New Tourist Attraction in The Tri-Border Area – Villeroy & Boch World Opens Its Doors to Visitors

From 23 January 2025, Villeroy & Boch will be welcoming visitors to the new
Villeroy & Boch World. In the newly designed Villeroy & Boch World, set against the impressive backdrop of the Old Abbey in Mettlach in the Saarland, the company invites visitors to experience the fascination of the Villeroy & Boch brand up close. The outlet store attached to it has already been open since November 2024.

The Villeroy & Boch World offers a multi-faceted brand experience, making it more than just a company museum. Together with the Old Abbey and the recently opened outlet, a national tourist attraction is emerging that is set to attract visitors from all over Germany and the neighbouring countries.

An exciting journey into the world of Villeroy & Boch awaits guests in an area of more than 2,000 square metres: from varied room installations to fascinating product worlds and interactive elements. The Villeroy & Boch World offers insights into production, provides a peek into a designer's workshop and showcases key innovations and design highlights. Also included are the company’s fascinating history and an exhibition of historical ceramics. The integrated outlet invites you to explore and purchase products from the Dining & Lifestyle division directly on site. A visit to the Villeroy & Boch World makes the combination of tradition and innovation that has characterised the company for 277 years tangible and an all-round sensory experience.

The opening of the new Villeroy & Boch World is the highlight of the construction work carried out so far as part of the Mettlach 2.0 location development project, which Villeroy & Boch has been pursuing together with the municipality of Mettlach since 2010. By investing heavily in the modernisation of the Old Abbey and the entire site, Villeroy & Boch has renewed the structural fabric and infrastructure of the location in recent years and has also created inspiring working environments for its employees.

'The world of Villeroy & Boch is extremely important to us as a company, as well as to the town of Mettlach and the region. The exhibition goes far beyond what you would expect from a traditional company museum. Together with the historic Old Abbey, the adjacent park and the new outlet store, it will become a place where the Villeroy & Boch brand can be experienced in all its facets. ‘We're creating another visitor magnet and an attractive leisure attraction for the town of Mettlach, the region and the Saarland,’ emphasises Gabi Schupp, Chairwoman of the Management Board of Villeroy & Boch AG.