Architects and interior designers from 8 European countries as guests in Berlin

Customer centricity: Customer Marketing Europe (CME) inspires customers with a mix of an event and creative workshops.

“Inspiring.” “A real eye-opener.” “Please hold another one! Where else can you meet so many interesting colleagues in such a short time?” Although the guests had a wide variety of reactions at the end of the event, their verdict was unanimous: Hager Bauhaus-Event, held in Berlin and Dessau from 9th to 11th October 2019, was an exceptional event for the invited architects.

In a year that marked the 100th anniversary not only the most influential architecture school of the past century but also of Hager Group brand Berker, the Customer Marketing Europe (CME) department in cooperation with other Hager Group colleagues invited experienced architects and designers to Berlin, thus setting an example of excellent customer centricity. Almost two dozen customers from eight European countries had accepted the invitation, as well as the supporting sales colleagues.

The event kicked off with the ‘Hager Night’ at the 25hours Bikini hotel in Berlin – a designer hotel that, fittingly enough, was equipped entirely with switches and sockets from Berker. Jacob Schambye, Senior Vice President for the Europe region, welcomed the guests and referred to the enormously important role that architects play in our environment. Erwin van Handenhoven, design studio director at Hager Group, architect Roberto González and architecture photographer Werner Huthmacher then held short keynote speeches leading on to an evening full of lively discussions.

On the second day, the guests were given some exclusive insights an hour and a half away in Dessau: Roberto González, partner at Addenda Architects (Barcelona) and designer of the Dessau Bauhaus Museum, gave the architecture experts a tour of the building, which was opened in September. González explained how unusual solutions had been found for the museum thanks to collaboration between architects, manufacturers and tradespeople.

In a workshop, Hager Group design director Erwin van Handenhoven then discussed the relevance and future of the maxim “form follows function”, which was also propagated by the founders of the Bauhaus, with the invited architects and designers. And while we’re on the topic of form, how would you imagine an appetiser on a light switch? A very interesting culinary response was served up at a creative ‘experience dinner’ at the restaurant Cinco in Berlin. For those partners who didn’t have to go back to their offices and construction sites yet, an architectural tour of the capital city was also offered on Friday morning. This included a presentation of the new buildings in the government quarter, as well as the Europacity district that is currently under construction.