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The multifunctional wall “THE WALL” from Switzerland: out of the niche


Another product from Switzerland is preparing to become the next big must-have with precision and functionality. Once intended for the kitchen, THE WALL multifunctional wall is currently developing into an interior trend for the entire living area. The “Plug’n’Play” system with modules for light, sound and decoration has a method: the role model is the global corporation Apple.

Cleaning the handle is part of every good start-up history. Johannes Falk, managing partner of the luxurious niche system “THE WALL”, and likes to compare the success of his product with the rise of the global corporation Apple. After all, Steve Jobs did not receive approval from the start. Perseverance and passion would have brought him to his goal and made Apple the most financially valuable brand in the world.

persistence is also one of the central characteristics that make Johannes Falk. Anyone who experiences him talking passionately about his product, driven by the desire that everyone bystanders will like it Potential of this innovation recognize, then one inevitably thinks of the saying: everyone said that it is not possible. Until someone came and just did it.

Innovation made in Switzerland: the multifunctional THE WALL takes off.  (Photo: Orea AG)
Innovation made in Switzerland: the multifunctional THE WALL takes off. (Photo: Orea AG)

Founded in 2019 by the Swiss company OREA AG

Around two years ago, Johannes Falk, at that time still employed in the Swiss kitchen group OREA AG, had the idea for THE WALL. The back wall of the kitchen niche seemed boring and unused; a place that Both visually and functionally potential pass away leaves. At this point in time, there were already various attempts by well-known kitchen manufacturers, one with functional panels on the kitchen rear wall playfully usable storage space to accomplish. Towel hooks, cookbook holders, a cachepot for hanging kitchen herbs: nice, but not stunning – and not aesthetic enough for a purist kitchen.

THE WALL, on the other hand, can and wants more. The plug-in system for the rear wall is backed by live railsthat are almost invisible to the eye, but form the basis for all sorts of technical gadgets. In 2019, when the rear wall niche was presented for the first time after around a year of development – and Johannes Falk had to clean the classic handles to make his idea public – that was for example narrow plug-in elements made of feather-light aluminumthat could be inserted and positioned anywhere in the wall as luminous shelves. Likewise, a wooden frame with a magnetic spice jar holder, a shelf for inductive charging, and individual carrying surfaces for decoration. The kitchen rear wall became the Placeholder for functional accessories; to the white canvas with individual display options. In short, to the multifunctional wall.

Filigree running, current-carrying rails can either be almost hidden under the decor or appear as a visible design element.  (Photo: THE WALL)
Filigree running, current-carrying rails can either be almost hidden under the decor or appear as a visible design element. (Photo: THE WALL)

Plug’n’Play system: Select modules as in the app store

Now, almost two years later, Johannes Falk speaks of “around 300 products per year“That you want to include in the range. In his inimitable way, a mixture of euphoric enthusiasm and healthy megalomania, he compares it with the “App Store” from Apple. The power-railed niche rear wall of THE WALL forms the basis of the system; Each customer can put together the individual accessories individually, just like a collection of apps.

Most of these products do not do justice to the designation “accessory”, because although THE WALL also looks good, the individual plug-in modules are mainly functional in nature. Johannes Falk puts it pragmatically: “The customer doesn’t really care about the design, it’s about the function. He doesn’t say, oh great, how the color of the back wall harmonizes with my fronts. Rather: it’s cool that you can simply plug in your blender or razor. “

In fact, Falk and his team from the Swiss kitchen manufacturer Orea, which now also has a German offshoot based in Regensburg, act according to the Plug’n’Play systemthat Apple once introduced. He is talking to well-known manufacturers in the industry and sees a lot of potential for every room in the house: While a device manufacturer is designing a plug-in module to Hand blender and coffee grinder A manufacturer of fittings is working on one to click into the rear wall system as easily as possible functional sanitary application. None of the companies cannibalizes themselves, rather they all pursue the same goal: to be there when THE WALL is a multifunctional wall Must-have in the kitchen will; at some point it might even become the standard.

Planning freedom: over 1,200 decors for the multifunctional wall

The range has grown in just under two years multiplied. Smartphone holders, plug-in lights, a magnetic knife block and storage shelves with holders for cooking utensils; But of course the classic hook for the tea towel or the cookbook holder are now also available. And that alone in the kitchen. That THE WALL’s potential is at least as tempting for all other rooms; private as on the Large area in the shop or in the office.

In Germany, Austria and France, the rear wall elements have been from Lechner expelled, a surface specialist from Rothenburg ob der Tauber. The company knows its way around individual dimensions and materials. Around 1,200 decors are available to customers to design the multifunctional wall – underneath Ceramic, glass and decton in the luxurious “Professional” line and hard-wearing Laminate in the “Basic” version.

Even Rösle, a traditional manufacturer of high quality cooking utensils, and Decker, known for individual solid wood furniture, are already part of the plug’n’play game. Decker sells the basic framework in Sweden and Holland, for example. “THE WALL will country-specific adapted“, Reveals Johannes Falk. The product looks different in Belgium than in Germany because every nation has slightly different preferences when it comes to the design and structure of the back wall. Only transnational minimum dimensions and standards are set – the rest is planning freedom, both for dealers and for customers.

More than 1,200 surfaces are currently available as rear wall decor for THE WALL, which can be adapted to the kitchen environment - and, for example, the desired front.  (Photo: Lechner)
More than 1,200 surfaces are currently available as rear wall decor for THE WALL, which can be adapted to the kitchen environment – and, for example, the desired front. (Photo: Lechner)

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