Story : Kirstie Flood and James Goyder   
Images : courtesy of Gaggenau
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Reinhard Segers is Gaggenau’s Head Designer. The company specializes in luxury built in kitchen appliances and was recently honoured to receive accolades from the 2008 iF design Awards for all ten products they submitted. The criteria on which the jury based its decision included design quality, functionality, ergonomics and value. This year the criteria was even stricter than usual and fewer products were honoured than in previous years making Gaggenau’s achievement all the more remarkable. We spoke to Reinhard, the man whose mantra is, ‘less is more.’

Congratulations on the success of Gaggenau designs. How receptive has the Asian market been to Gaggenau so far?

Thank you very much for this recognition.

The fact that Gaggenau products are so desirable and internationally recognized can be attributed to several factors such as function, quality and, in particular, design. Let me focus on the latter.

Premium products and brands are generally more widely known and arouse more interest as well as desire. Certain kinds of design may also be more globally accepted because the customers act and respond more globally. The opinions of what constitutes ‘good design’ become very similar and extend far beyond national borders.



Asian countries are experiencing a huge growth in luxury interior brands. Are there are any particular products that you envisage being successful with Thai buyers?

Taking the previous answer into account, there is nevertheless, great interest in other cultures and other opportunities.

As far as eating and food preparation habits are concerned, the Asian countries have a lot to offer. I dare say that their impact on Gaggenau is greater than vice versa, i.e. the impact of European products on Asia. We adapted the wok, the steamer and the Teppan yaki, which have become well established in better kitchens. If you ask me about specific Gaggenau products that might establish themselves in Southeast Asia, I would mention first of all our induction fields as well as our AT 400 backsplash ventilation system, which is very effective since it not only separates humidity and grease, but provides an ergonomic workplace.

 
In Thailand the premium real estate market is dominated by luxurious beach villas and sleek city condominiums, what key pieces would you recommend for coastal cooking in a tropical villa?

In these regions, heat and humidity play a role in the equipment purchasing process. I have never lived under such climatic conditions, which is why my recommendation may not take all factors into account. 

In any case a sufficiently large refrigerator. I would freeze only what’s absolutely necessary, because I assume that I can get fresh food and can prepare it right away.

I would also reserve space for a wine cooler since wine does not keep long in warm temperatures. To prepare the food, I would use induction heat instead of gas for both regular cooking and for the wok.

In professional European kitchens, induction heat has become the preferred method for several reasons. Induction is more power-efficient than gas. When you take a pan from the burner, the power supply stops automatically. With gas burners, the flame usually stays on and distributes wasted heat. With induction, the ambient temperature in professional kitchens is almost normal, because the heat stays in the pan. Induction is much more low maintenance, and there less danger of getting burned by either the flame or the pan support.

Of course, I would not want to do without my steam oven. It is universally suited for European as well as Asian kitchens.

How long have you been designing for Gaggenau and where were you before?

I have worked for Gaggenau for twelve years. That’s a long time, which may also have something to do with the fact that I love good food. As an aside, my four colleagues and I design showrooms, trade show presentations and various events all over the world.

Before joining Gaggenau, I worked as a freelancer for various well known international brands like Agfa, Montblanc, Adidas, Siemens and Arriflex. This time also included several awards, including two Oscars from the American Academy of Motion Picture Arts.

What has been your biggest design challenge?

Participating in the development of a high-speed train IC3 for Deutsche Bahn, the German railway system, by Siemens the manufacturer.

In Thailand UV and humidity is often a problem, how are your products treated?

As a rule, our products should be resistant against humidity and UV radiation. We accomplish this by selecting certain materials. For example, we use predominantly chromium/nickel steel and as little plastic as possible, but a lot of aluminum. These materials also express the value of the products and of our brand.

Of the product range, what is your favourite piece and why?

I don’t know which product I would highlight. But since I like to cook myself, the steam oven takes the top spot, at least as far as the frequency of use is concerned, followed by my wine cabinet with some nice bottles.

What do you predict to be the next big thing in appliance design?

What we are currently working on is a secret, of course. But we are proud that our products enjoy a long life in terms of quality and design. Some products have nevertheless gotten a little long in the tooth, though. We are working on new concepts, which we in turn want to be successful for many years to come. One prime example of this is our new 200 series ovens. We have given it a distinctive and unique design that makes it stand apart from the crowd and will still be up to date ten years from now.

Experience the new Vario cooling appliances and new 200 series ovens
at B&B showroom Thonglor Soi 10, phone +66(0)2 392 5460. For Phuket,
please visit August Nine showroom at Dalaaburi for Table Ventilation
AT 400, the new oven Series 200 and more, phone + 66(0)76 377 759.

For more information about Gaggenau designs and full product range, contact:
BSH Home Appliances Ltd., Issara Place, No. 2974, 1st floor, room A-B New Petchburi Road, Bangkapi, Huay Kwang, Bangkok 10310, Thailand.
Tel:  + 66 (0) 2715-5727    E-mail: Kasama.Koth-Arsa@bshg.com www.gaggenau.com