Salone del Mobile: Daily Rituals Doimo Cucine

Over 35,000 people visited our stand at the Salone del Mobile.Milano 2024. Our compositions and “Daily Rituals” telling the story of our brand and the personalities of our clients were highly appreciated.

Our stand, a collaboration between Doimo Cucine and studio Raum – Willy Dalto developed the concept and laid out the spaces while his colleague Nicola Barutto was responsible for the styling – was designed to illustrate and expand on the sense of our payoff “Made to feed your soul” based on three values fundamental to the company: innovation, experience and creativity. Our kitchens are environments, whose beauty and harmony, and the space they offer to personal freedom and taste, feed the soul, creativity, dreams and passions. This makes them interior spaces  an elective affinity, moments that are almost a ritual. A Daily Ritual.

Each value represents a diverse soul, whose expression is made possible by the infinite combinations permitted by the All-arounD kitchen system. As the fil rouge of this theme and fulcrum of our communications at the Salone and Fuorisalone 2024 we focused on tea, a common and personalisable ritual, a perfect metaphor. Indeed, drinking tea is associated with a personal moment that feeds the soul and is the result of the freedom to compose different ingredients, such as flowers, herbs, spices, fruits or leaves (in our case, materials, finishes and cabinetry). Intelligently combined (by the architect or the client), they form a unique blend (like a unique kitchen), the perfect reflection of personal taste.

The idea of tea took form in three videos, each inspired respectively by the values of experience, innovation and creativity, stories of three different souls; it was also present in the design of our stand, a Doimo Cuince tea and tasting experiences at the Salone and Fuorisalone guided by Gabriella Lombardi, the first TAC certified Tea Sommelier in Europe, and one of the world’s leading voices.