The stand for the Electrolux Group at the FTK (Technology for the Kitchen) sector at Eurocucina, part of the 2010 Milan Furniture Fair, not only showcases the group’s latest products, but had the primary aim of presenting its new brand image and advertising campaign. The concept design was developed in collaboration with the studio FM Milano, and takes its cue from Electrolux advertising spots in which domestic appliances are set within white boxes, allowing them to be visualised against any preferred setting.


Fiera Milano, Rho (MI)

Electrolux Appliances

Competition: 2010

935 sqm

Exhibit Design Award, Edge Award for the Best International Stand

Professional Service

Design team
Filippo Pagliani, Michele Rossi
Alexia Caccavella, Alice Cuteri, Marinella Ferrari, Giada Torchiana

Studio FM Milano

General contractor
Aspbluesquare, Ranst (B)

Andrea Martiradonna

The appliances are set into the white surfaces of three multiple-sided boxes covered in a semi-transparent fabric. Dimmable lighting makes the boxes look as though they are pulsating and when the light is brightest, the Electrolux taglines appear on the fabric. The imaginary scenarios currently being used in the Electrolux adverti­sing campaign are projected on to the surfaces of these boxes.

The space between the boxes and the reception area was like a piazza or stage, using a worktop in sanitised stainless steel, set into a white counter whose multi-sided geometry echoes that of the boxes. The main feature of the reception point is the white surfaces in backlit plexiglass. The stand also included a multimedia zone with holographic touch-screens set into glass surfaces, and a hospitality area.

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