Granite sink manufacturers SCHOCK invited trade partners from around the world to join them in celebrating the company’s 90-year history while also simultaneously taking a look ahead. Customers from more than 30 countries took up the invitation to Berlin for the 2-day event, where delegates were treated to a retrospective look at the company’s lively history – shaped by the inventive talent of its employees and dotted with numerous inventions and patent registrations – and a great many insights into the company’s latest developments and its planned product innovations for 2015, as well as the brand repositioning and its associated lifestyle campaign. “We took our anniversary as an opportunity to reinvent ourselves. Our whole image has been recast and goes hand in hand with the new lifestyle campaign. We have also developed numerous innovations on the product side. It was important to us to present our repositioning as a lifestyle brand and demonstrate our product highlights to our dealers in person, giving them an even better understanding of the SCHOCK brand,” explained Sven-Michael Funck, Director International Sales and Head of Marketing at SCHOCK.
SCHOCK showcased its new brand and product world to partners from all corners of the globe at Berlin’s e-werk event location. “The e-werk blends tradition with modernity and has outlasted numerous historical highs and lows – just like SCHOCK as a company. The e-werk has always been a gathering spot for people who have an appetite for the new and who set the trends. The techno movement is an example of that – this is where it originated. It was in this very place, 25 years ago, that something brand new and unique was born in the form of techno music, which went on to catch the ear of the world. And it’s my hope that we ourselves are also creating something that will go out from here today and find its way into the wider world,” said Ralf Boberg, Managing Director of SCHOCK, explaining the unusual choice of venue. Among the numerous product innovations was one very special highlight: the limited-edition luxury sink model, the Carbon N-100L. Conducting a live drop test from several metres high on one of only 99 sinks produced, Ralf Boberg proved not only that the model is an optical delight, but that it’s absolutely top in quality and impact resistance too, explaining: “This ultimate product is like the Ferrari of the sink world and embodies in its purest form the consistent delivery of our lifestyle and premium strategy.”
The official presentations were complemented by an attractive program of accompanying activities with a very social focus. “Our dealers are a key element of our success. So it was very important to us to jointly take a look back at what we had achieved and, crucially, to set our sights on the future as a team, and together usher in a new SCHOCK era,” said Ralf Boberg.