Post by Beko Europe

Legacy, Design, Purpose: Beko Europe’s Vision for the Italian Market   Yesterday at the Fondazione Luigi Rovati, we held our first pre-EuroCucina press event, setting the stage for our participation in the upcoming Salone del Mobile.Milano. In a space that beautifully captures the dialogue between history and the future, we shared our vision for the home of tomorrow; Legacy, Design, and Purpose.   The session followed a clear journey of our vision as Akin Garzanli, CEO of Beko Europe, set the regional and industrial stage. He shared the "big picture" of our industry and our vision, highlighting our long-term commitment to Italy. Following this, Francesco Misurelli, Managing Director of Beko Italia, and Michela Lucchesini, Marketing Director of Beko Italia, explored how this vision translates into strategy and brand relevance within the Italian market, focusing on design quality and the unique strength of our brand portfolio Whirlpool, Beko, Bauknecht, and Hotpoint. To conclude the journey, Mario Cucinella, Founder & Creative Director of MCA (Mario Cucinella Architects), revealed how these core values of Legacy, Design, and Purpose have been transformed into the "inhabitable landscape" pavilion, a physical experience that treats the home as a place of emotion rather than just a neutral space.   Our strategy, built on Legacy, Design, and Purpose, allows us to translate our industrial roots into technology that feels intuitive and genuinely useful. This event was a an exciting setting the scene step toward EuroCucina, stay tuned to see what we’re cooking up for our booth!