Description
Hüppe – From a Show Concept to a Market Leader
Sometimes the best projects start with the worst possible first impression.
Our first encounter with Hüppe took place at ISH, the world’s leading trade fair for the plumbing industry. It was our first trade show where we actively sought to attract new customers. Our presentation was anything but professional. But that’s exactly what piqued the curiosity of the marketing director at the time.
He later told us, “I thought: Anyone who sells themselves so poorly must have other qualities.”
He invited us to Bad Zwischenahn. An unusual task awaited us there. They weren’t looking for a new product line, but rather a spectacular, one-of-a-kind shower enclosure for their next ISH trade show booth. The briefing consisted of a list of everyday annoyances: a cold shock when opening the door, water on the floor, and wet feet on the way to the towel.
Our primary focus wasn’t on how to make a shower enclosure more attractive. We asked how we could fundamentally improve the shower experience. Because—if the concept is right, the aesthetics almost take care of themselves.
The solution was a completely new door mechanism. It eliminated the typical weaknesses of conventional shower enclosures while creating an elegant, distinctive design.
Our concept presentation was an instant hit.
The head of marketing later recalled: “In my many years at Hüppe, I’ve never seen an external presentation that I was so spontaneously enthusiastic about and that I could immediately visualize being brought to life.”
At the next ISH trade show, the shower became a crowd-pleaser. What was originally planned as a one-of-a-kind exhibit piece turned into a mass-produced product: the Hüppe Magma. For many years, it was the company’s premium product.
This success was not a one-time occurrence. In the years that followed, we developed numerous products together. Hüppe became the market leader in Germany—driven by a clear innovation strategy and consistent design. When the top management at the time later moved to Roto, our collaboration continued. We continue to develop products for Roto to this day.
For us, this story is more than just a successful project. It shows what good design can achieve: it solves real problems, wins people over, and builds long-term trust.
