F&P goes country-wide with ‘Ironside’

By Martin Vedris

SYDNEY: After launching its unique Izona kitchen appliances display in a purpose-built shipping container, dubbed ‘Ironside’, Fisher & Paykel, is now taking the interactive kitchen display on a national road tour.

Calling ‘Ironside’ a converted shipping container doesn’t do the interactive display justice — the display has to be seen to be appreciated.

Ironside is an interactive showcase of Fisher & Paykel’s new Izona premium kitchen appliance range. It was created inside a shipping container that was re-configured and custom-fitted by Sydney architect, Tony Camilleri.

One entire side of the shipping container has been cut away to show ‘today’s’ and ‘tomorrow’ kitchens side by side. People start the display by entering today’s kitchen, fitted out with Fisher & Paykel appliances and then walk through to tomorrow’s kitchen, fitted out with Fisher & Paykel’s Izpona range, comprising the Izona CookSurface gas cooktop, CoolDrawer refriogerators in a drawer, and the VentSurface rangehood.

Last weekend Ironside was placed at the entrance to Space Furniture, Fortitude Valley at the Brisbane in Design show, which was attended by over 4,000 architecture and design professionals. This followed Melbourne in Design last month.

“Not only does Ironside beautifully display the Izona CookSurface, CoolDrawer, VentSurface and other Fisher & Paykel kitchen appliances, it makes a stunning architectural design feature in its own right,” said Fisher & Paykel national marketing manager, Peter Russell.

“We believe it is the only container-conversion of its type in the world that converts to twice its volume by the unique roll-out mechanism,” he continued. “It demonstrates Fisher & Paykel’s ongoing commitment to innovation and thinking outside-the-square in relation to design, function and aesthetics,” said Russell.

Fisher & Paykel’s ongoing strategy is to target the architectural and design fraternity, as well as other opinion leaders.

“The response to the project has been universally positive and we are delighted they are embracing this ground breaking design concept, and the revolutionary appliances,” said Russell.

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