A heritage brand with broad European awareness, Gaggenau was struggling to connect their brand values and philosophy to American culinary connoisseurs. To reach an elite and elusive clientele, the German appliance manufacturer needed to transcend category convention and elevate the brand to the incontestable authority on culinary luxury. Restaurant 1683 delivers the luxury lifestyle of Gaggenau with a multi-sensory culinary journey as impressive and unprecedented as the legacy that inspired it.
Elements of the Black Forest came to life, transforming Art Beam in New York’s Chelsea neighborhood into a fully immersive culinary experience. Guests were transported to the birthplace of Gaggenau, complete with a traditional German cuckoo clock while three Michelin Star chef Daniel Humm worked tableside preparing exquisite cuisine.
TV & FILM
An unprecedented look inside the luxury lifestyle of Gaggenau, 333-years of innovation came to life in a series of cinematic behind-the-scenes, making of, and key personality interviews that connect Gaggenau to a global audience through video.
A fully immersive experience, the interactive website captured the multi-sensory essence and culinary precision of Restaurant 1683, connecting epicurean connoisseurs to the sensorial luxury of Gaggenau.
A 333-year journey, from the Black Forest to the pinnacle of culinary luxury, Restaurant 1683 generates a legacy campaign that owns providence and innovation through dramatic and precise visuals and language.
Extending the brand experience through credible word of mouth and social conversation, Restaurant 1683 brought together elite and relevant influencers including a diverse creative class with the power to inspire an ultra-affluent and elusive target audience.