嘉格纳 GAGGENAU「光影万象 藏臻艺境」Vario Expressive 艺境灵动制冷系列新品发布会

本次嘉格纳 GAGGENAU「光影万象 藏臻艺境」Vario Expressive 艺境灵动制冷系列新品发布会，落地居庸关长城北关广场，由思贝思（SPACE）提供全链条场地落地服务，是一次高端奢厨品牌与国家级历史文脉地标对话的标志性项目。从项目背景来看，居庸关长城作为国家级文保单位，承载千年历史底蕴，场地审批严苛、落地约束多，天然具备稀缺的文化仪式感，与嘉格纳追求精工、典藏级的品牌调性高度契合。

在空间造型与制作层面，项目没有对古建本体进行硬质改造，全部采用柔性布置方式完成空间塑造，以长城雄浑壮阔的原生景观作为天然主背景，搭配克制高级的灯光造景，用光影烘托产品的精致质感；同时突破长城过往活动配套短板，搭建该场地历史上规模最大的配套功能空间，覆盖接待、媒体、设备运维等场景，并且创新设计专属人流安检动线，为同类文保场地活动提供全新参考范式。活动期内，新品发布、现场品鉴、媒体探访等核心内容，和传播营销深度绑定，长城地标自带话题稀缺性，古文明与德系精工的碰撞形成天然传播抓手，现场产出的大片素材、高端访谈内容，面向设计师圈层、高净值客群、行业媒体进行分发，把一场线下私享发布会转化为品牌文化叙事的传播节点。

项目的意义，不止是完成一场新品发布，而是在严守文物保护底线的前提下，探索高端奢侈品牌在地标文保场景的表达边界，借长城厚重的文化势能，强化嘉格纳超越厨电、偏向艺术藏品的品牌定位，实现品牌价值、产品信息与文化意象的同步传递，也印证了特殊文保场地活动，合规统筹、动线规划、多方协调能力是创意落地的核心根基。

The launch event of GAGGENAU Vario Expressive refrigeration collection, themed “Light and Shadow, Artistic Realm”, was held at the North Gate Square of Juyongguan Great Wall, with full-site execution support delivered by SPACE. This landmark project builds a dialogue between a premium German luxury kitchen brand and nationally protected cultural heritage. As a national key cultural relic site, Juyongguan Great Wall carries thousands of years of historical heritage, featuring strict access and approval rules, which endows the venue with scarce ceremonial value and matches GAGGENAU’s pursuit of exquisite craftsmanship and collectible aesthetics.

In terms of spatial design and on-site fabrication, no hard modification was made to the ancient structure. The whole scene relies on flexible layout and refined lighting design, taking the magnificent Great Wall as the natural backdrop to set off the delicacy of new products. The team broke the limitation of insufficient supporting space for previous events here, establishing the largest supporting functional zones in the venue’s event record for reception, media work and equipment maintenance. A brand-new pedestrian and security screening route was specially developed, setting a new precedent for large-scale commercial activities on this heritage site. The on-site agenda including product debut, tasting sessions and media interviews is closely integrated with marketing communication. The scarcity of the Great Wall landmark and the contrast between ancient civilization and German precision craftsmanship create strong viral talking points.

Footage, high-end interviews and visual materials generated on site are distributed to designer communities, high-net-worth audiences and industry media, turning an exclusive offline launch into a narrative hub for brand culture. Beyond releasing new products, this project explores the proper way for luxury brands to communicate at heritage sites under strict relic protection rules. Leveraging the cultural power of the Great Wall, GAGGENAU reinforces its positioning as an artistic brand rather than merely a kitchen appliance maker. It delivers brand value and product information together with cultural imagery, and proves that cross-department coordination, compliance management and crowd flow planning are the foundation for creative ideas on sensitive heritage venues.

关于嘉格纳 GAGGENAU

嘉格纳 GAGGENAU 源自德国，拥有三百余年精工传承，是全球高端嵌入式厨电标杆品牌，主打定制化、艺术化厨电系统，服务高端住宅与顶奢私厨场景。品牌坚持以精密工艺、极简克制的设计语言，将厨电升华为家居艺术品，面向设计师、高净值人群打造典藏级烹饪解决方案，长期深耕高端私域与设计师圈层营销，擅长依托文化地标、艺术场景打造品牌发布会，传递 “精工即艺术” 的核心理念。

场地供应商：思贝思（SPACE） www.360space.cn

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