Landor’s multisensorial rebrand for Elica brings both art and engineering into the kitchen space

With Italy’s reputation for homeware and furnishing design, Elica exemplifies Italian excellence and innovation. While they are primarily known for their elegant range hoods and kitchen ventilation solutions – where sophisticated engineering meets distinctive Italian design – they’ve expanded their offerings to include cooktops, ovens, and wine cellars. To accommodate this growth, Elica required a unifying visual language that marries the company’s legacy with its future prospects for the next stage of its lifespan. ‘Manifesto del Macchinismo’ (a manifesto embraced by many Italian artists that emphasises the value of machines in everyday life) serves as the driving force behind Elica’s new brand expression. Developed by global brand consulting firm Landor, the rebrand positions Elica as a company that celebrates innovation in the kitchen across the board while maintaining a distinctive aesthetic and identity that reflects its pioneering DNA. It pays homage to Elica’s founder – Ermanno Casoli an entrepreneur, inventor, and lover of contemporary art. Alessio Galdi, Creative Director, explains that Casoli named the company ‘Elica’ in honour of Elica Balla, the daughter of the Futurist artist Giacomo Balla. “In addition, the Ermanno Casoli Foundation was established in 2007, promoting initiatives where contemporary art becomes a teaching and methodological tool for sparking innovation in work environments.” This convergence of creativity and technology – blending the world of machines with the world of art – is summarised as ‘Artfully Inventive.’ The concept revolves around making technology not only functional but also emotional, fostering a paradigm shift in the entire kitchen appliance landscape to, according to Design Director Andrea Maddaloni, treat products “not just as functional elements but as expressive tools; true means of creating art and changing our daily experience with them.”