The kitchen has taken on increased protagonism in the home as a symbolic and aspirational epicentre of life. A leading European brand asked us to help it understand the new social paradigm of today’s kitchen space. Its aim: to decipher the cultural nuances of the kitchen environment in order to optimize its premium product segmentation strategy. We analysed the “new” social language of the home and the definition of luxury in the kitchen. The results have allowed the brand to successfully develop a product portfolio as well as define and own a unique code of communication.
Tools: Semiotic analysis of the territories of the kitchen, luxury and category brands.