The Elevation of Gravity
Gaggenau
Gaggenau commands a gravity unlike any other luxury kitchen brand, drawing the world’s most discerning architects, interior designers and tastemakers into its orbit.
During Milan Design Week 2024, as part of Fuorisalone, we brought the brand’s platform For Those Who Know to life at Villa Necchi Campiglio through The Elevation of Gravity: an immersive architectural installation and performance.
The concept explored the powerful attraction we feel toward objects crafted with uncompromising vision, masterful skill and aesthetic precision. More than an experience about appliances, it celebrated the heightened rituals they create: moments of precision, atmosphere and intent, understood most deeply by those who know.
Read more about it on designboom.
We developed the visual identity and messaging for the event, which was used for everywhere from OOH to invitations.
The space was developed in collaboration with architecture studio 1zu33.
“Gravitas”, a contemporary dance performance choreographed
by Philippe Kratz, translated the concept’s invisible pull into movement, tension and human form.
A series of talks and panels was organised in collaboration with Dezeen.
Credits
Agency: Anomaly Berlin
GCD: Justin Fly
Senior Creatives: Greg Talbot, Theresa Kaußner,
Copywriting: Lorenzo Colnaghi
Art Direction: Reinier Wortman, Molly Dyson
Architecture Studio: 1zu33
Choreography: Philippe Kratz
Dancers: Toon Lobach, Nagga Baldina, Casia Vengoechea, Grace Lyell, Alberto Terribile
Music: “Gravitas” composed by Dirk Haubrich