Bryan Adams shoots campaign for Kaldewei

The legendary rock star and photographer Bryan Adams takes a stand on connectivity and hygiene awareness in controversial times. With a love of detail, Adams takes an intimate look at the cooperation at "KALDEWEI", a German family business that has been producing steel enamel for 100 years, now in its fourth generation. As a photographer, Bryan Adams sets a sign of solidarity with his pictures and creates character and emotionally strong motifs with an important message.

At first glance, "Natural Union" may seem to contradict the dictates of the hour for social distancing. But if we take our responsibility for each other and for our environment seriously, we are closer than ever. "We are all connected in a natural way and have the responsibility to care for each other and for the environment - everyday activities such as washing our hands have never been more important than today," says Adams, underlining the concept behind the campaign

An intensive collaboration between Bryan Adams and Kaldewei developed through the "natural union" project. With his sensitive and professional vision, Adams staged the 2021 washstand collection and developed characteristic and emotionally strong images with a powerful message.

The photographer Bryan Adams

Apart from his musical work, Bryan Adams is an award-winning photographer with a nuanced eye. His photographs are often taken as part of his philanthropic work. His photographic work has earned him several awards and has been exhibited at institutions such as Somerset House, Photokina, Kunsthalle Mainz and NRW Forum Düsseldorf. Adams works tirelessly for people in need around the world.

Steel and glass become steel enamel

Steel and glass - two completely authentic, natural materials, valued for thousands of years and each with its own unique properties. In steel enamel they form an inseparable bond. Kaldewei products are 100 percent Made in Germany and stand for outstanding design. The company's best kept secret for generations is a unique enamel recipe. Applied to the steel, it creates a flawless surface which is attractive, durable and extremely hygienic. Steel enamel is 100% recyclable and is one of the most sustainable materials in the bathroom.