Fisher & Paykel Design & Branding FISHER & PAYKEL: THE SOCIAL KITCHEN by Alt Group Auckland

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Industry Household maintenance & pet products, Tableware, Cutlery, Cookware
Media Design & Branding
Market New Zealand
Agency Alt Group Auckland
Designer Janson Chau, Shabnam Shiwan, Aaron Edwards, Dean Poole Alt Group
Photographer David St George, Toaki Okano Toaki Okano Photography
Released September 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: FISHER & PAYKEL
Creative Director: Dean Poole (Alt Group)
Designer: Shabnam Shiwan (Alt Group)
Designer: Aaron Edwards (Alt Group)
Designer: Dean Poole (Alt Group)
Designer: Janson Chau (Alt Group)
Photographer: Toaki Okano
Photographer: David St George
Writer: Pradeep Sharma
Writer: Dean Poole (Alt Group)
Writer: Shabnam Shiwan (Alt Group)
Writer: Ben Corban (Alt Group)
Media placement: Pop-Up Installation - Pop-Up Installation At A One-Day Design Festivall - 19th March - 19th March

Describe the brief from the client
The Social Kitchen was developed to promote the design philosophy behind Fisher & Paykel’s range of kitchen appliances, to local specifiers, designers and architects. The project was created in collaboration with chefs Natalia Schamroth and Carl Koppenhagen of the Engine Room, furniture designer Sam Haughton of IMO and the Fisher & Paykel team.

Describe the challenges and key objectives
In a global market where many brands compete for the upper middle premium brand position, design innovation and quality are the only ways to stand out from the crowd. Specifiers, designers and architects are inundated with information but rarely get to interact with product designers and experience the design inspiration that drives them.

Describe how you arrived at the final design
A pop-up installation was created, incorporating a kitchen display within a modified shipping container, a custom table seating 50 people under a 'blow up' cube, and a series of classic New Zealand dishes reinvented. Visitors were treated to eight bite-sized works of art including an Earl Grey biscuit and Gingernut tea, sherbet made with crystallised Nobel Harvest Riesling, and clear Gazpacho soup. A series of studio-based images were shot presenting the ingredients of each dish at different stages of assembly. The project included uniforms, pole-based platters, menus on t-shirts, a newspaper and a video documenting the design process.

Give some indication of how successful the outcome was in the market
The event was made memorable on the day and recorded in several blogs which continue to secure it’s search rating on most search engines. Local and international magazines press featured the event and the collaborators individually. The event continues to be showcased internally to reinforce the brand philosophy of the most human-centred appliance brand in the world.