Electrolux has taken its appliances out of the retail environment and brought them into a more bucolic setting with the launch of a pop-up “Inspiration Kitchen” timed to celebrate the launch of its Electrolux Inspiration Range of kitchen appliances.
Set up in Centennial Park in the heart of Sydney, the Inspiration Kitchen will combine a kitchen and dining space to showcase the appliance range to consumers in stylish surrounds. Launching today, the pop-up will only be on show until this Sunday.
But despite its short stay, Electrolux has big plans for the Inspiration Kitchen, recruiting a number of celebrity chefs and Sydney foodscene stalwarts to bring a bit of flair to the space. World renowned chefs and Electrolux cooking ambassadors Tetsuya Wakuda (head chef at hatted restaurant Tetsuya’s) and Peter Gilmore (from Quay restaurant and of MasterChef ‘Snow Egg’ fame) will both be on hand to demonstrate their skills at the kitchen, while Richard Ousby (Stokehouse), Tony Mann (Petite Bouche) and the founders of the Eat Art Truck food truck (sponsored by Electrolux) will also appear.
For the consumers that want to learn a bit more about the nuts and bolts of Electrolux design, the brand’s senior design manager Lyndon Craig will be on hand to talk guests through the appliances themselves and offer tips on how to get the most out of their kitchen appliances.
Speaking about the Inspiration kitchen, John Brown, Electrolux Home Products Australia and New Zealand managing director, said the brand had some serious heritage that was being used as ‘Inspiration’ for the range.
“Electrolux has designed premium kitchen appliances for homes and restaurants for more than 90 years,” said Brown. “We have harnessed this expertise to develop the Electrolux Inspiration Range.
“There was no more perfect way to launch this innovative new range than to create an aspirational designer kitchen and dining venue from the ground up, and to have partnered with so many inspiring industry leaders to bring it to life.”
The Electrolux Inspiration Kitchen will be in Sydney’s Centennial Park from Thursday 28 November to Sunday 1 December 2013.