Fisher & Paykel EuroCucina Stand, Milan

Designed by: Alt Group
For client: Fisher & Paykel Floor area: 112.00 M² Year of completion: 2018
Submitted for: Trade-Fair Stand of the Year

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Stand exterior

About the Project

Fisher & Paykel is New Zealand’s largest and longest-established design-led company. It is one of a handful of New Zealand companies developing consumer durables – at scale – for the global market.

EuroCucina is one of the world’s most important kitchen design exhibitions. Held annually in Milan, it is attended by influential companies looking to showcase product ranges and innovations to a discerning audience. For Fisher & Paykel, EuroCucina was an opportunity to clearly articulate and differentiate itself from its competitors.

The stand was designed to showcase a breadth of new generation company products across categories at the same time deliver a unique visitor experience.
The experience was developed to present the company, its history and focus on refined, timeless design within a bigger provenance story – Designed in New Zealand.

What’s unique about it

Throughout the stand, place of origin was reinforced through a curated material palette and motion background featuring large-scale New Zealand landscapes. It was extended through a unique food experience served on custom designed furniture. It included tastes of place – including: Kawakawa Tea (A native botanical found only in New Zealand), Noble Riesling Sherbert, Kiwifruit (NZ’s national fruit) Shaved Ice and Manuka Honey Marshmallow (A unique mono-floral honey, from Manuka—a native tree that only grows in NZ).

The experience was operated by the Fisher & Paykel global design team, providing further insights into the design development process and brand.

Through creating strong links to origin and what that means to design approach and philosophy, it connects the organisations pioneering heritage with a future focused on developing human-centered design for the global marketplace.

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Rolled steel signage

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Social kitchen installation, with taste of place experiences. Motion background behind.

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Real kitchens showing products insitu

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Made in New Zealand story

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Fisher & Paykel global design operating the stand

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Taste of place experience: Noble Riesling sherbet

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Taste of place experience: Manuka Honey marshmellow

Case study video. Password: eurocucina

Location of project:
Credits:
Alt Group

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