Milano? Perfetto… KALDEWEI attracts everyone’s attention at the Supersalone with the SUPERPLAN ZERO and its photographic interpretation by Bryan Adams

KALDEWEI, Ahlen / Milan, in September 2021 – At last, real encounters, exchange, direct contact and exciting conversations without a screen or telephone – KALDEWEI already has every reason to celebrate its appearance at the Supersalone as an absolute success. This year’s special edition of the Milan furniture fair was able to develop its full effect as a global industry event on the very first day. Also for KALDEWEI, after lockdown and purely digital events, it is a more than successful start to the return to normal, to which the sanitary specialist was also able to welcome Werner Aisslinger. At the KALDEWEI stand, the designer was visibly impressed by the ambience and the whole staging.

At the special edition of the Salone del Mobile, the Supersalone from 5-10 September, KALDEWEI is presenting its shower surface masterpiece the SUPERPLAN ZERO made of recyclable steel enamel to an international audience for the first time. The new shower surface, designed by the Berlin designer Werner Aisslinger, is available in two versions and impressed the international visitors to the KALDEWEI exhibition stand. An artistic interpretation by Bryan Adams is also part of the unique staging in Pavilion/Hall 2 (Stand O 19) which is being shown exclusively before the launch of the global campaign. 

The reactions of the specialist visitors on the first day of the fair were all characterised by strong interest, curious looks and positive feedback. The atmosphere at the KALDEWEI stand was relaxed and inspiring, despite general restrictions on visitor frequency. With its presence in Milan, the premium manufacturer is underlining its competence in design and sustainability. 

Yvonne Piu, Director Global Marketing at KALDEWEI, is convinced regarding the start of the trade fair: “With the focus on sustainability and the circular economy as well as the Green Area at the East Gate, the Supersalone, which Stefano Boeri and his team have curated in an outstanding way, is a Perfect match setting for us. In addition, we have the unique opportunity to present Bryan Adams’ photographic interpretations of the Superplan Zero to an international specialist audience shortly before the launch of the global campaign.” 

The KALDEWEI Salone team has already drawn a positive conclusion after the first day in Milan. Attention and visitor frequency are right, according to those at the KALDEWEI stand on Sunday evening. Or just: “Milano, perfetto…” 

Nice to know:
this summer, KALDEWEI is particularly pleased about the continuation of the collaboration with Bryan Adams, which began in 2020 with the staging of the Ming and Miena washbasin bowls. The Canadian rock musician, who has also been an internationally sought-after photographer for over two decades, shot the pictures for the renowned Pirelli calendar 2022 immediately after the KALDEWEI production. This is a special honour and distinction for a photographer worldwide. So far, luminaries such as Peter Lindbergh, Bruce Weber, Herb Ritts and Karl Lagerfeld have photographed the twelve pictures with the most beautiful female models of their time.

Source: Franz KALDEWEI GmbH & Co. KG. Copy requested.

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