The Electrolux Shanghai Design Space is now open, putting Electrolux squarely on the radar of China’s design community.
Located close to the center of Shanghai in a hip, post-industrial development called the Shanghai Sculpture Space, the Shanghai Design Space is key part of the strategy to establish the Electrolux built-in kitchen business through designers and kitchen manufactures as China’s European Design Authority.
The Design Space has a number of useful features: a design library, an exhibition space, flexible meeting areas, and a high-end working kitchen provided by leading Italian kitchen manufacturer Effeti (with appliances – of course – by Electrolux).
The Design Space is originally the brainchild of the Asia Pacific and China Kitchen Channel teams, who were seeking to rapidly establish awareness of the strong European design heritage of Electrolux. This is the backbone of the predominantly imported line-ups geared toward kitchen manufacturers and real estate projects.
Forum for design and designers
The Design Space is fundamentally a forum in which Electrolux can interact with China’s design community on a broad range of design related topics. Design lectures and exhibitions are part of an ongoing calendar of events, and the kitchen is used for cooking demonstrations for both customers and designers.
The first exhibition is an exclusive glass display featuring Murano glass, which is made by master glass blowers using age-old techniques on the island of Murano, Italy. The Murano glass sculptures on display in “Design Space” have been designed by renowned designers on behalf of Electrolux Italy.
Design library in cooperation with Italian design authority
A key element of the Design Space’s appeal for the design community is the Design Library, which offers thousands of design books and magazines. The Design Library is an initiative undertaken by the Italian Association of Industrial Designers, ADI. This cooperation establishes the first and only ADI Design Library located outside Milan, Italy. Members of the Shanghai Design Library will automatically be members of the library in Milan, and vice versa.
“While principally targeted at the design community, the Design Space provides an excellent vehicle for Electrolux to center its public relations activities in China,” says Paul Palmstedt, Head of PR Asia Pacific. “It is ideally suited for product launches, media interviews with Electrolux executives, and other brand building initiatives.”
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