HANSGROHE – AXOR BRAND WORLD
A showroom that brings water to life
HELLO
HANSGROHE
A room that leaves out everything that distracts – so that the most important thing can happen: experiencing the innovative “Powderrain” spray mode with all the senses. That was precisely the idea behind the AXOR brand world at the Hansgrohe Aquademie in Schiltach in the Black Forest: to create a showroom that not only informs visitors, but also moves them. Spectacular, without being loud.
DO IT
It's not a pitch, but an inspiring conversation. Roman Passarge, then head of Aquademie, and Frank Türke meet at an event. They are on the same wavelength. A few sketches later, it's clear where the journey is headed. And then there it is: a showroom that gives “Powderrain” the space it needs.
THE EXPERIENCE
Light guides. Water acts.
The Hansgrohe Aquademie is the Hansgrohe Group's visitor and communication center at its headquarters in Schiltach. A concept was developed here for the AXOR brand world that consistently focuses on the water jet from the shower head – through lighting, materials, and spatial design.
At the center is a fountain around which visitors can move quite naturally. The water jet, illuminated by LEDs, can be viewed from all sides. The surroundings remain deliberately black – as a calm backdrop to the AXOR brand identity.
Below, a black-lacquered fountain basin provides clarity and focus. Above it, transparent mesh fabrics bring lightness to the picture and convey the delicacy of the stream. A specially developed lighting system uses spotlights to highlight individual products, depending on what is to be displayed.
Special rubber mats make the sound of the drops particularly quiet and pleasantly soothing. A small indoor fountain with essential oil provides a pleasant scent.
And then it happens automatically: you stop, take a closer look, and hold your hand in the water.
THE FEELING
Calmness that leads the way.
The room remains dark and understated overall. Targeted lighting directs the gaze to where it belongs: on the water and the product. The light can be playfully directed depending on the situation – sometimes on the water jet, sometimes on the individual products.
The stage remains black, with water as the main protagonist. Upon entering, visitors essentially see two things: the white backlit AXOR logo and the staged jet. That's all it takes to make precision tangible.
BEST BRAND ARCHITECTURE
Third prize at the FAMAB Award 2017.
We are particularly pleased that our showroom won third place in the FAMAB Award 2017 in the category “Best Brand Architecture.”
“We are very proud of what we have created together with Hansgrohe,” says Managing Director Frank Türke. “Winning an award in this highly competitive environment of large and well-known competitors is a great honor for us and recognition of our work!”
THE ORIGINAL JURY STATEMENT
