Whole-House Showroom for a Distributor, Frankfurt, Germany

Six room scenes, 320 m², private-label packaging, on site in 40 days, 11 accounts signed on opening day.

Project Snapshot

The Brief

A distributor carrying three European brands needed a private-label showroom to open up a new price band. The requirement was specific: do not show only the best face — let the customer feel the difference between price tiers, so the sales conversation has something to point at.

Three Real Problems

1. The showroom has to sell a price ladder. Entry, mid and premium materials must sit in the same scene where a customer can touch the difference.
2. Private label. Cabinets, packaging, manuals and hardware bags all carry the distributor’s brand; no factory identification.
3. German compliance and fixing standards. E1 / FSC documentation, locally compliant fixing, and fire requirements because the showroom is a public space.

Our Solution

• Six scenes — (1) modern handleless kitchen, sintered stone + PET + Blum; (2) Shaker-style kitchen, veneer + quartz + Hettich; (3) walk-in closet with glass doors, lighting and island; (4) vanity group with three worktop tiers side by side; (5) laundry with stacked units and storage; (6) living-room storage wall with concealed doors and display niches.
• Material comparison by design — every scene carries a material card inside a drawer listing substrate, finish, hardware model and price band. The customer opens a drawer and reads it.
• Three hardware tiers in one place — the back of the kitchen island is an open display panel where the same function (soft-close drawer, lift-up door, corner carousel) is fitted at three price points, so the salesperson can demonstrate the feel.
• Private label execution — laser-marked logo on back panels, custom-printed hardware bags, manuals and cartons. No factory name or address on the outer box; only the mandatory country of origin.

Delivery Support

The showroom was built by a local contractor. We supplied 1:1 installation node drawings and video, and sent one technical advisor for four days to lead the first scene. Every scene is designed to be demountable, so the distributor can refresh displays every 18 months.

Results

Shipped in 40 days, cleared and trucked in nine, installed in twelve. Eleven accounts signed on opening day, four of them whole-house projects. A second store followed six months later, using the colour standard archived from this project — no batch-to-batch colour difference.

Client Feedback

“Our salespeople needed to show the price difference with their hands, not with a brochure. That is exactly what these six rooms do.”