siedle
Established for the future
Brand Experience / Product launch
Bronze at the 2024 BoB Awards
Reframe a design classic
THE PROBLEM
Siedle, a renowned German design brand, is best known for its classic door intercom system, Siedle Vario. In 2024, the product was redesigned in look, UX, and technology. The key challenge: making a long-established product relevant to younger audiences and standing out in a highly competitive market.
The Approach
The strategy aimed to leverage the product’s modernization to reach not only existing customer groups, but especially younger electricians and homeowners. The campaign “Established for the Future” blended heritage and innovation — using modern electronic music, gamification elements, and distinctive merchandise. Siedle Vario became the world’s first door intercom system to have its own house track — composed by a resident DJ from Berlin’s Berghain club.
The idea
By combining classic design tradition with a futuristic overall aesthetic, Siedle Vario underwent a playful reframing that felt entirely natural to the brand and the product.
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