Brera Design District

24h. Kitchen


Samsung proposes a new way of living the kitchen at Fuorisalone in Milan

The modern kitchen is a dynamic hub, and today’s consumers are seeking a space that can meet their every need around-the-clock. From April 8 to 14, at Fuorisalone 2019 in Milan, Italy, Samsung Electronics is bringing together contemporary trends, smart products, new technologies and superlative design to reveal kitchens that welcome a diverse range of experiences.

As we invest increasingly more in our homes, they have become a deeply personal reflection of our selves. In today’s home, there is no place like the kitchen: a space to come together to plan, create and share. Samsung’s built-in appliances form kitchens that match each and every moment of consumers’ lifestyles, 24 hours a day, seven days a week.

All Day, Every Day

For this year’s exhibition, Samsung presents visitors with the “24 hr. Kitchen”, an interactive and interpretive installation conceived in collaboration with renowned food artist Laila Gohar and Design Studio 2×4.

The 24hr. Kitchen emphasizes the vital role that the kitchen plays as the heart of the home, adapting to every aspect of our ever-changing, 24-hour lives. Samsung kitchen appliances are designed to meet the needs of millennial lifestyles around the clock and, to illustrate this, the Samsung booth has been divided into three rooms – Morning, Day and Evening – each showcasing one of three built-in appliance lineups. One long counter weaves its way through the booth, connecting each room to the next stage in the day.

Reinterpreting the Classics

The exhibition embraces Gohar’s fanciful approach to food, with each room presenting guests with various interpretations of a single ingredient transformed by Samsung kitchen technologies, providing the ideal backdrops to feature Samsung’s built-in packages. Throughout the booth, Samsung’s latest built-in products are featured, from the Dual Cook Flex™ oven and Induction cooktop, to the Twin Cooling Plus™ refrigerator and WaterWall™ dishwasher.

The Morning room celebrates the heartiness of grains. Upon stepping into the room, guests are greeted with decorative bunches of wheat and an eye-catching arrangement of different kinds of grain. They can enjoy pieces of bread with butter taken from elaborate butter sculptures, a variety of focaccia and volcanic cakes mounded high onto the counter. With clean lines and neutral shades, the Morning room’s Silver Stainless Steel package creates a modern, bright kitchen well suited to the joyous delight of freshly baked bread.

In the Day room, tomatoes take center stage, with tomatoes on the vine hanging from the ceilings and a display of assorted heirloom tomatoes on the table. Guests are encouraged to savor delicacies such as tomato caviar atop a beetroot cracker, sundried tomatoes and tomato paper with tomato gelée. The tomatoes’ sophisticated pops of color give the Smart Kitchen package the warm glow of daytime.

The Evening room is devoted to all things sweet. After feasting their eyes on a soft brown sugar landscape, pools of molasses and sugar block sculptures, guests can treat themselves to sweet confections including rock candy lollipops, honeycomb candy and sugar glass. Black Stainless Steel casts a moody atmosphere over the chic sweetness of the Evening room.

The Samsung 24hr. Kitchen, open from April 8th to April 14th, is located at Brera Site — via delle Erbe, 2, Milan – and is free entry from 10 am to 8 pm.

Activities schedule

April 8
10:00 — 20:00 Exhibition
April 9
10:00 — 20:00 Exhibition
April 10
10:00 — 20:00 Exhibition
April 11
10:00 — 20:00 Exhibition
April 12
10:00 — 20:00 Exhibition
April 13
10:00 — 20:00 Exhibition
April 14
10:00 — 20:00 Exhibition

& companies

2x4 Inc.

Founded in 1994, 2x4 is a global design consultancy headquartered in New York City. The focus of our work is brand strategy for cultural and commercial clients who value the power of design.

Laila Gohar

Laila Gohar designs unique eating experiences that take place in non-traditional settings all over the world.

Samsung Electronics


Brera Site
Via delle Erbe, 2A

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