With this year’s contribution »The Elevation of Gravity« at the Fuorisalone of Milano Design Week 2024, Gaggenau is translating its claim as an innovation leader for technology and design into a unique immersive experience for the architecture and design scene.
»We will be making our cultural statement at Villa Necchi Campiglio«, promises Dr. Peter Goetz, Managing Director of Gaggenau, describing this year’s contribution as »an evolution of the extraordinary, consisting of two frames and a circle—a true work of art.«
The installation is located in the glass pavilion—wrapped in semi-transparent material—of Milan’s iconic Villa Necchi and is divided into two contrasting but interconnected areas. These refer to the harmonious balance between the existing and the pursuit of the new—a staging developed together with the Berlin creative agency Anomaly, which aims to present the timeless appeal and fascination of the brand in symbiosis with the contemporary lifestyle. On the one hand, the current world of Gaggenau is presented, while on the other, visitors are immersed in a visionary staging of the latest product innovations, while being enveloped by an atmospheric soundscape created by composer Dirk Haubrich.
For the realization of »The Elevation of Gravity«, Gaggenau also worked with the architecture firm 1zu33 and other cooperation partners such as the Bavarian manufacturer Schotten & Hansen, the Italian natural stone specialist Salvatori and La Marzocco, manufacturer of high-end espresso machines.
In addition to fully integrated induction, this unique presentation shows the new »masterpiece« in the luxury refrigerator sector, and for the first time you can also take an exclusive look at the Gaggenau »Icons of the Future«. Certainly an exciting prospect, with a company that has revolutionized the home kitchen time and time again and whose history dates back to 1683.
But it is not least the technological progress, a clear design language combined with perfect functionality that makes Gaggenau more than just a manufacturer of high-quality household appliances—it is the authentic drive to deal with a changing world and at the same time to open up new territories in staging that open up a view into the future. [DM]
