Front and centre at “Visibile Invisibile”, organised by Ambiente Cucina

Ferruccio Laviani made his first appearance as Doimo Cucine’s artistic director at the event organised by the magazine Ambiente Cucina.

The training event “Visible Invisible”, held on Tuesday, 28 October, imagined by the magazine Ambiente Cucina in collaboration with the Order of Architects of the Province of Milan, targeted architects, interior and product designers, together with retailers and residential and contract design studios.

It was a moment of reflection and discussion on the evolutions of the kitchen environment in search of new aesthetics and functionalities. Both aspects develop along the dichotomy visible/invisible, in terms of aesthetics-design and on a more conceptual level. In the latter case, they become the expression of an apparently invisible soul, a condition perfectly captured by our claim “made to feed your soul.”

During the roundtable discussion “Like a magic box la cucina interpreta il cambiamento”, attended by Maurizio Meossi, Associate Director at Zaha Hadid Architects, the industrial, interior and graphic designer Monica Graffeo and the architect  and designer Massimo Iosa Ghini, our  artistic director Ferruccio Laviani spoke publicly for the first time about the approach being undertaken for Doimo Cucine. He emphasised the desire to bring a distinctive sign to design, with a style that pursues original and unexpected solutions, and in the materials used, not through radical change, but by giving greater presence to more refined options. A distinction intent on making people fall in love with Doimo Cucine, and inspire them to purchase one of our kitchens. As Ferruccio emphasised, “today nobody needs a kitchen, a lamp, or a chair: everyone already has one. Our task is to make people fall in love with an object, to make them stop and look at it, just like when someone catches your eye in the street: you stop, you look, you like them and a desire is born. That is what we must convey through our design.”

The evening concluded with another roundtable, “Visible/Invisible: The Story of Production,” where Doimo Cucine was represented by Giuseppe Bincoletto, Chief Marketing Officer of We.Do Holding, of which we are a part. His presentation highlighted how companies have the task of building design platforms – in terms of materials, achievable aspirations, and feasible solutions – that professionals can use to shape their proposals. This is exactly what our All-arounD kitchen system accomplishes.