Kitchenware brand KitchenAid has opened its first ever ‘experience store’ in London, aiming to offer shoppers an immersive experience
KitchenAid iconic stand mixer
KitchenAid’s debut standalone store measures 3000 sq ft and showcases the domestic appliances for which the brand is well known across two floors.
The store also has what it dubs ‘experience sections’, where shoppers can book in for cooking classes or demonstrations.
A KitchenAid spokeswoman said: ”The experience store is a venue which we aim to be a physical hub for people to share and discover inspiration about food. Events featuring the ambassadors will take place in the venue, but we also expect it to be used more widely and to become a living space where ideas can be actively shared by a wide range of people.”
The store opened earlier this month on Wigmore Street in London, which is famed for its expansive kitchen, bathroom and homeware showrooms. Customers can order products in store for home delivery, and some smaller items are available to purchase and take away on the day.
Since the introduction of its stand mixer in 1919, KitchenAid has expanded its product line for “the passionate gourmet”.
The brand, which celebrated its 90th anniversary in 2009 and forms part of the Whirlpool Corporation, has concessions in a number of stores, including Dixons Carphone.