Gaggenau Showroom by einszu33, Chicago – Illinois

July 10th, 2017 by retail design blog

The latest Gaggenau flagship showroom opens its doors in the Merchandise Mart, a historic landmark within the cityscape. The design draws inspiration from Mies van der Rohe’s architectural philosophy, with free flowing spaces created amidst structural order. Van der Rohe’s principles are reflected in an open plan design that acts as a framework for dedicated areas where cultural events like wine tastings, culinary evenings or professional training sessions can be held.

The new space provides an extraordinary blueprint for a showroom, its 20-foot ceiling height creates a cube-like dynamic with a 3D feel. Natural light flows into the showroom through a vast expanse of glass that forms an entire wall and offers panoramic views of the Chicago River. Upon entering the space, visitors are met with a marble heritage wall that presents the history of the brand’s origins dating back to 1683. This display of tradition is juxtaposed with the avant-garde grid design, where boldly carved out blocks and slices provide the perfect setting to present the latest Gaggenau appliances.

What holds true for the design of Gaggenau appliances applies equally to the showroom and building it is located within – bold, minimalist structures demand exceptional materials, lavish surfaces and textures, and clean contours. Smooth white marble, white oiled oak, travertine stone and ceramic tiles are combined with Gaggenau’s signature grey, dark anthracite and metal accents throughout, creating a truly tactile and immersive experience.

Designed by einszu33 GmbH
Photography by Bodo Mertoglu

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