Amidst aromas of sugar and bread, a long suspended walkway with fluid lines led visitors along a path of scents, foods and colors. The exhibition 24h. Kitchen during the FuoriSalone, created by Samsung Electronics, embodied an original and dynamic way of living in the kitchen for millennials, illustrating the virtues of the company’s most innovative and intelligent built-in appliances, reflecting the role of a brand that has always been an epitome of innovation and high technology. Samsung’s objective was to shed light on the company’s way of combining cutting-edge technologies with contemporary design, reflecting the lifestyles of consumers.
Original and engaging, the itinerary of the exhibition “24hr. Kitchen” – created in collaboration with food designer Laila Gohar and the American design firm 2×4 – centered on the staging of a day in the kitchen, structured in three connected spaces. Namely: “morning,” corresponding to the entrance, “afternoon” and “evening.” The three zones were linked by an exclusive worktop with soft lines, winding from one setting to the next. Passing from cookies to artistic sculptures in butter, and cereal-based foods for the morning, guests reached the next setting, with a warm, playful style, offering delicacies and snacks of tomato caviar, with large suspended clusters. Finally, they entered a darker area for the evening, a triumph of spun and caramel sugar, sculpted and obtained by means of different cooking processes using Samsung appliances.
In each of the three spaces, the protagonists were the built-in appliances of Samsung, shown in a selection of the most innovative models. Like the Dual Cook Flex oven, the Virtual Flame induction range, the Twin Cooling refrigerator and the WaterWall dishwasher. During the 24hr. Kitchen event visitors had a chance to learn about the smart functions and high technology of the three lines of built-in products by Samsung: Smart Kitchen, Black Stainless Steel and Silver Stainless Steel.
“The installation Samsung 24hr. Kitchen at the FuoriSalone represents an opportunity to demonstrate our commitment to analysis and interception of the changing needs of consumers, as we continue to creative innovative and intelligent products,” says Daniele Grassi, vice-president of Samsung Electronics Italia. “The Samsung Built-in range is growing on the European market, gaining an increasingly large share in terms of sales, and encouraging us to make even larger investments in this sector.”