Gaggenau reported more than a 10% uplift in sales in 2021, which highlights the brand’s ever-increasing share of the kitchen appliance market, and is reflective of global trends that saw high net worth individuals spending more on home improvements as opposed to leisure, travel and hospitality during global lockdowns.
The flagship stores in Shanghai and Paris — opening in autumn 2021 and January 2022 — will be the first to feature a new design and concept, created in collaboration with German architecture firm 1zu33. Other showrooms to boast the new concept design are located in Amsterdam, launching in September, and Brussels at the end of the year.
Each of the new openings incorporate the uniqueness of its location and local context in its design and architecture, alongside Gaggenau’s history and heritage. Furthermore, experiential kitchen and living space scenarios will present Gaggenau appliances in a new way. Different materials, looks and finishes, which are representative of real-world, sophisticated living environments are supplied through collaborations with likeminded, highly respected brands, including interior wood fittings from Schotten & Hansen; modern furniture from Walter Knoll and lighting installations from Occhio.
The new flagship stores and showrooms will also include immersive private dining spaces, wine bars and a section dedicated to the brand’s Respected by Gaggenau initiative, celebrating independent artisans and producers in the realms of culinary excellence, viniculture innovation and design. A centerpiece attraction will be ’The Difference’ – a holistic experience that allows visitors to discover the ethos of Gaggenau.
“It is a record year for Gaggenau,” said Dr. Peter Goetz, managing director. “We are seeing growth in all our key markets, and now is the time to invest in the brand and create a unique consumer experience that allows us to have a deeper connection with our audience. For architects and interior designers to homeowners and design enthusiasts, the new flagship stores and showrooms will provide an aesthetically inspiring experience, which showcases Gaggenau’s pursuit of culinary excellence. An exclusive sensory space of expertise that complements the consumers’ luxury lifestyle.”
