Salone del Mobile 2014

stARTT for Helix / Eurocucina 2014

HELIX C 034 08 INSIDE VIEW BLACK
stARTT for Helix / Eurocucina 2014 it has been modified: 2022-06-03 di jessica zannori

As part of the 5th edition of FTK - Technology For the Kitchen, Elica presents at the Salone del Mobile the new collection of kitchen hoods and the areas of technological innovation that will influence the kitchen environment for the next few years.

Consistent with its vision and always looking to the future, Elica has entrusted, for the design of the stand, to the award-winning architecture and territorial transformation studio stARTT.

"The decision to rely on a firm such as stARTT, highly innovative and with an open and creative vision of the environment around us", comments Francesco Boromei, Chief of Marketing of the company, "is completely consistent with the path taken by Elica , in perfect balance between technological know-how, research, production, attention to the environment and sensitivity to contemporary art ".

The study stARTT, founded in Rome in 2008, has received numerous international awards, including the European prize YAP MAXXI 2011 for architecture under 35. To his credit, moreover, "La jeune architecture européenne" at the Pavillon de l'Arsenal de Paris and the exhibition "FUTURE: Architecture e (s) t Paysage" in Paris. The studio's works are currently exhibited at the Shenzhen and Hong Kong Biennale and featured in the traveling exhibition Piccole Utopie, on Italian innovation in architecture.

The original concept developed by stARTT to host the world of Elica and its revolutionary systems for air treatment in the home, in the name of technology, design and innovation, takes the form of a luminous, suspended ring that encloses a garden, a domestic exterior shaded and protected by the foliage of the trees, contrasted with the artificiality of the surrounding spaces.

Identity and logo of the company, which revolutionized the world of kitchen hoods, are represented on the outside of the ring, while inside it is possible to glimpse a mirror surface that reflects the vibration of the leaves and the movements of people, inducing a game of references.

The position of the trees is carefully studied to create a sequence of spaces, in an alternation of open-closed, narrow-wide, forest-clearing, dense-porous, aimed at enhancing, in a sort of artistic installation, the characteristics of form and materials of the Elica products on display. Among the plants you can discover the different areas of the stand, dedicated to specific functions: hospitality, meeting rooms, a convivial area, transit and exhibition areas.
EuroCucina 2014 will also be an opportunity to launch the GUTMANN brand in Italy - acquired by Elica in 2008 - and to introduce the latest tailor made creations that combine Italian design and German technology.

StARTT study was also entrusted with the preparation of the exhibition which will arrange for the Propeller fuorisalone in his showroom via Pontaccio 10. The exhibition Middle-Earth. A Journey inside Propeller will be curated by Alessandro Dandini de Sylva and Marcello Smarrelli, artistic director of the Fondazione Ermanno Casoli, with photographs by Fabio Barile and Francesco Blacks.

HELIX C 034 12 AXONOMETRY

More information about: www.elica.it

You Might Also Like