An empty factory hall. Dust dances in the air. Light filters through broken window panes. A place where no one has been for a long time. What if we saw more than just a space? What if we recognised the potential within, just waiting to unfold? This is how the films in our “no space for ordinary” campaign begin. With a space that becomes an idea. With the courage to embrace abstraction and artistic design. Courage has always been our driving force, our motivation. Because at KNOBLAUCH, we believe in the extraordinary and the power of aesthetically pleasing spaces.
“We quickly realised that we didn’t want a classic corporate video,” says Fabio Biesel, who oversaw the film production together with Janina Kordes from Branding. A storytelling process lasting several months began with a team from the Ravensburg-based agency Jehle & Will, along with the search for a suitable location. The goal: to make KNOBLAUCH tangible and perceptible. The concept: Three films, three perspectives, three experiments. Everyone perceives space differently and animates it in their own unique way – with their own emotions and visions. “In the films, we work with three people, each of whom finds an object in the space that inspires them,” explains Janina. Inspired by the material, ideas and visions of a space emerge. What if we saw more than just a space? Not only its past, but its future.
So we were looking for a place with character, one that offered resistance and simultaneously allowed space for inspiration. We found a former foundry in Schwäbisch Gmünd: vast, raw, abandoned, full of stories and dust. Large windows let in light, the architecture speaks of material, time, and history. We know how to create life, structure, and a stage from such existing spaces. This is exactly what we mean when we say – spaces are stages – becomes clear. Filming in an abandoned, unfinished building means: expecting anything. Pigeons fly through the halls, dust lies in thick layers on the floor and surfaces, rainwater collects in puddles, and light refracts on wet surfaces.
Every movement, every shot must be precisely planned – from transporting materials to setting up the lighting. Everything was brought directly from our production facility in Markdorf to Schwäbisch Gmünd. At the same time, it is precisely these traces of time, the chaos, and the rough surfaces that lend character to the production and bring the space to life.
Everything you see was built by us: developed from our design, assembled from our branding, and implemented directly from our production facility. Light, shadow, reflections – everything becomes part of the story we tell. Every perspective, every choice of material, every movement is carefully considered to make the vision and the space tangible.
The films are the core of our “no space for ordinary” campaign, but of course, much more is happening around them. In the first quarter, we will be releasing the films – targeting specific audiences on LinkedIn and Meta. In addition, there’s plenty of other content that raises the profile of the KNOBLAUCH brand and increases our reach on social media. This omnichannel campaign also includes advertorials and advertisements in trade publications across various sectors where we operate, primarily retail and hospitality. And last but not least, you’ll find the films at trade fairs and events.
KNOBLAUCH stands for interior design that does more than just fill space – we think outside the box, create spaces that tell stories, make brands tangible, and give visions room to breathe. “We’re showing what KNOBLAUCH is truly about: the blend of courage, creativity, and precision. Spaces that touch, surprise, and leave a lasting impression,” emphasises Bettina Meng, Head of Branding at KNOBLAUCH. What if we saw more than just a room?
Months of preparation, exciting days of filming in the abandoned location, and intensive, collaborative dialogue. Teamwork was paramount in the film production. With Ben and Steffen from Jehle&Will in Ravensburg, we had an experienced film agency at our side who transformed our sometimes wild ideas into a truly compelling story and then implemented it to a high standard. The team was complemented by Urs Mader, Director of Photography, whose eye for detail shaped the film’s visual language and who meticulously considered every aspect of the editing. A huge thank you to everyone!
