Relaunching your brand
Electrolux is well known in its native Scandinavia and the UK, but it was previously known as Arthur Martin in France. What could it do to establish its name and reputation for quality kitchen and household appliances in the most demanding culinary country in the world?
To support this year long campaign we created Art Home with French agency Vaudoo.
Art Home is a story of a common ambition brought together to create unforgettable experience around food. Electrolux together with the contemporary art centre Palais de Tokyo, joined forces with artist Laurent Grasso and culinary director Gilles Stassart.
A new journey around culinary art was born.
The idea
Art Home chef Gilles Stassart changes his menu daily, with no two experiences being alike. His passion and expression is reflected in our site formed of one long page which changes daily.
For every day that Art Home is open a new page will be created. Visitors are encouraged to photograph, tweet and video their experiences, sharing content on Flickr, YouTube and Twitter. This user generated content is also pulled into the site and changes daily, reinforcing Electrolux's 'Tools for self-expression'
Users can see how the individual experiences from each and every day. At the end ArtHome their will be a digital record of each and every daily experience.
How to view the work
Notable results
Since launch on the 20th June people have been signing up to dinners, workshops and lunches. With the next 2 months already sold out.