Kitchen of tomorrow

Edithouse produced a number of films together with Marie Hernmarck at SCP for the Geneva 2009 car show. A future kitchen environment, complete with a fridge, sink, book shelf and kitchen island, had to be created. The task Edithouse faced: with the use of film show a strong future vision of morning routines in the kitchen to be, in which information moves freely.

SCP provided a 3D illustration with the overall look of the kitchen. Inspired by the colors and ideas Andreas Jonason, creative director at Edithouse, began to work out a style that took elements from web 2.0 design, including animated menus and icons. Meanwhile, sound designer Mehdi Hedayati began work on sound effects. Instead of standard sound effects Mehdi made them from scratch using synthesizers and a variety of electronic tools. The goal was to take it all a step further and create a more futuristic feel to it.

The film was shown on the fridge’s built-in screen, acting as an interactive computer providing information about daily activities, news etc. It also kept automatic communication with the mobile phone, the car, the television, office PC and home computer.

In a fun and entertaining way the system could help you make daily decisions about the most environmental friendly driving route through town, or coordinate your shopping of ecological food with as few stops as possible. To further illustrate that the system is interactive small visual effects was added simulating someone pressing at the screen.

Edithouse also produced a slide show presenting the new DrivE range, and figures for exhaust gases and fuel consumption. Since SCP wanted the style of the film to go with the lounge film, large icons and web 2.0 was the inspiration here as well. Stills taken in studio was rotoscoped and then placed into the graphical world.