WHIRLPOOL THEATRE

Whirlpool is protagonist of the Fuori Salone event with a stand entitled
“Food, Living and Design” that combines research, sensations and environmental concerns.



Milan, February 2008 – Whirlpool, worldwide leader for the production and sale of large home appliances, will participate in the Fuori Salone event with a stand that combines style and innovative spirit, exploring the new frontiers of design and experiencing the pleasure of conviviality.

Whirlpool Theatre will be on stage at the Tortona Zone, where it has set up a variegated, changing exhibition that will surprise visitors every minute of the day, for the entire duration of the Furniture Fair, with guests, debates on the future of home appliances, cooking courses and special events. An exciting source of stimuli and ideas, but also a pleasant place to relax and chat, make new friends and recharge your batteries.

The company will participate in the Fuori Salone side event with the Whirlpool brand, that interprets the values of innovation and design with a flair for fashion, and with the KitchenAid brand, emblem of passion and creativity in the kitchen, renowned for the professional performance of its products. The Whirlpool stand will unveil the most significant new products developed by the two brands for 2008 and three important research and design projects: Fashion Insights, Green Kitchen and Cooking Concept.

Fashion Insights expresses the Whirlpool philosophy and design spirit, always attuned to the spirit of the times and ready to interpret the contemporary lifestyle by creating home appliances that are icons of design and capture the essence of the moment in the purity of their lines. The new Whirlpool products, that will be presented at Eurocucina, reflect the heightened fashion sense of consumers and a new esthetic sensitivity that blends design content and “Haute Couture” in ways that strike a chord of immediate affinity and recognition.

Green Kitchen is a revolutionary project of environmental sustainability that focuses on reducing energy consumption in the home, achieving levels of savings that were unthinkable until now. The core of the project consists of an absolutely new approach that integrates different appliances into a unique patented system capable of saving resources and reusing waste. It is a solution developed by the Global Consumer Design division of Cassinetta (VA), the only Whirlpool style center in Europe, that reinforces and completes the project on which Whirlpool first embarked with its exclusive Sixth Sense technology, the only system that permits savings of up to 30% in water, time and energy.

Cooking Concept is a project developed for KitchenAid, involving some of the most prestigious Italian designers like Paolo Nava and Fabio Casiraghi, Ludovica and Roberto Palomba, Luca Colombo and Sergio Pastiglia, to explore and delineate the future of the kitchen. The intuitions of these designers provided the foundations for four innovative design concepts that propose to valorize the inspiration and creativity of expert gourmets, offering the technologies and capabilities of a professional kitchen in products geared to the domestic environment.

“I am proud of the new products we will present at Eurocucina and during the Fuori Salone event because they confirm our company’s extraordinary capacity for innovation”, says Lorenzo Paolini, Vice President Market Operations South Europe of Whirlpool. “Whirlpool products interpret the most current design trends and life styles, anticipating the needs and fashion aspirations of the consumers. The KitchenAid proposals cater to a new type of consumer, people who experience food preparation as the creation of a work of art and have discovered that they can have professional instruments at their fingertips. The Green Kitchen project also opens the way to a new approach to home appliances, that will enable consumers to contribute concretely to saving the planet and reducing their consumption of its resources.”


Whirlpool. Sensing the Difference