Design and dialogue: renovation of a visionary showroom concept

As one of the leading kitchen furniture manufacturers, Schüller Möbelwerk KG of Herrieden is not only known for the highest quality, but the company also attaches the utmost importance to the groundbreaking presentation of its portfolio. In recent months, the |s|a|c. (Schüller-Ausstellungs-Center) has been thoroughly renovated. The aim of the renovation was to transform this meeting, communication, presentation and training space into an inspiring, sensory experience.

The company carries two product brands: the quality brand Schüller with a one-year product cycle and the premium brand next125, which launches new products every two years. Both of these brands are exhibited in Herrieden each in their own way, but always convincingly.

Schüller considers it extremely important to always present its trade partners with the best ideas for showroom concepts. Inspiration is paramount at Herrieden. This drive ensures that the company is always one step ahead when it comes to kitchen presentations. In the layout of the space, the function of the showroom has been uniquely shaped: product presentation, seminars and communication regarding the quality aspects - of both product brands. And all in one location, surrounded by an atmosphere of well-being. The colors, shapes and materials create a sensory experience and are closely coordinated. A modern combination.

In addition, new rituals have been introduced. Various seating areas, as well as state-of-the-art meeting technology and digital information boards, can now be used in the exhibition center for meetings - or simply to pause and enjoy the moment. This makes even better use of the available space, creating more liveliness. The round shapes result in a harmonious whole, express vitality and subtly and fluidly guide visitors across the two floors of the nearly 1,900-square-meter showroom area.

The highlight of the new |s|a|c.: a constellation of three houses. These houses offer added value in terms of entertainment and information, and also separate the Schüller and next125 showrooms. Here the company, its motivation and its philosophy can be experienced very closely. With themes such as "Milestones," "We," and "Quality," memories are evoked, and the function of the kitchen as a living space is emphasized. Not only product quality, but also company values and community are the focus.

In the new showroom of the quality brand Schüller, the kitchen furniture manufacturer combines 31 individual solutions for living, working and household. The highly realistic, combined areas can be planned in a coordinated manner.Between these elements there are constantly changing areas of competence, creating a constant mix of products, services and marketing. Many presentations are surrounded by green spaces and plants, creating a "natural feel" in the showroom.

Upon entering the showroom of the premium brand next125, the difference from the everyday becomes immediately noticeable. A new, holistic world opens up. A total of 11 extraordinary kitchen plans are presented here.

Already during last year's Küchenmeile, next125 introduced a new format for its Concept Stores at the house4kitchen in Löhne. The feedback from trade partners has now been made concrete in Herrieden. The terms craftsmanship and elegance form the leitmotif of the concept. Latticework, a feature of many historic buildings in the Bavarian region of Franconia, also forms a kind of grid: a logical structure with structured, even lines - just like the characteristic 125-mm grid size of next125. A Center Piece combines both greeting ritual, storytelling, but also the transfer of competencies in a compact but characteristic way. In particular, the examples of the materials highlight the competence of the premium brand next125 in material selection and practical use, and have an exceptionally inspiring design.

As part of the renovation of the |s|a|c., 'The Fireplace' pavilion - a collaboration with Francis Kéré - was also rebuilt so that it now enriches the garden of the exhibition building. It is part of the 'Creative Makers' series: the red line that runs through all the stories surrounding the next125 brand. The venue is now actively used as a unique space for meetings and presentations. To appropriately celebrate the renovation of the Schüller-Ausstellungs-Center |s|a|c., Schüller Möbelwerk KG invited its trade partners to the Open Days in May and June. During the Open Days visitors had the opportunity to personally get in touch with employees from the Administration, Order Processing and Order Handling departments, tour the showroom and production halls in Herrieden and gain new ideas and impulses during lectures by keynote speakers. Numerous visitors from home and abroad showed great interest in the program items and were impressed by the new staging of the company. Reactions afterwards were also exclusively positive.