Siematic

Siematic

SieMatic – Re-defining luxury

SieMatic is one of the leading manufacturers of luxury kitchens worldwide. But, like everything else, the concept of luxury changes over time, and what was luxurious and aspirational yesterday, might today seem dusty and old-fashioned.Especially the recent years have made us re-think and re-evaluate our life-styles dramatically, and thus changed our notion of luxury in equal measures.

Today, luxury is not just about monetary value, it is also about experience and authenticity, about well-being and improvement of life.Because of this, the SieMatic brand was in need of a re-fresh, and Less Rain created a new tone of voice, a new visual style, and a new definition of a luxury kitchen.

The inspirational style worlds of SieMatic

“The luxury of the SieMatic PURE lies in its reduction to the essential. Discreetly integrated into the architecture and freed from all superfluous elements, it incorporates the free space as an element and allows it to breathe. In this atmosphere of soothing lightness, a refuge of reflection and inspiration is created in which one’s own personality can unfold unhindered.”

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The luxury of the SieMatic PURE lies in its reduction to the essential. Discreetly integrated into the architecture and freed from all superfluous elements, it incorporates the free space as an element and allows it to breathe. In this atmosphere of soothing lightness, a refuge of reflection and inspiration is created in which one’s own personality can unfold unhindered.

Siematic

You don’t have to be a traditionalist to love the SieMatic CLASSIC. By combining the characteristic classic attention to detail with the clarity of modernity, it forms something entirely new, something extraordinary. To the delight of all who want to elegantly unite the old and the new values. In a kitchen that invites you to relax and be yourself.

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There are people who see the world in a new way. They see their home as a living space inspired by lively metropolises, open to friends, spontaneous encounters and surprising ideas. In the playful staging of individuality and creativity, of unconventional style and authentic character, the SieMatic URBAN shows itself as a self-reflection of their personality.

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True personality does not submit to any norm. The expressive design of the SieMatic MONDIAL speaks a minimalist, modern and geometric language of form without traditional ornamentation and stylistics. With bold colours and shapes, paired with expressive materials and material thicknesses, it transcends the boundaries of kitchen design. And opens up an emotional world of opulence, simplicity and sensuality.

Building a new website, without building a new website

Instead of building a new website from scratch, we opted for a smooth transition and a soft launch. First, we devised a new, simplified structure, that could be implemented by SieMatic with their existing CMS. The existing content was re-arranged to create two different entry points into the website: An inspirational one for consumers, with the new style worlds as well as home stories and real world example kitchens, and an informative one for dealers, with detailed product and material pages.

We then analysed the existing front-end modules of the SieMatic website one by one, such as hero image, slide show gallery, or text and image containers. For each module we made suggestions for improvements in form of stand-alone HTML prototypes. Upon approval, each prototype module could then be implemented into the live website, gradually improving the site over time, module after module.

Digitising the product portfolio

Moving to digitally created images eliminates the necessity for SieMatic to build up real kitchens and photograph them. This opens up a raft of benefits: CGI is faster and more cost effective. It is more flexible as layouts and materials or even entire settings can be changed on the fly. It allows for the fictional, dreamlike scenarios we created. And finally, the digitisation of the products allows to display them in AR and VR applications, as well as in a WebGL application online shown below.

Siematic

Creating the SieMatic Imagery

Each style world encompasses a dreamlike, aspirational setting – a theatrical, fantastical, yet believable space – with a matching kitchen architecture, a range of surfaces, colours and materials, select furniture, artworks, and accessories. Stories and personas were developed that would bring each of the worlds to life.

Backdrops and kitchens were created in CGI. Additional details were shot in SieMatic’s latest showroom in Milan, Italy. And with its immensely varied scenery, stylish cafes, local bars and eclectic shops, a photo shoot with international models was organised in Tokyo, Japan. Together, they illustrate the worlds of Pure, Urban, Classic and Mondial with new and contemporary imagery in an editorial-like fashion.

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Introducing Mondial

During the 2022 EuroCucina, the international benchmark kitchen show in Milan, Italy, SieMatic introduced a new contemporary kitchen style. The style is a visionary mix of opulent, expressive materials and minimalist, geometric shapes, without traditional ornamentation and stylistics. Because of its sophisticated, metropolitan grandeur we named the new style “Mondial”.

For the unveiling we developed a key visual, that could be used for the invitation and a landing page on the website. It only hinted at the materials and the shapes of the new style, without giving away the actual kitchen aesthetics.

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Having run a design studio in Tokyo for several years, and with both experience and a keen interest in Japanese design and culture, less rain supports “Japan Town Berlin” with a new naming, branding and design.

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