To make classic porcelain attractive to a new target group, we gave it a completely new function: Now it is a router, too. The result is PORCELAN, the first vase that can also be used to connect to the Internet.

To create an innovative, digital product from a conventional porcelain vase, we constructed the body from two elements in a multistage firing process. While the top part of the vase can be removed and is reserved for flowers, the bottom part conceals the technical equipment so it is completely out of view. No plastic, no flickering and flashing – nothing like a conventional router. The only clue to the technology within is the unusual shape of the vase, which is inspired by the well-known symbol for WLAN reception.

PORCELAN was produced as a 31,1 cm tall table vase and a 55 cm tall floor vase

PORCELAN was sold exclusively in Rosenthal stores and in the Rosenthal Online Shop and it was an instant hit with the target group – the first series of 500 vases sold out within just a few weeks. During the campaign, the number of Rosenthal fans on Facebook rose by 21%. Due to the popularity of PORCELAN on blogs and forums Rosenthal receives requests from customers all over the world. And most importantly, thanks to PORCELAN, Rosenthal was not only able to bolster its position as an innovative leader among porcelain manufacturers, but also succeed in creating the most stylish way to connect to the Internet at home.

Rosenthal is Germany’s oldest manufacturer of handmade porcelain. With the aim of engaging a new, young target group, who are often more interested in technological innovations than porcelain, we developed a stunningly innovative product: PORCELAN – a vase that is also a wireless router.

With PORCELAN, Rosenthal’s rich heritage for tradition and innovation could come to life in a single product. This product innovation opens Rosenthal to a new, young target group that has traditionally shown more interest in technological innovations than in traditional porcelain.

For over 130 years, the developers and designers at Rosenthal have worked tirelessly to innovate in order to ensure that porcelain will never go out of style. But most young people these days are more interested in new technological ideas than fine porcelain. The aim of this campaign was therefore to engage this target group and impress them with an innovative porcelain product.