World premiere above the rooftops of Munich with Sonja Kiefer & KP Kofler
Bauknecht presents “Fashion meets Food”
April 2015: Bauknecht chose an unprecedented setting for the world première of its new products in the fields of laundry care and food storage on April 21st – an international lifestyle event with an exclusive catwalk show, a star-studded expert panel discussion and an exhibition of objects specially put together for the occasion. Star designer Sonja Kiefer and celebrity caterer KP Kofler presented works especially created for Bauknecht on the 10th floor of one of the hottest Munich locations and discussed with Bauknecht manager Vladimir Cherevko about the latest trends in the fields of fashion and food.
Karen Webb, KP Kofler, Sonja Kiefer and Vladimir Cherevko Photo: Sabine Brauer Photos
TV presenter Karen Webb hosted the discussion, which very soon revealed that the fashion, catering and household appliance sectors have a lot in common. They answer the increasing demands of their customers with top quality, a pronounced awareness of fashion and pioneering innovation.
“Bauknecht identifies customer needs and incorporates them into the design process directly,” says Vladimir Cherevko, Whirlpool Marketing Director Brands & Consumer Insights. “In order for us to focus uncompromisingly on the consumer we always gather our inspiration from a variety of fields – the ‘Fashion meets Food’ event promotes this exchange of ideas at an international level and once more shows Bauknecht’s premium aspiration and pioneering role.”
Catwalk of Features
The 80 guest journalists from all over Europe were thrilled by the “Catwalk of Features”. The première evening kicked off with selected collection pieces from Sonja Kiefer. What really stole the show was the way in which the designer sent her models out on the catwalk with accessories symbolising the functions of the latest PremiumCare and Ultimate NoFrost appliances from Bauknecht. For example, a model suspended above the audience in a shower of soap bubbles embodied “SoftMove” functionality – this technology ensures optimum care for colours, fibres and shape in the new PremiumCare washing machine with drum movements adapted to the wash load.
In contrast, a model in a breezy full skirt and wearing angel’s wings symbolised “3D AirCare”, the innovative air flow system that enables the PremiumCare dryer to dry even woollens particularly evenly and gently. And the bouquet of flowers with concealed LED illumination carried by a model in a sequin dream in the third part of the show represented the innovative lighting system that provides an optimum view of the complete interior of the new Ultimate NoFrost fridge-freezer. The dramatic fashion show combined with the innovative functions of the new appliances from Bauknecht was not the only surprise of the evening.
Catwalk of Features – A model presented the SoftMove technology Photo: Sabine Brauer Photos
Dialogue at a high level
Following on from the Catwalk of Features, Bauknecht presented a high-calibre panel discussion presided over by the German-British TV presenter Karen Webb and featuring three very different industries that only on closer inspection show how much they share in common. “At Bauknecht we know that textiles and food are things very close to people’s hearts – at a physical level as well as at an emotional one. Consumers have very definite ideas as to how these products should be,” explained Vladimir Cherevko. “Fashion is actually very important for people’s self-image,” said Sonja Kiefer, taking up the idea. “The time for elaborate dresses is long gone. Quality in clothing today means smart and wearable around the clock. That’s why I have included washable and crease-free dresses in my collection. But they also need the right laundry care to look new for as long as possible in daily life.” A requirement that Bauknecht appliances naturally meet.
Panel discussion – Karen Webb, KP Kofler, Sonja Kiefer and Vladimir Cherevko Photo: Sabine Brauer Photos
Street food on everybody’s lips
Star caterer KP Kofler stressed just how important a flair for customer wishes and industry trends is. “We have to identify developments at a very early stage. I gain inspiration for example from a megacity like Bangkok with its street corner kitchens and the many markets selling regional specialities. But other cities are developing their own extremely exciting culinary culture, too. We have incorporated these sources of inspiration into our Street Food collection.”
And KP Kofler brought an impressive sample of this to the Flying Buffet at the première evening – spectacular re-interpretations of dishes from very different cultures such as Turkish dürüm, British fish and chips and American hamburger were given a premium makeover. The food installation created by KP Kofler for the event gave a glimpse of today’s cutting edge street food pieces. “Innovative refrigerators are essential if you want to serve delicate foodstuffs at peak freshness – whether in professional catering or in the home,” added Kofler with a nod towards Bauknecht. And so Sonja Kiefer, KP Kofler and Vladimir Cherevko, the representatives of three very different fields that are responding to the increasing demands of their customers with top quality, distinct fashion consciousness and pioneering innovation – came together to share the stage.
KP Kofler presented his Bauknecht Food Creation Photo: Sabine Brauer Photos
Premium design for everyday life
Star designer Sonja Kiefer stunned the audience with an exclusive It-piece specially designed for the event. “I’m a perfectionist in demanding beauty in the things around me – and it was both a joy and a challenge to dress in everyday articles.” She presented a wicker basket artistically braided with precious textiles in a departure from the pure fashion field. “A laundry basket should no longer need to hide away,” Sonja Kiefer explains. “It should become an accessory that people like to look at and should take its place as a decorative object beside the washing machine or in the bathroom.” The designer also demonstrated her versatility with her installation as part of the exhibition on the sidelines of “Fashion meets Food”, combining the PremiumCare appliance with metres of expertly interlaced dresses in a room-high, three-dimensional framework. Washing machine and dryer, already bearing two design prizes at their market launch, thus became objects of art and symbols of optimum Bauknecht laundry care. The exhibition that had been especially put together for this event and featuring video animation, a photo show and the designer installation brought the motto of “Fashion meets Food” to life and provided the perfect stage for the three new appliances.
Sonja Kiefer presented an It-Piece designed especially for the occasion Photo: Sabine Brauer Photos
Three stars in the limelight
The evening’s other leading roles were played by the new PremiumCare washing machine, the PremiumCare dryer and the Ultimate NoFrost fridge-freezer from Bauknecht.
Exhibition – The PremiumCare Washer and Dryer Photo: Sabine Brauer Photos
The three new appliances do not just make everyday life easier with their innovative technology, they also save money and protect the environment thanks to their extreme efficiency.
Extra-gentle laundry care without creasing, a direct-drive motor that is as quiet as a whisper, the lowest water consumption on the market – with its PremiumCare washing machine and PremiumCare dryer, Bauknecht is introducing two new appliances that as a duo set new standards in design and technology. PremiumCare has garnered the prestigious iF Design Award and the Red Dot Product Design Award.
Ultimate NoFrost is the revolution in refrigeration and freezing, offering the ideal cool environment for storing food. The refrigerator and freezer compartments each have their own, independent NoFrost system that completely prevents ice formation.
Bauknecht is setting standards with its appliances – innovative technologies offer genuine added value such as unrivalled efficiency, absolute reliability and perfect results,” adds Vladimir Cherevko, Whirlpool Marketing Director Brands & Consumer Insights. “Bauknecht goes the famous extra mile when it comes to finish with high-quality materials, outstanding design and intuitive operation.”
Exhibition – The Ultimate NoFrost devices and KP Kofler’s Bauknecht Food Creation Photo: Sabine Brauer Photos
Following the official programme, Bauknecht product managers underlined the benefits of the PremiumCare and Ultimate NoFrost products in face-to-face discussions. The evening was rounded off with a Flying Buffet and live music.
More than technology
With its “Fashion meets Food” event, Bauknecht initiated a whole new dimension in product presentation. The company placed special focus on the benefits for consumers, showing PremiumCare and Ultimate NoFrost in the dynamic environment of the modern home that evolves and changes along with the situation of the people living there. This approach made a big impression on the international audience and emphasised one thing – in future household appliances will be an expression of lifestyle, setting visual accents as a statement of their owners. And Bauknecht is at the forefront of this development.
Bauknecht press contact:
Middle East + Africa
Annika van Heeswijk
Russia + Ukraine
Press contact EMEA:
Verena Brinkmann, Emanate GmbH