NOT for food By Berloni, The Last Frontier of the Kitchen Space
April 6, 2006
Creativity, passion, courage and sacrifice. These are the values that have inspired the brothers Antonio and Marcello Berloni, ever since they turned out the first Berloni kitchen back in the 50’s and they are still the guidelines for all the company's future projects.
In the historic evolution of the kitchen space concept the Berloni brand has definitely written some important chapters and thanks to what is being introduced at "Eurocucina" 2006 it is about to write some more.
As a matter of fact, Berloni is presenting, on a world-premier basis, NOT for food, a highly innovative concept-kitchen, designed, in collaboration with the Berloni Design Studio, by the internationally famous architect, Enzo Eusebi (Nothing Studio) to satisfy the everyday living needs of the near future.
NOT for food redefines the formal and programmatic possibilities associated with the use of the entire kitchen space for a contemporary family model. It constitutes a whole new way of interpreting the kitchen area with innovative materials.
"A kitchen that cannot be conceived exclusively in spatial terms," explains Enzo Eusebi, "but, necessarily, by means of a broader concept that is capable of including the special social dynamics that are generated by the characteristics of a place that is increasingly tending not to be shut off from the rest of the home. Indeed, in the context of a broader concept the kitchen area could be regarded as a "non-place", a neutral zone characterized by a very high demand for reconfiguration according to precise canons dictated by a periodic repetition: a space for the lunch in progress, a room that can double as an office for work meetings, a refuge offering a quiet place to study or a congenial place to get together for socializing."
The project, which combines formal and technological innovation, has been made from advanced composite materials (carbon fiber).
"In general," architect Eusebi is quick to point out, "in addition to formal innovation, we are eager to introduce advanced technological aspects into our work, because we are convinced that in order to obtain genuine formal innovation it is necessary to take advantage of new and unprecedented technologies."
The integrated NOT for food furniture system has been inspired by the open-space concept and adapts especially well to interior spaces without divider walls; it can be transformed into two different pieces of furniture, depending on the temporal use associated with the day. The first one, more strictly operational, contains the advanced functional features of the "kitchen space" and the second one the features of a "working/relaxing" use or period, during which it is possible to enjoy the calming pleasure of a massage (armchair), listen to music or do work hooked up to the Internet. The color palette is very stark; shiny white for the chair and mat black for the rest. The accessories are in black colored glass.
This innovative kitchen space synthesizes the evolution of the Berloni brand, a process that has seen it develop from a leading company in the kitchen market to an industry capable of providing consumers with a complete solution in terms of furnishing the entire home.
In this regard, the company’s managing director, Roberto Berloni, states: "NOT for food represents much more than a mere cultural exercise; it's a kitchen space for a contemporary family, devoting ever greater attention to the manifold needs of domestic life in all its complexity. This project is the symbol of a positive, proactive attitude, a passionate determination to break new paths that drives us on more intensely than ever."
Story From: Berloni News
