ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Kitchen Couture
Agency WoW Studios (Whirlpool Corp.) / Chicago + Whirlpool Corporation / Chicago + Purple PR / New York City + Shades of Grey / New York City
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Category
Experiential Design / Live Event
Annual ID
ADC103_BRS011B
About the Work
As a 100+ year old brand with a rich, but largely unrecognized style and design history, KitchenAid needed to break into culture in a powerful and unexpected way to keep consumers - who’ve only ever seen it as a utilitarian kitchen appliance - from relegating the Stand Mixer to the background.
KitchenAid’s 2023 Color of the Year launch coincided with the opening of New York Fashion Week, and it's limited edition Barbie-pink hue (coined hibiscus) was predicted by major design outlets to be the most popular color of the season for fashion. This gave us the opportunity we needed for a kitchen brand to enter the conversation and get in front of the right influential news coverage and consumers.
We partnered with fashion designer Marta Del Rio and five New York based up-and-comers to transform the 100+ year old icon into a 12-piece haute couture collection that could hold its own on New York’s runways. The designers used our iconic product silhouette to inspire fashion silhouettes. Disassembled pieces of real appliances were recreated into belts, chokers and body jewelry. And hibiscus was the only color used for the entire collection.
We debuted both the product and haute couture collection during a fashion presentation in the heart of the Flatiron District on the eve of New York Fashion Week. Inside, the collection was displayed on live models who walked the runway and posed next to the Stand Mixer that inspired their look, so onlookers could get up close with both the fashion and its creative muse.
This unprecedented intersection between kitchen and fashion captivated fashion editors, writers, and influencers who thought they were attending a 90+ minute fashion presentation, which in reality was a 90+ minute product launch.
KitchenAid’s 2023 Color of the Year launch coincided with the opening of New York Fashion Week, and it's limited edition Barbie-pink hue (coined hibiscus) was predicted by major design outlets to be the most popular color of the season for fashion. This gave us the opportunity we needed for a kitchen brand to enter the conversation and get in front of the right influential news coverage and consumers.
We partnered with fashion designer Marta Del Rio and five New York based up-and-comers to transform the 100+ year old icon into a 12-piece haute couture collection that could hold its own on New York’s runways. The designers used our iconic product silhouette to inspire fashion silhouettes. Disassembled pieces of real appliances were recreated into belts, chokers and body jewelry. And hibiscus was the only color used for the entire collection.
We debuted both the product and haute couture collection during a fashion presentation in the heart of the Flatiron District on the eve of New York Fashion Week. Inside, the collection was displayed on live models who walked the runway and posed next to the Stand Mixer that inspired their look, so onlookers could get up close with both the fashion and its creative muse.
This unprecedented intersection between kitchen and fashion captivated fashion editors, writers, and influencers who thought they were attending a 90+ minute fashion presentation, which in reality was a 90+ minute product launch.
2024 Awards
Total Points: 9
Bronze Cube
Credits
Brand-Side / In-House Agency
WoW Studios (Whirlpool Corp.) / Chicago
Whirlpool Corporation / Chicago
Digital Agency
Aisle Rocket / Chicago
Media Agency
Getty Images
PR / Marketing Agency
Purple PR / New York City
MSL Group / Chicago
Production Company
Shades of Grey / New York City
Publisher
PAPER Magazine / New York City
Chief Creative Officer
Michael Frease
Creative Director
Matt Mortimer
Strategy Director
Cheryl Barbee
Creative Team
Emily Walton
Geraldine Ramirez
Jack Dess
Jonathan Chang
Mariana Guarin Barkach
Sarah Uchison
Business Affairs
Joann Baker
Kiki Powell
Director, Head of Brand Design
Carrie Ruby Wolf
Director, Head of Integrated Creative
Luis Gabriel Ramirez Arias
Director, Integrated Production
Lindsay Tyler
Fashion Designer
Marta Del Rio / New York City
Head of Consumer Experience Operations
Anita Puri
Head of Production
Otto Linwood
In-House Videographer
Robert Smith
Post Production
Cam Aper
Dana Abel
Jon Desir
Kendall Fash
Pat Dear
Production
Jean Gbur
Program Management
Bridget Lamiman
Jason Yutesler
Natasha Sucre
Social Team
Lisa Hicks
Stefanie Chonko
Terrance Thomas
Whirlpool Brand
Carley Smith
Chad Ries
Doug Searles
Mitch Cooper
Sigrid Ott
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