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Appliances Get Chic at Rowenta Launch

November 22, 2002, 12:00 AM EST

Rowenta product showcase Sky Studios Tuesday, 11.19.02, 6 PM to 9 PM
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Irons aren't sexy. Neither are steamers, toaster ovens or electric kettles. But Rowenta made its appliances more chic and appealing at a product showcase at Sky Studios. The appliance company showed off its latest models to 200 editors and journalists at a fun, yet informative cocktail party.

Produced by Jes Gordon of J. Gordon Designs, the entire event incorporated Rowenta products and demonstrations to give guests a hands-on experience. The steel soleplates of Rowenta's steam irons were placed throughout the event, on the staircase and grass walkway leading to the penthouse, and lined the deck of the swimming pool. Rowenta reps showed off the steam power of the new irons by ironing wrinkled shirts at two ironing stations in the center of the room, and in one corner, Bentley Meeker projected high resolution glass etchings of the products onto the wall. “Rowenta is a contemporary German company, so we wanted a chic, industrial look, but with a punch of color,” to show off the new colors of the kitchen electrics, Gordon said.

Olivier Cheng Catering and Events cleverly integrated the products into the food presentation. Partner Franck Cursat designed a frosted Lucite bar with more soleplates attached to the front and top, and the bar emitted a dry blast of smoke—to imitate steam—every 40 seconds. And caterwaiters used the new line of toasters to toast slices of baguette and white bread on the spot, and then guests could spread baba ghanoush, hummus, or a variety of cheeses on the freshly toasted bread.

One more level above penthouse, Tazo president Steve Smith offered tea samples using hot water from Rowenta's electric kettles. Another display had several bathroom scales—the scene looked like something out of a dieter's nightmare—set out to for demonstrations, but the scale product manager found himself stepping on the scales himself most of the time.

Suzanne Ito

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