SCHÜLLER – Feel at Home

– Schüller at the EuroCucina 2024 –

On a generous area of 609 sqm, an impressive trade fair stand unfolds under the motto "Feel at Home": Schüller presents itself once again at EuroCucina 2024. The playful facade, reminiscent of an abstract house construction, encloses innovative kitchen innovations. An architectural gesture that encourages visitors to discover the aesthetics and functionality of Schüller's kitchens.

The discovery tour begins as soon as the visitor enters the exhibition space. The exterior facade made of spruce wood invites guests to feel the warm material and explore the open construction. Changing views into and out of the structure provide initial impressions of the brand cosmos. Inside, the negative shapes of the facade serve as round arches that guide visitors through the diverse kitchen world. The premium brand next125 stands out radiantly thanks to the choice of materials used in the architecture. Vibrant colours, velvety matt surfaces and elegant shapes arouse interest in admiring the design innovations. In contrast, the Schüller product line, surrounded by modern living environments, impresses with clear lines and high functionality.

CREATIVE MAKERS: "THE FIREPLACE" BY NEXT125 AND FRANCIS KÉRÉ
At the heart of the stand, the "Creative Makers" brand narrative reflects the inspiring collaboration between architecture pioneer Francis Kéré and next125. Cleverly staged, the kitchen made of bronze-coloured mirror glass and natural stone visually dissolves into the dark surroundings. Large-scale graphic collages report on the sustainable concept and the creative collaboration with Francis Kéré, which enriches and fires up the premium brand.

The campaign also serves as a pop-up antenna for the trade fair appearance. A temporary, wooden pavilion celebrates the idea of traditional gatherings in the centre of Milan - the "Fireplace". Visitors are invited to immerse themselves in this unique setting and experience the magic of cooking and enjoying food together.

The communication concept was developed in collaboration with Strichpunkt. The design language of the timber-frame construction is taken up by cross-bracing to create a stage for the communicative content. Bold eye-catchers emphasize the homely ambience or serve as a narrative track for the brand and its sustainability strategy.

The Schüller trade fair stand is another example of how the company not only designs kitchens, but also creates living spaces in which people feel at home. The design of the architecture emphasises the combination of traditional craftsmanship and modern design and impressively demonstrates how innovation and sustainability come together harmoniously in the world of kitchens.