GRO

Experience Design
Lead Industrial Design
Revealed at Salone del Mobile 2022

1/3 of CO₂ emissions.
1/3 of food wasted.
The leading cause of preventable death.

Our food system is broken,
and the kitchen is where
it plays out every day.

Five focus areas:
Eating with your eyes, Tapas-style cooking, Enhancing the taste, New cooking techniques, Diversifying the food source.

I ran workshops for each — always starting from its purpose, never from the object.

Plants don't develop flavour without real technique. The home kitchen has almost no tools for this.

Subtle enough to never compete with the food — the pattern that unified seventeen very different modules.

Whether presenting to the wider design organisation or steering the designers day to day, I was the guarantor of the experience and its expression — making sure the answer never drifted from the question.

“Electrolux’s kitchen concept wants to make sure that there will still be such a future that will be able to sustain life on the planet for generations to come.”

JC Torres, Editorial Director, Yanko Design, June 2022

RAI, Italian national television, covered the reveal live at Eurocucina.

"When a decision traces back to a specific insight, it becomes very hard to argue against on taste alone."