melbourne showroom can be experienced at 192 Coventry Street, South Melbourne.
Tags: abey, ACM Joinery, Billi, Capabuild, carr, cdk, Cosentino, cult, Erco, gaggenau, GMG Stone, Living Edge, Melbourne, Oliveri, Pepper Design Poggenpohl & Team 7, South Melbourne, Sue Carr, Zip Tapware