Exhibiting at Fuorisalone, part of Milan Design Week, Samsung digital appliances made their debut at the event with a pop-up installation in the Brera Design District.

The Samsung 24hr exhibition demonstrated how the kitchen is part of consumers’ 24/7 daily routines and featured the brand’s built-in kitchen appliances.

These included its Dual Cook Flex oven, Virtual Flame induction hob and Twin Cooling refrigeration.

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Designed in collaboration with food designer Laila Gohar, Samsung 24hr Kitchen represented a single day spread across three connected rooms of morning, day and evening.

Joined by a 16m worktop, which wove from one display to the next, each room focused on a food group demonstrating transformation from raw state to finished product, just as the role of the kitchen evolves.

Speaking about the event senior vice president of the digital appliances businesses at Samsung Harry Choi said: “The kitchen has become a core part of millennial homes. It is the hub of their home, where they cook, eat and connect with friends and families.”

He continued: “By showcasing the Samsung 24hr Kitchen at Furisalone, we hope to strengthen the brand power of our built-in kitchen appliances while continuing to develop product innovations for consumers, whose lifestyles are continually evolving.”

Samsung also created pop-up exhibition Resonance in the Tortona Design District, with interactive displays which would change depending on breathing, touching and talking.

It was designed to showcase Samsung’s user-centred approach to design under its slogan ‘Be Bold. Resonate with Soul.”

Samsung recently developed a support, education and reward scheme, Kitchen Circle, for kitchen specialists who sell its appliances.