At the exhibition, the electronics giant presented its visitors with the 24hr. Kitchen—an interactive and interpretive installation conceived in collaboration with global design consultancy 2×4 and world-renowned food designer, Laila Gohar.

As is implied by the exhibition’s name, Samsung’s display represented the central position the kitchen holds in our daily lives. The installation spanned three separate rooms that were respectively inspired by the morning, afternoon, and evening periods. A sinuous, winding kitchen counter linked the installations in the three rooms into one ongoing narrative and represented the linear nature of time while also providing a platform to showcase a range of thematic culinary artwork.

The Morning Room celebrated the start of the day with various grain-inspired food installations such as a variety of focaccia and volcanic cakes, bunches of wheat, and elaborate butter sculptures. The bright, rich atmosphere of this exhibit captured the essence of a new morning.

The Day Room incorporated a more vibrant color palette, using unique tomato-based installations. The bold red translates the lively energy inspired by the day time.

The Evening Room represented the kitchen as a comfortable and romantic place to relax. Using the soft hues of brown sugar, the exhibit featured sweet objets d’art that treated visitors to an even sweeter evening mood.

Following its award win, Samsung will continue to produce demonstrations of its lifestyle-and-design-rooted brand strategy while engaging consumers everywhere with creative and thoughtful contributions to their everyday lives.

“Our 24hr. Kitchen exhibition drew attention as an installment that utilized real ingredients to express the various aspects of the kitchen in a unique way,” said Jinny Jung, Corporate VP of Samsung Electronics’ Digital Appliances Business. “Underpinned by the recognition we have received from the Restaurant & Bar Design Awards, Samsung will continue to advance as an interior appliances brand that can precisely reflect consumers’ tastes and lifestyles.”

The Restaurant & Bar Design Awards is an annual award dedicated to recognizing food and beverage-related interior design and architecture on an international scale. Since the inception of the awards in 2009, over 10,000 entries from the design, architectural and hospitality industries have been received from more than 100 countries across the globe.

At the Design Center, Samsung is presenting an exhibition entitled “Resonance”. As the company pursues the motto “Be Bold. Resonate with Soul.”, the resonance between artwork and visitors represents Samsung’s bold new vision for design. The booth features three different zones and five installation artworks that interact with guests, creating unique experiences for all who visit.

Drawing upon the concept of the “24 hr. Kitchen”, the digital appliances exhibition is designed to demonstrate how the kitchen has become a dynamic hub at the center of consumers’ 24/7 daily routines. The booth has been divided into three rooms representing a different part of the day: Morning, Day and Evening. A specially designed kitchen counter winds from room to room, providing a continuous thread of continuity as guests explore each phase of the 24-hour cycle. The exhibition also coincides with the launch of Samsung’s new European campaign: “Find Your New”. The campaign reflects on the significance of the kitchen in our 24-hour lives and the impact that creating a new kitchen can have, helping people to open a new chapter in their lives.

As we invest increasingly more in our homes, they have become a deeply personal reflection of our selves. In today’s home, there is no place like the kitchen: a space to come together to plan, create and share. Samsung’s built-in appliances form kitchens that match each and every moment of consumers’ lifestyles, 24 hours a day, seven days a week.

All Day, Every Day

For this year’s exhibition, Samsung presents visitors with the “24 hr. Kitchen”, an interactive and interpretive installation conceived in collaboration with renowned food artist Laila Gohar and Design Studio 2×4.

The 24hr. Kitchen emphasizes the vital role that the kitchen plays as the heart of the home, adapting to every aspect of our ever-changing, 24-hour lives. Samsung kitchen appliances are designed to meet the needs of millennial lifestyles around the clock and, to illustrate this, the Samsung booth has been divided into three rooms – Morning, Day and Evening – each showcasing one of three built-in appliance lineups. One long counter weaves its way through the booth, connecting each room to the next stage in the day.

Reinterpreting the Classics

The exhibition embraces Gohar’s fanciful approach to food, with each room presenting guests with various interpretations of a single ingredient transformed by Samsung kitchen technologies, providing the ideal backdrops to feature Samsung’s built-in packages. Throughout the booth, Samsung’s latest built-in products are featured, from the Dual Cook Flex oven and Induction cooktop, to the Twin Cooling Plus refrigerator and WaterWall dishwasher.

The Morning room celebrates the heartiness of grains. Upon stepping into the room, guests are greeted with decorative bunches of wheat and an eye-catching arrangement of different kinds of grain. They can enjoy pieces of bread with butter taken from elaborate butter sculptures, a variety of focaccia and volcanic cakes mounded high onto the counter. With clean lines and neutral shades, the Morning room’s Silver Stainless Steel package creates a modern, bright kitchen well suited to the joyous delight of freshly baked bread.

In the Day room, tomatoes take center stage, with tomatoes on the vine hanging from the ceilings and a display of assorted heirloom tomatoes on the table. Guests are encouraged to savor delicacies such as tomato caviar atop a beetroot cracker, sundried tomatoes and tomato paper with tomato gelée. The tomatoes’ sophisticated pops of color give the Smart Kitchen package the warm glow of daytime.

The Evening room is devoted to all things sweet. After feasting their eyes on a soft brown sugar landscape, pools of molasses and sugar block sculptures, guests can treat themselves to sweet confections including rock candy lollipops, honeycomb candy and sugar glass. Black Stainless Steel casts a moody atmosphere over the chic sweetness of the Evening room.

The Samsung 24hr. Kitchen, open from April 8th to April 14th, is located at Brera Site — via delle Erbe, 2, Milan – and is free entry from 10 am to 8 pm.