Known for its high-end kitchen appliances, Gaggenau wanted to position itself as a brand with culture, craftsmanship and innovation at its centre. Given the upscale target audience for its products, Gaggenau needed Frame to curate a refined and artistic experience that would establish its brand as more than a home-appliance manufacturer, but as a way of life that forms a cultural identity.

The Challenge

Frame Studio was briefed with creating awareness of and engagement with the Gaggenau brand amongst its worldwide audience of design enthusiasts and professionals.

The Solution

Frame conceptualized and produced A Matter of Taste, a series of branded content on notable creatives from the design community and connected them with Gaggenau. The A Matter of Taste editorial series with commissioned photography culminated in a bespoke installation and showroom event. Identifying the performative work Sensorial Shelter by Mayra Sérgio as an ideal conversation-starter on coffee culture and the evocative power of food, Frame brought the installation to Gaggenau’s London showroom for an unforgettable evening on the occasion of the launch of a new coffee machine.

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