Innovations Tour 2022
Discover the innovations of next125 in a special way: the Innovations Tour 2022 – the digital trade fair presentation at Eurocucina in Milan.
Next stop: Milan!
A successful live première in front of an international audience
next125 celebrated the launch of its Creative Makers brand narrative at EuroCucina 2022 in Milan, alongside its new collection and fresh look
Since it was founded in 1961, the Salone del Mobile at Fiera Milano – which also includes EuroCucina – has stood for the interplay between industry and design. This year also saw a return to the narrative potential of furniture and objects, making it the perfect moment to reveal the next125 brand’s new narrative. With its new Creative Makers campaign, next125 also tells stories born out of the creative potential of its designs and opens eyes to contemporary worlds of experience.
“It is a joy to be back” – said Christoph Wieland, International Sales Director, as he summed up the atmosphere at the stand. The emotional reaction was no exaggeration, but actually rather typical for EuroCucina, since the buzz that the trade fair experience at Fiera Milano creates is almost legendary.
Making the creative process visible
It was therefore a well-timed and well-chosen narrative for a trade fair that prides itself in showcasing creative processes and projects in a particularly impressive way – something that the organisers made sure to re-emphasise in their recent summary of the event. On the exhibition floor, the brand experience showed the premium next125 brand as it is meant to be seen: minimalist and timeless, elegant, creative, innovative and surprisingly different. Sleek wall designs in modern black and white and minimalist graphics presented the premium next125 brand’s “icons”, namely the pocket system, sideboard, cooking table and trolley, alongside specific planning examples with standalone pieces and new products in the collection.
An emotional experience
New and surprisingly different – the message of the campaign, exemplified by the nx510 campaign kitchen, hit home. For example, in their “Best of the trade fair”, the organisers of Salone del Mobile wrote, “nx510 is the undisputed star of the new collection (...). The kitchen combines Bauhaus-trained design excellence with high-quality materials science and manufacturing. Expansive surfaces, subtle aesthetics and understated technology make the kitchen island, which can take on any function imaginable, an example of constant change. In short, nx510 is a truly emotional experience”.
So what remains of our time at the Milan trade fair, apart from the many encounters and new contacts? Besides the joy of design and storytelling, a rekindled curiosity about the Creative Makers narrative and all the other stories that are just waiting to be told.
Around the world, Milan is regarded as the city of design – with Salone del Mobile as a cross-sector and cross-border celebration of form and function. It is therefore the ideal platform for next125, the premium brand for carefully considered, functional, yet emotionally appealing design.
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