In a city built to inspire, on the left bank of the Seine, within the heart the design district, Gaggenau has chosen to make a statement.

While every flagship is special and every city unique, there is a heightened sense of expectation when it comes to unveiling a new Gaggenau flagship in Paris. Its dramatic location on the corner of rue du Bac and boulevard Saint Germain ensures it will become a landmark, and be keenly judged in comparison with its many, luxurious, neighbours.

The prize location and rich character of the building were integrated into the interior design. “We look for buildings with a strong character. It is almost as old as Gaggenau itself.” With heritage come challenges. “The Paris flagship was one of our most difficult projects for Gaggenau ever. Not a single straight wall, not a single right angle.” But this is the price you happily pay for unique individuality.

The new concept ensures this interior design could only exist here, it is an unapologetic celebration of Paris architectural styles. Nods to the capital catch your eye at every turn. As you enter, Belle Epoque inspired Lasvit chandeliers illuminate the towering 6.5 metre high reception, to your left a classic ‘scenic toile’, a full two storeys high, depicts a tableau from Lipsheim, site of Gaggenau’s factory near Strasbourg.

Walking through to the next room, a novel interpretation of the Baltard-era glass domed ceiling adds a whimsical air of sophistication to the Chef’s Table area. These architectural flourishes enhance the overall experience, offering a lifestyle context for the multiple kitchen scenarios that the guest is presented with. By utilising different materials, colours and scale the new flagship concept is able to illustrate the versatility of Gaggenau appliances and inspire the viewer.

As Hendrik says, “Luxury has to do with freedom, the freedom we take by approaching every flagship design in an individual way. Only then can you satisfy your guests’ expectations.”

“Nous souhaitons que les consommateurs puissent découvrir notre marque de façon sensorielle, toucher les matériaux de nos produits, écouter leur silence, découvrir leur éclairage…”

“We wish consumers to discover our brand in a sensory way, to touch the materials of our products, to listen to their silence, to discover their lighting…”

Sarah Zerbib, Directrice Commerciale et Marketing, Gaggenau, France

As well as being an ideal product showcase, the building boasts a wine and coffee bar, meeting and presentation area and catacomb-esque vaulted cellar.

There is one constant among the new flagship, the Soul of Gaggenau. A secluded space of brand contemplation “almost like a chapel” where the guest can immerse themselves in the history and spirit of Gaggenau. Metaphorically and physically centred with an anvil, the Soul plays a short film and displays key, enlightening artefacts from three centuries of innovative heritage.

In the modern, digital age, one may question the level of thought and refinement that has gone into this new flagship. It is precisely because of this easy online alternative that a trip to the flagship needs to impress, reward, excite and inspire.