In 2016, the agency einszu33 initiated a new event series for their customer Gaggenau. The luxury brand presented itself and its kitchen appliances in an exceptionally staged pop-up restaurant. What started back then in an art gallery in Chelsea New York was continued in 2018 in downtown Los Angeles and developed further somewhat. The 333-year existence of the brand served as an occasion. A limited number of guests were allowed to participate in the threeday culinary event and experience the origins of the company in a mystical Black Forest scene.
A goods lift took the guests to the 11th floor of the cooper building and greeted them with the already legendary, oversized and stylized cuckoo clock. An exhibition formed the prologue and presented exhibits that marked the beginnings and milestones of the traditional enterprise. This was followed by an exclusive dinner event in a setting designed with a love of detail, consisting of trees up to 20 feet high, artificial snow, framework elements and illumination like moonlight. In reference to the roots of Gaggenau in metal processing, a smith worked live during the event and provided acoustic components with powerful metallic blows. Top chef Daniel Humm, awarded three Michelin stars, was secured as the chef. Together with the cooking crew, he prepared a gourmet menu at six stations equipped with Gaggenau appliances. This resulted in another multisensory overall brand experience.