Promotion: kitchen brand Gaggenau will return to Villa Necchi during this year's Milan design week with an immersive installation called The Elevation of Gravity.
Designed in partnership with Munich-based architecture studio and longtime Gaggenau collaborator 1zu33, the week-long exhibition will highlight the brand's existing product ranges and also provide a first look at future designs.
Gaggenau is exhibiting an installation at the historic Villa Necchi Campiglio
The installation, based on a minimalist design, will be installed in the 1930s villa's glass conservatory. It marks the second time the brand has commandeered this space following its design week event in 2022.
This year's exhibition will serve as a launchpad for its new brand philosophy and will set the stage for a "transformative era in the world of luxury home appliances".
As well as the chance to experience the products first-hand, visitors will be able to enjoy a programme of events at the villa, including a series of discussions, interactive sessions and workshops with thought leaders from the global architecture and design community. They can also meet the Gaggenau design, brand and product teams.
"We are always excited to return to Milan," said Gaggenau managing director Peter Goetz, describing the event as a "must-see experience" during the design week.
"The Elevation of Gravity is an architectural marvel that celebrates the magnetic attraction of convention-defying, life-enhancing craftsmanship," he added. "You will have to be there to truly appreciate the scale of our vision."
Villa Necchi Campiglio was designed and built between 1932 and 1935 by architect Piero Portaluppi and was famously featured in the 2009 film I Am Love, directed by Luca Guadagnino.
To visit the installation during Milan design week register here.
The Elevation of Gravity will be on show at Villa Necchi Campiglio from 16 to 21 April 2024 during Milan design week. See Dezeen Events Guide for an up-to-date list of architecture and design events taking place around the world.
Partnership content
This article was written by Dezeen for Gaggenau as part of a partnership. Find out more about Dezeen partnership content here