Kota A3 Oven

Client: Kota Equipamentos
Project completion: August 2008

In 2008 we designed the A3 Oven for Kota equipment, the industrial unit Kota Import’s. The company is headquartered in São Paulo and specializes in the supply of raw materials and equipment for dental prostheses laboratories. Started as a project for aesthetic improvement for their old furnace model Atlantis – which had been copied by a competitor – the work evolved into a strategic design project aiming to create new competitive advantages for Kota. The design was used as a source for obtaining competitive advantage and to conquer new markets.

THE CHALLENGE

Finding good and new aesthetic and constructive solutions on a project for small-scale production, was our main challenge, which restricted investment on tools for production. The A3 model, as it would be named, has innovations that are closely linked to the challenge of fitting the product competitively. We tried to align the recognized qualities of the old model with the new design as well as enhance, facilitate and reduce the equipment’s manufacturing costs, assembly and maintenance.

THE TRAJECTORY

The ethnographic research was fundamental for understanding the user’s, prosthetic technicians, work and needs. We spent a whole day in the Aragushiku laboratory of dental prostheses in São Paulo. At the end, we had a list of opportunities for improvement and innovation for the new furnace, which juxtaposed our extensive research about the market and technology. The main equipment innovations are the canal lock elevator, which prevents the prostheses from falling into the furnace, and the prosthetic support area in tempered glass, which allows for better workplace organization and makes cleaning the equipment easier. It has LCD display and had its programming logic redesigned and made simple and intuitive since it had been identified as confusing during the research phase.

THE RESULTS

Respected dental prosthetic Japanese specialist Hitoshi Aoshima endorsed the A3 oven – and the family of products that followed. With higher added value, the oven was placed by the company above the old model, increasing their profitability. The A3 has received several design awards including the prestigious German prize the Red Dot Award. In Brazil it received silver on the IDEA Brazil Award in 2009 and was selected for the exhibition of the Museu da Casa Brasileira Design Award. In 2010 it was bronze on the SENAI -SP Excellence Design and participated in the exhibition organized by the same award.

CLIENT’S TESTIMONIAL

Besides making the oven more beautiful and presentable, [StudioIno’s project] made assembly much simpler and dramatically improved the functional logic of the product, adding more value to the product and the brand. The project definitely exceeded our expectations, so much so that, shortly after the end of the first project we started the same work with other line equipment adapting it to the new brand identity. Our team is proud to have worked in the production of a product that is well recognized on the market. That brought a lot of satisfaction to us all.

Jorge Tamake Jr. | Kota Equipamentos Industrial Director project manager.

Awards

Red Dot Award 2011 | Winner

IDEA Brasil 2009 | Silver

SENAI SP Excellence Design 2010 | Bronze

25° Prêmio Design Museu da Casa Brasileira | Selected for exhibition

SENAI SP Excellence Design 2010 | Selected for exhibition

CREDIT

Project developed in collaboration with Kota Equipamentos engineering team.

Unilever Studio Gourmet

Client: Unilever
Project completion: October 2009

The briefing was to develop the architectural and interior design for Unilever Brazil Training Center and Experimental Kitchen, making them reference kitchens for the markets where they operate. This project began on our architecture division and was extended to our design team since it presented opportunities for designing furniture for food preparation and exclusive equipment. These kitchens for the Food Solutions and Foods divisions – professional and retail markets, respectively – previously operated separately and were then being restructured in a new and shared area: the Studio Gourmet.

The activities that take place in the Studio Gourmet vary from training and qualification of customers and professionals in the food service market, culinary workshops for customers and guests, products testing and innovations research, development of various recipes, and others. It consists of two professional and two domestic kitchens, a tasting area, cabins for sensory analysis, a lounge and a library and it is located at the Unilever Brazil headquarters. The highlights are the Kitchen Station and the Cooking Island which are exclusive equipment, and the furniture designed for the domestic cooking and tasting area.

THE CHALLENGE

The former Unilever unit in the neighborhood of Jabaquara had separated domestic and professional kitchens. Since they were to be built in a new and integrated area, it was essential that they reflected the concept of the project. But keeping the technical individuality of each of the areas was equally important as well as creating an identity that respected the particularities of each of these spaces user. Fully understanding the processes developed, focusing on the user and analyzing the facilities and equipment was our challenge in proposing innovative and meaningful solutions.

THE TRAJECTORY

After two full days of ethnographic research at the site we found many opportunities. The theoretical operator training was then done in a showroom with school desks from which little of the chef’s preparations were seen. At the same time, the 16 mobile stations were prepared in the kitchen for practical classes. Those stations were limited to stainless steel countertops with one drawer and one shelf for pots and pans. Following the chef and students during these two classes was crucial because we could then develop the Mobile Station Kitchen concept for complete food preparation. The station is particularly suitable for showcasing products to customers and chefs who prefer separate spaces, as well as being taken to external events since it is mobile.

We observed the employees training practical activities that were focused on cooking. It was an adaptation of 6 united ranges, which favored group work up to 12 people – a fact that was appreciated. We noticed they had some difficulty handling large pots because they were unbalanced on the grills. In response to this activity we proposed the Cooking Island that had induction heating plates as its main technological innovation.

In the Experimental Domestic Kitchen we followed the work of the cooking specialists who are responsible for developing recipes with items from Unilever’s non-professional product line. They develop up to nine simultaneous recipes per day, preparing them completely according to the briefing issued by the product management team. When the recipes are all done the specialists’ team meets with nutritionists and managers for tasting and analysis. They use trays arranged on a long bench to separate the recipes ingredients and the most used equipment are the gas ranges, the microwave, the mixer and the blender – they are all household appliances. Based on our own analysis, we developed a unique furniture design for these operations.

THE RESULTS

Unilever Food Solutions has become more and more prominent on its market promoting various activities within the Studio Gourmet. In addition to staff training and products demonstration for customers, gourmet bloggers are invited to visit the space:

… chefs share their culinary experiences:

and talks are held with recipes being offered to the customers:

In this pleasant and professional area the brand can get closer to its customers and strengthen its philosophy.

CLIENT’S TESTIMONIAL

We needed a furniture line that would adapt to the different layouts. The proposal included counters with casters that facilitated transport as well as mobile stands of different sizes that provided different room set ups without losing the functionality needed in the kitchen. Electrostatic hoods allow project discussion meetings to occur during preparation because the exhaustion efficiency with minimal noise does not interfere with room sound.

The kitchen stations allow training programs with different group sizes and also personalized products use demonstration on trade fairs and company’s events. We have a very low rate of accidents with burns due to the adoption of induction plates replacing the gas range.

Consumers and customers visiting the space express enchantment and recognize our culinary expertise that is also present in this layout and furnishings.

Betania Gattai, Customer Service Manager| Unilever Food Solution

Awards

KITCHEN STATION

IDEA Brasil 2011 | Silver

SENAI SP Excellence Design 2010 | Silver 

IDSA 2011 | Finalist

Design Excellence Brazil 2011 | Selected for the exhibition

SENAI SP Excellence Design 2010 | Selected for the exhibition

COOKING ISLAND

25° Prêmio Design Museu da Casa Brasileira (2011) | Winner

SENAI SP Excellence Design 2010 | Silver

IDEA Brasil 2011 | Bronze

IDSA 2011 | Finalist

CREDIT

Front of the house project: Athié | Wohnrath Corporate Architecture

Atta Fooding

Client: GRSA | Manufacturers: Sigma Brasil, Perc and Stillo Inox
Project completion: June 2007

Seeking to develop a new concept in furniture, visual communication and ambient Atta, premium division for GRSA Group corporate restaurants, asked StudioIno to assist them. A project like this, strategic and focused on the user’s total experience, created the opportunity for our design and architecture divisions to work in synergy which resulted in the Atta Fooding.

What is Fooding?

It is a neologism coined in 1999 by French journalists Alexandre Cammas and Emmanuel Rubin to merge the words food and feeling. We incorporated the fooding concept because it was in tune with one of the brand’s value that is surprise the senses and the mind through cuisine art.

THE CHALLENGE

With a premium brand positioning, Atta needed to communicate their values and concept coherently. For two days we visited four of the brand’s restaurants and we focused on understanding and evaluating their services from the user’s perspective. We noticed that there was no consistency or standardization in the visual identity and architecture between each unit. The problems ranged from lack of identification at the restaurant entrance and diversity in formal distribution furniture type to difficulty in reaching the food, lighting and inadequate floorings. In conclusion, Atta’s gist was being lost. Our challenge was to rescue Atta values and take them to all the brand’s points of communication with its users.

THE TRAJECTORY

Reinterpreting the brand values, starting from the fooding idea, we came to a new concept: Atta experience of nutrition happens when each person feels involved in an environment that is invigorating and surprising every day. We developed two furniture architecture simulating the users’ flow, based on observation research and analysis. We proposed two style directions and the chosen one, Traditional / Roots, guided the rest of the project from the front of the house design to the elements of visual communication.

THE INOVATION

We used heated or chilled thermal glass plates as surfaces to display the food at safe temperatures. This new concept for collective food service enabled us to create an innovative design for the self service restaurant counters.

THE RESULTS

The new Atta Fooding concept was firmly approved by the client in June 2007, after the pilot successful implementation on the Natura restaurant in São Paulo. As of June 2011 about 50 restaurants were installed in the WTC companies such as Bombril, Editora Abril, Siemens, BASF, Sulamerica Seguros, among others.

Client’s Testimonial

Atta, a GRSA division I directed for more than 10 years, has its activities guided by innovative concepts, products and services. In 2007 StudioIno was our partner in the development of a unique solution for keeping food hot and cold, strengthening GRSA position in the premium market of corporate food service. The completion of the project created an aesthetic, functional and operational differential that drove the growth of our solutions in the market ensuring technical quality, something we can’t work without. It was a great learning experience for the entire team. I can only wish these fantastic partners: success always!

Regina Belelli | GRSA Health Division Director

AWARDS

23° Prêmio Design Museu da Casa Brasileira (2009) | Finalist

SENAI SP Excellence Design 2010 | Selected for exhibition

CREDITS

Uniform design: Patrícia Tucci Imagem Pessoal.

Project developed in collaboration with GRSA marketing team