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9th March 2018


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Kaldewei Iconic World offers multisensory experience of brand and material

* Kaldewei-Iconic.jpgWith the opening of its new Iconic World after a year and a half of planning and construction, Kaldewei has created a fascinating, interactive and multisensory space that enables visitors to thoroughly explore and understand the brand.

The exhibition allows insights into the premium manufacturer's understanding of design and gives visitors the opportunity to see the quality and durability of Kaldewei steel enamel for themselves. Additionally, the experience is enhanced by a tour of the factory during which visitors get a close-up look at the manufacturing process.

The diverse themes on show address the needs of all visitors who travel there from around the globe... from architects, investors and project decision-makers to plumbers and wholesalers... who over four levels, become immersed in the captivating Kaldewei brand world. Alongside the latest developments and groundbreaking design studies, they also have a chance to see the wide range of colours and outstanding material properties of Kaldewei steel enamel.

In the basement, visitors are given a sensory and tangible taste of the brand's four dimensions: integrated bathroom solutions, Iconic Design, global partnership and steel enamel.

Visitors firstly walk through a multisensory tunnel which features an audiovisual presentation of the three Kaldewei product worlds: washbasin, shower surface and bathtub. This powerfully evokes the subjective sense of wellbeing in the bathroom. At the end of the tunnel, visitors arrive at the heart of the exhibition - the Iconic Center - where they come face to face with an epoch-making and pioneering piece from the company's history: Kaldewei's first freestanding bathtub made in 1934.

The Iconic Design area impressively conveys the brand's understanding of design, and the standard it sets itself in this area. To exemplify this, Franz Kaldewei has brought together his personal design and architecture icons to demonstrate the value of timeless design.

In addition, the Designers' Gallery invites visitors to interactively explore Kaldewei's design partnerships with Sottsass Associati, Phoenix Design, Arik Levy, Studio Aisslinger and Anke Salomon.

Kaldewei operates worldwide and its bathroom solutions are evident in leading hotels and homes across all five continents. An interactive multimedia pillar attractively presents a selection of -hotel and residential case studies, accompanied by more in-depth information about them.

One of the key sections is the Material Excellence area. Here it quickly becomes apparent why Kaldewei steel enamel became the company's brand core. Visitors discover the material's distinctive qualities by means of impressive experiments. These include dropping a 7-kg weight onto an enamelled shower surface or heating a steel enamel plate to a temperature of over 1000 C with a Bunsen burner flame.

Guests have the opportunity to experience the advantages of steel enamel, illustrating first hand why this material is the ideal choice for bathrooms.


12th January 2018

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