» Only by being open and
curious, by challenging the
way things are being done,
can you make real progress.«
» Thinking outside the
box is in our DNA.«
An interview with Willi Bruckbauer
BORA has grown swiftly since being established in 2007: the company that
went into business with a workforce of one now has more than 350 employees,
has earned many innovation awards and is a main sponsor in bicycle racing.
An all-around success story. But things did not start out that way.
Willi Bruckbauer That’s right. When I started out, I was laughed at by more than
just the kitchen industry. I also couldn’t find a partner with the financial resources
I needed. Market research wasn’t very encouraging either. But I stuck with it.
I didn’t apply the lessons you find in business textbooks. I came up with unusual
ideas, including ones for marketing. And we became a powerful brand. I was
convinced – and remain convinced – of one thing: only by being open and curious,
by challenging the way things are being done, can you make real progress and
achieve success. Thinking outside the box – this is built into our DNA at BORA.
And I think that Occhio is that way, too. Axel Meise is also passionate about his
ideas, philosophy and products – and Occhio also ventures off the beaten path.
I like that. It describes BORA, too, and connects us.
Mr. Bruckbauer, how important is it to have the
right atmosphere when you cook?
Willi Bruckbauer Very important! Light naturally plays a role in creating the right
atmosphere. You also want to spend time in the kitchen with friends and have
fun together. You want to have a warm, welcoming light for such occasions.
You need bright light in the right place when you are preparing food and cooking.
In terms of design and thinking, it should match our kitchen designs, as the look
plays as much of a role as function. As a master carpenter, I developed a prefe-
rence for high-quality materials and linear, simple and elegant design – qualities
that I also see at Occhio. I should also point out that our BORA systems offer
space and, thus, freedom for individual lighting design ideas. Unlike conventional
cooker hoods, our concept does not interrupt your field of vision because our
system is integrated directly into the cooktop. And Occhio is the perfect match
for the design of our products as well.
Is this why you installed Occhio luminaires
in your company headquarters?
Willi Bruckbauer Definitely. I want my employees to have first-class light for every
working situation they face. We also place a high priority on active relaxation
and healthy diets. We have exercise and relaxation rooms that have the same kind
of mountain air you would find at an elevation of 2,000 meters. These are places
where employees can go and recharge their batteries. I really want them to feel
at home while at work and to remain active and healthy. The right light helps
me do so.
Willi Bruckbauer
is the founder of and the creative force
behind BORA, a company that produces
groundbreaking integrated cooktop ex-
tractor systems. Melding technology and
aesthetics on the very highest level – this
is the philosophy of the master carpenter.
BORA Niederndorf
Willi Bruckbauer
CEO – BORA
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