To raise awareness of the next big innovation in kitchen appliances.
An atmospheric experience which delivered on the brand’s reputation for gastronomic excellence.
To celebrate the launch of its latest collection - the Innovation Range - Electrolux, the premium home appliance brand, required a stand-out, stylish experiential campaign to drive awareness and emphasise the luxury credentials of the product line.
The product development process for the Innovation Range was inspired by the kitchens of the world’s leading culinary masters - and it is highly sought-after by the professional chefs. JWI wanted to reflect this in the product launch, to curate an electric atmosphere akin to those in the dining rooms and kitchens of top-class restaurants.
Strategy and Approach
The result was The Cube by Electrolux, a stylish launch event for epicurious influencers.
Located on the top of the Royal Festival Hall, on London’s South Bank, The Cube was a pop-up restaurant which lasted for six months and hosted a number of guest celebrity chefs, including Sat Baines and Claude Bosi.
The VIP launch event was designed to give leading tastemakers and the media an insight into the experience. We secured the attendance of more than 180 journalists and a host of celebrities including Chris Moyles, Tina Daheley and Alastair Campbell.
JWI is an integrated creative marketing agency with a commitment to Go Beyond. Disruptive creativity, powerful strategy and impactful experiences lie at the core of everything we do. Our creative concepts are built upon unique narratives which are crafted to captivate and inspire.
We provide a global outlook, with a targeted mindset. From our offices in London and Dubai, our teams work seamlessly and collaboratively to deploy campaigns globally. We are a collective of experts in our respective fields, united by a care for our clients that is rooted in a care for our craft. JWI’s client-centric approach has been curated with agility and adaptability in mind, allowing us to develop and deliver projects of any size and scale.
JWI x Electrolux: Revolutionising Consumer Brand Experience
To celebrate the launch of its latest collection, Electrolux required a stand-out, stylish experiential campaign to drive awareness. The result was The Cube, a pop-up restaurant lasting for six months and hosting a number of celebrity chefs, including Sat Baines and Claude Bosi.