Kitchen manufacturer Schüller has redesigned the Schüller-Ausstellungs-Center (|s|a|c.) in Herrieden to better combine kitchen design and experience with dialogue and training. The focus is on two brands: Schüller and premium label next125, each with its own presentation, but within an overarching concept that emphasises their shared vision.
© Schüller
Visitors enter past soft shapes and natural elements, with seating areas, planting and interactive information points. Central to the showroom is a three-part 'house constellation' that symbolises the brand values 'Milestones', 'We' and 'Quality', and highlights the kitchen as a meeting space.
Functional furnishings
The showroom features 31 realistic kitchen set-ups that smoothly blend living, working and service. New product offerings such as the 'Breakfast' cabinet and vibrant green accents showcase Schüller's practical applications. In the next125 segment, the emphasis is on material and design refinement, visible in the so-called 'Center Piece' with attention to brand story, choice of materials and aesthetic details such as grooved oak fronts and contrasting colours.
Interpretation and encounter
An architectural highlight is Francis Kéré's 'The Fireplace' pavilion, from Milan Design Week. This element serves as a venue for lectures, meetings and creative sessions, contributing to the showroom's positioning as a meeting place for innovation.
© Schüller
Partners and visitors
During the Open Days in May and June, the renewed concept was presented to partners. They gained insight into production processes and could get inspiration from keynote presentations. The reopening thus forms a bridge between product, experience and dialogue for relations and customers.
Source: UWKEUKENprof