Schüller at EuroCucina 2026
Covering 680 square metres, Schüller’s presence at EuroCucina 2026 unfolds as an immersive spatial experience where architecture, brand and emotion converge. Guided by the familiar “Feel at Home” narrative, visitors are invited to explore a sequence of distinct atmospheres shaped by materiality, colour and light.
The architectural concept builds on the successful design language introduced at EuroCucina 2024. Abstract house forms, façade elements and distinctive arches continue to define the stand, while the concept evolves through a refreshed palette and new spatial experiences. The natural spruce timber used previously is reimagined in rich, saturated tones of red, lilac, berry and teal, adding greater depth, warmth and character. The result is a vibrant, contemporary interpretation of what it means to feel at home.
Serving as a mediator between inside and outside, the façade is conceived as both permeable and welcoming. A deliberate interplay of views and sightlines creates visual tension and guides visitors through the spaces beyond.
Light is a defining element of this year’s exhibition concept, used not only to illuminate but to shape mood and perception. The visitor experience begins with a nine-metre-long light tunnel that creates a deliberate transition from the energy of the trade fair into Schüller’s immersive brand environment. The journey starts with the premium brand next125, presented in a spacious, darker setting that highlights bold colours, refined materials and its elevated design language. In contrast, the Schüller collection is showcased in bright, welcoming environments that reflect everyday living and emphasise comfort, functionality and a sense of home.
CREATIVE MAKERS: „UN:FOLD“ BY NEXT125 AND ANKON MITRA
Particular emphasis is placed on the intersection of design and artistic expression. As part of the ‘Creative Makers’ initiative, next125 collaborates with Ankon Mitra on a spatial installation that forms a dedicated feature within the exhibition stand. It also connects to a second presentation at Superstudio, where the concept continues to unfold within the wider context of Milan Design Week.
The exhibition stand brings together existing architectural elements and new design interventions, while consciously building on the reuse of materials and resources. The result is a thoughtful balance of continuity and innovation that reinforces the ‘Feel at Home’ narrative, creating an atmosphere that is both immersive and inviting.
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- Project
- Schüller, eurocucina 2026
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- Location
- MILAN
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- Category
- FAIR
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- Partner Communikation CampaIgn
- Strichpunkt Agentur für visuelle kommunikation
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- PHotograPHY
- Lukas Palik Fotografie