Kaldewei has opened its new Iconic World exhibition space in Ahlen, Germany after a year and a half of planning and construction, with the centre including an “interactive and multisensory” experience, as well as an Iconic Design area and a factory tour.

　　The four-level centre also features a ‘Material Excellence’ area, that allows visitors to discover Kaldewei steel enamel’s “distinctive qualities by means of impressive experiments”, including dropping a 7kg weight onto an enamelled shower surface and heating a steel enamel plate to more than 1,000°C.

　　During the interactive tour, visitors are given a “sensory and tangible taste” of the brand’s four dimensions, namely integrated bathroom solutions, iconic design, global partnership and steel enamel, it said.

　　Visitors firstly walk through a tunnel featuring an audiovisual presentation of Kaldewei’s three product ranges – washbasins, shower surfaces and bathtubs – before reaching the Iconic Centre to be presented with the brand’s first freestanding bathtub, made in 1934.

　　The exhibition also has a Designers’ Gallery, that allows visitors to “interactively explore” the brand’s design partnerships with Sottsass Associati, Phoenix Design, Arik Levy, Studio Aisslinger and Anke Salomon.