Material as brand core

The Salone del Mobile is considered the most important design exhibition in the world. Every year, around 2,000 designers, furniture manufacturers, and companies get together to present the recent facility trends.

More than 300,000 visitors flock to the Italian Metropole – they meet traditional manufacturers and design newcomers alike, admire impressive installations and also get inspired by small exhibitions and design events.
#BrandExperience #Kaldewei #SalondelMobile #Mailand #Messebau




Trade fair

Salone del Mobile


17. -22. April 2018


Milan, Italy


150 sqm

Concept & Architecture




Kaldewei SalonedelMobile 2018 Walbert Schmitz Newsroom 002 corporate identity Produktinszenierung customer journey

For Kaldewei, Walbert-Schmitz implemented the exhibition appearance at the special show Salone del Bagno.  The German premium manufacturer celebrates its 100th anniversary in 2018 and has always focused on the topic of material, which became the core of the brand. SCHMIDHUBER translates this brand core into the exhibition concept of the “ICONIC SOLUTIONS”, which was presented at ISH 2017 for the first time.

In Milan, this “prismatic stand architecture” was transferred to a smaller area where Kaldewei appears with its high-quality materials. Warm shining brass, which meets coarse concrete, and deep black walls contrasts with the white steel enamel of the products. For the execution of the geometric spherical objects, Walbert-Schmitz further developed the design draft. The planner found an economically sustainable solution using a laser-cut steel sheet that was edged and welded. A final brass coloured finish lets the objects shine.

Kaldewei SalonedelMobile 2018 Walbert Schmitz Newsroom 003 brand experience international Messe exhibition