10 September 2004

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Elica in NY and Tokyo with Macef


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Elica in New York and Tokyo with ItalianLiving by Macef


Elica and its hood Om have been selected by Macef – the Milan Fair Foundation – to represent Italy and the made in Italy style in a travelling show which will visit New York from 8th to 11th October and Tokyo from 24th to 27th November, 2004.

Targeting strategically important markets, the show, with the title “ItalianLiving by Macef”, aims to promote several Italian production areas linked to Macef, the fair that features domestic and dining accessories, and design furnishing.

The exhibition will consist of a 200-square metre open-space area with reproductions of kitchen and living room environments. The kitchen, the warm heart of the Italian house, will be a laboratory for examining the pleasures of the table, from the creative joy of food preparation to the delight of sharing it with others – an eloquent expression of the Italian attitude to domestic life. A series of tastings will run alongside the exhibition of products, featuring typical Italian articles and foodstuffs.

Since design is central to the event, the show intends to treat the juxtaposition of items in a highly original way, organising their placement not on the basis of where they should be in terms of purpose, but playing instead with the concept of aesthetic relationships, ignoring the actual functional rapport between the articles: the message being that Italian design can decorate the house whichever room you might decide to place it in.

Elica’s Om hood fits into this concept perfectly. Chosen on the grounds that its appearance takes it far beyond its real function as a cooker hood, Om is very different in style from traditional hood design: it’s a work of art, a painting, splendidly at home on the walls of any room in your house.