TASK DEFINITION 2020-2021
The question of the future viability of traditional living / living / cooking spaces is to be answered. While living space is becoming scarcer, the demands on quality of life and sustainability are increasing.
We are looking for innovative solutions in the context of burning current issues (environmental protection, sustainability, shortage of living space, etc.) that redefine emotions in the home, in the kitchen and in adjoining rooms.
An imaginative approach to the cubatures of a classic living environment in an existing building should be chosen. Aspects of the changing forms of space, life and living play a decisive role here. The aim is to use and redefine the increasingly scarce resources and spaces intelligently.
The student concepts
The project was structured as a multi-stage competition in which the students worked out their projects in ever greater detail. In the end, 10 semester designs competed for evaluation and the final selection of the three winning projects was made in Leonberg with the foundation's chairman Ernst-Martin Schaible himself.
1st place: From hand to mouth - Akua Adu-Gyafi
Eating with your hands is already familiar from African, Asian, Indian and Arabic cultures. This cuisine is designed to appeal to people who want to enjoy meaningful and moving moments of cooking. The experiences we encounter through our sense of touch provide us with comprehensive information about the food we eat in a playful way. Grasping, pressing, pulling, squeezing, stirring etc. when cooking are sensual experiences that create closeness and an elementary act of non-verbal communication between body and food. A stage is created in which the preparation of food is celebrated. The preparation is the main act, the guests are the spectators.
2nd place: Wall of Water - Pia Willig, Sarah Dann, Anna Otterpohl
The "Wall of Water" is about the appreciation of water in everyday life and a more conscious approach to water consumption. The focus of the design is on a domestic water cycle; the waste water from the washbasin goes through a filter in the base and is reused for watering plants.
In order to depict all the functions that require water in a household, the space is redefined as a compact wall element around the core theme of water. The wall is to be built from sustainable materials. The water pipes and fittings are made of copper.
3rd place: Storyteller - Gesa Trispel, Marie Seliger
Kitchens today are companions in life and our lives are characterized more than ever by change. If our living space or living situation changes, we leave our kitchen behind and look for a new partner to cook with. Unfortunately, memories are lost bit by bit. This is not only emotionally questionable but also not very sustainable. What would it be like to have a kitchen that is made from regional materials and is modular enough to adapt to our circumstances? A companion for life that has narrative qualities. Natural materials typical of the region become worktops and carcase fronts. In this way, a kitchen is created from different materials and develops its own story.
At area30 in fall 2021, DER KREIS ANJA SCHAIBLE STIFTUNG awarded prizes to three winning works from the "Kochen.Leben.Stories" project, which were exhibited as prototypes designed by students from the TH OWL Detmold School of Architecture and Interior Design. The students' task was to develop sustainable living and cooking spaces in the context of current challenges such as sustainability, social justice and housing shortages. The design of the "Storyteller" - one of the three winning projects - is so realistic that a contemporary marketing and sales concept was to be created for it with a view to a potential market launch. The charm and strength of this storyteller's kitchen lies in its individuality and its connection to the place where it is used, thanks to regional, sustainable materials and the resulting growing bond between the future user and this inheritable piece of furniture.
Thirteen highly motivated students from the Hochschule für Kommunikation + Gestaltung (HfK+G) Stuttgart then developed a wide variety of concepts in three independent groups and presented their remarkable designs in mid-July at the DER KREIS group headquarters in Leonberg - and impressed the entire foundation team and the jury.
The presentations of the marketing concepts, which had been extensively researched with well-founded arguments, were very creative and in some cases emotionally moving. In addition to alternative product titles, even trade fair stands were designed and specially shot film sequences and brochures were presented.
The evaluation criteria were jointly defined and a matrix made it easier for the 15-member jury to determine an objective result. The top-class team of judges included Heidrun Brinkmeyer (Ballerina), Helmut Noll (Electrolux AEG), Dr. Hermann Buschermöhle (Kesseböhmer), Marc Linker, Frank Pohl (both SHD), Marie Seliger (Geschichtenerzähler), Prof. Dr. Thomas Thudium, Prof. Harald Strauß, Prof. Oliver Kempfer, Prof. Jutta Frank (all HfK+G), Prof. Sandra Bruns (TH OWL) as well as representatives of DER KREIS, the foundation plus kitchen specialists.
The judging and comprehensive discussion took place without the students being present. During this time, they discussed the project with Ernst-Martin Schaible, Chairman of the Foundation, and were given a personal tour of the building by him.
The result between the first-placed Group B and second-placed Group C was extremely close, with the work with the most votes ultimately winning. While the project work of group A in third place could be implemented relatively quickly, the other two presentations scored with even more depth. Group C placed greater emphasis on the sales policy and business management level, while the winning project had a very strong emotional appeal.
The creative, young Bachelor graduates of the HfK+G receive an award plus a certificate of participation and staggered prize money according to their respective placings. In addition, a grant flows into the university's coffers.
All students will be invited to the upcoming DER KREIS Congress (May 5-7, 2023) in Kassel to be honored and receive their certificates. This is where the work for the DER KREIS ANJA SCHAIBLE STIFTUNG will be presented to a specialist audience - and it is a good opportunity for young marketing talents to network.
FOUNDATION PARTNER
TH OWL Ostwestfalen-Lippe University of Applied Sciences, Department of Interior Design, Professor Sandra Bruns
Industry partners / kitchen specialists:
AEG
Ballerina Küchen
Gambow& Widmer
Hettich
Kesseböhmer
Küche 3000 Wagner & Schönherr
Nobilia
Rieth & Klettner
SHD
with the kind support of:
Blanco, Eming GmbH, Franke, hansgrohe, Hollweg, Homapal, Knapp, manufaktur mücke, Novy, SHD - KPS.Max, Spahn Holzwerkstoffe, Villa Rocca
