AEG. Challenge The Expected
The concept Challenge The Expected led the design, the project and the production of the first AEG – Electrolux flagship store, located in the Milano MediaWorld Store in Viale Certosa.
The AEG space design develops on 50 sqm and integrates the show-room with the experience area where the show cooking events, with brand ambassadors and star chefs, are taking place.
All the display elements for the staging of the kitchen look in one single direction: towards an hideaway staircase which allows the audience to sit comfortably and attend the events.
The staircase, when not needed, disappears into the wall freeing up the space.
The bearing structure of the whole boutique installation is a big metal “tree” with three supporting trunks resting on the floor.
The “branches”, together with black wooden panels, create big display niches framed by shafts of light.
The whole central structure is suspended as floating on the floor and it is enlightened in order to enhance the AEG products design.
The total set of colors, space and light is aimed to create an elegant interior.
