Serious About Food epitomises the KitchenAid way of living. Food is energy for our body, but the brand believes it is much more. It is about discovering the world using all the senses, about the enjoyment of sharing, the way we express our own style. It is also the challenge of innovation, the excitement of exploring new flavors, new techniques. Serious About Food people have great expertise in food, they require high-quality equipment to cook like a professional and to express their creativity. In return they expect perfect results, and last but not least they look for distinctive design with carefully executed details.
Nowadays, food preparation is absolutely central and connected with many levels of people’s lives. The kitchen has become the heart of the home. Creating the 1st kitchen design lab, KitchenAid stands as an agent of these social and cultural trends.
8 European designers, world renowned, were asked to invent and design the perfect kitchen that will meet the demand of this Serious About Food demographic. The designers needed to express KitchenAid’s concept in their projects, and present a personal interpretation of the ideal kitchen that will have to of course integrate the brand’s small and major domestic appliances.
The 8 kitchen design projects will be hosted by the Triennale Design Museum during the Milan Design Week from April 4 to 9 2017, and will then go on a road show around Europe (Paris, London, Berlin). The exhibition of these projects during the D’Days Festival in Paris will nourish our vision of how kitchens will evolve in the future.
Designers who participate to the Kitchen Lab project by KitchenAid :
KESAKU OSHIRO (Japan) - BERNHARDT & VELLA (Germany) - SERGIO CASTIGLIA (Italy) - MARC SADLER (France) - VICTOR VASILEV (Bulgaria) - RACHEL LAXER (Great Britain) - TOR INTERIORS (Great Britain) - MATALI CRASSET (France)