Kitchen Aid Italian Summer N1
Kitchen Aid series of Themed Italian Summer Events
Client: KitchenAid
Location: Bouffe Leuven
PR: We love Pure, Dijksman Communicate
Photo Credit: Robin Joris Dullers, Linde Rozis
Material: Lemons, Kangaroo Paws, Spanish Moss
These days, nobody is surprised by fruit and vegetables appearing in a floral work.
Word spreads fast, trends circulate, and what once felt unexpected becomes normal practice.
So normal, in fact, that a long-term client set us this brief: one material, one brand, two countries, one subject: Sicily. Three events.
The material was lemons.
First event was about colour match and surprise: we had a lot of space, big ceiling.
So we needed large contrast element to attract attention.
The second event centred on a Sicilian pasta workshop and lunch: long tables, wine glasses, a smaller room with lower ceilings.
While the first installation explored excess, this one was quieter, warmer, more intimate.
We didn’t want to overwhelm the space with a single large sculpture.
At first glance the brief sounds almost limiting.
But there is something interesting about working repeatedly with the same material, and we took it as a challenge. It recalls one of the most effective exercises from art school: take one exact material and push it again and again, until imagination begins operating beyond the obvious.
Repetition builds consistency, but it also reveals how endlessly transformable a single material can be.
And this is what interests me most about working outside of flowers: fruit and vegetables already carry the emotional memory of the flower within them.
They have been through the cycle. They have matured.
They are what the flower became.
So across all activations for KitchenAid, lemons appeared throughout.
None of the works were truly about lemons