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Gaggenau, the luxury brand for professional-grade home appliances, presents 'The Elevation of Gravity' at Fuorisalone 2024. This installation, hosted at Villa Necchi Campiglio from April 16th to 21st, offers a unique spatial experience while inviting the architecture and design community to connect and share insights.

Crafted within Villa Necchi's glass pavilion, 'The Elevation of Gravity', a concept developed with the creative agency Anomaly Berlin, is more than just an exhibition, it's a manifestation of Gaggenau's timeless allure. Gaggenau has evolved into a brand with gravitational pull, and at Fuorisalone 2024, this force materialises into a new way of living. Enveloped in a semi-transparent fabric, the pavilion is divided into two contrasting yet interconnected spaces. It represents the equilibrium between what exists and the aspiration for more.

One pole features a communal hub showcasing current appliances, while the other unveils the brand's latest product launches in a visionary display. Spanning 1100 square metres, the installation features The Essential Induction, The new generation of cooling and a first look at the next Gaggenau icons.

To bring 'The Elevation of Gravity' to life, Gaggenau has once again collaborated with long-time architect partners 1zu33. Additional collaborators for Milan Design Week 2024 include flooring specialists Schotten & Hansen; Italian natural stone masters, Salvatori, and manufacturers of high-end espresso coffee machines, La Marzocco.

In a first for the brand, Gaggenau has commissioned Dirk Haubrich to create a bespoke ambient soundscape that will envelop visitors within the installation. The esteemed music composer has also composed original music for a contemporary dance performance which will take place within the installation. Renowned choreographer Philippe Kratz has crafted a tailor-made performance titled ‘Gravitas’, which infuses the Gaggenau space with vibrant energy, delivering an unparalleled immersive experience.

Throughout the week Gaggenau will host dynamic discussions, interactive sessions, social events and workshops. A panel talk will take place, exploring how principles of reduction and essentialism can be employed in architecture and design to improve our lives.

Dr Peter Goetz, Managing Director of Gaggenau, says: “In Villa Necchi Campiglio we will host our cultural statement. ‘The Elevation of Gravity’ installation promises to entice and enthral the design community of Fuorisalone with its structure and concept. Our guest will be the first to see the next Gaggenau icons, an evolution of the extraordinary, composed of two frames and a circle. A true work of art."

Gaggenau’s ‘The Elevation to Gravity’ will be open between 11:00 – 18:00 from Tuesday 16th April until Sunday 21st April.

Notes to editors
Gaggenau is a manufacturer of high-quality home appliances and is acknowledged as an innovation leader in design and technology “Made in Germany”. The company, with a history dating back to 1683, has revolutionised the domestic kitchen with its internationally acclaimed products. Gaggenau’s success is founded on technological innovation and a clear design language combined with high functionality. Gaggenau has been a subsidiary of BSH Hausgeräte GmbH in Munich since 1995 and is currently represented in more than 50 countries with over 60 flagships and showrooms in major cities around the world.

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For more information, imagery or interview opportunities, contact:

Irith Terra Storms
irith.storms@bshg.com
Tel: +31 (6)1253 0805

Dan Alexis – Rochefort
dan@limecreative.com
Tel: +44 (0)20 7378 3456

Rokas Rimaitis
rokas@limecreative.com
Tel: +44 (0)20 7378 3456