Design Space by Electrolux in Shanghai has hosted several high profile events since it opened in November. It has even been used as the location for a TV ad shoot featuring an Olympic gold medalist.
Located close to the center of Shanghai in a hip, post-industrial development called the Shanghai Sculpture Space, Design Space is key part of the strategy to establish the Electrolux built-in kitchen business through designers and kitchen manufactures as China’s European Design Authority.
The well-attended launch events during early November included a visit by Group CEO Hans Stråberg, panel discussions featuring eminent European Kitchen designer Paolo Boffi, and a Murano Glass Exhibition.
The next key event was the launch of the Eurocucina Idea Contest in China. Young designers were invited to submit designs to be judged prior to next year’s Eurocucina in Milan. The winner will get the chance to fly to Europe and attend Eurocucina in April 2008.
TV shoot with Olympic gold medalist Liu Xiang
On November 11 express mail company EMS (viewed as China’s version of Federal Express) shot a TV advertisement at Design Space. The ad featured Liu Xiang, Olympic gold medalist and world record holder in the 110-meter hurdles, and is expected to receive national coverage in the run up to the Beijing Olympics.
Another major event was a seminar about “Green Design and the Future of Interior Design.” The keynote speaker was Tan Jingzhong, one of China’s top interior designers. About 50 interior designers attended the lecture.
“All of these events will raise our visibility among both designers and the wider community,” says William Wu, PR Manager for Electrolux China. “Design Space by Electrolux is unique among appliance makers in China’s competitive market, and will help us differentiate ourselves as China’s European Design Authority.”
For more information, please contact Electrolux press hotline at +46 8 657 6507 or press@electrolux.com.
