Lifestyle
How do you take a leading luxury brand for professional-grade home appliances, and transform it into a high-end creative lifestyle brand? One individual is a master in this field.
Patricia Anglade, an expert in branding and brand manager of German luxury kitchen appliances brand Gaggenau, found the right strategy and execution to transform the label.
As you can imagine it takes time to establish a brand in a new market and to understand the nuanced nature of the new lands a brand is venturing into. However, that’s not the case of Gaggenau. The growth and reach of the brand has been exponential, and this is largely in part due to Anglade and her exceptional brand team. They have understood the market (and the assignment) and they have delivered.
First established in 1683, Gaggenau is a brand with an extensive history and a remarkable legacy. Taking this rich heritage, the team have repositioned this as a high-end creative lifestyle brand for the region. Recognized for its elegant design and robust craftsmanship, the team tapped into these aspects of the brand’s essence and are brandishing Gaggenau’s artistic flair.
This was exemplified at Gaggenau’s recent Blank Canvas Dining experience in Dubai. Anglade and her team orchestrated what was a masterpiece in itself, in which they collaborated with renowned figures, chef Hadrien Villeudieu and artist Kaveh Ahangar, to reinforce this new brand position.
Villeudieu and Ahangar put on a delectable display that saw art tantalise taste buds, as well as ignite awe in the guests’ eyes. Aptly titled ‘An Exploration of Inspiration’, the enchanting evening was masterfully choreographed. With each course came a complementary piece of art from the big picture, so that with each new bite, a bite-sized piece of art was revealed.
This unique event served as a statement of the brand’s outstanding culinary capabilities as a high-end appliance, and its new artistic and creative direction.
This type of unexpected, innovative approach to brand building is a key component to the success of any brand. What Anglade has done, and is doing, is future-proofing the heritage brand with style – her journey is inspiring and is also definitely one to watch.
