Blum creates lift mechanisms, hinges and drawer systems for kitchens. We created the concept of these ads to shift people's thinking from viewing kitchen cabintery as a purely functional part of the kitchen to viewing it as furniture. The brochure showcases two number of Blum's innovative designs which are as much about the features of the inside as the look of the exterior. It also educates readers amount the importance of flow, space and motion within a kitchen, helping them to understand how Blum products can create both a practical and beautiful kitchen.