Electrolux manufactures a full line of kitchen and laundry appliances. The brand's commercial ovens, dishwashers, refrigerators and other kitchen appliances are developed in collaboration with professional chefs and are found in many Michelin-star restaurants across Europe and North America.
For the National Association of Food Equipment Manufactures Expo, Electrolux challenged Freeman to create an award-winning cooking experience in the middle of a trade show floor.
Not a flash in the pan
e4 Design (a Freeman company) worked with the Electrolux events team to transform a 30x60 island space into a fully functioning commercial kitchen.
The primary challenges were logistics and look. Plumbing, electricity, gas, ventilation and drainage had to be supplied to the middle of a trade show floor. Meanwhile, the other challenge was designing an interactive exhibit that was attractive, functional and on brand. The live cooking demonstrations needed to work—and wow—at the same time.
Everything plus the kitchen sink
The team built the Electrolux commercial-grade kitchen around the beMatrix framework, dressing the frames with custom translucent acrylic walls, direct-UV-printed panels and seamless dye-sub fabric graphics. Plumbing and electrical utilities were hidden beneath an engineered raised floor, clad in whitewashed oak. This created a minimalistic, modern feel that let the captivating staging area and its eye-catching pendant lights shine brightly.
The contemporary look put the focus on the Electrolux kitchen appliances being showcased.
Now you’re cooking
Chefs used Electrolux appliances to prepare their delicacies while attendees relaxed at the bar, watching all the action. Traffic flowed naturally through the space, while attendees sat at the kitchen island, tasted samples and learned about the capabilities of the Electrolux products.
“Electrolux was so pleased with Freeman’s design, and the interest it generated at the show, that we re-purposed sections of the booth for our corporate showroom,” Angelo Grillas, Director of Marketing for Electrolux.