The Feuerring is the first of its kind and absolutely deserving of its title “the original”. It draws its profile from its uniquely reduced form, its facets of use and its simplicity, and from its special and authentic evolutionary history and the story of its success. The uncompromisingly high quality evident in its manufacture, and in the manufacture of all the side products (including graphic material), makes the Original Feuerring unique and recognisable in the market.
As a special artistic personality, Andreas Reichlin gives the Feuerring’s evolutionary history its individual face with lived-out authenticity and creativity; the character, the brand and the very identity of the company are built on it. The evolution of the object itself, the Feuerring, and the company, is authentically honest and transparent.
2004 INITIAL STUDIES
The story goes back a long way: Andreas Reichlin regularly experienced stomach upsets after enjoying food barbecued over conventional charcoal grills caused by the fat dripping onto the embers, resulting in vapours which found their way back onto the barbecued food. But the artist is not a man to take difficulties lying down – the search began for a solution. His father’s philosophy of life – to regard difficulties as challenges – is one that Andreas has always embraced. The perfected form of the Feuerring was found in 2009, after much tinkering. A barbecue grill delivering total enjoyment – a complete success in every respect, not just for the moment, but for many years of pleasure.
2009 PATENT AND ESTABLISHMENT OF THE COMPANY
It was their mutual passion for music and art which originally brought Beate Hoyer and Andreas Reichlin together. The celebrations after a successful music-and-art event were enjoyed around the first Feuerring. The pleasure and conviviality of this gathering led Reichlin/Hoyer to consider the possibility of making this type of barbecuing better known. Enjoyment was therefore pivotal in the establishment of the company, and the aspect which persuaded the artist. The first models to become available to prospective customers were the archaic, ground-level Feuerrings in three different diameters manufactured, at the time, in his studio by the artist himself.
2010 BRANDS / NEW AND TALLER MODELS / EXTERNAL PRODUCTION
A brand name practically suggested itself: the shapely barbecue grill was to be called the “Feuerring” and it proved possible to patent the name. The logo with the matching and resonant claim: “The art of grilling” was developed in cooperation with the design studio Büro Nord in Küssnacht. The Swiss market was the first one to become aware of the Feuerring. Once the first imitations began to appear, the claim was replaced with “The Original”. The 66 cm-high Gastro model was developed. The “Luna series” emerged from the master form, the Gastro. Stackable table/chair cubes underline the philosophy of seated “all-round barbecuing”. Only necessities are sold as accessories. All with premium quality as a fundamental standard – a standard which also extends to the advertising material and printed matter. The company’s philosophy also encompasses the use of regional resources; wherever possible, regional suppliers are called on. The same also applies for the Feuerrings, which are now produced externally, by, and at the premises of, the companies Blechumform GmbH and Isenschmid AG, under the critical eye of Andreas Reichlin.
By now the barbecue market features over 40 suppliers of copycat products. Since the Feuerring first came onto the European market, the values propounded by the Feuerring philosophy such as healthy enjoyment, conviviality, quality and aesthetics have caught the general imagination. Increasingly, we come across products modelled on the Feuerring and its basic concept. We can almost speak of a revolution in the barbecue market.
2013 FAIRS AND NEW MODELS
Appearances at Switzerland’s largest garden fair in Zurich from 2013 to 2015. Feuerring is permitted to exhibit in the exterior area and to light a fire; this is the crucial for the decision because, without fire, the Feuerring is unable to unleash its full power. In 2014, Feuerring receives “Gold” for its presentation in the XL category. The Luneli model is born and the Ovum model developed for smaller garden situations and stand-up grilling; potential customers can choose from among nine models.
2014 CAMPAIGN WORK AND «Inbox»
Making the acquaintance of photographer Günter Standl is what leads to the decision to arrange a first campaign photo shoot: powerful photos come into being in a sandstone quarry, relating authentically to the evolution of the Feuerring. The search begins for an iconic-aesthetic transport solution. In cooperation with the woodworking expert Benno Holzgang, the idea of the “inbox” for transport within Switzerland and the “outbox” for exports was born. The wood for the crates is produced in a sheltered workshop. The parts are slotted into one another and held together with just a few screws, and lashed with straps. Like pallets, the crates can be moved and stacked and are furnished with a logo stamp. The customer can take the boards apart easily and use the wood to feed the first fire or re-assemble the crate and enjoy it as a raised flowerbed. With this solution, Feuerring meets its own sustainability and ecology standards.
2015 NEW MODEL AND NEW CAMPAIGN
Standl´s photos provide the artwork for the “sandstone ads”, for editorial articles on the evolution of the Feuerring and for the first in-house magazine, as well as giving potential customers and partners transparent insights into the origins of the Feuerring, the basic ideas and Andreas Richlin’s artistic personality. The Tulip model is developed, featuring a new, more open form. The 2016 culinary art campaign is photographed with professional chefs and food stylists. At the same time, we are working on a set of cook books, FEUER & RING. We design a customer certificate for the Original Feuerring. An online marketing company is charged with establishing Feuerring professionally in this area. Architonic, one of the first online platforms and the leading design and architecture research platform, includes the Feuerring.
2016 RED DOT, OLYMPIA and DESIGNER´S SATURDAY
In spring, we launch the cook books with a vernissage in our own studio and over 1000 interested guests. At the same time, we are proud to announce the receipt of the award “red dot: best of the best” for Feuerring Tulip and the Feuerring series.
In summer, the cook book set also receives the “red dot: best of the best” award. The catering at The House of Switzerland (HoS) in Rio de Janeiro/Olympic Games 2016 features three Feuerrings; as a Swiss brand, Feuerring appears as sponsor alongside Nestle and Victorinox. The Feuerring brand and the art of barbecuing are carried a little further out into the big, wide world. The Swiss Federal Department of Foreign Affairs considers the permanent installation of the Feuerring in HoS and for the Expo. “Designers´ Saturday” rings in the 2017 campaign, “form in space”, with the “milestones” installation. Photos for the campaign are created with the photographer Sylvan Müller: following on the colourful and diverse abundance of culinary photos, we return to Feuerring’s reduced aesthetics of form. With steel as the basic material, we shape spaces, display forms and lines and play with light, shade and smoke.
2017 GERMAN DESIGN AWARD
Feuerring Tulip receives the German Design Award, Winner 2017.
2017 Swiss Print Award «Gold»
The “Swiss Print Award” is a recently-established prize aimed at fortifying the Swiss printing landscape through adherence to values and quality awareness as well as a “passion for print”.
Consumer benefit and emotional appeal are specified as assessment criteria; the functionality is evaluated and the communication purpose and advertising appeal examined. Creative innovation also plays a role, of course; design, form, originality and appearance are judged; a critical expert eye cast over the typography, the quality of image and processing and the finish decides on the professionalism and intrinsic value.
The work of all those involved in the cookbook set FEUER & RING measured up to all these requirements.
German Brand Award 2017 / “Gold” for the best corporate brand and successful branding: Feuerring
Initiated by Germany’s authority on design, the “Rat für Formgebung/German Design Council”, judged by a top-class jury of experts in branding and branding sciences: the German Brand Award discovers, presents and recognises unique brands and brand developers. The jury: “Of course it can be said of the Feuerring brand that the communication – superb in terms of both form and content – perfectly presents the product, that the brand is the face of a carefully-structured sales operation and that numerous further criteria for well-rounded brand management are met – but ultimately, there is one fundamental factor which explains the success of this attractive brand: Behind it are people who simply want to get the Feuerring experience across, with all its functional benefits and all the emotional and social moments – or, in brief: their own joy in “barbecuing”. This is the feel of a brand lived out authentically”.
2017 Patent for internal base
In June, our internal bases for the taller Feuerrings were confirmed as a new invention.
2018 GERMAN DESIGN AWARD
After the “red dot Award 2016” best of the best “, the“ Swiss Print Award “2017, FEUER & RING is now awarded with the German Design Award 2018!
Innovative and groundbreaking is our FEUER & RING set of recipes, according to the German Design Council.
Our outdoor showroom in Immensee is designed to reflect the campaign theme “form in space” and increased in size. The “trial barbecue” so beloved of potential customers is also given a new, exciting “form”. Further extension of the services: In the German-speaking area of Switzerland, Feuerrings can be delivered and installed directly by Feuerring. The FEUER & RING cook book set is enjoying great demand. The self-published book set is currently being translated into English. A Translation into French is planned for 2018.
FEUERRING GMBH, SWITZERLAND
Andreas Reichlin, *1968 in Zug/CH, steel sculptor and designer, managing director, design and marketing
Beate Hoyer, *1965 in Düsseldorf/D, commercial clerk, BSc Appl. Psych., managing director, order processing, design, marketing
5 staff in office/warehouse and logistics, production external
Joint motto: Surround yourself with the beautiful and the genuine while remaining simple and authentic …..
1. What is it that makes a good designer?
What we value is when the design results in the creation of a “rounded” groundbreaking product that unites function, aesthetics, structural stability, materiality and ecology in one form.
2. What are the best moments in a project phase?
These are the moments in which the initial idea is presented in its actual form and far exceeds expectations. When this gives rise to new developments … perfect!
3. How do you convince customers?
That is never our motivation – We believe that our authentic actions, always defined by the matter and substance itself, make us accessible to people of a similar school of thought and a similar approach to life. … And it is lovely when things we find harmonious are convincing for others too.
4. How do you treat competitors?
With respect – how else …?
5. What is your personal key to success?
Personal authenticity, a respectful view of humanity and sustainable design.
6. What are the difficulties you face most frequently in your everyday working life?
We see difficulties as challenges; they propel us forward if we are willing to engage with them. For example, when dealing with individuals who are not aware of their own inner limitations, we feel challenged to open up new paths, permitting new perspectives – – and making ourselves understood.