The Norwegian transdisciplinary studio Snøhetta has redesigned the Laufen Forum located in Laufen near Basel, introducing a new brand experience at the Swiss bathroom manufacturer’s headquarters.
Clay and brass, essential materials for ceramics and fittings, prominently feature in the entrance area of the new Laufen Forum.
A wall and reception desk made of rammed earth and flanked by an imposing brass wall provide a sensory experience upon entering. These materials, with their tactile qualities, symbolise the project’s focus on the interplay of raw materials, technical know-how and product aesthetics. The contrast between archaic originality and innovative sophistication are the basis of the concept for the new brand presentation, which Snøhetta developed together with Laufen.
“It was important to us that the core of the LAUFEN brand was the focus in the newly designed LAUFEN Forum. The essence of LAUFEN is represented by the tension between materiality, design and technical perfection” – Patrick Lüth, managing director of Snøhetta Studio in Innsbruck.
A light terrazzo floor, colour-coordinated with the exposed concrete of the curved, two-storey building, provides a neutral backdrop for curated product displays designed with natural clay plasters and paints.
In these niches, visitors can experience the tactile qualities of Laufen’s bathroom products, from washbasins and toilets to matching furniture, faucets, bathtubs, shower trays and accessories. Each bathroom collection is presented with signature colours.
The product display on the upper floor is a little more playful: a wealth of Laufen products can be found on industrial shelves. Visitors can arrange and combine products from various collections on movable racks, allowing for interactive exploration and testing of product combinations.
This hands-on exhibition provides new opportunities to understand and experience the bathroom living space.
The bright terrazzo and exposed concrete create an industrial yet welcoming ambiance for this setting. A digital space complements the analogue brand world, allowing visitors to digitally explore and immerse themselves in the Laufen universe.
For more information visit laufen.com/
