01 May 2008

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Elica opens its Showroom in Milan


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Elica has chosen the famously fashionable Brera area of Milan as the location for a voyage of discovery through the true essence of kitchen interior design.

Via Pontaccio 8 is the address for Elica’s new showroom,where you’ll find not only cooker hoods but an atmosphere that brings together a rich succession of timeless moments - moments dedicated to food, to picking out ingredients fresh from the market place, to the preparation of dishes at home.

Step into the showroom and memories will come flooding back - memories of a quotidian reality made up of places, gestures, materials and instruments.

Architect Riccardo Diotallevi’s creativity has been inspired by places linked to the world of food: the fish market with its stacks of wooden crates, the domestic space where food is prepared, the living area where it is tasted and consumed.

In Via Pontaccio’s display area, wooden crates are transformed into highly original architectonic solutions, creating partitions and shelving that provide a vivid contrast to the extreme modernity of the products on show, designed specifically to meet all the requirements of contemporary living.
The age-old spirit of tradition melds perfectly with the urgent beauty of today.

The materials employed are all those typical of a kitchen interior: marble, wood, iron, steel. And if choosing and buying fish is pleasurable in itself, there’s even greater pleasure in cooking and eating it – especially when the process doesn’t leave traces of this particular foodstuff’s unmistakeably trenchant odour lingering in the air…

Because Elica hoods are there to purify and cleanse the air: hoods which have evolved and developed with a seamless continuity that has carried them beyond the limits of time itself.

The atmosphere of the Milanshowroom has been created to evoke in every detail the atmosphere of the home, with its serene everyday reality of simple ritual and gesture: and, central to this atmosphere, animating and enhancing it, are Elica’s beautiful and striking designer cooker hoods.