Electrolux – GRO

We have been handling corporate communications for Electrolux as the press office since 2017. During Salone del Mobile 2022, we communicated Electrolux's leadership as a forerunner in the design of innovative and Planet-conscious technologies through "GRO," a highly challenging PR project with a strong media impact.

We achieved significant media hype through an engaging and revolutionary concept and narrative, bringing selected target audiences and media outlets a unique immersive experience consistent with the GRO concept, a completely redesigned space structured on modular solutions powered by advanced sensors and artificial intelligence, based on behavioral science.

Nine TV interviews were conducted on major national broadcasters RAI and Mediaset, 74 articles were generated, including 25 in newspapers and 49 in tech, design and sustainability publications. Thanks to the high media resonance, interest was also aroused from the press and stakeholders from different countries, who participated in large numbers in the experiential visits to the fair, delving deeper into the project with numerous interviews.