Cooking – Living – Working
Launched in 1974, EuroCucina is held biennially as part of the Milan Furniture Fair. Under the motto "at home,” the industry's most important international design fair provides the stage for kitchen manufacturer, Schüller, to showcase new products from its two brands – next125 and Schüller.
The design concept uses dark and light to cleverly differentiate the two product lines, while at the same time focusing on connecting elements and reinforcing the Schüller umbrella brand. From the outside, the facade-like shell makes an impressive first impression on visitors, before they enter diverse living worlds. After all, a kitchen – regardless of whether it’s in a loft apartment or a family home – is a space to be habited. A space that must meet all the demands of the modern life from cooking, living, and working.
The premium brand – next125 – is showcased in a loft-style ambience, in keeping with the line's sophisticated and stylish design. The scaled-back, dark rooms provide the perfect stage for elegant kitchens, allowing focus to be directed towards the clear shapes, premium-quality surfaces and high-end details. The communication in the space is deliberately reduced to pictograms and black-and-white typography.
In contrast, the stage for Schüller's diverse retail collection is bright and homely. Colored collages incorporated in the communication campaign are used to create accents. To complement the kitchen lines, numerous furniture systems for living and working areas are showcased, including a functional utility room.
The stand's open booth concept gives visitors the feeling of being immersed in their own home environment and offers well-designed solutions for living spaces that dreams are made of.
- Schüller, eurocucina 2022
- Partner communication campaign
- Strichpunkt Agentur für visuelle kommunikation
- Lukas Palik Fotografie