"This is the finest blog I have seen for the kitchen industry. The designs unveiled on this site are so insanely new and innovative, you'll find them here before any publication can muster pen to paper. This is a site from a blogger with a true kitchen design obsession that will have you reading every column inch with pleasure and delight."

Jackie Daly, Managing Editor, KBB Magazine

Wednesday, 22 September 2010

American Werewolf in Europe

America is a world super power; it is at the forefront of technological advancement and is perceived to be a forward thinker when it comes to industry and social structure.  Why then do the citizens who make America a great nation settle for a standard of kitchen design that is perceived to be 10 to 15 years behind the rest of the World?

American kitchen design can be perceived as dated, tired and stagnant with lower and middle class families choosing a “Safe” kitchen design that will ensure that their home will appeal to the widest spectrum of possible buyers, should they decide to sell.  Many kitchens in America have an old homely feel with designers specifying solid timber doors with raised centre panels and ornate trimmings and fittings to match.  This is a throw back to the late 70’s and early Eighties when Mark Wilkinson was still finding his feet as a designer and launching kitchen lines that were decorative and fussy.  These early Mark Wilkinson ranges were fantastic and helped to cement Wilkinson’s name at the top of the design ladder but America has never moved on.

And it’s not the fault of the professional kitchen designers who work in the States; after all they have to give the customer what they want.  The Mogul appreciates that many kitchen architects working in America feel frustrated with the lack of diversity within their industry and that although the contemporary market is growing it may not be happening quickly enough.

Contemporary kitchen design is still seen as a niche market making up around 10% of the overall kitchen sales in America and is dominated by German and Italian brands.  Contemporary brands are seen as up-market and expensive but The Mogul believes it is time for change. Contemporary design must be made more attainable for the masses in America.

The images below are from Subzero’s Living kitchen Concept.  They speak for themselves!

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