From April 16th to April 21st, the 62nd Milan Design Week (EuroCucina2024) opened in Milan, adhering to the Scandinavian design concept, ASKO, a century-old luxury home appliance from Northern Europe, made a brilliant appearance with the theme of "Attention to Detail", creating a Nordic exhibition hall full of natural texture, with its incomparable attention to details, once again becoming the focus of Milan Design Week.
Originating from the Scandinavian design concept, it perfectly integrates natural aesthetics and practical functions, condenses inspiration from the Nordic natural scenery, and runs the concept of humanistic care and environmental sustainability through every detail, showing the world the extraordinary charm of century-old Nordic quality and the unremitting pursuit of design aesthetics through ASKO's exquisite craftsmanship and elegant quality.
The purity and elegance of Scandinavian design
Located in Hall 4 of EuroCucina 2024, ASKO's showroom attracts designers, architects and enthusiasts from all over the world with its unique Scandinavian design style. Scandinavian design has long been known for its simplicity, practicality and attention to detail, and the design of the ASKO showroom is also inspired by the natural scenery of the Nordics, combining clean lines, pure colors and functional layouts, perfectly interpreting the essence of Scandinavian design, where visitors can not only appreciate ASKO's home appliances, but also feel a philosophy of life that returns to nature.
The showroom's cooking area has been cleverly transformed into a miniature auditorium, inspired by traditional Nordic architecture and the intimate atmosphere of family gatherings, where visitors can experience first-hand the performance and craftsmanship of ASKO products, while immersing themselves in the tranquility and harmony of Northern Europe, as if they were meeting with friends and embracing nature and heart.
ASKO also unites Michelin-starred chefs and international wine tasters to bring a unique feast of inspiration to guests, allowing people to explore Nordic cuisine to their heart's content, so that every visitor can feel the warmth of home and the beauty of life in the design of details, and transform food and wine into a window for people to explore Nordic culture and ASKO brand inspiration.
Return to the original design and the integration of feelings and life
On April 15th, ASKO opened Milan Design Week with IDEAT magazine at the MARMO ARREDO flagship store in the heart of Milan for an in-depth dialogue on design and life, bringing together designers, artists and thought leaders from all over the world to share their insights on design, art and lifestyle.
In addition, on April 17, ASKO held a designer forum with the theme of "Back to the Roots of Design", where renowned architect Ma Yansong and SHL Design Partner and Design Director Kristian Ahlmark explored the beauty of timeless minimalist design. Through the exploration of the essence of design, we explore how to find the purest expression of design in modern life. This dialogue is not only a discussion of design aesthetics, but also a profound interpretation of ASKO's quality life with details.
In this showroom, full of the beauty of Scandinavian details, one will feel an emotion of intimacy with nature. The meticulous arrangement, carefully selected materials, and the ultimate pursuit of details all reflect ASKO's respect and commitment to Scandinavian design, whether it is the layout of the exhibition hall or the arrangement of activities, they are integrated into the essence of Scandinavian culture, making people feel as if they are in Scandinavian nature and feel the purity and beauty. ASKO's collaboration with well-known architects and space designers also brings a cross-border visual feast to the audience, leading people to re-examine the charm of Scandinavian design and feel the beauty of the details contained in it.
Reshaping the quality of life and cleaning the Nordic detail design
100 years of Nordic luxury ASKO has always adhered to the core values of Scandinavian design - simplicity, practicality and durability. On the stage of Milan Design Week 2024, ASKO presented its latest kitchen appliances, each of which is a modern interpretation of Scandinavian design concepts.
Inspired by Scandinavian minimalism and with an eye to a better future, ASKO's products combine high-quality craftsmanship, user-driven innovation, authentic materials, timeless design and respect for nature to deliver the ultimate luxury experience. ASKO washing machines are designed with the world's only metal door seal without rubber ring, which improves the overall aesthetics of the washing machine and ensures the cleaning effect, which reflects ASKO's careful consideration of product performance and user experience, bringing users a healthier and more convenient washing experience. ASKO DW60 dishwasher's UV sterilization function kills bacteria and viruses at the source with a 99.999% sterilization rate through ultraviolet technology, ensuring the cleanliness and hygiene of dishes, using more metal instead of plastic, and has been awarded the Nordic White Swan Ecolabel certification. The ASKO Celsius°Cooking™ function of the cooktop, which uses precise control of temperature and time to cook with precise control of the temperature and time, is a good way to control the details and say goodbye to undercooking or overcooking, and the Chinese smoke machine and gas stove are also highlighted in Zone D.
In this showroom with Scandinavian details, one can feel a sense of joy in harmony with nature, and have the opportunity to experience the unique charm of ASKO products first-hand, with its extreme attention to detail and unrelenting commitment to quality. ASKO believes that good design is not only a visual pleasure, but also the key to improving the quality of everyday life.
As a century-old luxury home appliance brand originating from Northern Europe, ASKO's design concept originated from Scandinavia, drawing inspiration from the pure natural scenery and rich art and culture of Northern Europe, and integrating this unique regional spirit into home appliance design. It is not only the shaping of products, but also the transmission of a kind of attitude to life, and every detail reveals the persistent pursuit of exquisite craftsmanship.
At the 2024 Milan Design Week, ASKO once again demonstrated its extraordinary strength in the field of high-end home appliances with its unremitting pursuit of "attention to detail". The beauty of Nordic details is worth witnessing and feeling together, let us explore the infinite charm of Nordic design and feel the unique charm of the beauty of details.