More content. More inspiration. More luxury.
KALDEWEI and Kolle Rebbe are taking the next step together towards the future of bathroom planning. Based on dramatic changes in the way people access information and consume media and the purchasing decisions that go along with this, the manufacturer of showers, bathtubs and washbasins is fully reinventing its digital communications. This is because anyone planning a bathroom nowadays is primarily seeking inspiration and planning pleasure – not expert knowledge and overwhelming detailed information.
The first stage of this new look for social media and content has already been set in motion: the transformation of the traditional general catalogue into a luxurious magalogue. Six long catalogue sections inspired by fashion and interior design magazines present the most important elements that make up that sought-after dream bathroom. Woven in among themes such as material, colour and presentation is valuable content and exciting stories, for example about artists like Jeff Koons, Olafur Elisasson, the luxury colour brand Farrow & Ball and the high-class hotel The Westin in the Elbphilharmonie concert hall. Kolle Rebbe and content partner Territory[W+W1] create a truly tactile brand experience, arousing desire for a KALDEWEI bathroom and presenting the haven-like space of the bathroom in a completely new way. ‘With fascinating themes and images and concrete design ideas, we want to awaken a sense of anticipation right at the dream bathroom planning stage. After all, these days the bathroom is not just a room you have to decorate; the bathroom is an expression of personality and individuality’, says Arndt Papenfuß, head of marketing at Kaldewei.
The approach and premium standard of the new KALDEWEI magalogue are also being applied to the most important digital inspiration platforms, where they are developed much further still. Since the first step in planning a bathroom usually happens online, KALDEWEI increasingly shares attractive content on channels such as Instagram and Pinterest. This transforms the search for the dream bathroom into an emotionally engaging experience at every touchpoint.
KALDEWEI is thus proving once again just what successful luxury marketing can achieve: it can enable customers to immerse themselves in high-end, previously unseen living environments and living styles, achieving lasting excitement about their ‘Iconic Bathroom Solutions’.