On the roof of the Palais de Tokyo, with a spectacular view of the Eiffel Tower, Nomiya, a construction transparency signed by the artist Laurent Grasso, while houses for one year a table of host for 12 persons. Since July 1, the culinary creator Gilles Stassart invents noon and evening of new recipes. Below, a terrace is a City Garden whose seasonal menu includes tomatoes, Zucchini Flowers, strawberries and red currant. The lower floor, a workshop will allow the public to follow until end 2010 kitchen around a central island courses integrating cooktops and ovens Electrolux, not far from a wine tasting and a mini-show-room space with refrigerators and washing machines.
Because it is the Swedish brand of household appliance which is at the origin of the long term, called the Art Home project. A pronounced flavour. "It is a way to interact with the consumer and to go beyond the usual universal messages, said Armando finishes, CEO of Electrolux France." We want to be creative in how to make experiences, increase its proximity with the brand and add emotional dimension to our products. "To eating or cooking, the public must previously register and address the meeting on art-home-electrolux. com
At just over ninety years, the industrial chooses new territories of expression. Holding share with the Palais de Tokyo of the values of creativity and accessibility, it wants to display its "mass premium" positioning, without being elitist. Created in 1919 by Axel Wenner-Gren, the brand has always highlighted its innovation capacity. Two years after his birth, it launches the Model V vacuum cleaner mounted on two skates metal and less cumbersome than equipment that existed at the time, thus bringing the product in many homes. The legend even reports that Swedish household women have expressed their disapproval, fear of being laid off.
A picture of creativity
Today, to maintain an image of creativity particularly necessary in times of crisis, and not to limit his speech to extensive hunting for the costs it has incurred, the household appliance manufacturer put on prospective design. By organizing every year a competition among students to imagine the future products. The winning projects are presented in public events such as the biennial of design in Saint-Etienne, like the winner of 2008, the Flatshare refrigerator, made up of individual compartments of different colours to facilitate the life of the housemates.
"Our thread is based since origin or almost on the observation of the consumer," says Armando finishes. That is why was born the Calima washer, launched this spring. The development of clothing based on silk or cashmere to dry flat, or the desire to have a warm robe out of the bath have led the mark out this machine which the upper is perforated with holes through which passes a jet of hot air.
Another track by brand: be visible beyond the usual distribution channels. In addition to the presence in the Palais de Tokyo or manifestations of design, it has established a European partnership with Ikea. Or how to take advantage of a geographic common origin, at the time where the Sweden chairs the European Union.