Retail Observer

JUNE 2018 RETAILOBSERVER.COM 11 BUILDING MOMENTUM The Red Dot honors come on the heels of 2018 iF DESIGN AWARDS for Signature Kitchen Suite's refrigeration products and continue a winning streak initiated since KBIS in January – when the brand became the undisputed hit of the show and captured KBIS's Best Large Booth award. In addition to the product line itself, dealers, retailers and trend-watchers applauded Signature Kitchen Suite's industry-best warranty with an unprecedented 5-day Repair or Replace Promise and debut of the groundbreaking True to Food ™ marketing campaign targeting the home cook who respects authenticity and precision. "We created Signature Kitchen Suite specifically for the increasingly discerning consumers that have upped their culinary expectations to include precision prep and flexible cooking experiences along with the usual need for leading-edge design," said Elkin. "These homeowners are far more tech-focused than previous generations, a trend that extends to kitchen design and appliance functionality like never before. So, to receive this level of universally positive response, both from the industrial design community and the dealers, interior designers and others who will ultimately help introduce the line to the public, is a tremendous honor." TECH-ENABLED RESPECT FOR THE FOOD Key to Signature Kitchen Suite's early success has been its uncompromising respect for the food and the idea that leading-edge, tech-enabled innovation is only meaningful when it allows cooks to prepare food in the best, most authentic way that preserves their connection to the cooking experience. Mark Bittman, former New York Times food columnist and best-selling author, was introduced by Signature Kitchen Suite at KBIS as the host of their new True to Food short film series. The first film in the series, "The Butcher," was premiered at the show and has since been expanded with two new Bittman-hosted episodes called "The Fisherman" and "The Baker." Fittingly, elements from the True to Food campaign, including the short films, photography and brochures, also won best-in-category awards from the American Advertising Federation. "Knowing the farmers and other craftspeople behind the food you cook and serve to your family is an essential part of the True to Food experience," said Barbara Fuller, Signature Kitchen Suite's head of marketing. "From the Fleisher family at Fleishers Craft Butchery in New York to Dan Major at San Diego's Tuna Harbor Dockside Market and Ellen King of Hewn Artisan Bread Bakery in Evanston, Ill., it's the commitment to the process and the incredible journey that food takes to get to your plate that we honor – and ultimately complete – with our new line." Fuller also noted that while there has been an abundance of aggressive marketing in the category, the True to Food campaign was deliberately designed to genuinely connect with food and cooking enthusiasts. "We didn't want to disrupt for the sake of disrupting. We felt that it was more important to have a campaign that embodied the spirit of authenticity and respect along with excellence in product design and performance." TRUE TO FOOD HAS GLOBAL APPEAL In April, Signature Kitchen Suite unveiled for the first time its new line of luxury kitchen appliances to European consumers at the world's largest design exhibition during Milan Design Week. Similar to the post-KBIS success, the buzz is now building overseas as well. Signature Kitchen Suite features all-new products designed to integrate perfectly with existing kitchens specifically for the European market, including a no- handle oven with the control panel on the body and an induction cooktop with a seven-inch LCD panel and black glass. Like in the North American models, the innovative ovens have advanced capabilities such as both steam and convection cooking for healthy as well as delicious meals, ProHeat ™ to uniformly distribute heat throughout the oven, and Speed Clean ™ for fast and easy cleaning of splatters and baked-on food residue. "We are extremely excited to be introducing Signature Kitchen Suite – our platinum brand of home appliances – at Milan Design Week," said Song Dae-hyun, president of LG Electronics Home Appliance & Air Solution Company. "Much of the artisan food movement that has inspired our True to Food philosophy started in Europe" added Fuller. "The craftspeople featured in our True to Food films respect many of the same locally-sourced, sustainably-grown practices that have been common in Europe for years. With our tech-driven innovations and connectivity adding a new level of convenience, we see a big opportunity with the Technicurean™ consumer in the European market." Signature Kitchen Suite refrigeration – winner of the 2018 iF Design Award. BUILDING MOMENTUM The Red Dot honors come on the heels of 2018 iF DESIGN AWARDS for Signature Kitchen Suite's refrigeration products and continue a winning streak initiated since KBIS in January – when the brand became the undisputed hit of the show and captured KBIS's Best Large Booth award. In addition to the product line itself, dealers, retailers and trend-watchers applauded Signature Kitchen Suite's industry-best warranty with an unprecedented 5-day Repair or Replace Promise and debut of the groundbreaking True to Food ™ marketing campaign targeting the home cook who respects authenticity and precision. "We created Signature Kitchen Suite specifically for the increasingly discerning consumers that have upped their culinary expectations to include precision prep and flexible cooking experiences along with the usual need for leading-edge design," said Elkin. "These homeowners are far more tech-focused than previous generations, a trend that extends to kitchen design and appliance functionality like never before. So, to receive this level of universally positive response, both from the industrial design community and the dealers, interior designers and others who will ultimately help introduce the line to the public, is a tremendous honor." TECH-ENABLED RESPECT FOR THE FOOD Key to Signature Kitchen Suite's early success has been its uncompromising respect for the food and the idea that leading-edge, tech-enabled innovation is only meaningful when it allows cooks to prepare food in the best, most authentic way that preserves their connection to the cooking experience. Mark Bittman, former New York Times food columnist and best-selling author, was introduced by Signature Kitchen Suite at KBIS as the host of their new True to Food short film series. The first film in the series, "The Butcher," was premiered at the show and has since been expanded with two new Bittman-hosted episodes called "The Fisherman" and "The Baker." Fittingly, elements from the True to Food campaign, including the short films, photography and brochures, also won best-in-category awards from the American Advertising Federation. "Knowing the farmers and other craftspeople behind the food you cook and serve to your family is an essential part of the True to Food experience," said Barbara Fuller, Signature Kitchen Suite's head of marketing. "From the Fleisher family at Fleishers Craft Butchery in New York to Dan Major at San Diego's Tuna Harbor Dockside Market and Ellen King of Hewn Artisan Bread Bakery in Evanston, Ill., it's the commitment to the process and the incredible journey that food takes to get to your plate that we honor – and ultimately complete – with our new line." Fuller also noted that while there has been an abundance of aggressive marketing in the category, the True to Food campaign was deliberately designed to genuinely connect with food and cooking enthusiasts. "We didn't want to disrupt for the sake of disrupting. We felt that it was more important to have a campaign that embodied the spirit of authenticity and respect along with excellence in product design and performance." TRUE TO FOOD HAS GLOBAL APPEAL In April, Signature Kitchen Suite unveiled for the first time its new line of luxury kitchen appliances to European consumers at the world's largest design exhibition during Milan Design Week. Similar to the post-KBIS success, the buzz is now building overseas as well. Signature Kitchen Suite features all-new products designed to integrate perfectly with existing kitchens specifically for the European market, including a no- handle oven with the control panel on the body and an induction cooktop with a seven-inch LCD panel and black glass. Like in the North American models, the innovative ovens have advanced capabilities such as both steam and convection cooking for healthy as well as delicious meals, ProHeat ™ to uniformly distribute heat throughout the oven, and Speed Clean ™ for fast and easy cleaning of splatters and baked-on food residue. "We are extremely excited to be introducing Signature Kitchen Suite – our platinum brand of home appliances – at Milan Design Week," said Song Dae-hyun, president of LG Electronics Home Appliance & Air Solution Company. "Much of the artisan food movement that has inspired our True to Food philosophy started in Europe" added Fuller. "The craftspeople featured in our True to Food films respect many of the same locally-sourced, sustainably-grown practices that have been common in Europe for years. With our tech-driven innovations and connectivity adding a new level of convenience, we see a big opportunity with the Technicurean™ consumer in the European market." Signature Kitchen Suite refrigeration – winner of the 2018 iF Design Award.

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