Elica presents itself at the next Eurocucina with a new and ambitious project: to expand its proposals to the entire world of cooking. For the Fabriano-based Group, a leader in vacuum cleaner systems for over 50 years, a new phase is therefore opening, supported by significant new products, a renewed brand identity and an investment of over 40 million Euro in 3 years. 

As Elica's Chairman Francesco Casoli explained, "After the first fifty years oriented towards the world of suction, in which we won the trust of stakeholders and customers, we decided to reinvent our business by entering the world of cooking. The journey began in 2016 with the launch of the NikolaTesla suction hobs and is now consolidated with even more cutting-edge strategies and products."

Innovative solutions for the kitchen 

Elica marks its entry into the cooking market with Lhov, the innovative product that integrates hob, hood and suction oven in a single appliance. Presented as a prototype at Eurocucina 2022, Lhov, conceived by Fabrizio Crisà, the company's Chief Design Officer, inaugurates a new category in the world of household appliances.

Marco Garbuglia, Chief Marketing Officer of Elica, explains how the company has never stopped developing innovative solutions for the kitchen, capable of intercepting an increasingly demanding target. "Since the birth of our first extractor hob," he adds, "we have worked tirelessly to expand the range, right up to the launch of an evolved cooking line in which Lhov is the undisputed star. We are and always will be ready to amaze our customers and partners around the world". 

At Eurocucina 2024, Elica will be presenting numerous other novelties, such as the Virtus Multi 60 DD oven, which has already won the "Archiproducts Design Awards 2023" in the Product & Interior Design category. "Essentiality, formal reduction, rigorous lines and details with a strong expressive impact represent the aesthetic values of the new Virtus oven," emphasises Fabrizio Crisà.

Creativity, design and innovation 

The rebranding strategy is articulated in a new logo that inherits the essence of Elica's first brand identity, modifying it into a visual element of strong impact and projected into the future. Through a new colour palette and the absolute rigour of the shapes, Elica wants to tell its story with an identity presence, capable of synthesising the values of creativity, design and innovation. 

The new pay-off "Extraordinary Cooking" points to the attitude of thinking outside the box to create beauty and value, anticipating market trends. 

Elica has also signed a sponsorship with Ducati Corse, an operation that allows the brand to reach a global audience, thanks to visibility on the fairing of the motorbike and on the suits of Bastianini and Bagnaia (two-time world champion) in the MotoGP 2024 championship. 

Elica at Eurocucina and the Fuorisalone 

Elica's stand at Eurocucina 2024, curated by the Calvi Brambilla and Partners studio, will be a true temporary architecture.

Calvi Brambilla And Partners ph. Lea Anouchinsky BW 

"The inspiration for this project emerged from the desire to give form to impalpable elements such as air and heat, masterfully managed by the company," comment Fabio Calvi and Paolo Brambilla, founders of the architecture studio. The visitor will pass through distinct spaces, each characterised by a colour and a light installation, focused on specific themes such as cooking, aspiration and Lhov. The project aims to create totally immersive environments, making the stand a unique sensory experience'. 

At the FuoriSalone, in the evocative courtyard of Palazzo Litta, Elica will present the Design Week public with a striking artistic installation, designed by the Japanese duo we+ and curated by Fondazione Ermanno Casoli.