Elica, an Italian company with over 50 years of history in the production of kitchen extraction systems, presents a new positioning, revolutionary products and a completely revised brand identity.
With less than a month to go before the next Eurocucina, the company chooses to develop an ambitious strategy to pursue a renewed mission: to preside as a protagonist over the global cooking market. Following an investment of more than 40 million euros and work lasting three years, the Fabriano-based Group, already a global leader in vacuum systems, has decided to launch a new phase in its history completely focused on the development of R&D and marketing, aimed at achieving a genuine revolution in household appliances dedicated to cooking.
Francesco Casoli, Chairman of Elica, describes this great leap made by the company in this way: “After the first fifty years oriented towards the world of extraction, in which we won the trust of stakeholders and customers, we decided to reinvent our business by entering the world of cooking. The journey began in 2016 with the launch of the NikolaTesla suction hobs and is now consolidated with even more cutting-edge strategies and products.”
Among the new products Elica has designed to pursue this new strategic positioning is Lhov, a household appliance that for the first time integrates hob, hood and oven, laying the foundations of the ‘3-in-1’ revolution of modern kitchens.
At the same time, Elica is conducting a rebranding strategy that is articulated in a new logo that inherits the essence and solidity of the first brand identity, evolving it into a visual element of strong impact and projected into the future. The new pay-off Extraordinary Cooking narrates the company’s new path and condenses its commitment to designing beautiful, functional and easy-to-use solutions driven by creativity, technological innovation and design.
On the occasion of Eurocucina 2024, Elica will welcome visitors to a stand that goes beyond the traditional concept of trade fair exhibition, transforming itself into a true temporary architecture, created by the Calvi Brambilla and Partners studio. Visitors will pass through distinct spaces, each characterised by a colour and a light installation, focused on specific themes such as cooking, vacuum and Lhov. The project aims to create totally immersive environments, making the stand a unique sensory experience.
The company will also be present at FuoriSalone, where in the evocative courtyard of Palazzo Litta, Elica will present the Design Week audience with a dreamlike and striking artistic installation, designed by the Japanese duo we+ and curated by Fondazione Ermanno Casoli.
Among the many new developments in 2024, Elica has also signed a sponsorship agreement with Ducati Corse, a company with which it shares a quest for excellence, a genuine spirit of innovation and the ambition to challenge the ordinary, with success. An operation that allows the brand to reach a global and growing audience, thanks to the visibility on the fairing of the bike and on the suits of Bastianini and Bagnaia (two-time world champion) in the MotoGP 2024 championship.
Visit Elica at EuroCucina / FTK – Technology For the Kitchen
HALL 02 STAND B02 A03
