Viking Has Something for Everyone
Recently opened in Chicago’s Merchandise Mart, the Viking Range/Middleby Residential showroom has a vignette for everyone. Creative director and chef Jaime Laurita took it upon himself to find out what consumers in their city were looking for and interpreted their needs in the showroom design.
The glass front of the showroom draws visitors in with neon lighting, a pink range from La Cornue and the mantra, “Your Life Will Change.”
Each vignette is designed for a specific type of customer and price point. This one displays the Viking 7 series, which is the ultra-premier line meant for the gourmet home chef.
The European brand Aga is showcased here with a diamond tile backsplash, a black-and-white palette and a crystal chandelier. This vignette is for the client with a contemporary yet high-end taste.
Along with the vignettes, there is a wall of refrigerators and a table of cooktops for direct comparison.
“Our goal is to reveal the magic behind the brand and have a dialogue with guests to understand their needs in a comfortable, welcoming environment,” said Laurita. “The experience comes first, and that makes it easy for guests to feel genuinely interested in the products.”