Snøhetta redesigns Laufen Forum with a focus on material integrity

Choosing Snøhetta to redesign its Swiss headquarters was a considered decision by Laufen. Known for its dedication to sustainability and a resource-sensitive approach to architecture, the Norwegian, with an ethos built on the careful use of raw materials and water efficiency, is the perfect partner. This alignment has given rise to a newly reimagined space in Switzerland, a dedicated space for the bathroom industry that offers architects, designers, business partners, and installers both inspiration and insight.

Dubbed the Laufen Forum, it honours its original structure, which opened in 2009, designed by the Basel architectural firm Nissen & Wentzlaff; the building’s exterior, when viewed from above, resembles a ceramic washbasin and was cast in one piece, mirroring the company’s signature approach to ceramic design. Inside, Snøhetta was entrusted with a full transformation of the reception, events areas, showroom, and product display spaces, reshaping the building into a vibrant centre of design and technical sophistication.

“The concept operates on two levels—first, the material itself,” explains Patrick Lüth, Managing Director of Snøhetta Studio in Innsbruck. “Essential materials used in ceramic and fitting production are showcased, offering a tactile and sensory experience.”

This ethos is embedded throughout, beginning with a sense of raw materiality in the Greeting Space, where visitors encounter Laufen’s essential materials, clay and brass. Gleaming brass panels are set against earthy, rammed-earth walls, echoing the material foundations of the brand’s craftsmanship—where clay becomes ceramic and brass becomes faucets. Snøhetta’s design highlights these elements as both tangible and symbolic, grounding visitors in the tactile quality of the production process. 

Snøhetta employs various methods to reduce CO2 emissions in new buildings, but interior refurbishments offer more limited options. In these cases, attention to detail and material selection becomes crucial. A rammed earth wall was chosen for its low carbon footprint, and the materials used throughout the space were carefully sourced locally to further support sustainability.

“At its core—the showroom captures the tension between materiality, design, and technical perfection,” says Lüth. “The second level expands on the broader meaning of ‘Matter,’ signifying something of importance or relevance.”

This is interpreted both as material substance and thematic significance, which into the Matter Space, an area for discussions and events that extends the brand’s philosophy of material importance. It reflects both physicality and relevance, connecting the visitor’s journey to a broader sense of purpose. The function here is to invite contemplation, combining the warmth of earth tones with functional spaces that support gatherings and brand immersion.

Honouring the original building’s structure, Snøhetta chose to preserve the exposed concrete that circles the first and second floors, retaining elements such as the concrete barricades to create a harmonious symmetry with other raw materials. 

A light terrazzo floor, harmonising with the building’s concrete tones, creates an industrial yet welcoming ambiance. Alongside these tactile encounters, a dedicated digital space allows visitors to delve deeper into the Laufen universe, blending analog and digital brand experiences. Upstairs, a modular display invites visitors to engage directly with the brand’s bathroom collections, arranging combinations on movable shelves that allow for hands-on exploration.

Other thoughtful considerations have been made throughout the Laufen Forum, including the entry, which has been reimagined to ensure accessibility. A ramp replaces the originally flat flooring, whilst a new surface design, inspired by the concentric ripples of water drops, reflects both Snøhetta’s appreciation for water as a design element and its intrinsic role in Laufen’s identity as a bathroom specialist. Above, a grey-toned ceiling with skylights maximises natural light, making the space feel airy and open, while complementing the understated, natural palette.

“Each of the Laufen product lines has a certain look and feel. These auras and moods are documented in specific Look Books,” says Lüth. “Inspired by these moods, we have selected the colour palette. In this way, each niche creates its own mood and is a perfect match with the respective collection. It’s about elevating the qualities of the product line through the setting, with strong colour connections to the design.”

This redesign is part of a continued collaboration between Laufen and Snøhetta, rooted in a mutual respect for materiality as an expression of brand identity. “As we work with brands over an extended period, we get to know them from the inside and figure out ‘how they tick’,” says Lüth, underscoring the synergy that has allowed Snøhetta to translate Laufen’s ethos into tangible, immersive spaces. The showroom opened in June 2024, debuting with Roberto Sironi’s Colour Archaeology exhibition, marking a significant milestone in this evolution.

This ethos of connection extends beyond the physical space. By bringing to life Matter as both material and concept, Snøhetta illustrates a brand narrative that’s rich in detail and intent. The partnership has yielded creative touchpoints at Eurobagno and will next appear at ISH in 2025, expanding Laufen’s vision through Snøhetta’s design expertise.

At Salone del Mobile, this partnership came to life in the Matter installation, an exploration of the fundamental materials Laufen uses in its ceramic collections. Designed to echo the thematic core of the showroom, the installation was an impactful display of raw elements—clay and brass—as symbols of Laufen’s dedication to craft and heritage, capturing the brand’s story through material.

In the end, Laufen Forum is more than a showcase of products; it’s a space of communication—a central tenet for the brand and a platform where visitors can experience the story behind each product, fostering a deeper appreciation for the processes and values that define the brand.