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Gaggenau London Presents Unfurled

12.07.22

Gaggenau London presents Unfurled, a zero-waste art installation for London Festival of Architecture 2022

Gaggenau, the luxury brand for professional-grade home appliances, once again played a major role in the London Festival of Architecture’s Showroom Showcase with a specially commissioned installation. Unfurled, by design practice HagenHinderdael, is a zero-waste installation of old Gaggenau catalogues.

Gaggenau chose to work with HagenHinderdael for this project because of their focus on sustainability, craftsmanship and innovative technology, which closely mirrors Gaggenau’s own values. At the heart of Gaggenau’s ethos is its steadfast commitment to efficient and long-lasting appliances, technology to create models with the greatest precision, and using the best materials honed by craftsman. Gaggenau’s brief to Sofia Hagen and Lisa Hinderdael was to create an installation that reflected these brand principles.

To create Unfurled, HagenHinderdael came up with the idea of using repurposed Gaggenau catalogues, meticulously folded to create a formwork where glimpses of Gaggenau’s range can be seen from all angles. In line with the theme of reuse, the team used existing Gaggenau shelving units from the showroom to display the stacked and folded catalogues.

Suspended behind the installation, three acrylic mirrors amplify the user experience, making the books appear to be multiplied across the showroom window. All the mirrors are repurposed from previous projects and have a mirror film backing applied so that the showroom itself is also reflected within the installation. Spotlights are the perfect finishing touch, adding atmosphere to the installation and intriguing passers-by as they walk down Wigmore Street at night.

Edina Crnkic, Gaggenau Group Brand Marketing Manager said, “We are delighted that HagenHinderdael has come up with a concept that is so closely aligned with Gaggenau values. It looks incredible. We look forward to welcoming everyone to Gaggenau London to view the installation!”

The difference is Gaggenau.

www.gaggenau.com/gb

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