Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube
Electrolux, The Cube

Electrolux, The Cube

2012 / brand identity

The idea consists of an itinerant exclusive restaurant placed successively in the main European cities, in particularly panoramic adventurous locations in Bruxelles, Milan, Paris, London...This is the visionary project created by Electrolux: to bring design and technology together with international culinary culture. This project obtained great success among the media, thanks to popular chefs involved. Studio FM has designed every part of communication, from branding to website, catalogue, gadgets and so on, and then has committed architectural firm Park Associati the architectural design of the pavilion. In the graphic design it was also involved the decoration of the pierced foil that upholsters the polygon building, as if it was its skin; this foil has been carved with laser technology, in order to make the view on the surrounding space possible, by modulating and filtering natural light, enhancing interior-exterior osmosis.

Un edificio itinerante progettato per accogliere un ristorante esclusivo posizionato, a rotazione, nelle principali città europee in location particolarmente panoramiche e “spericolate”, Bruxelles, Milano, Parigi, Londra… Questo il visionario progetto di Elettrolux: connettere design e tecnologia con la cultura gastronomica internazionale. L’operazione riscontra grande successo mediatico, grazie anche al coinvolgimento di chef di nota fama. Studio FM ha seguito il progetto nelle sue fasi di sviluppo curando il disegno del marchio, il sito, il catalogo, i gadgets, etc… e affidando il progetto architettonico del padiglione allo studio di architettura Park Associati. La progettazione grafica ha compreso inoltre il decoro della lamiera forata che riveste esternamente, come fosse una pelle, la struttura poligonare dell’edificio; incisa con tecnologia laser per consentire la vista sullo spazio circostante, modula e filtra la luce naturale, enfatizzando così l’osmosi esterno - interno.

credits & specs
architecture
Studio Park Associati
curator
Absolute Blue - Bruxelles
photo
Andrea Martiradonna
client
Electrolux
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