The Art of Economics

Even as Europe stands knee-deep in economic uncertainty, EuroCucina 2012, which was held April 17-22 in conjunction with Salone Internazionale del Mobile at the Milan Fairgrounds in Rho-Milan, Italy, seemed fairly abuzz with activity. Aisles were sufficiently populated to require vigilance for circulation, and booths were well packed to make photography challenging.

Nevertheless, The Europeans have taken quite an economic hit in the last four years, said Giulio Petrilli, VP of project sales for Snaidero USA, and EuroCucina regulars, such as Petrilli, noticed a smaller footprint. According to show organizer Cosmit, while this years outing boasted 166 exhibitors (up from 151), total exhibition space was down from 32,652 to 26,894 sq. m, and attendance experienced a slight dip from 297,460 to 292,370 for the combined event, which also included a furniture accessories component and the International Bathroom Show.

KITCHEN ART

Regardless, the biennial kitchen extravaganza still had much to awe visitors, if not in the number of new innovations, then in sheer artistry. Whereas American shows tend to be more product-focused in their displays, here, booths were often fully accessorized and dramatically illuminated to stoke ones imagination, emotions and viscera. Some displays took a real-life approach, such as SieMatics three BeauxArts vignettes, which were created by Mick De Giuliowho also designed the cabinet lineto be easily transferable to an actual home, and Marchi, an Italian maker of traditional and transitional kitchens, segmented its booth into four elaborately furnished environments, each inspired by a bit of Americana and each in near move-in condition. Others incorporated everything from paper sculptures and plastic flamingoes to crockery, oversized light fixtures and groupings of common household and food items to convey an attitude, a mood or frequently an atmosphere of warmth and domesticity.

Marchis booth was beautifully outfitted with several fully furnished vignettes depicting Americana

As in previous years, many of the kitchens on display were prototypes, noted Petrilli and Amir Ilin, president of Kche+Cucina and North and Central American sales manager for Pedini USA. This makes sense, as several featured mammoth peninsulas or multiple islands bridged by countertops outfitted with stools. Some islands curved, sloped and/or terminated in a casual dining table, seating or a shelving unit angled to break up the long horizontal lines. All required lots of space, which runs contrary to the reality of European kitchens. In Europe, most people live in apartments, so the kitchens are much smaller than what you would find in a catalog or at a show, Ilin said. EuroCucina is like a fashion show, so youll see things that may never go into production, such as large islands that could easily dwarf the roomiest of kitchens stateside. However, Ilin added, prototype or not, the products set a trend or provide a direction.

WOODEN APPEAL

One highly visible trend was a raw, sawn-wood look that some may recall from last years inaugural LivingKitchen show in Cologne, Germany. In fact, Petrilli thinks it may have originated in Northern Europe, where pronounced graining and rustic wood effects have long been favored. Shown in medium- and dark-wood tones, as well as gray, and often paired with countertops formed of large wooden planks that appeared as if sliced from a tree, the back-to-nature look was pervasive in Milan, but Petrilli and Ilin are doubtful about its success. Both Snaidero and Pedini introduced it a few years ago and it never took off, Ilin said. Customers liked it, but they didnt buy it. Sometimes you need products that make people ooh and aah, but then they move on. Moreover, Petrilli said, The Italian market has gone strictly into the lacquers, which account for 90 percent of Snaideros business and tend to be less expensive than wood. Italians, in terms of a general market, are downscaling their kitchens because of the economy, and theyre basically choosing lacquer.

Minacciolo went back to nature with its Natural Skin kitchen in cooked pine.

Other popular finishes at the show included glass (especially in the frosted variety), metal and laminates, which hold appeal no doubt because of their affordability. Some companies experimented with textured concrete, ceramics or stone on cabinet doors, drawers and sides, and countertops, which were either very thin or very thick, were served up in a variety of materials. Yet despite the selection of finishes, colors in general veered toward neutral with white, gray and wood tones dominating the exhibits. Ilin noted, From a psychological standpoint, when the economy starts to slow down, things become softer, and colors are less bright and gutsy.

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The Art of Economics