Stating that its 100th birthday is more than just a celebration of an iconic brand, but a thank you to the makers that have pushed the brand to innovate over the decades, KitchenAid continued to mark its centenary with a sensorial party in London’s Canary Wharf last night (Tuesday 7 May).
Attended by press, retail buyers and distribution partners, the event – held at East Wintergarden – celebrated the ‘spirit of making’ that has inspired the brand for a century.
Commenting on the celebrations, Helen Simpson, marketing manager UK & Ireland told HousewaresNews.net: “Tonight we officially celebrated 100 years of KitchenAid with an exclusive event at the East Wintergarden in Canary Wharf. The immersive exhibition told the story behind the creation of the original Stand Mixer in 1919 and brought food, sight, touch, sound and scent together in an adventure designed to engage all of the senses. The evening was also the perfect opportunity to say thank you to our trade partners who we value greatly.”
The thoughtfully curated displays offered guests a chance to take a journey through their senses, and how they were aligned with KitchenAid’s iconic memory-making products, encapsulating sight, sound, touch, scent and taste.
Wowed guests included the home buying team from House of Fraser, including Beth Langdon – head of buying – who told HousewaresNews.net: “KitchenAid has been in our stores for as long as I’ve been at House of Fraser, it does really very well for us. As a great heritage brand it’s something our customers really identify with.”
Agreeing on behalf of the specialist independent retailers was Simon Dawson, director of Dawsons Department Store, who said: “KitchenAid is our number one SDA brand both in terms of volume and value. We love to be at events like this, because as an independent cookshop you have to be at the forefront of new releases and aware of how the brand is operating. We want to get new product as quickly as possible and so our brand working relationships are vital.”
The sensory tour will continue in multiple locations including Hamburg, Paris and Milan. Retailers or other contacts wishing to find out more are encouraged to get in touch.
