Gaggenau, a renowned kitchen appliance brand, collaborated with Munich-based architecture firm Studio 1ZU33 to unveil its captivating 'Presence' installation during Milan Design Week. This week-long exhibition, set within the elegant Villa Necchi Campiglio, meticulously blends existing and newly launched products into a minimalist, immersive environment. The installation serves as a sanctuary for the design community, emphasizing clarity and refinement amidst the vibrant energy of Milan. It also features a curated program of events, including insightful discussions and culinary demonstrations, highlighting the brand's commitment to both aesthetic and functional excellence.
Gaggenau's Elegant 'Presence' Installation Shines at Milan Design Week
In April 2026, during the esteemed Milan Design Week, Gaggenau, a prominent kitchen appliance manufacturer, once again captivated audiences by presenting its 'Presence' installation at the historic Villa Necchi Campiglio. This marks the third occasion the brand has transformed this iconic venue, following successful showcases in 2022 and 2024. The installation, a collaborative masterpiece with Munich's Studio 1ZU33, seamlessly integrates Gaggenau's innovative products within a serene, minimalist architectural setting. Visitors to the exhibition were treated to a sensory journey, starting with the prominent display of the 'Expressive Series oven' on a multi-tiered stage, and the sleek 'Vario Cooling Expressive series' wine fridges elegantly lining the walls behind brass-toned doors. Beyond product displays, the villa hosted a series of enriching events, including a compelling discussion with the celebrated architect John Pawson. Furthermore, three-Michelin-star chef Tohru Nakamura offered an exquisite culinary experience, demonstrating the sophisticated capabilities of Gaggenau's appliances in preparing gourmet dishes. Peter Goetz, Gaggenau's managing director, articulated the installation's core philosophy, stating, "Presence is about refining to what is essential – allowing space, material and light to speak on behalf of the brand." He envisioned the installation as a "refuge for the design community," offering a moment of clarity away from the city's hustle and bustle. The splendid Villa Necchi Campiglio, an architectural gem designed by Piero Portaluppi between 1932 and 1935, also gained international recognition as a filming location for Luca Guadagnino's 2009 film, 'I Am Love'. The installation was open to the public from April 21 to April 26, 2026, coinciding with the Milan Design Week festivities.
This innovative installation from Gaggenau at Milan Design Week underscores the growing trend of experiential marketing within the luxury appliance sector. By creating an immersive environment that engages multiple senses, brands can move beyond simple product display to convey a deeper brand philosophy and connect with consumers on a more emotional level. The integration of culinary arts and architectural discourse further elevates the experience, positioning kitchen appliances not merely as functional objects but as integral components of a sophisticated lifestyle. This approach also highlights the importance of strategic partnerships, as the collaboration with Studio 1ZU33 and chef Tohru Nakamura significantly enriched the overall impact of the 'Presence' installation.