New KitchenAid stand mixer ‘blossoms’ with Emakina
KitchenAid, together with agency partner Emakina, has just unveiled a first-of-a-kind site for the brand showcasing the latest addition to its high-end Design Series. The new stand mixer design, called 'Blossom', features a thyme green satin finish stand mixer with a unique hammered copper bowl. The product has a nature-inspired colour and thoughtful details, as well as a copper bowl that develops a beautiful patina over time. The mixer is actually designed to physically grow and evolve over time with each individual owner. Even the bowl is designed to evolve with them, ageing beautifully the more it's used. This nature-inspired piece was the catalyst for Emakina for the concept of the site.
A mixer with an ever-evolving story
Emakina was briefed to showcase the newest addition to the design series and infuse it with rich storytelling so that consumers could fall in love with it in a digital space around the world. More than a simple product page, it needed to be a rich, shoppable website that draws the visitor in.
So Emakina developed a brand-new site for the global KitchenAid toolkit: 'The website that Blossoms'. The agency created a seamless, immersive digital experience that was crafted to blossom and grow just like the mixer. Using scroll-triggered animation, motion graphics and digital illustrations users can travel through the Blossom story to discover each distinct design element, from the colour and finish to the botanical design accents and luxurious bowl. Special recipe videos, inspired by the mixer, plant seeds of inspiration, while on-trend interior design spaces help users visualise Blossom in their own kitchens.
A new global benchmark
"For us, digital launches are the new TVC and that's exactly how we approached this 'simple landing page brief'. The result is an immersive, interactive advert with brand-level storytelling.” explains Elizabeth Dewar, creative director at Emakina. The page has been developed for the EMEA region as well as territories like Latin America, Australia and Asia Pacific, in a total of 14 languages.
KitchenAid stand mixers need no introduction. For over 100 years, these covetable home appliances have been living in the heart of the home as status symbols and true design icons.
