Samsung appliances debut at Milan Design Week

Electronics giant Samsung creates 24hr Kitchen and Resonance pop-up exhibitions

17 Apr, 19

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.

Samsung appliances debut at Milan Design Week

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.

Samsung appliances debut at Milan Design Week 1

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 appliances debut at Milan Design Week 2

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.