Friday, 18 November 2011

Scholtés opens Centre of Excellence

Showroom based on central theme of 'Primitive Future'

Award-winning designer Patricia Urquiola has created the Centre of Excellence in London for premium appliance brand Scholtés. The 300sqm space situated in the famed area for kitchens Wigmore Street, in Central London, spans across two floors. 
It has been designed to have three distinct uses; as a showcase for appliances, training and workshop area for live cooking demonstrations and tastings, and even an exclusive restaurant for private dining.
Patricia Urquiola commented: “The concept was to do a space for giving services, which is the kitchen, a live place [for cookery demonstrations and private dining] and the showroom, just to display the items but in a way that was not a fake kitchen.”
It’s not only the use but the styling of the showroom that sets it apart from traditional kitchen or appliance studios. Based upon a 600 x 600mm module, the same dimensions as a Scholtés oven, the showroom is themed upon the core idea of ‘Primitive Future’, a deconstruction of a typical environment to re-interpret how retailers and consumers interact and understand appliances in a studio.

Working kitchen for cookery demos
or private dining experiences
Certainly the raw but welcoming experience focuses the mind on the look and uses of the Scholtés appliances. It features copper walls, throughout, with smooth wooden display area for the appliances on the ground floor. This is complemented by a textured wood kitchen, in the basement, designed to be used either as workstations for cookery demonstrations and training, or as a private dining area.

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