The Challenge
Launching the Duravit flagship showroom in Vietnam in 2023 represented a landmark moment — it would be the brand’s first major physical presence in the local market and claim the title of Southeast Asia’s largest Duravit showroom (also publicized later as “the largest in SEA”).
Given Duravit’s heritage as a venerable German brand with a distinct brand identity steeped in design excellence, craftsmanship, and artistic sensibility, the campaign faced two intertwined challenges:
Express a powerful brand identity — The opening needed to strongly articulate Duravit’s design excellence, aesthetic language, and brand DNA in a local market context, avoiding dilution or misinterpretation.
Build foundational B2B relationships locally — As a new entrant in Vietnam, Duravit’s success would depend heavily on cultivating trust and connections with architects, interior designers, and channel partners / distributors who would become key advocates in the market.
In short: the campaign needed to deliver both emotional brand equity and transactional relationship-building in one cohesive narrative.
The Solution
To meet these dual objectives, we devised a campaign anchored by the theme “Shapes of The Elite”, and positioned the showroom itself—“The Elite House” (Das Elitehaus)—as a brand manifesto in space.
The opening embodied Duravit’s ambition to redefine the bathroom as a realm of art and functional luxury.
Key execution elements:
Fashion × Interior Fusion: We collaborated with Vietnamese fashion designer Lý Quí Khánh to create a capsule fashion collection inspired by Duravit’s design lines and ceramic elements. This pioneering crossover between couture and bathroom aesthetics elevated the brand narrative and anchored the visual storytelling.
Dual-tier event format: We structured two key touchpoints:
- Morning public launch: with media, press, and invitations to architects and industry stakeholders, to showcase scale, design, and intent.
- Evening private reception: an intimate, invitation-only gathering to facilitate deeper conversations, relationship-building, and networking among top-tier architects and potential distribution partners.
