Electrolux Group delivered a pop-up installation away from the Fair during the week of Salone del Mobile in Milan to draw attention to sustainability and help visitors understand how simple it can be to create a better home environment.
Located within the ‘Library of Trees’ (Biblioteca degli Alberi), the Electrolux EcoLine Hub was designed to show some of the company’s most energy efficient products and encourage people to adopt more sustainable behaviours.
Electrolux Italy head of communications, Alessandro Lombroso said the response was extremely positive with over 3,000 visitors in less than one week.
“Feedback helped us understand that there is still a need to create a culture of sustainability, something which is engrained in the Electrolux DNA. For instance, most visitors discovered in the Electrolux EcoLine Hub that just by switching the washing machine from 40 to 30 degrees Celsius reduces the impact of doing a laundry cycle by almost one quarter (24%, based on global Electrolux Group life cycle assessment data), while still achieving the same results in terms of cleanliness,” he told Appliance Retailer.
“We offered tours of the installation, guiding visitors through the Electrolux EcoLine products selection and explaining how to best use the appliances to reduce their climate impact during usage. In less than one week, there were over 200 tours of the Hub.
“Sustainability is deeply rooted into Electrolux strategy and the Electrolux EcoLine Hub contributed to bringing our products and messages to a vast audience.”
The Hub was divided into two main areas. The first dedicated to Taste with the 800 Steamboost steam oven (KOBBS39WX), induction cooktop with integrated filter hood (KCC84453CK), SenseBoil 700 with new SaphirMatt glass (EIS82453IZ), dishwasher (KEZB8500W) and 700 GreenZone fridge-freezer (KNP7MD18S). The second area was dedicated to Care with the new range of Electrolux dryers and washing machines, equipped with a microplastic filter.
Electrolux washing machines with the SmartSelect interface adjust cycle duration and temperature based on needs and can help save water, energy and time. SensiCare+ technology can save up to 40% in time, water, and energy by detecting the weight of each load and adjusting the wash cycle. The SmartSave function featured in the dryers allows users to choose between drying more energy efficiently or faster to save time.