Electrolux 2011 Annual Report Download - page 46

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The Cube by Electrolux
The Cube by Electrolux offers a spectacular and inspiring gastronomic experience with some of the world’s
best chefs in the kitchen. The driving force behind the Cube is close cooperation between the Electrolux
consumer durables and professional products operations.
Two restaurant Cubes are currently travelling around Europe. At each
location they arrive at, a memorable dining experience is offered for up to
18 guests per sitting. The semitransparent structure, which stays for a
period of three to four months in each city, is located in spectacular and
often lofty locations, including atop the Arc du Triumf du Cinquantenaire
in Brussels and overlooking the Piazza del Duomo in Milan. The Cube
itself, which is of Scandinavian design, contains Michelin star cooks who,
in addition to preparing spectacular meals, share professional tricks and
tips to inspire guests to stretch their own creative boundaries when cook-
ing for themselves. Just as in the chefs’ own restaurants, the food is pre-
pared using kitchen appliances from Electrolux. The Cube utilizes profes-
sional products and appliances intended for consumer kitchens,
including steam ovens and induction hobs.
Brussels
Milan
Brand
Growth
annual report 2011 strategy
A gastronomic
42