Thursday, 31 May 2012

Divine Inspiration at The Cube by Electrolux

The Cube by Electrolux overlooks the River Thames
If you’re in need of divine Inspiration, look up, and you’re guaranteed to find it there! Well, you are in central London and until September 30, anyway. The Cube by Electrolux has just arrived from Milan, transported via 11 lorries, and featuring its latest range of Inspiration appliances.
This 140sqm, 67 tonne pop-up ‘chefs table’ (with emphasis on the word ‘up’ ), is perched on top of the Royal Festival Hall on London’s Southbank. Around 5,000 diners are expected to be eating lunch and dinners, over the next four months, served by one of a six-strong team of Michelin-starred chefs. The chef team includes Sat Bains from Restaurant Sat Bains in Nottinghamshire; Claude Bossi from Hibiscus in Mayfair; Daniel Clifford from Midsummer House in Cambridge; Tom Kitchen from The Kitchen in Edinburgh and Jonray and Peter Sanchez-Iglesias from Casamia in Bristol.

These renowned chefs will not only be at the pass but also mingling with the booked guests - (paying between £175 and £215 for a set course including wine) to give hints and tips on cooking and how to achieve the results using Electrolux appliances. Head of marketing for Electrolux, Graham Bremer says: “We are releasing seat tickets in stages and already we are fully booked for the next five weeks."
The Cube forms a stage for Electrolux, which is repositioning its brand at a higher level, and leveraging its credibility using its 90-year history in professional environments. One in three hotel chains use Electrolux appliances for their kitchens or laundries and over half of Europe’s Michelin-starred restaurants use Electrolux equipment. Managing director, Ian Banes said at the launch of Inspiration: “10% of our global sales are professional and this division drives the technology for domestic design”. And Sophie Davidson, head of product, also commented at the event: “We have taken a lot of learning from professional ranges and injected them into domestic appliances.” It means the Inspiration range sees the introduction of a CombiSteam oven with temperature probe, InfinitePure induction hob with rotary sliders and fridge freezers with a single compressor to run dual cooling systems. And Electrolux is already planning to further augment its Inspiration range in September. It plans to launch the Inspiro oven with automatic volume sensing and self-adjusting cooking, gas hobs with vertical flame burners, laundry and dishwashers.

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