GRO - made for sustainable eating.
A vision of a better tomorrow. GRO* is the world’s first reimagined kitchen concept created for sustainable food choices whatever your starting point. It’s a futuristic approach to empower diverse, plant-forward eating and help make sustainable eating at home the preferred choice.
*Swedish for ‘to sprout’

My role

Timing

The project

I supported desktop research, conducted interviews with chefs, and designed and led workshops to explore emerging trends. I defined the user experience across physical and digital elements of the future kitchen and led the physical design team from concept to final prototype.

Year: 2019
Duration: 8 months
Reveal in Eurocucina 2022

Understand:
We dont know everything

We talked to the experts

From day one, we have collaborated internally and externally with chefs, food scientists, behavioural experts, researchers but also “early adopters” users. Collaborating with all of them has guided us in this project.

Desktop research

We collaborate with our Electrolux engineers

Exploring the 'art' of food storage in refrigerators, we recognize how factors like humidity, temperature, and light can significantly impact the lifespan of stored products.

Our three pillars:

Exploring our Opportunities

Multiples Creative workshops

We organized multiple workshops to explore each opportunity, beginning with the underlying purpose of each. This approach enabled us to generate a high volume of ideas.

Project management

This project has been extensive, scaling up significantly over time. At its peak, three teams worked in parallel, with me leading the 'physical' team of up to six designers. We held regular alignment sessions and presentations with stakeholders and internal teams to ensure cohesion.

Create

Ideas generated from the Opportunity workshops

Creative ideas and proposals are emerging from our Opportunities Exploration

Exploring the potential of the kitchen space

Evaluating concepts within the right context: determining which elements should be at eye level, which need to be within reach, and which can be positioned to the side.

Bringing ideas to reality through a blend of diverse skills

We advanced our proposition by collaborating with Color, Material, and Finishing designers to select purposeful materials, and involved FFF (Fit, Feel, and Finish) designers to achieve the optimal light spectrum for extending food longevity.

Showcasing GRO to the design world at Milan 2022

Milano!

We felt privileged and thrilled to present our kitchen concept in Milan in April 2022, where it received fantastic feedback and garnered significant interest from various media outlets and businesses.