The Norwegian transdisciplinary studio Snøhetta has redesigned the LAUFEN Forum located in Laufen near Basel, introducing a new brand experience at the Swiss bathroom manufacturer's headquarters. Clay and brass, essential materials for ceramics and fittings, prominently feature in the entrance area of the new LAUFEN Forum. A wall and reception desk made of rammed earth and flanked by an imposing brass wall provide a sensory experience upon entering. These materials, with their tactile qualities, symbolize the project's focus on the interplay of raw materials, technical know-how and product aesthetics. The contrast between archaic originality and innovative sophistication are the basis of the concept for the new brand presentation, which Snøhetta developed together with LAUFEN. This joint multidisciplinary project was not just about architecture, but also about a new way of communicating and understanding the brand universe. Matter, interpreted as both material and meaningful significance, is central to the LAUFEN brand experience, elegantly embodied in the various spaces of the LAUFEN Forum.