May, 8th, 2012
Milano | Moda & Tavola
The Diesel Social Kitchen
A new collaboration is created as Scavolini gives rise to an extremely modern design modular kitchen, yet one featuring a distinctly vintage spirit in its materials, treatments and finishes – always an intrinsic part of Diesel’s DNA – precisely for the Successful Living from Diesel collection.
The trend of contemporary living sees homes getting smaller and smaller, particularly in the large cities, where kitchen and living room often blend in to a single design feature. The kitchen is therefore today not only a practical environment, but increasingly makes room for social entertainment: thus two iconic br ands implement a shared desire for a project where design meets with informality.
The Diesel Social Kitchen is a new extension of the Diesel philosophy applied to the home collection, defined as “premium casual living”, in which the energy of a party is added to the kitchen. The result: an ambiance that blends the modern with true comfort, the kitchen labora tory with a place to entertain friends.
Valter Scavolini, Scavolini’s chairman declares: “We wanted to take to the field with a global project that would drive an opening towards new publics, particularly abroad. The internationalisation of our br and is increasingly taking a route through unique projects, able to reinterpret the very concept of the kitchen environment. Fashion is, together with design, the maximum expression of “Made in Italy”, a value on which we have always built our success: the association of these two parallel worlds was therefore immediate. Thus we have given rise to a synergy between two spokesmen of Italian style worldwide, as indeed are Scavolini and Diesel. The meeting with the relaxed, eclectic mark of Diesel has given rise to the more transgressive side of our br and.”
Renzo Rosso, Chairman and founder of Diesel added:
“I and my team chose to bring our culture and lifestyle to this collaboration, our love for things that have been experienced and interpreted with a soul; we have therefore developed different materials, new, yet “lived-in”, with shades of colour and hues never before used, and all this with the experience, technology and know-how of the wonderful br and that is Scavolini: we have created a revolutionary product in an unprecedented sec tor first”.
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