Designed as a hub of sensory experiences, the German brand's Paris showroom will host private culinary tastings and a wine bar for events. In addition, a space will be dedicated to artisans and producers of excellence in the worlds of gastronomy, viticulture and design celebrated by the 'Respected By Gaggenau' initiative; another multi-functional space, called 'The Difference', will finally engage visitors in an immersive experience to discover the brand's philosophy.
Kitchen and experiential living spaces
Inside are Schotten & Hansen parquet flooring, B&B Italia furniture and Occhio lighting solutions. Here, customers can purchase spare parts and accessories directly, a key element of the brand's new retail strategy. The Gaggenau flagship stores feature a design concept developed together with the architecture firm 1zu33. Inside, kitchen and experiential living spaces present Gaggenau appliances in an evocative way, using a wide range of materials, styles and finishes inspired by the most sophisticated living spaces.
Inspired by the Saint-Germain quarter
Hendrik Müller, founder and CEO of 1zu33, explained: 'The concept of the new flagship stores has as its primary and central element the inspiration from the buildings most closely related to the cities in which they are located. The structures have to represent the characteristics of the place and have a certain architectural quality, offering the possibility to convey the design of that space in an authentic way'.
Focus on customers and designers
Gaggenau opened its first two new concept stores in Brussels and Amsterdam in 2022, followed by Shanghai; further expansion is now planned, with more locations during 2023. The brand's strategy in this regard has been driven by changes in customer behaviour, and the evolving role of physical retail spaces: factors that have led Gaggenau to seek out unique experiences to offer in each of the locations, simultaneously attracting architects, designers and customers.
Constant brand growth
"We have grown in each of our key markets, so this is the ideal time for the brand to invest and offer unique experiences that will allow us to strengthen our bond with our customers," commented Peter Goetz, Managing Director Gaggenau. "Whether architects, interior designers, private individuals or design enthusiasts, the new locations will offer experiences that are aesthetically pleasing and inspiring, highlighting the commitment to gastronomic excellence in an exclusive sensory space."
New openings worldwide
The flagship store in Paris joins a long list of showrooms in Europe, Asia, North America and Australia featuring an entirely new aesthetic and design. The next to be unveiled will be the Miami flagship: a new space that will reflect the city's Art Deco setting and will house a wine & coffee bar as well as an art space. Further openings in the US and Canada are planned for summer 2023 in Vancouver and Toronto, followed by Washington DC and Houston later this year, and Sydney in 2024.