HEMEROTECA
26 febrero, 2014
As part of the 5th edition of FTK – Technology For the Kitchen, Elica presents at the Salone del Mobile show its new collection of kitchen hoods, along with the areas of technological innovation that are set to affect the kitchen environment over the next few years.
In keeping with its vision and looking towards the future as always, Elica commissioned the design of its booth to the multi-award winning territorial conversion and architecture studio, stARTT.
The decision to put our trust in a studio such as stARTT, which is so highly innovative and with an open and creative vision of our surroundings, explained Francesco Boromei, Chief of Marketing at Elica, is entirely in keeping with the journey undertaken by Elica, in perfect balance between technological know-how, research, production activity, environmental friendliness and an appreciation of contemporary art.
Studio stARTT, which was established in Rome in 2008, has received a host of international awards, including the European YAP MAXXI 2011 prize for architecture under 35. It also boasts La jeune architecture européenne at the Pavillon de l’Arsenal in Paris and the exhibition entitled FUTURE: Architecture e(s)t Paysage in Paris. The studio@¬#s current works are on exhibit at the Shenzhen and Hong Kong Biennial and are part of a touring exhibition called Piccole Utopie about Italian innovation in architecture.
The original concept developed by stARTT to accommodate the world of Elica and its revolutionary systems for the processing and conditioning of air in the home, featuring technology, design and innovation, takes shape in a bright suspended ring, which encloses a garden, a shaded domestic outdoor setting protected by the foliage of trees, contrasting with the artificialness of the surrounding spaces.
The identity and logo of the company, which has revolutionised the world of kitchen hoods, are represented outside the ring, whereas inside onlookers can catch a glimpse of a mirrored surface that reflects the vibration of the leaves and the movement of people, leading to a game of reminders.
The positioning of the trees has been carefully studied to create a sequence of spaces, alternating between open and closed, narrow and wide, wood and clearings, dense and porous, devised to emphasise, in a kind of art installation, the shape and material characteristics of the Elica products on display. The various areas of the booth can be discovered amid the plants, and each one dedicated to a specific function: a reception area, meeting rooms, a lounge, passageways and display areas.
EuroCucina 2014 will also be the perfect opportunity to launch the Gutmann brand in Italy – which Elica purchased in 2008 – and to introduce the latest tailor made creations that combine Italian design with German technology.
Studio stARTT was also appointed to fit out the display that Elica will be organising for the Fuorisalone collateral event in its Showroom in Via Pontaccio 10. The Middle-Earth. A Journey inside Elica exhibition will be in the hands of Alessandro Dandini de Sylva and Marcello Smarrelli, art director of the Ermanno Casoli Foundation, with photographs by Fabio Barile and Francesco Neri.
Fiera Milano Rho – Milan Exhibition Centre. 8th-13th April 2014. Hall 11 FTK – Technology For The Kitchen. Booth A23-A25
* For further information: www.elica.com
