With Milan Design Week and iSalone starting this week, our inbox is filling up with exciting previews from a variety of companies. This new kitchen from Toncelli will be on display in the centre of Milan in a purpose-designed display called “Presso”. It is intended for use by local and international press and industry with wi-fi connection, full working kitchen (pictured) and inviting home theatre.
The kitchen is called “Progetto50 Wind” and features two freesanding tall units finished in Canaletto Solcato walnut with pocket doors. One houses appliances and the other storage and preparation items. The fabulous island is finished in beige cement with doors in an opaque Metalcar lacquer. All appliances are from Electrolux.
The company calls Progetto50 Wind an “icon of luxury, of functionality and beauty, superbly made in Italy”.
What I find really interesting is the idea of creating this space not just to showcase the kitchen but to purpose-design it for use by visitors. The kitchen is fully-functional and has been designed and furnished to be available for use at anytime. If I’ve read the information correctly, visitors can relax and access the free wi-fi, cook a meal in the furnished kitchen, or relax with friends in the private home theatre space.
When every design company in Europe has a new product or design to showcase, this is a different way of engaging with both journalists and international design community. It will be very interesting to see how the company feels after the 14th when Milan Design Week finishes and they calculate the success of this enterprise. We’ll keep you posted.
What do you think of this idea? Would an environment such as this – where you can not only see but touch, feel, create and taste – give you a better understanding of the concept and therefore make you more inclined to consider the merits of this company’s products? Let us know.
