Dark and elegant on one side, bright and modern on the other – this is how Dart arranges one of the biggest German manufacturers of kitchen furniture for its return to EuroCucina. Optically connected by recurring cubic facade elements and the tri-dimensional Schüller logos that seem to rise out of the ground, the company’s two brands are still distinctly readable and perceivable.
For next125 the designers opt for expressiveness: In front of a black background the premium kitchens are emotionally presented in different settings as habitats. Open, black powdered aluminium structures, concrete optics on the ground and discreet colouring create an abstract space. Atmospheric lighting and the integration of the next 125 campaign motives with animals like sheep, geese or cattle visually animate the stand and enhance the immersion in the brand world.
For Schüller.C the kitchen exhibition’s frame are spaces made up from white glazed spruce wood that are subtly contrasted by the wall and floor areas in a strong friendly yellow. Modern living worlds welcome visitors and help them experience the commercial collection’s functionality and flexibility. Both sides have their own communication areas integrated into their spaces.
Design and the spirit of the time go hand in hand at Schüller and are also reflected in the EuroCucina appearance. The kitchen turns into a habitat where everybody can do their own thing with high quality demands. Imbedded in the megatrend individualisation there is a holistic brand experience thanks to a formal unit, despite the two brands’ very different look-and-feel.
For Schüller the international kitchen exhibition in Milan is not only a comeback after an eight-year break, but also a design premiere: For the first time, an external partner was commissioned with the appearance’s design. With D’art Design Gruppe Schüller has an experienced as well as owner-operated company at its side that can draw on its abundant long-time expertise for tangible brand spaces.
Markus Schüller, managing director of Schüller Möbelwerk KG, states, „In Dart we have found a reliable partner who has realised a high-quality and creative stand concept for us from the creation up to the turnkey realisation of our fair stand at EuroCucina. The decision to outsource the fair design and stand construction for the first time has proven beneficial.”
Facts and figures
Project: Schüller, EuroCucina 2018
Customer: Schüller Möbelwerk KG
Design / Realisation: D’art Design Gruppe GmbH
Location: Milan, Italy
Size: 620 m²
Source : https://www.lifepr.de/inaktiv/dart-design-gruppe/Habitat-Kitchen/boxid/703034