Ultimate cooking experience at HAUT Amsterdam

Sabine Marcelis greatest work of art ever

ATAG Benelux has shown its ambitions. The Dutch premium brand for built-in kitchen appliances did this by opening a new Experience Center ATAG Live. With an impressive area of 735 m2, this is the place for inspiration, high-quality kitchen experience and personal advice. Should anyone still have doubts about ATAG's ambitions, they will be completely dispelled after a visit to ATAG Live.

Beforehand, as a trade publication, you have certain expectations. The invitation arrives in the mailbox and you read exactly what to expect. Good invitations can sometimes be disastrous for the day itself, for example when they promise more than they ultimately deliver. As for ATAG Live, all expectations were exceeded. We indicate this in our conversation with Brand Marketing Manager Robin Blok of ATAG Benelux, whom we had the privilege of interviewing during the opening. He emphasizes that ATAG was very much looking forward to this opening. 

"There are ultimately several reasons for opening this experience center. To begin with, Duiven is quite far away for many people. We are proud of that location, because that is where our roots are as an archetypal Dutch company. Moreover, it is a very nice place. Still, we were looking for a more practical location for international cooperation. In addition, we want to be more accessible for people who are interested in ATAG, but find Duiven just a little too far away."

ATAG Live is free to visit. Of course one can make an appointment, but the door is always open to everyone. Selling does not happen in Amsterdam (not in Duiven either, ed.), that is done through the retail channel. Robin: "Furthermore, we will hold and host many events here, hence the name ATAG Live. Something is happening here. Not even just cooking-related. Other events can also take place here. In addition to event location, there are also
16 flex workstations."

Ultimate experience

Blok himself is also very enthusiastic about the final result. "From idea to opening we have been busy for about two years and we are really incredibly satisfied with this place. The location, the surroundings and the accessibility are exactly what we were looking for."

ATAG Live is a next-level culinary experience for consumers, retailers, interior designers, architects and project developers alike. With ATAG Live, ATAG underlines its brand essence: Dutch design, innovation, craftsmanship and high-quality performance. These core values are also translated into the impressive light artwork BEACON by Sabine Marcelis, specially designed for ATAG Live. The ATAG Live Experience Center is open daily.

BEACON by Sabine Marcelis

Especially for ATAG Live, internationally renowned designer Sabine Marcelis has designed her tallest artwork ever (7.5 meters). The impressive glass sculpture BEACON is an ode to light and inspiration and shows a dynamic spectacle where light and color will amaze. "I enjoyed creating something in the Netherlands again. Both ATAG and I love uncompromising quality, a philosophy that can be seen in every detail of our work. In addition, ATAG is a very Dutch company. For this commission I therefore worked with only Dutch products. With BEACON I want to show how surprising perfection can be," says Sabine.

SmartLab

Also located within the Experience Center is the SmartLab of ASKO, ATAG's international sister company. The ASKO SmartLab is an innovative environment focused on the future of living and technology. International user, consumer and market research on smart living is conducted here. The latest smart solutions for kitchen appliances and (dish) washing machines are developed, tested and improved in the ASKO SmartLab by learning directly from consumer experiences.

HAUT Amsterdam

ATAG Live is located in HAUT Amsterdam, the tallest hybrid wooden building in the Netherlands and one of the tallest in the world, with a height of 73 meters and 21 floors. HAUT proves that building with wood is the future, with an innovative wooden high-rise construction and energy-generating facades. The building has also achieved BREEAM Outstanding design certification, the highest recognition for sustainability.

Like HAUT, ATAG combines aesthetics with functionality, innovation with sustainability, and technology with timeless design. Robin: "ATAG is therefore proud to be part of this leading building, where the ATAG Live Experience Center inspires visitors with cutting-edge kitchen solutions that take a sustainable and high-quality cooking experience to the next level."