Known for its high-end kitchen appliances, Gaggenau wanted to position itself as a brand with culture, craftsmanship and innovation at its centre. Given the upscale target audience for its products, Gaggenau needed Frame to curate a refined and artistic experience that would establish its brand as more than a home-appliance manufacturer, but as a way of life that forms a cultural identity.
Frame Studio was briefed with creating awareness of and engagement with the Gaggenau brand amongst its worldwide audience of design enthusiasts and professionals.
Frame conceptualized and produced A Matter of Taste, a series of branded content on notable creatives from the design community and connected them with Gaggenau. The A Matter of Taste editorial series with commissioned photography culminated in a bespoke installation and showroom event. Identifying the performative work Sensorial Shelter by Mayra Sérgio as an ideal conversation-starter on coffee culture and the evocative power of food, Frame brought the installation to Gaggenau’s London showroom for an unforgettable evening on the occasion of the launch of a new coffee machine.