24 hour kitchen
2018
Image from the 2x4
client
Samsung
Project tyoe
Exhibition
project timeline
2019
Project Overview
In April/2019 Samsung presented its growing kitchen collection in Milano. With this Fuorisalone installation, Samsung aims to introduce new built-in concept kitchens, create a cool, buzzworthy, sharable experience, deepen the relationship with designers and specialists, along with appeal to the general public and build the reputation as intellectual and premium brand. The 24 hour Kitchen celebrates the home kitchen as a dynamic 24-hour hub of production, creativity, and social connections.
Design processes
In a meticulously orchestrated and highly collaborative design process, the exhibition unfolded as a seamless synergy between the architecture, branding teams, and project management. Initially, the teams united to gain a deep understanding of the client, Samsung Appliances, and the intricate context and needs surrounding the project. Following this collective immersion, the focus diverged—our team dedicated efforts to conceptualizing and designing the physical space and media for showcasing the product, while the branding team concurrently crafted the visual identity.
Design challenges
Challenges emerged in finding the optimal balance between showcasing the client's product and meeting visitors' cravings for new and intriguing content. Collaboration introduced complexities, particularly when working on special concepts. Uncertainty surrounded the visual outcomes for both our team and the branding team as we aimed to construct a unified story.
To address this, a collective envisioning process unfolded, encouraging everyone to mentally sketch their interpretation of the ideas. This method facilitated collaborative review sessions where the visuals took shape. Our narrative organically evolved as team members drew inspiration from each other, prompting us to adjust and refine our concepts in response to the collective exploration. This interdisciplinary approach proved indispensable in navigating the intricacies of this design challenge, ensuring a harmonious and dynamic response to the complexities inherent in the exhibition's objectives.
Design Outcomes
Successful and timely opening of the 24-Hour Kitchen exhibition during the 2019 Fuorisalone in Milan.
The exhibition attracted thousands of visitors, effectively showcasing Samsung Appliances' new products and boosting their visibility.
The impactful design work established Samsung as a recurring client, leading to a continued and fruitful business relationship.
