On December 10, 2025, Goldreif inaugurated its Shenzhen Brand Experience Center with an intimate designer salon at OCT Shenzhen. Under the theme "Origin. New Horizon," the gathering brought together architects, developers, clients, and design press to mark the occasion.

On the same day, the Shanghai flagship showroom opened its doors. The dual-city launch establishes an East-South presence, signaling the start of Goldreif's strategic expansion in China.

A Century of Heritage, Renewed

Founded in 1929, Goldreif is a German cabinetry house with nearly a century of craft behind it. Since becoming part of the Poggenpohl Group, the brand has absorbed the DNA of one of the world's most respected kitchen manufacturers—its engineering discipline, its exacting standards— and made it the engine of its own evolution.

Goldreif remains a bespoke brand rooted in authentic German quality, one that carries emotional depth and quiet meaning. The belief is simple: design must respond to how people actually live—tailored to the rhythm and sensibility of China's discerning class.

New Luxury: From Concept to iving

Goldreif positions itself around a philosophy of "new luxury"—offering living environments that feel inclusive, experiential, and deeply personal.

Mr. Shen Xin, General Manager of Poggenpohl China, offered his reading of the idea: "What we call new luxury is no longer a contest of materials or price points. It is a return to the essence of living—attention to experience, to feeling, to the profound relationship between person and space. It is not about possession, but about presence. When you shed your social role and settle into a space that allows you to simply be, the calm, the ease, the quiet joy that follows—that is what we mean by new luxury."

Goldreif holds that new luxury lives in the balance between order and release—an inward excellence rather than outward display. Through a flexible product ecosystem and spatial solutions, the brand invites its clients to co-author what new luxury means for them.

In Reverence of Space, In Reverence of Life

The Shenzhen Brand Experience Center sits at the edge of OCT, surrounded by leading design studios, creative collectives, and those who test the boundaries of how to live. It is, by position and proximity, one of the most telling windows into contemporary Chinese residential aesthetics.

The design begins with the recalibration of the urban edge, using a recessed courtyard to mediate between public and private. Inside, a strong longitudinal axis organizes circulation, guiding visitors through a sequence that feels ceremonial. An interior biophilic garden echoes the courtyard beyond, creating a soft, organic threshold between product zones. Warm grey flooring interwoven with black stone and metal articulates the German principle of thought made tangible—rooted in reason, resolved for the senses.

Two Cities. One Path Forward.

The Shanghai-Shenzhen launch is a calculated first step in Goldreif's China commitment. An East-South axis reaches across two of the country's most affluent regions, steadily building the brand's position in the high-end residential market.

Looking ahead, Goldreif will continue to honor its commitment to German craft, working with Chinese designers, partners, and clients to shape the next chapter of refined living in China.