Training and exhibition centre offers visitors information on design, projects and material

Following a year and a half of planning and construction, Kaldewei has opened an interactive and multisensory training and exhibition centre Iconic World in Ahlen, Germany.

It has been created for architects, bathroom designers, residential developers and hoteliers to experience the brand and has been designed by architectural firm Schmidhuber.

The exhibition provides insights into the manufacturer’s understanding of design, durability of steel enamel and range of colours, plus it also includes a factory tour.

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Spanning four levels, Iconic World is divided into the themes Integrated Bathroom Solutions, Iconic Design, Global Partnership and Steel Enamel. Visitors start their journey by walking through a multisensory tunnel which features an AV presentation of its washbasins, shower surfaces and bath tubs, such as its Cayono Duo, until they arrive at the Iconic Center. It boasts Kaldewei’s first freestanding bath made in 1934.

The Iconic Design area features managing director Franz Kaldewei’ s personal design and architecture icons. It also features a gallery of designers who have worked with the brand, including Sottsass Associati, Phoenix Design, Arik Levy and Anke Salomon.

Iconic World also showcases its global partnerships in homes and hotels, with an interactive multimedia pillar which presents a selection of its projects.

However, one of the key sections of Iconic World is the Material Excellence area where visitors can take part in testing the durability of steel enamel, including dropping a 7kg weight on the material or heating it to 1000°C.