Consummate Design: SCHMIDHUBER Create the Kaldewei Brand Experience at the ISH Frankfurt 2015

Kaldewei are using the largest trade fair stand in the company’s history to underline their position as the world’s leading provider of premium enameled steel bathroom fittings. SCHMIDHUBER have created a brand space with both spectacular architecture and focused content, centered on the world premiere of Kaldewei’s new range of basins – the final piece of the puzzle to complete the firm’s portfolio.

The design of the stand is inspired by a network of intersecting beams of light, to mirror the brand’s dazzling design quality. These beams divide the space into prisms – the lines are not parallel, but converge on three distant vanishing points. It’s a three-dimensional matrix that creates a central court with walls that lean in towards the center – a dynamic interplay of perspective and proportion creating a dramatic stage for the center point of the installation.

The focus is on the world premiere of Kaldewei’s range of basins. The products are built in to the rim of a large pool filled with orchids, the shape of which mirrors the multi-faceted design of the larger space. Above this hangs a globe of orchids, a breathtaking contrast to the sharp edges of the space. The orchid is the king of flowers – bright, delicate, curved, light – and here it is juxtaposed with the dark, shining walls, the strict geometry and hard surfaces of the architectural construction, as well as the pure design vocabulary of the premium products on display.

The surrounding rooms offer clearly separated themed areas to show the full range of products Kaldewei offer, including the unique design collections from Arik Levy and Anke Salomon. The iconic design of the display rooms draws the viewer’s attention to the material, color and harmonic design of the products. Music, scent and a different lighting concept in each room create an experience for all the five senses, making the fascination of the Kaldewei brand tangible.

“The concept of this trade fair stand follows clearly delineated focal points that provide the perfect backdrop for our new products,” says Arndt Papenfuß, Marketing Manager at Kaldewei.

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From March 12 to 16, 2013, ISH Frankfurt provides the world’s biggest showcase for innovative bathroom design, energy-efficient heating and air-conditioning technology, and renewable energies. The Kaldewei stand is in Hall 3.1, Stand D79.

Client: Franz Kaldewei GmbH & Co. KG, Ahlen
Concept and architecture: SCHMIDHUBER, Munich
Graphics: Kolle Rebbe, Hamburg
Photographer: Olaf Becker, Munich