For too long, the kitchen has served as a monument to old ideas of luxury. Enough.
Bound By Nothing is a rebellious rebrand that aims to incite a revolution against the rigid world of luxury where category trends are blindly followed.
We launched at the 2018 Architectural Digest Design Show in New York. The campaign and bold new appliances were unveiled in a provocative "Best in Show" booth experience, followed by an invite-only afterparty for industry and cultural tastemakers.
This 90-second anthem video sets the kick-in-the-teeth, fearless and provocative tone for the brand moving forward.
The Bound by Nothing manifesto is an internal rallying cry for everyone who touches the brand, from designers and engineers to the marketing and sales teams.