Architect expo 2016 : More life per square meter

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Häfele introduces Gorenje by S+ARCK, high-end built-in kitchen appliances reflecting futuristic lifestyle, designed by globally celebrated designer Philippe Starck, aiming to become the No.1 brand in kitchen solution brand

            Häfele (Thailand) Limited announced the launch of built-in kitchen appliance collection Gorenje by S+ARCK, reflecting a futuristic lifestyle, designed by globally renowned designer Philippe Starck. Simple design meets high-end quality, as the brand aims to become the number one kitchen solution brand in terms of innovation, and to be the first choice for consumers. The launch took place at Architect Expo 2016 at Impact Muang Thong Thani.

            Mr. Volker Hellstern, Managing Director of Häfele (Thailand) Limited, said, “For more than 90 years, Häfele is the leader of innovations and technology for furniture fittings & architectural hardware, sanitary products and home appliances with German standard. Our business in Thailand is now in its 22nd year, and over the years, Häfele has developed and introduced many new innovations to the market under the concept Thinking Ahead. This year, Häfele wants to position the brand as a Complete Building Solutions brand, meeting the demands for various tools in every part of the home such as kitchen solutions, bathroom solutions, bedroom solutions, office solutions, or other spaces in the home. We analyze what consumers need in the future so that our customers can use latest technology products. Gorenje is one of the world-class Home Appliance producers from Europe. Gorenje has more than 60 years experienced in the Home Appliance business with premium quality products.  Häfele (Thailand) has been marketed Gorenje Home Appliance products in Thailand more than 5 years already.

            At the 30th Architect Expo, Häfele is introducing our new built-in kitchen collection Gorenje by S+ARCK. What makes it special is it’s designed by famous designer Philippe Starck, who collaborates with Gorenje for the first time. By designing his first collection with Gorenje, Philippe Starck confirms his duty by providing the best quality at the right price, with products created with Intelligence, Quality and Honesty.

            Always placing the users at the heart of his creative process, the Gorenje by S+ARCK kitchen line was designed to match and reflect every lifestyle and personality.

             This collection features a comprehensive range of ovens and microwave ovens, hobs, hoods, refrigerators, drawers and décor panels, all entirely harmonized. There are also some new innovations such as innovative drawers which keep the food at the right temperature before serving, healthy thermal treatment of the food container, and a function which allows user to make homemade yoghurt. In every item in this collection, Starck presents an attentive research into elegance, sophistication and purity of design. Minimalistic design with high-end reflective glass and stainless steel blends seamlessly into its environment, reflecting both user’s lifestyle and personality. The futuristic design does not mean any compromise in terms of functionality. An innovative ventilation system in ovens, inspired by wood-fired ovens, guarantees optimal flavor and texture of the food. The Pyrolytic cleaning technology helps remove grease in the oven. Everything is easily controlled – only a soft touch is needed to close the oven door smoothly thanks to the Gentle Close function. The Gorenje by S+ARCK collection features ovens, microwave ovens, hobs, hoods, smart refrigerators to ensure freshness of the food, drawers and warming drawers for food and utensils, which also allows user to make homemade yoghurt. The Gorenje by S+ARCKproducts also in line with Häfele’s concept Thinking Ahead, coupled with analysis on future lifestyle trends, portrayed in well-designed items with Starck’s signature design. The high-end quality is affordable as any range by Häfele, with an aim to offer superior convenience. Users can find all they need in just one brand, and when they think of a kitchen solution brand, Häfele will come to mind. The target consumer is end users in mid-level to luxury home.”

            As for its marketing and promotion plans for this new collection, Häfele will focus on online media which can reach consumers directly such as Facebook, Instagram, and online advertisement which drives engagement and takes the users to Häfele website so that they can explore the products in a 360° experience. For product experience, there will be cooking classes inviting customers to cook using the new kitchen appliances in this set, so that they can get to know the quality of the collection. In addition to this collection, this year, Häfele also has other new innovations to be introduced later, focusing on innovations for a futuristic lifestyle. The brand closely monitors consumer trends and social needs that are megatrends in order to design furniture that will add convenience to their lifestyle, while also being reasonably priced.

            Mr. Rattana Poonsa-nga, Sales Director of Häfele (Thailand) Limited, said, “At the 30th Architect Expo, visitors will see our new innovations and designs under the concept More Life Per M2 (Square Meter), which is the trend today. People in big cities around the world are beginning to merge their work space and home space. Also, homes are getting smaller, so there needs to be a solution that makes the most use of limited space while offering distinctive design. Häfele booth will be transformed into an inspiring space where visitors can learn about new innovations and furniture that add function and dimension to the home despite limited space. For instance, working room can be transformed into bedroom as well, or the kitchen can be connected to allow instant communication. Moveable wall allows the user to adjust their space as needed, and adds more space to the room. Electronic gadgets are installed in hardware to add convenience, while entertainment for room and furniture innovation makes the home more colorful. Our sound system uses an exciter to turn wood, glass, or other furniture into a speaker box, while the Bluetooth connectivity allows the user to connect the device to the furniture. Loox lighting system adds beauty and function to the room. Our development concept is to offer Complete Building Solutions, with five key areas namely modern design, convenience, soft touch, entertainment, and light. At the booth, space is divided to showcase all product categories such as hardware, fitted furniture, kitchen, electrical appliances, entry systems, and electronic devices. We expect that our visitors will be real estate developers, investors, architects, interior designers, engineers, contractors, construction suppliers, property managers, hotel and resort owners, students, and end users. Here, they can explore every aspect of living, arranged in a way to inspire new ideas and imagination, answering their demands for any functionality at home.”

            This year, Häfele plans to introduce more complex technologies in a simplified way to make it accessible for regular users and technicians. The company also sees opportunities in CLMV countries. Thailand already distributes products to these countries, and the distribution is expected to increase thanks to its investment in logistics and services. Distribution centers are located in every region of Thailand, such as in Suratthani, Khon Kaen, Hat Yai, Chiang Mai, Ubon Ratchathani, and Bang Na km22. Meanwhile, IT systems have also been developed to make the work flow and communication more effective.

            For the local market, Häfele aims to increase its revenue in both project customers and end users. It will introduce both furniture for big projects and furniture for individuals to install at home, distributed through the eight Häfele Design Studios nationwide at Sukhumvit 64, Mega Bangna, CDC, SB Ratchapruek, Bang Pho, Pattaya, Hua Hin, Phuket, and, soon to be lunched this year, Chiang Mai, which is the center of the Northern region. Additionally, it will focus on project customers. Its sales people will directly present the products to customers, and offer after-sale services. Its Call Center staff has been trained to be service-minded, so that customers can ask for advice anytime.

            At Häfele booth at Architect Expo 2016, there will be special activities such as electronic door lock demonstrations , furniture fitting demonstrations to make furniture more functional, and free cooking classes throughout the six days of the event by Chef Fang Nattapong Nawchoowate and Chef Look Kate from Le Cordon Bleu who owns Kzybakery which recently won the Wedding Cake Showpiece and Petit Fours/Praline Presentation at Trafs 2015. There is an exhibition corner showcasing Gorenje by S+ARCK, and special prizes are offered to the first 20 visitors who register at the booth