Fissler takes lead in art marketing, cooking academies

Fissler, a leading German cookware manufacturer, held an art exhibition on the Bund in Shanghai in September to celebrate its 10th year in China.

The exhibition assembled tens of thousands of Fissler products as musical instruments, art installations and marine animals, creating different artistic scenarios with light and background music that evoked a runway show.

Fulfilling its commitment to creativity and art, the brand said it aims to provide not only the best Germanmade cookware items, but also a healthy lifestyle and source of inspiration for its customers.

"We value creativity," said CEO Markus Kepka. "It not just makes better cookware, but also instills new life into it."

The brand aims to be the"1 percent" of the business world, striving to challenge and remodel the industry with innovative shopping space design.

With the concept of "making business fun", Fissler has staged shows in its stores around China on themes such as love, Cinderella and the marine world.

The brand also hosts Christmas tree installations each year, attracting not only dollars but also faithful fans.

It is a maxim in today's retail business that interesting space design is a major draw for customers.

For instance, Harbour City, one of the most popular shopping malls in Hong Kong, reportedly spends up to tens of millions of Hong Kong dollars on its Christmas promotion every year, half of which is earmarked for art installations.

For Fissler, a kitchen is a place where people can find a new attitude to life. Fissler China initiated the Fissler Academy a few years ago. At a time when online interaction is taking over from face-to-face communication, the Fissler Academy initiative encourages people to share their feelings over food.

The academy allows customers to learn cooking from famous masters such as Hong Kong celebrity chef Jacky Yu and Paul Pairet, founder of the restaurants Ultraviolet and Mr & Mrs Bund.

Known as the Hogwarts Academy of the gourmet world, the Fissler Academy ofers cooking classes at different levels where students can learn kitchen skills while listening to the stories of renowned chefs.

There are now six Fissler Academies in China, and that number is expected to rise to 50 in the future, Kepka said.

Founded in 1845 by Carl Philipp Fissler in Idar-Oberstein as a plumbing and fitting business, Fissler later switched its focus to pots and pans.

In 1953, it developed the first pressure cooker with a multi-setting control valve. Three years later, it became the first German producer of nonstick coating, making pans easy to clean and durable.

It has developed into one of the most trustworthy brands of kitchenware, best known for its high-quality made-in-Germany pots, pans and knives.

Today, the company remains a family-owned business that employs more than 700 people. It is estimated that every three seconds, a Fissler product is sold somewhere in the world. About 90 percent of its products are made in Germany.

The brand is sold in more than 80 countries and entered China in 2004. It now has more than 145 stores in more than 48 cities in China.

Asia is the biggest market for the brand and its United States customer base is also growing rapidly.

The brand has been a long supporter of the arts, collaborating with artists and musicians on various projects.

sunyuanqing@chinadaily.com.cn

(China Daily 10/30/2015 page7)