Making the ordinary extraordinary is the challenge undertaken by Elica. A revolution that starts at the heart of the home, in other words the kitchen, which through the technology and innovation deployed by the brand goes beyond any traditional concept to become the place for dynamic, integrated, avant-garde cooking. “Extraordinary Cooking” is, not by chance, the new payoff that accompanies the brand and its recent evolution, which began with a renewed brand identity and a consequent investment of over 40 million euros (in 3 years). Elica therefore presents itself at Milan Design Week with a new logo (a graphic element of strong impact and essentiality), but firmly rooted in its DNA, always aimed at research and experimentation. It is this peculiar approach that has led the brand, quite naturally, to explore new fields of application and expression, to the point of achieving a true revolution in household appliances dedicated to cooking.
“After the first fifty years oriented towards the world of aspiration, in which we won the trust of stakeholders and customers, we decided to reinvent our business by entering the world of cooking,” comments Elica’s Chairman, Francesco Casoli. “The journey began in 2016 with the launch of the NikolaTesla suction hobs and is now consolidated with even more avant-garde strategies and products.”
Lhov by Elica, design Fabrizio Crisà
Lhov by Elica, design Fabrizio Crisà
Starting with the product novelty, Lhov, the ultimate expression of the “all-in-one” revolution of modern kitchens thanks to the integration of hob, hood and oven, as well as a gateway for the brand into a new market category. Designed by Fabrizio Crisà, the company’s Chief Design Officer, Lhov encapsulates in a linear black glass aesthetic, high performance, functions inspired by the professional world and a powerful extraction system that for the first time removes odours and vapours not only from the hob but also from the oven. The only thing it acquires as standard is its size (90×36 cm), which allows it to integrate perfectly, optimising space and enhancing any kitchen project.
Lhov thus sums up the ideals of Elica, which has always stood for aesthetically beautiful, functional and easy-to-use solutions, the result of three guiding principles: creativity, technological innovation and design. In the same way, the Virtus Multi 60 DD oven (which has already won the “Archiproducts Design Awards 2023” award in the Product & Interior Design category): a linear and contemporary aesthetic, with total black surfaces, conceals the utmost in technology, through the Perfect Heat system, which manages the internal heat in all cooking functions in an excellent way, guaranteeing a rapid increase in temperature up to 300 C, and the Eco Clean function for quick and eco-sustainable cleaning.
Elica recounts this exceptional evolution in the setting of the Salone del Mobile.Milano and at the FuoriSalone at Palazzo Litta: two appointments distinct in concept and inspiration, but similar in their desire to go beyond the ordinary, in line with the brand’s philosophy.
Virtus Multi 60 DD by Elica, design Fabrizio Crisà
At Eurocucina – where next to Lhov and Virtus Multi 60 DD the panorama is completed with numerous other novelties that extend Elica’s reach in the world of cooking appliances – it is the exhibition architecture itself that recreates the brand’s new identity and value range. Designed by the Calvi Brambilla & Partners studio, the stand is a contemporary space inspired by art in which air (an intangible element that can be traced back to the company’s identity) becomes the leitmotif of the pathway, between distinct and immersive spaces, each characterised by a colour and a light installation, focused on specific themes such as cooking, aspiration and hybrid solutions.
At the Fuorisalone, on the other hand, the abstract sensoriality of Elica products will be on stage, imagined and recreated in the site-specific installation “Straordinaria“, according to the vision of the Japanese studio we+, (founded in 2013 by Toshiya Hayashi and Hokuto Ando), curated by Marcello Smarrelli, artistic director of the Fondazione Ermanno Casoli, with whom the company collaborated for this project. The work, created in the Cortile d’Onore of Palazzo Litta, emulates the lightness of clouds, in a continuous alternation of tones that evoke air and warmth. The result is an immersive experience, a sensory journey into the essence of the brand.
Straordinaria by we+ for Elica
