Challenge
To transform the traditional showroom experience into an inspiring destination for customers and creators
ATAG is a premier Dutch supplier of high-end kitchen equipment, renowned for innovation, craftsmanship and design. To strengthen its premium positioning, the brand secured a new flagship location on the ground floor of HAUT Amsterdam, one of the tallest wooden residential buildings in the world. ATAG recognised that a traditional showroom filled with rows of appliances and over-eager salespeople would not maximise the location's full potential. They asked us to come up with a different approach.
Client
ATAG Benelux
Sector
Premium Kitchen Appliances & Consumer Goods
Services
Brand Strategy
Campaigns
Exhibitions & Brand Experiences
Influencer & Creator Marketing
Production
Retail innovation
Social & Channel Strategy
Web Design & Development
A new kind of retail experience
The challenge was twofold: create a sales-free, experience-led destination that builds brand desire while directing purchases to local resellers and deliver a seamless communications strategy that would engage a diverse network of stakeholders. This included influencers, resellers, media, employees, consumers, interior architects, professional chefs and investors before, during and after the grand opening.
Solution
Creating ‘The Next Level’ brand experience
Rather than deploying a traditional promotional launch, we developed a long-running communication platform and a new brand territory: The Next Level. This platform was designed to act as an operational North Star and a strict quality filter for employees, influencers, and agency collaborators alike. Everything executed within or around the space had to actively elevate the brand, showcasing next-level technology, cooking, thinking and design.
Welcome to ATAG Live Amsterdam
Recognising that a venue of this scale needed to radiate constant energy, big group strategically advised branding the flagship destination ATAG Live. Through a curated ecosystem of smart labs, cooking theatres, material hubs, and live TV and podcast studios, ATAG Live transforms product discovery into something far more engaging. Every element reinforces the brand's core values of Dutch design, innovation, craftsmanship and exceptional performance.
Where gastronomy meets high-end art
Inside ATAG Live, cooking blends seamlessly with premium design and sensory inspiration. The space encourages visitors to explore, touch, taste and discover. This philosophy comes to life in the Sabine Marcelis Lounge, where art, gastronomy and Dutch design converge beneath Beacon, a striking light installation created exclusively for ATAG by the internationally acclaimed designer.
Building an influential community around the experience
To drive awareness, we delivered an omnichannel launch campaign spanning PR, outdoor media and digital storytelling across Instagram, TikTok, Pinterest and LinkedIn. We built cultural relevance and credibility by partnering with a carefully selected network of culinary, design and lifestyle influencers, which included TV chef Sandra Ysbrandy, chefs Niven and Virginie Kuntz, Tim Delissen and Gilles Melchior, wine specialist Tobias Camman, and designer Sabine Marcelis.
This influencer community generated a continuous flow of highly engaging, visual-first content that drove mass consumer desire while positioning the venue as a premium B2B thought-leadership hub.
Results
Setting a new global benchmark for customer experience
ATAG Live has redefined what a premium retail destination can be, transforming perceptions of the brand and elevating its position from a respected appliance manufacturer to a recognised authority in design, innovation and lifestyle.
By removing the sales transaction from the experience and focusing instead on inspiration, discovery and connection, the space fostered deeper customer engagement and stronger dealer relationships. Today, ATAG Live stands as a thriving hub for culinary creativity, design excellence and cultural exchange, bringing the brand to life in a way that continues to inspire visitors long after they leave.
+72
Net Promoter Score
+85%
qualified retail leads
€3.5M
earned media
The team at big group Amsterdam understood our vision instantly and developed THE NEXT LEVEL—a masterful launch and communication platform that didn't just introduce a physical hub, but acted as a permanent strategic North Star for our entire brand ecosystem.
Robin Blok
Director Marketing
