A Kitchen Quandary...Electrolux Study Says: ``The Kitchen as We Know It is Over''; As the Walls Come Tumbling Down, Premium Appliance Manufacturer Debuts Vision for this Heart of the Home Space at 2006 Kitchen & Bath Show.

CHICAGO -- Design World Luminary Cynthia Rowley Joins to Help Give the Newest Room in the House a Hot New Look

Kitchen traditionalists, beware: A new study, conducted by Electrolux, confirms that the kitchen as we know it is morphing into something else altogether, moving from the room we cook and eat in to the room we live in.

Now, Electrolux, the premium European appliance maker for fine homes and restaurants for more than 70 years, is taking the extraordinary step of re-inventing the space "formerly known as the kitchen" and dubbing it the "live-in room." The Electrolux Live-In Room(TM) will make its official debut, along with several new Electrolux ICON(TM) products, during the 2006 Kitchen & Bath Industry Show & Conference.

Survey says: Kitchen Delivers Much More than Bread and Butter

According to the Electrolux State of the Kitchen Report (a phone survey of 1,024 American households), nine out of 10 respondents say they are involved in some sort of activity in their kitchen besides cooking - from paying bills and doing homework to practicing musical instruments and working on the computer. What's more, more than two-thirds of adults say they use their kitchen, rather than their living or family rooms, to socialize and entertain guests.

"People are telling us that all things that used to happen in other parts of the house - like eating in the dining room, entertaining in the living room and napping in the den - are moving into the kitchen. The Electrolux Live-In Room(TM) is our interpretation of what the future holds in terms of the kitchen," notes Keith McLoughlin, CEO of Electrolux Major Appliances, Americas. "Tomorrow's kitchen is moving beyond the bread and butter basics - the room we cook and eat in - to the high functioning heart of the home. It's the space where we entertain, relax, work and play."

Step Inside the Electrolux Live-In Room(TM)

Boasting everything from a baby grand piano to a tepanyaki grill built into the countertop (you know the ones you see in Japanese restaurants), plus the latest suite of sleekly stylish all stainless steel Electrolux ICON(TM) appliances, the Electrolux Live-In Room(TM) is designed to be a space where comfort rules and almost anything goes. Florence Perchuk, a certified kitchen designer who designed the space, says Electrolux threw out all of the old ideas about what this space should - and shouldn't - be when creating the live-in room that defines "how we really live."

"As kitchens and adjacent rooms continue to merge into single large living spaces, this space is finally getting the attention it deserves," she notes. "In the Electrolux Live-In Room(TM), the look is streamlined and clean thanks to a "whole room" approach." According to Perchuk, creating the ultimate live-in room is really a function of understanding peoples' lifestyles and how they use their heart of the home space.

For example, in the ultimate live-in room, Perchuk notes that comfortable seating is a must, as is a highly-evolved floor plan that controls chaos and provides separate yet integrated areas or zones for entertaining, working and cooking. Stainless steel appliances are also a must because they are neutral, clean and can work with design styles from contemporary to traditional.

Imagine Your Live-In Room with a Baby Grand Piano and a High Speed Oven

In addition to the debut of the Electrolux Live-In Room(TM), Electrolux ICON(TM) also announced that it is adding several new products to its well-received designer series line of sleek, stylish and all-stainless appliances, including two induction cooktops, two drop-in gas deep sump cooktops, two electric cooktops, a built-in microwave and two vent hoods with 1000 CFMs. Electrolux also is adding a new high speed oven to its all-stainless steel, restaurant-style professional series line, which features high performance, design-focused products, including refrigerators, an ice maker, a wine cooler, cooktops, convection wall ovens, freestanding dual-fuel ranges, warmer drawers, range hoods, dishwashers and outdoor kitchens. Once again, the commitment to great design is what sets Electrolux ICON (TM) apart.

"With modern life converging in the room 'formerly known as the kitchen,' great design has never been more important," notes McLoughlin. "Consumers say they want their heart of the home space to be comfortable, inviting and highly functional and are looking for a suite of appliances that blend in versus stand out. That's where thoughtful design comes in - both the Electrolux ICON(TM) designer and professional series are the result of a consumer-centric approach to looks and functionality. It's an approach that elevates our appliances from the center of the kitchen to a meaningful place in the center of the 'well-lived' home and at the center of our consumers' lives," he adds.

Elevating the "Space Formerly Known as the Kitchen"

Two style icons - celebrated fashion designer Cynthia Rowley and European kitchen designer Johnny Grey - will join Trading Spaces' carpentry guru Carter Oosterhouse in the Electrolux booth at the Kitchen/Bath Industry Show & Conference to showcase and share their ideas about design, entertaining and the role of the "space formerly known as the kitchen" in the well-lived home.

"My advice for creating the ideal live-in room? Treat it like you would any other room in your house - use luxurious materials that perform and rich hues that flatter," says Rowley. "Also, don't be afraid to include your favorite things in your live-in room, even if they are not typical 'kitchen' decor. If a needlepoint pillow made by your grandmother is your most prized possession, create a small seating area and display it proudly. When you're transforming the heart of the home from a utilitarian space into a fabulous place where you want friends and family to congregate, the more you can make it reflect your own sense of style, the better."

Acknowledging the True Living Room of the Home

Renowned European kitchen designer Johnny Grey agrees, pointing out that the kitchen has evolved from just an area for food preparation and eating to the center of the home. "It is the true living room of any home," he says, noting that his design philosophy which incorporates the principles of 'soft geometry' and 'dedicated work areas,' brings a fresh perspective to kitchen design.

For example, Grey advocates using individual pieces of furniture to eliminate repetitive rows of continuous counter top. "More standard room design uses a purely rectilinear shape, making counter tops act as shelves, which ties up space for meal preparation and causes undue frustration. It also gives the occupants the additional stress of a visually chaotic scene in what should be the most organized room in the home," Grey states.

Grey also likes using smooth, curved surfaces to encourage movement by reinforcing the natural pathways across the room and between key kitchen activities. "People do not gravitate to or feel positively about structures that look and feel cold and harsh. The research Electrolux conducted for the Electrolux ICON(TM) line of appliances demonstrates this countless times. By designing products that speak to what the clients have told us they want, both Electrolux and my design answer the question so many individuals ask: How can I use innovative, modern technology in meal preparation and still feel richness and warmth in my home?"

Breaking Down Barriers

Carter Oosterhouse, remodeler extraordinaire, also recognizes the importance of design and texture when choosing key elements for a room. "The same high-end materials and finishes you are accustomed to seeing in an amazing high-end living or dining room are finding their way into the live-in room. When it comes to remodeling your kitchen space, I encourage people to think about architectural details such as great moldings and salvaged columns, innovative storage and, of course, beautiful built-ins. To me, the best live-in rooms boast cabinetry and appliances that blend seamlessly."

Oosterhouse predicts that homeowners will continue to immerse themselves fully in remodeling projects (especially in the room formerly known as the kitchen), not only to add to the value of their homes but also to further the transformation of their homes into spaces that are comfortable and inviting, as well as stylish and fully functional.

European Elegance Comes to America

Electrolux has a rich heritage of developing premium appliances. Not only has the Electrolux brand been used in fine homes and restaurants throughout Europe for more than 70 years, but the Electrolux Professional Group is recognized as a leader in restaurant refrigeration and cooking equipment, including the prestigious, custom-designed Molteni brand, a name chosen by the world's greatest chefs who expect the ultimate in cooking performance.

This rich heritage of developing high-quality, premium appliances attuned to the sensibilities of distinguished homeowners and renowned chefs has enhanced Electrolux's reputation around the world. In 2004, Electrolux ICON(TM), the company's premium line of stylish, high-performance kitchen appliances, made its North American debut to rave reviews. In 2005, Electrolux ICON(TM) expanded its premium line to include both a professional and designer series. The sleek, all-stainless steel appliances include ranges, wall ovens, warmer drawers, cooktops, high-speed ovens, range hoods, refrigerators, ice makers, wine coolers, dishwashers and outdoor kitchens.

Since its U.S. arrival, Electrolux ICON(TM)'s popularity has been fueled by industry accolades from prestigious design authorities and institutions that herald its sleek, stainless steel styling and intuitive performance. More so, its true testament has been its warm welcome into the homes of some of America's most well-known, design-focused, personalities including Colin Cowie, Nicole Miller, Cynthia Rowley, Thom Filicia, Carter Oosterhouse and Johnny Grey.

Most recently, Electrolux has collaborated with the premier company in luxury travel, Relais & Chateaux North America, to create a magical enclave in the heart of Manhattan: a superior designer kitchen, the centerpiece of which is a stove by Molteni from Electrolux, surrounded by Electrolux ICON(TM) appliances. The kitchen serves as the canvas for the world's most imaginative haute cuisine, as prepared by Relais Gourmands, which include some of the culinary world's most revered names: Patrick O'Connell, Daniel Boulud, Jean-Georges Vongerichten, Eric Ripert, Charlie Trotter, and Thomas Keller, among others.

With 150 designers and eight design centers on five continents, the Electrolux ICON (TM) series feature a truly unique design and quality that have set the standard in the appliance industry.

About Electrolux

Electrolux has a rich heritage of developing premium kitchen appliances in Europe, which have been used throughout fine homes and restaurants for more than 70 years. Among these products is the prestigious Molteni brand, a name chosen by the world's greatest chefs who expect the ultimate in cooking performance. Eleven design centers with nearly 200 designers on five continents are focused on understanding consumer needs and developing innovative designs that fit with how consumers live. In 2005, Group sales were about $16.5 billion and the Group had 70,000 employees. Every year Electrolux sells more than 55 million products to consumers in more than 150 countries. For more information, visit www.electroluxusa.com.

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