The stand for the Electrolux Group at the FTK (Technology for the Kitchen) sector at Eurocucina, part of the 2010 Milan Furniture Fair, not only showcases the group’s latest products, but has the primary aim of presenting its new brand image and advertising campaign. The concept design was developed in collaboration with the Milanese studio FM, and takes its cue from recent Electrolux advertising spots in which domestic appliances are set within white boxes, allowing them to be visualised against any preferred setting.
The appliances are set into the white surfaces of three multiple-sided boxes covered in a semi-transparent fabric. Dimmable lighting makes the boxes look as though they are pulsating and when the light is brightest, the Electrolux taglines appear on the fabric.
The imaginary scenarios currently being used in the latest Electrolux advertising campaign are projected on to the surfaces of these boxes.
The space between the boxes and the reception area is like a piazza or stage, where internationally famous chefs put on a show of their culinary skills to entertain visitors, using a worktop in sanitised stainless steel, set into a white counter whose multi-sided geometry echoes that of the boxes.
Behind this counter, live images from the cookery show are projected on a video wall.
The main feature of the reception point is the white surfaces in backlit plexiglass.
The stand also includes a multimedia zone with holographic touch-screens set into glass surfaces, and a hospitality area that includes a mezzanine level with a restaurant seating 36 diners and three meeting rooms for 6 or 12 people.Park Associati | Filippo Pagliani – Michele Rossi
Park Associati Team: Alexia Caccavella, Alice Cuteri, Marinella Ferrari, Giada Torchiana Art Direction : Studio FM Milano | Cristiano Bottino, Barbara Forni, Sergio Menichelli
Studio FM Milano Team: Libero Corti, Luca Terraneo
Surface area: 935 sqm
Project year: 2010
Photographer: Andrea Martiradonna