30 October 2007

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Elica at the SiCi in Madrid


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Taking part recently in the 5th edition of Madrid’s SICI fair – generally considered to be the Iberian Peninsula’s most interesting trade fair in the field of kitchen furnishing and domestic appliances – Elica took advantage of the occasion to present the company’s new Turboair brand to the international market.
Together with Elica and Elica Collection, Turboair now represents the Elica Group’s third brand, and the stand at the fair featured three specially decorated environments designed to reflect the specific philosophies behind the different brands.
Turboair, the brand aimed at the youngest market, presented its new products in four cube-shaped kitchen units, with acid green providing the perfect backdrop for the extrovert colours of the products to express the urgency and energy of this fresh, dynamic brand.
In contrast, the Elica brand’s cutting edge products were housed in three large, orange cylindrical units that highlighted the elegance and reliability of the brand’s high-quality, practical technical features.
Meanwhile, the high-tech, sophisticated design qualities of the Elica Collection brand occupied the stand’s central section, its key products gathered inside a huge, orange Lycra cupola and intriguing black tunnel to provide a distinctly atmospheric exhibition.
And, completing the installation, a special soundproofed room for testing Space – the quietest hood in the world!