next125
The Fireplace

The momentum of collaboration

01Overview

next125 & Francis Kéré

Creative maker

Since 2021, Strichpunkt has been developing the branding and brand experience for next125, the premium brand of leading German kitchen manufacturer Schüller.

How do we give the German design brand a decisive boost for its development into the international premium segment? We create a new momentum that inspires and internationalizes the brand and marketing.

With a new narrative and a strategy for collaborations with creative makers from design and architecture who inspire the brand with their impulses and set standards with their projects. With an iconic project that completely reinterprets the core of the brand - "Authentic kitchen":

The Fireplace - an inspiring collaboration between next125 and international architecture star and sustainability pioneer Francis Kéré. An engaging brand experience that connects and shapes physical and digital touchpoints and experiences.

With the Creative Makers format, Strichpunkt has developed a platform for collaborations that gives next125 important impetus on its way to becoming an international premium brand:

People who inspire, design and use next125. Makers who deal in their own way with attitude, form and material, color and space, with the purpose of things.

Annette Schumacher
Head of Marketing, Schüller Möbelwerk KG

02Brand
Storytelling

The communication concept

Involve and inspire

The archaic wooden structure designed by Francis Kéré creates the space for the purist, precise and perfect kitchen made of mirrored glass, wood and stone, which embodies the roots and values of the brand. The intensive collaboration between Francis Kéré and the creative makers of next125 is the anchor of the engaging brand experience.

The Fireplace - the communication concept developed and designed by Strichpunkt links inspiring storytelling across a broad spectrum of physical and digital touchpoints:

The campaign in print and digital, social media, wide-ranging materials and support for retailers and at the POS and a spectacular pop-up installation for Milan Design Week. The campaign shoot with Studio Gieske produced comprehensive image and video content for cross-media communication.

With his connection to our values, Francis Kéré is the perfect protagonist and partner for next125.

Together with him, we created an iconic architectural object for the Salone del Mobile - and great communication conceived and designed by Strichpunkt for the touchpoints of our brand - physical and digital, for retailers, end customers and the trendsetters of the international design scene.

Annette Schumacher
Head of Marketing, Schüller Möbelwerk KG

03Brand
Experience

The touchpoints

Love the details

Poster box

sss

Sales & training material

Point of sale

next25 journal

04The
next step

Milan Design Week

The momentum

next125 presented The Fireplace to the public for the first time at Milan Design 2024. The pop-up installation in the Superstudio and an accompanying presentation at the company's exhibition stand at Eurocucina/Salone del Mobile kicked off a broad communication campaign that will accompany and fuel the brand and marketing in the long term - with great feedback from the international design press. For next125, this is the next logical step on the way to becoming an international design and premium brand.

Superstudio