1 PRESSEMITTEILUNG ELECTROLUX, EUROCUCINA 2014 DATUM / _8455
2 KUNDE / ELECTROLUX PROJEKT / MESSEDESIGN ORT / EROCUCINA 2014, MAILAND PRESS / NEUSS, Electrolux at the Eurocucina 2014 in Milano The process of creating an emotional brand appearance at eye level with the customer D art Design Gruppe develops a pulsating experience concept for Electrolux at the Eurocucina 2014 that took place from 8 to 13 April 2014 in Milano. According to the strategic core topic We don t sell appliances, we sell great tasting food, Electrolux presents more than just its products at the leading international fair for kitchen appliances. This time, the Swedish kitchen pro involves and seduces its guests in the spirit of Emotional Branding with secret ingredients that turn food into a special experience. With an emotional story-telling concept, the fair design of D art Design Gruppe incorporates the strategic realignment of the Swedish manufacturer of domestic appliances. Its basis is the new brand campaign Secret Ingredient that starts internationally with the Eurocucina presentation and is turned into a spatial brand experience by the designers from Neuss, Germany. The communication topic runs like a red thread through all areas of the fair presentation and is meant to create more space for the direct dialogue with customers. The fair presentation with a size of 860 sqm is based on a combination of sensorial and functional product presentation: All five product areas that are presented as for example Professional Cooking, Cold or Steaming receive their own taste station. They serve as an opener for these product areas and invite visitors to talk to the Electrolux celebrity chefs at the open table. The chefs prepare their recipes at eye level with the visitors and add something very special to them. Stimulated by the show kitchens open design, the international chefs share their personal inspirations, their Secret Ingredients, with the customers. But visitors are also asked to share their ideas: Their personal Secret Ingredient receives a striking place on the fair stand s black board. The taste zones product presentation is connected to the emotional communication track. It s not the technical properties that are at the presentation s heart, but their contribution to an optimized taste experience. The technical products Secret Ingredients are thus complemented with an additional emotional component and visitors can directly degust them at the matching taste station. The product presentation subordinates itself to the product experience: The exhibited products are not presented in an exaggerated or arranged way, but are placed at the customers eye level and embedded in a classic kitchen atmosphere. Consequently, there is a special touch to live cooking with Electrolux: good taste turns into an experience and creates an emotional connection with the brand and its products. The corporate strategy We don t sell appliances, we sell great tasting food is thus directly implemented. The area Professional Cooking is a special highlight of the fair presentation with an open restaurant kitchen: The pro appliances of Electrolux are only shown and exhibited in action. Visitors thus gain insights into the settings of professional cooking as well as into the company
3 KUNDE / ELECTROLUX PROJEKT / MESSEDESIGN ORT / EROCUCINA 2014, MAILAND PRESSE / NEUSS, Electrolux, because the pro appliances are the company s corporate DNA, from which innovations for the development of everyday kitchen appliances are deduced. Another distinctive feature is the area Innovation. The mainly white concept area provides expert visitors with an insight into the research and development department of Electrolux. What does the professional chef of the future require? Which technical features play a role in the future? Visitors can experience and see all that in the laboratory. Embedded is the experience concept in an open house architecture that wraps the brand space up with a transparent and open outer sheath. Open metal grids of five metres height enfold the fair stand. Integrated into them, there are three large folding doors that invite visitors to enter the fair area. Thanks to the architecture s transparency, visitors can already see the hustle within the area from outside. At the same time, the outer sheath communicates the special atmosphere to the outside: warm light, smells, fragrances and sounds penetrate it and embrace the fair visitors senses.
4 KUNDE / ELECTROLUX PROJEKT / MESSEDESIGN ORT / EROCUCINA 2014, MAILAND PRESSE / NEUSS, Facts and Figures Fair Eurocucina, Milano Customer Fair Designer Fair Construction Stand Type Stand size Electrolux D art Design Gruppe GmbH, Neuss Holtmann GmbH Inselstand 860 qm Photos We are happy to provide you with high resolution images in printable resolution for the topical coverage. Since the name of the photographer is binding for the usage of the images, please send your request to: Copyrights Photography: Lukas Palik Fotografie Contact D art Design Gruppe GmbH Inge Brück-Sehnystahl (Director Corporate Communications) Haus am Pegel Am Zollhafen Neuss Phone: +49 (0)2131 / Company profile The D art Design Gruppe is one of the leading agencies for spatial communication in Germany, in which creative design skills are merged with interdisciplinary expertise. A recipient of numerous international design awards, the D art Design Gruppe designs brand experience and adventure spaces for clients such as as adidas, arte, Bogner, C.H.Beck, Electrolux, Gabor, Grundig, Kanzan, Lloyd, Panasonic, Philips, RWE, Schüco, Turck and VDP.
10 KUNDE / ELECTROLUX PROJEKT / MESSEDESIGN ORT / EROCUCINA 2014, MAILAND BN _8455 Grid elements from dark grey polished metal wrap up the experience concept and simultaneously open up the fair stand s lively atmosphere BN _8478 LED walls in the central entrance area serve as an atmospheric instrument. They depict film sequences from the current Secret Ingredient campaign. BN _7924 Fields in the ceiling combined with large graphics reflect the single product areas and create an intuitive orientation system.
11 KUNDE / ELECTROLUX PROJEKT / MESSEDESIGN ORT / EROCUCINA 2014, MAILAND BN _8466 At every entrance of the brand architecture the visitors are received by a taste station BN _8434 An insight behind the scenes: Innovation is the secret ingredient to Electrolux brand success. BN _8264 The open restaurant kitchen provides insights into professional cooking the core competence of Electrolux.
12 KUNDE / ELECTROLUX PROJEKT / MESSEDESIGN ORT / EROCUCINA 2014, MAILAND BN _8274 Standing right next to the pros, customers can experience the whole cooking process from close up. BN _8289 The Secret Ingredient campaign dominates the brand appearance of Electrolux at the Eurocucina 2014 and is the red thread that connects all areas. BN _8220 / BN_8590 Dialogue at eye level: Fair visitors disclose their secret ingredient.
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