The challenge was to create a space that provides both an immersive brand experience for visitors and also to function effectively as a workspace for the 1500 employees based there. In order to move away from traditional product displays, the concept required questioning our everyday interactions with people, objects and spaces. Understanding the ever-changing, ever-evolving nature of these relationships resulted in the overarching theme “Life Pulse”. Space is intended to capture the Electrolux identity, not as a manufacturer of products but an enhancer of quality of life.
The idea was to create an experience that is flexible and modular with equal emphasis on function and form. Space is designed from the consumer’s perspective, transforming throughout the day to cater to the needs of the employees and visitors. A dedicated area representing the “Taste”, “Care” and “Wellbeing” divisions of each brand was created to visualize how the influence of the product day-to-day activities of consumers. Incorporating the theme of dynamic functionality, these areas are designed to reflect real living spaces with the brands’ products brought to life as part of the experience.
“Creating a permanent installation of this scale is a unique opportunity to bring the brand to life.”
Upon entering, visitors are welcomed by a fully functional kitchen equipped with hi-end appliances. The kitchen is continuously used for training by the professional chef Sebastian Gibrand, who received the silver medal in Bocuse d’Or 2019. From the entrance to the core of the Experience Center, the Town Hall, a new spectacular meeting space, the experience is segmented into spaces dedicated to keys brands, and general awareness of the Electrolux Group. All spaces assume all functions of education, experience, and is a fully functional work scape integrated into the building existing workflow.
The curation of the concept, design and content of the project resulted from an extensive collaboration between Jack Morton and Electrolux, Frigidaire and AEG, the three key brands displayed at the Electrolux Group experience centre. “Being our global headquarters, it was crucial for us to curate an experience that represents the essence of our family of brands. Jack Morton was not only able to capture this but execute it through a lens that truly embodies who we are,” says Annika Priou, VP Global Brand Development at. Electrolux
Although the frame of the building was largely left intact, the experience centre currently houses a new space that was architecturally modified from the existing building, called the “Town Hall”. Transformed from previously unused space, the Town Hall is now utilized for a plethora of activities. The large steps for seating provide layers and depth, encouraging employees to meet, interact and hold conferences with the use of large screens. A clear glass structure spanning two storeys was also built-in, where new products can be displayed with transparency and elegance. Today, the experience centre is used as an area for education, experimentation, gathering and discovery. Visitors and employees alike are invited to learn, play and dive into the world of Electrolux. The brand’s three core values “Passion for Innovation, Customer Obsession and Drive for Results were successfully translated into space through unified storytelling and pragmatic design.
“Creating a permanent installation of this scale is a unique opportunity to bring the brand to life. The team has worked beautifully to make this a reality. We look forward to future collaborations with the Electrolux Group,” says Jens Mayer, Managing Director of Jack Morton Germany.