SIDNEY, Australia – Two European luxury brands share their insights into their personal approaches to creating flagship showrooms in Sydney. Hendrik Müller, architect of the Gaggenau showrooms, founder and CEO of 1zu33 and Alex Jennings, head of people and property for the company La Marzocco, discuss the importance of brand spaces for luxury brands in Gaggenau The Magazine.
La Marzocco and Gaggenau: architecture and art
As Hendrik Müller reveals in the interview, Sydney Gaggenau showroom is divided into three sections. The first is the social hub; a space for people to mingle and engage with staff, enjoying wine or coffee. Not exclusive but inclusive.
Then there ia a small chapel, a very intimate space, clad with dark, Douglas fir wood from the Black Forest. And, finally, there is a courtyard at the very back.
Alex Jennings, head of people and property for the company La Marzocco, says to Gaggenau The Magazine: ” When you enter La Marzocco from the street you’ve got this sensory overload because you can see, hear and smell everything. Being a former warehouse, we’ve got wonderful high ceilings, a lot of light, you can hear the machinery being used, you can hear the conversation”.
La Marzocco flagship has a number of Gaggenaus in order to give customers an opportunity to see both brands in a real life environment.
Hendrick explains that originality plays an important role in the architecture. The character of the building inspires what Gaggenaus showrooms are all about.
Alex Jennings has a similar approach for La Marzocco space, taking inspiration from its main headquarters in Florence to create not only a hub for the coffee and hospitality community, but for the wider community as a whole.
