GRO.
The sustainable Kitchen
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 conducted desktop research, interviewed chefs and influencers, and facilitated workshops to identify emerging trends. From these insights, I defined the user experience across both physical and digital touchpoints of the future kitchen, and guided the physical design team from concept to prototype.
Year: 2019
Reveal in Eurocucina 2022
Understand Phase:
We do not know everything
Desktop research
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.
Interviews with Experts
Gathering knowledge from specialists was critical—not only to understand the right behaviors to promote, but also the challenges people face when shifting their diet. Chefs and scientists helped us navigate diverse perspectives, grounding the project in both practical and scientific insight.
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.
The EAT Lancet report
the Eat Lancet commission, a group of 37 world-leading scientists, was THE reference. In 2019, they presented the Planetary Health Diet. In short, without major changes, our food system will continue to push our planet well beyond its boundaries, so we need a BIG shift from our current global diet to the Planetary Health Diet.
Making sense :
Our Opportunities
The three pillars guiding us moving forward
5 focus areas have been identifies and documented
Create Phase:
Designing the Experience
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.
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.
Prototype & Test
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.
Impact & Outcomes
Showcasing GRO to the design world at Salone del Mobile. Milano. 2022
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.
