ABOUT

Gaggenau, creators of award-winning luxury kitchen appliances, wanted to evolve their brand and marketing globally. To convey their culinary culture, craftsmanship and Black Forest heritage, a new brand expression was developed. Launched to celebrate Gaggenau’s 333rd anniversary, the initiative included a showroom toolkit, brochures, and specially commissioned scents and candles.

To elevate their digital presence and to differentiate themselves from other Bosch Siemens brands, Gaggenau’s websites were redesigned with a fresh look and improved functionality. This new experience was rolled out across 37 country sites in 19 languages, ensuring consistency with social media and product launches.

For the launch of the Combi-steam oven, the 'Grand Masters’ campaign took inspiration from the still lifes of 17th Century Dutch masters, linking Gaggenau's 1683 origins and comparing the oven to a work of art. Specially commissioned still life photography and film celebrated the mastery of both chefs and artists.

Beyond product launches and brand campaigns, Gaggenau also has a strong presence at trade shows. At EuroCucina, an open-plan home was created, complete with an Aston Martin in the driveway. Later, they shifted to Milan Design Week with the “A Statement of Form” campaign, specifically targeting architects and designers. Digital ads, social media, and airport displays engaged their audience before and during the event, reinforcing Gaggenau’s commitment to design and craftsmanship.