B2B roadshow for the presentation of new built-in appliances reserved to journalists, architects and customers of furniture’s industry: kitchen manufacturers and distributors together with the sales force.

“Innovative Tradition” is a spectacular traveling installation which aims to represent in a creative and engaging way the concept of constant research and modernity, key aspects of Whirpool’s DNA.

A stage-kitchen where technology and design are the undisputed players for both the brand’s equipment and the Ignis and KitchenAid appliances, inside a scenic setting adorned with artistic ceramics by Giacomo Alessi, which lead the visitor into an ideal itinerary where tradition meets innovation.