Wir durften im Frühjahr 2017 das Kundenmagazin für BORA gestalten und in enger Zusammenarbeit mit dem Brand Management in insgesamt sechs Sprachen realisieren. Ein Mix aus Produktinformationen und Geschichten hinter der Marke bietet dem Leser einen spannenden Einblick in die Welt von BORA.
EXPERIENCE INTERVIEW
EXPERIENCE INTERVIEW Text KLAUDIA MEINERT INTERVIEW “You have to put your whole heart into it.” 48 BORA MAGAZINE
INTERVIEW EXPERIENCE An interview with Willi Bruckbauer on ideas and what you can make out of them. Goodbye to steam. Goodbye to convention. Goodbye to the past? It’s strange that it took so long for someone to make downward extractors socially acceptable. And who is behind this concept? Some bigwig? The brainchild of this extraction system is in fact a wiry Upper Bavarian. A down-to-earth family man who knows kitchens inside out.We’ve already heard and read a lot about him: he’s nconventiona, somehow different and certain has the wind behind him. But what really makes him tick? We interview the man who doesn’t only talk about steam, but is extremely passionate about what he does. Mr Bruckbauer, it has been almost 10 years since you created a market with your innovation: extractor systems that draw kitchen vapours downwards. How did you get the ball rolling? As a trained carpenter and owner of a kitchen studio, my customers kept asking me, “Why must my kitchen have such a gigantic and noisy hood that hangs right in the way? Why isn’t there a more attractive solution?” Alternative systems were available on the market at the time, but each of them had considerable technical defects. I soon realised the concept’s potential. I took a close look at my customers’ wishes and started tinkering. That was a over a decade ago. It all started out in my cellar at home and my showroom in Raubling. Opening up or even revolutionising a market is not exactly an everyday occurrence. It takes courage for such a pioneering achievement. For me, it was less about being courageous, but rather that I was convinced of my idea. The principle is so simple. All it takes is to see a BORA extractor in action and you can tell right away that it’s logical and that it works. You obviously need a certain amount of faith in what you do. But anything considered different is often laughed at before it becomes standard. There are plenty of examples of this in history. At any rate, what really matters is that you have to put your whole heart into it. Can you remember the moment when you naised the idea in or head It was more of a process. I had a pretty good idea of what I wanted to develop, but it obviously took some time to perfect it and make it ready to be launched on the market. Once I had completed my pre-production model, I took it to what is now called the ‘area30’ trade fair in Westphalia. I put forward my idea to some major companies, but they said it wouldn’t be a success and that there was no demand for such a thing. Even the banks turned me down. But I believed in my idea and decided to start out on my own. I knew that my product not only worked, but that it actually performed better than conventional hoods. BORA MAGAZINE 49
