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Immersive Melbourne Lifestyle Kitchen Opens

Winning Appliances has cut the ribbon on its immersive lifestyle kitchen showroom in Melbourne, allowing visitors to watch professional cooks in the ‘culinary theatre’ and purchase white goods and other appliances from leading brands.

As reported by InsideRetail, the flagship store, located on Swan Street in Richmond, has been designed as a multi-sensory shopping experience that allows ‘customers to imagine what the appliances will look like in their dream kitchen’.

John Winning, the CEO of Winning Group, wants consumers to see the whole kitchen ‘rather than just the products themselves’.

Consumers will be able to shop luxury over-seas brands such as The Galley, Kalamazoo and Fhiaba, with the Richmond store being the first in the Winning network to stock the premier labels.

Brands will also have the chance to showcase their products within the ‘culinary theatre’ through live demonstrations and cooking shows, with names such as Miele, Neff, Gaggenau and Asko already on the bill this year.

The scheduled events are listed on the Winning Appliances website and are all free-of-charge.

The Richmond store represents the 16th showroom for the 113-year-old company and is now the 5th flagship store in operation.

Constructed by Melbourne-based studio Cera Stribley Architects, the steel-frame windows and brick walls with timber floorboards is meant to illicit a luxury home environment through which customers can better visualise their dream kitchen.

Its launch comes off the back of Winning’s acquisition of Brighton-based Michael’s Appliance Centre last year.

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