PROJECT
“THE ELEVATION OF GRAVITY”
CLIENT
GAGGENAU
IDEA
Gaggenau and their products have a gravity like no other luxury kitchen brand, attracting the top interior designers and architects around the world.
During Fourisalone, part of Milan Design Week/Salone del Mobile, we created an activation that celebrated the gravitational pull of the brand and the heightened experience of using their products. Our goal was to intrigue those who understand appliances not just functional objects, but a gateway to elevated moments of a life well lived.
This idea materialized as an architectural installation and performance, which represents an unexpected power from the magnetic attraction we all have to convention-defying design, superior craftsmanship, and aesthetic excellence.
During Fourisalone, part of Milan Design Week/Salone del Mobile, we created an activation that celebrated the gravitational pull of the brand and the heightened experience of using their products. Our goal was to intrigue those who understand appliances not just functional objects, but a gateway to elevated moments of a life well lived.
This idea materialized as an architectural installation and performance, which represents an unexpected power from the magnetic attraction we all have to convention-defying design, superior craftsmanship, and aesthetic excellence.
CREDITS
Agency:
Anomaly Berlin
Client:
Gaggenau
Year:
2024
Anomaly Berlin
Client:
Gaggenau
Year:
2024
Role:
Creative Director
Collaborators:
Greg Talbot, Theresa Kaußner, Molly Dyson, Reinieir Wortman, Lorenzo Colnaghi
Architecture Studio:
1zu33
Choreography:
Philippe Kratz
Dancers:
Toon Lobach, Nagga Baldina, Casia Vengoechea, Grace Lyell, Alberto Terribile
Music:
“Gravitas” composed by Dirk Haubrich
Location:
Villa Necchi Campiglio
Creative Director
Collaborators:
Greg Talbot, Theresa Kaußner, Molly Dyson, Reinieir Wortman, Lorenzo Colnaghi
Architecture Studio:
1zu33
Choreography:
Philippe Kratz
Dancers:
Toon Lobach, Nagga Baldina, Casia Vengoechea, Grace Lyell, Alberto Terribile
Music:
“Gravitas” composed by Dirk Haubrich
Location:
Villa Necchi Campiglio