"A space that shows a new face of our brand" - V-Zug opens studio in Zurich
With its new V-ZUG Studio on Uraniastrasse, the Swiss brand aims to get closer to its customers—physically, emotionally, and culinarily. The video accompanying this article features an interview with CMO Nathalie Noël and highlights from the grand opening.
Experience instead of showroom
"Welcome to the V-ZUG Studio Zurich," says Nathalie Noël, Director of Marketing, right at the start of the interview. The opening of the studio is a significant moment for the company: "It's our first such space in Switzerland." The space should not only showcase the products, but also give customers the opportunity to "try them out, experiment, cook and learn".
The studio on Uraniastrasse pays homage to Swiss architecture, says Noël - with an open, airy interior, minimalist design language and an atmosphere in which you immediately feel at home.
Brand access via all senses
For V-ZUG, the physical space is a strategic investment focus. In a marketing world that relies heavily on digitalization, direct contact with customers remains central. "It's about making our products more tangible in everyday life," emphasizes Noël.
Cooking courses, personal advice and intuitive product experiences bring the brand closer to people. The focus is not just on technology, but on the experience - with all the senses.
Adora: 65 years of Swiss everyday culture
According to Noël, a particular highlight in the new studio is the presentation of the Adora washing machine - a V-ZUG classic that has been present in Swiss households for over 65 years. She talks about a product "that has accompanied Swiss families for generations - known for its quality, reliability and perfect results".
Ambassadors instead of models
According to Noël, V-ZUG pursues a clear storytelling approach in its brand communication: "We prefer to tell true stories rather than just pretty ones." A key element of this strategy is the long-standing partnerships with chefs such as Andreas Caminada, Tanja Grandits and Zizirat.
These ambassadors do not stand in front of the camera as testimonials, but embody the brand's values in everyday life. "They are all here with us tonight," says Noël - and that is more than just symbolism: it is brand identity in action.
International minimalist
The brand image is also well received on international markets. Noël refers to V-ZUG studios in cities such as Berlin, Hamburg, Paris, London, Melbourne and Sydney. The combination of Swiss quality, minimalist design language and innovative strength has resonated worldwide.
AI for support, not for staging
The topic of artificial intelligence also plays a role - albeit a pragmatic one. "We have launched the AI Assistant," explains Noël. The tool helps customers select products and use them in everyday life. It's not about demonstrating technological power, but about real customer benefits.
Architecture meets attitude
The location on Uraniastrasse - a crossroads between past and present - was chosen deliberately. Concrete, granite and targeted lighting design translate the brand values into spatial quality. The studio was designed in collaboration with COCC. and coherent AG.
The interaction with partners such as Delta Light, Geberit and Fischbacher 1819 underlines the claim to high quality and design power - values with which V-ZUG has always positioned itself.
