One company

two brands

The leading German kitchen manufacturer presents itself at the Küchenmeile, Europe's major trade fair for the kitchen industry: we completely redesigned and staged the exhibition areas in house4kitchen, the company's own showroom, across two floors covering several hundred square meters:

The result is a communicative, vivid and vibrant brand space - a stage for the company and the customized presentations of the product brands Schüller and next125. Spatially, visually and digitally displayed. An integrated approach. "Feel at home" is a strong key concept that summarizes the company's attitude and is the communicative core of the trade stand appearance and the accompanying media and communication formats.

02Retail Design


Küchen fürs Leben

"On a journey. Our responsibility. Our future." - The first floor welcomes visitors with the presentation of new products, the Schüller product brand, multimedia communication areas and the café designed in warm, natural materials.

The product worlds and the central topics of the family business can be experienced visually, haptically and digitally: the innovative strength of the industry's technology leader. The value-orientated and long-term corporate strategy. The sincere commitment to the company's employees and the region and the commitment to sustainable production and logistics.

The marketing stand brings the company and retailers into personal contact. It connects the brand areas and communicates the tools and services that the company provides for retailers and consumer communication.




“It takes a lot of creativity to turn a kitchen exhibition into a full trade fair experience. Thanks to the deep understanding of our company, the product brands and the industry, the Strichpunkt team succeeded in turning factual topics and rational benefits into an exciting journey through the Schüller and next125 world.“

Annette Schumacher
Head of Marketing, Schüller Möbelwerk


Authentic kitchen

The generously designed area of the premium brand next125 stands out from the exhibition areas on the first floor with its calm, purist aesthetic. Elegant black, accents in neon yellow and the brand's striking typography characterize the design on the upper floor, which displays more kitchens

At the center of the brand exhibition: the bright yellow brand cube, which conveys the design principles of next125 and the focus wall with the first campaign motif of the "Creative Makers", the brand's newly developed narrative. Other main focuses are the brand essence, the product range and the brand's dedication to retail.


Schüller and next125

Marketing Tool Kit

As part of the redesign of house4kitchen, the media for sales support for specialist retailers has also been further developed. The compact marketing tool kit provides a quick overview of the positioning of Schüller and next125, the digital formats, POS media and sales literature for the product brands on large-format charts. Links to the Schüller digital retailer platform with exclusive services ensure optimal and individual support for specialist retail partners and strengthen brand loyalty.


Competence booklet

To complement the marketing tool, the compact and didactically structured competence booklet provides important insights into the attitude, design principles and products of the brands. It helps specialist retailers and consultants to optimally position and sell next125 with the right argumentation and inspiring storytelling.


Journal 2024

"Live. Love. Cook." - The new 200-page journal, which is a central medium of brand and product communication for consumers, was published for the Küchenmeile. Individually and illustratively designed, it combines generous photo series and inspirational scenes of kitchens and living spaces with lively, brand-shaping storytelling.