Just settling back into work after retuning from Stockholm for the brand new Electrolux Launch in which they really have stepped up there game. Electrolux have always been well known as a quality product and there appliances are most regularly used for the contract side of the market, the main concept of the launch is that they have taken all the benefits of professional cooking, washing & drying and adapted them to suit domestic use.
Not many people, myself included, realised that Electrolux have been supplying equipment to restaurants and laundries for 90 years so pretty much dominating the commercial/professional side of things when in comes to appliances, a huge percentage of professional kitchens across Europe use Electrolux Appliances to produce amazing quality food with ease, wash crockery and cutlery efficiently and there a big player on the laundry side of things too. So what they are really pushing with the relaunch is that professional quality and knowledge of commercial equipment and bringing it into our homes.
The Event was held next door to Scandic Hotel were we were staying which was incredible as you can see from the picture, this amazing glass-clad tower was created by architect Gert Wingårdh and stands at 118 meters high, really is a thing of beauty and strangely enough our taxi driver struggled to find it!! There was around 400-500 people from various different countries in the conference centre we were greeted with Champagne and canapes before being lead into the presentation centre which had all been laid out with tables ready for the speeches and dinner, around the sides of the room were large white curtains which were stylishly covering the new range.
Once seated we had an Introduction by the moderator shortly followed by an opening speech by the CEO giving us an overview of what they had install for us, after a few inspirational speeches we were at the point of the big unveiling.
They had an aerial acrobat who was raised above everyone as they tactically raised the curtains to show the very well designed and laid out Electrolux Range. They have completely renovated the look of the ovens and compacts range with a very sleek designed front fascia and another thing which i thought was particularly good across the higher end, the front of the oven has a 14cm panel at the bottom of the door so when installing side by side with compacts and a warming drawer they line up perfectly. A full size 74 litre capacity steam oven has been introduced into the range along with all the ovens now being 74 litre and many having soft close doors. All hobs have been changed to match the style and they have a new induction hob coming out with some very unique features, firstly the hob has no markings on so when switched off it is just a plain sheet of black glass, when turned on all the controls and hob markings light up in red which i must say looked outstanding and is the first to use this concept, they have a chef option on the 90cm where the 6 zones are bridged to create 3 zones high, med and low so instead of changing the controls you simply slide the pan to the desired temperature.
On the laundry they are having a 7kg washer dryer which is a true 7kg wash load and 7kd dry load, other models included heat pumps and even steam settings for refreshing and decreasing clothing. I didn’t get to see a lot of the refrigeration however there was talk of them launching a new cooling system which keeps food fresher for longer keeping food for up to a week longer. Along with the range preview, live entertainment and a never ending supply of beer and wine, which unfortunately i took full advantage of making the journey home the following day very interesting to say the least, there was also a live cooking demo with a professional chef showing all the new products in action.
Needless to say we thoroughly enjoyed the launch and all i can say is watch this space as we will be selling the new range very soon.
