Kaldewei at the ISH 2015: the Biggest-Ever Product Drive

Kaldewei at the ISH 2015: the Biggest-Ever Product Drive

Kaldewei at the ISH 2015: The biggest-ever product drive

New brand identity, new productsegment, new designers

Ahlen, March 2015. –At the ISH 2015 in Frankfurt, Franz Kaldewei GmbH & Co. KG will unveil the biggest-ever Kaldewei booth designed at 750sqmto make a clear statement.The company will presentits professional audience with an entirely new productsegment–washbasins made of Kaldewei steel enamel will round out the portfolio. Arik Levyand Anke Salomon are the designers behind a new campaign that involvesthe launch of groundbreaking innovations by Kaldewei and underlineonce more the company’sstatus as an expert in floor-level showering.

Kaldewei is a worldwide partner in high-quality bathroom solutions made of superior Kaldewei steel enamel. This is the statementthat describesthe company in itsmissionto promote an all-new brand identity developed byleadagency Kolle Rebbe. The central element – acalligraphic brush stroke –is based on the Japanese culture of reduction. The brush stroke represents the moment of inspirationand creativity that is the basis of all architectural, spatialand productdesign. Itwill run like a golden thread through the brand communicationand will guide visitors at the ISHthrough the Kaldewei theme worlds. The ISH will also engage the public in a tangible experience that will bring the iconicstagingof man and product to life.

The booth: inspired by thepower of light

The Kaldewei booth will not only be the biggest in the company’s history; it will also impress withextraordinary architecture entirely devoid of right angles. Inspired by the power of light, individualrays penetrating the brand space will create three-dimensional facets with different focal points. The resulting play of perspective and proportionwill allowvisitorsto viewthe new Kaldewei products from unique angles and experience them with all their senses. “Hear, see, feel – the fascination of our brand will be more tangible than ever at the ISH 2015 communicating in multidimensional ways the standards for the bathroom of the future.The booth concept is based ondefinite focal pointsthat will open up intuitively to the visitors,”explains Arndt Papenfuß, Head of Marketingat Kaldewei.The booth design once again bears the stamp of multi award-winning agencySchmidhuber from Munich.

Product show: Design campaignand innovative products

The ISH 2015 will see Kaldewei launch the first-ever washbasins made of Kaldewei steel enamel.With the introduction of this new segment, bathrooms can now be styled using a single material, a harmonious designvocabulary and a matching colour scheme – from shower surface and bath through to the washbasin. Kaldewei engaged two illustrious designers to create the design for the new products. International star designer Arik Levy produced his first bathroom collection forKaldewei. In his creations the multi award-winning designer masterfully combines rigid geometry and playful shapes to achieve perfect harmony. As an expert in the field, designer Anke Salomon developed new baths and washbasin series for Kaldeweithat define themselves by exceptionally soft and natural stylistic features.

World first: Skin Touch

The new Kaldewei Skin Touch systemwillintroduce visitors to a true marvel of bathroom culture. As the first manufacturer worldwide, Kaldewei now offers a system for its baths made of superior steel enamel which transforms bathing into the ultimate experience of relaxation with a cosmetic effect on the skin.A world-first, Skin Touch for baths made of steel enamel has a stimulating effect leaving the skin to feel visibly smoother and silky soft.

Best partnerfor the bathroom

Easy, flat, flexible: Kaldewei will once again present visitors at the ISH 2015 with versatile, easy andvariablesolutions for the bathroom–including 35 new sizes just for the enamelled shower surface Scona.As a further debut, Kaldewei will introduce the new ultra flat waste fitting KA 90 which enables floor-flush installation of the shower with a fitting height of only 60mm. With a choice of ten product series, 57 different sizes and well over 50,000 model versions, Kaldewei today is the expert in floor-level showering, thereby underlining once more its status as a worldwide partner in high-quality bathroom solutions made of superior Kaldewei steel enamel.

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

Press contacts:

Franz Kaldewei GmbH & Co. KGTel. +49 2382 785 209
Marcus MöllersFax +49 2382 785 8209
PO Box

59206 Ahlen, Germany

achtung! GmbHTel. +49 40 450 210 888

20251 Hamburg, Germany

Further information and illustrations are available from Kaldewei’s virtual press office:

Press images:


Image source: Kaldewei

The Meisterstück Emerso bath and Meisterstück Emerso washbasin ensemble is the result of close cooperation with star designer Arik Levy. The free-standing, fully enamelled bath is designed with a subtly sloping rim that lets the eye wander quasi-endlessly as if tracing an undulating silk ribbon. The washbasin stands as an inversely built counterpart to the bath, with a lip that blends subtly into its basic internal shape.


Image source: Kaldewei

The free-standing Meisterstück Incava bath by designer Anke Salomon is defined by a distinctly narrow edge and the unique, conical contourof its enamelled trim. The contrast between the soft lines of the interior and the geometry of its exterior creates a new form ofelegance that produces a subtle tension between straight and softly curving lines.


Image source: Kaldewei

At the ISH 2015 Kaldewei will present the first-ever washbasins made of steel enamel as a consistent further development of its product portfolio. With the introduction of this new segment, bathrooms can now be styled using a single material, a harmonious design vocabulary and a matching colour scheme.


Image source: Kaldewei

The central element of the new Kaldewei brand identity developed by lead agency Kolle Rebbe is a calligraphic brush stroke. It runs like a golden thread through the brand communication and, in conjunction with the iconic staging of man and product, will be the signature of the new campaignmotifs.