Whirpool Corporation
Design Week | Fuorisalone | Eurocucina


Whirlpool Corporation at Eurocucina and Fuorisalone during Design Week, an international stage for kitchen furniture and technology.


Multisensory and digital experiences blend with interactive installations and engaging activities, creating an immersive and dynamic environment.


Milan, Design Week
2022 | 2018 | 2016

Fuorisalone 2022
Between Space and Time

Alongside Whirlpool Corporation for the organization and installation of the exhibition space in the heart of Brera District: an opportunity to mark even more vividly the restart of the event sector, thanks to the historical nature of openness and public involvement of Milan Design Week. Leveraging on the main theme of Fuorisalone 2022 “Between Space and Time”, the exhibition offers ways to live a renewed relationship between these two dimensions, suggesting how no space of our life has changed as much as our living space at home.

Whirpool Corporation
Whirpool Corporation

Meanwhile, Hotpoint orchestrates a compassionate celebration for the imagination, providing individuals with the opportunity to immerse themselves in the heartfelt essence of #ShareHomeLove, a central theme in the brand narrative. Guests embark on an emotional exploration of cherished moments associated with home-love, illustrating how Hotpoint's solutions serve as reliable companions, consistently supporting them.

Eurocucina 2018
Every journey tells a story

With the new concept "Stories: Every journey tells a story," Whirlpool showed how technology transforms daily experience into a "Food Journey" at the Eurocucina event with Filmmaster. The stand, designed as a pulsating heart, offered digital and interactive experiences, demonstrating how product technology enhances meal planning, storage, cooking, and cleaning. The Whirlpool, Hotpoint, Indesit, and KitchenAid brands told their stories through these innovative interactive journeys.

Innovation and Design
For Whirlpool, Hotpoint, Indesit, and KitchenAid

Whirlpool presented "Sensing Your World" at Eurocucina, featuring smart appliances from the W Collection range. At the center of the stand, "Jewel" showcased the brand's new trends with materials inspired by the earth's energy. Hotpoint hosted cooking shows with Jamie Oliver and Lisa Casali, focusing on Food Waste Culture and allowing visitors to interact through live feedback. Indesit promoted the #doittogether campaign, illustrating the sharing of household chores through instant messages. KitchenAid celebrated craftsmanship with a carpenter showcasing custom product details, emphasizing professional performance and iconic design.

Eurocucina 2016
The concept "Life is Live," creating an interactive and immersive experience

In 2016, Whirlpool Corporation made its debut at Eurocucina with the brands KitchenAid, Whirlpool, Hotpoint, and Indesit. Filmmaster curated the setup with the concept "Life is Live," creating an interactive and immersive experience. The stand, with its essential and airy design, was divided into four thematic areas, each dedicated to a brand, and enriched with LED screens that told the stories of the products. Every day, the space came alive with events and performances, offering the audience an engaging and dynamic experience.

Whirlpool_design atelier_fuorisalone-filmmaster-2022
Interactive Experiences
for Whirlpool Corporation's 4 Brands

At Eurocucina, Whirlpool Corporation presented innovative experiences for its brands. Whirlpool introduced the "Interactive Kitchen of the Future" with the "Smart Cook Induction Hob." For Hotpoint, Filmmaster designed a live cooking installation with daily performances by a chef and a calligrapher to bring about a never-before-seen "food telling." Indesit animated the stand with musical performances by Elephant Claps, along with interactive installations like a wall of fresh apples and a table for the Turn&cook app. KitchenAid celebrated craftsmanship with a Resident Chef who showcased his art throughout the event.

Whirpool Corporation
Whirpool Corporation
Whirpool Corporation
Let's talk
Let's talk
Let's talk
Let's talk
We challenge, we create, we transform.
Get in touch

Viale Fulvio Testi, 121
20162, Milan

Dubai Studio City, Bs 02
P.O. Box 500335

Arlington House, 220
Arlington Road, NW1 7HE
United Kingdom

Piazza Venezia, 11
00187, Rome

Al Raidah Digital City
Nakheel District
Saudi Arabia

Al Ghaith Tower 8Th Floor
Hamdan St.

Al Mosa Tower 4th Floor
P. Turki Bin Abdulaziz Street
Saudi Arabia