Kitcorp completes new store for Kitchen Center in Santiago
Kitchen Center, specialist in kitchen equipment, decided to enter the competitive market of mall retail. This is why Kitcorp developed a new store concept which had to house their brands and a showroom, and at the same time build Kitchen Center´s identity. Together, the architects and client initiated a process regarding the brand, its goals and, most important of all, the experience and support for selling their products.
The plan is divided in three main areas, which organise the project and the way the clients approach it. The first one is the entrance hall, where a full height (5 m) holm oak door allows the client to contemplate the store and all the possibilities it offers. It also gives plenty of flexibility in the exposure of the products. A six-metre long service bar allows both self service and specialised assessment, while a vertical furniture shows the smaller electric appliances that complement the larger kitchen appliances.
The second area is the central space that exhibits the two main brands: FAGOR and FDV. The technical ceiling allows the reinterpretation of a real kitchen: the shopping experience is through a life like setting, as opposed to the traditional way of exhibiting appliances, were there is no hierarchy or logic. The third and last area is the cashier´s desk and the large sized appliances, like refrigerators, driers, etc. The quality and characteristics of the appliances stand out against 2.6-metre high wooden paneling. A large blackboard shows recipes, bargains, etc. The shop window is structured with an iron frame and Murvi tiles. An exhibition table shows different appliances as well as built-in ovens. The idea behind this design was to focus the attention and invite the clients to enter the store.