1zu33 Architectural Brand Identity

Gaggenau celebrated the motto “The Elevation of Gravity” at the Salone del Mobile with a glamorous presentation. The agency 1zu33, which had already staged the extraordinary location of the Villa Necchi 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.

Interview with 1zu33 Architectural Brand Identity

Red Dot: Gaggenau’s appearance at this year’s Milan Furniture Fair once again took place at Villa Necchi. What makes this place so fascinating?
1zu33 Architectural Brand Identity: Christian Sedlmeier: It skilfully combines many contrasts and is a green oasis in the middle of the hustle and bustle of the city. Designed by Piero Portaluppi in the 1930s, this has always been a visionary place. The builders themselves, the Necchi sisters, cultivated an emancipated lifestyle, promoted art, encouraged social interaction and celebrated culture. Gaggenau also embodies all of these values. That’s why we were delighted to use this place again and explore further parallels.

What is behind the motto “The Elevation of Gravity”?
Christian Sedlmeier: Gaggenau presented world firsts that are not yet available on the market. For a brand with a consistent product range, this is a unique moment that generates attention. Elevation makes direct reference to the brand’s all-encompassing high standards of quality, aesthetics and ethics. This is reflected in the product, the architecture and the general communication of the brand in this context.

Julia Braunfels: The title referred to the market launch of the new appliances, which led to an appealing and provocative presentation. A thought-provoking title that inspires visitors.

This year’s presentation also surprises with sacral elements. Was that meant to be a little provocative?
Christian Sedlmeier: The sacral is not a provocation, but rather the answer to a need of the current zeitgeist. In an accelerated world with constantly changing values, we are creating a place that conveys stability through its reduction, that attracts people and allows them to settle down.

Julia Braunfels: The sacral elevation refers to the title “The Elevation of Gravity”, but above all to the Gaggenau appliances. I see it less as a provocation and more as a play on feelings and symbols that can also be seen with a wink. We associate sacral spaces with a certain contemplation and calm, a reflection on the essentials. Gaggenau’s new brand platform is “obsessed with life as it should be”, and the sacredness is therefore a play on the atmosphere associated with it.