Gaggenau, the luxury brand for professionalgrade home appliances, announces the opening of a brand-new flagship showroom in Melbourne, the very first of its kind in Australia.
Amid a rich history spanning 335 years, Gaggenau has transcended what it means to be a brand, becoming a culture where its designs bring true soul into the home and kitchen.
With Gaggenau having already opened 22 flagship showrooms around the world, it was high time for the 23rd to make its mark right here in Australia. The Melbourne showroom opened its doors to the public in June 2018, allowing visitors to be transported into a conceptual space alluding to the Black Forest and the origins of where Gaggenau began.
Igniting imagination and excitement, visitors to the sleek new showroom find themselves seeing the possibilities of what can be achieved when embracing a culinary lifestyle and integrating Gaggenau into their homes.
Gaggenau made the decision to partner with Carr Design Group to bring the showroom to life and to transform the existing 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, Principle 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 brands 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.”
Dan Cox, Director of Interior Design at Carr goes on to explain, “The experience is highly sensory with product seeming to hover and glow within its black mirrored envelope. Inky coloured original brick walls and a raw, black straw board lining to the ceiling gives the illusion of being within the Black Forest itself – the articulated form of the mirrored towers representing the verticality of the forest trees whilst from its depths the colour and light of product allude to the first roar of flames and hammering of molten metal defining Gaggenau’s engineering beginnings.”
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 Gaggenau Melbourne showroom can be experienced at 192 Coventry Street, South Melbourne.