About This Project

It’s no secret that kiwi’s favourite brand of vacuums come from Electrolux! But many kiwis are yet to appreciate the 100 year professional cooking heritage that Electrolux offers too.

The objective; to take professionally inspired kitchen products and make them appropriate for the domestic user.

To showcase the brand new Masterpiece Collection by Electrolux; The Generalist hosted a day of professional inspiration.

Held at celebrated restaurant Cassia with award winning three hat Chef Sid Sahrawat, an Electrolux Masterpiece fan himself, we held a day of demonstrations and interaction.

Foodies, lifestyle editors and a range of professional chefs were welcomed into Sid’s kitchen to see the Masterpiece range be put through its paces at Cassia.

From chutneys, cocktails, through to soups and creating julienned vegetables, Sid and his team highlighted the many ways the three Masterpiece Collection pieces are used in Cassia’s kitchen before guests were invited to sit down and enjoy the delicious creations for themselves.

Professionally inspired, yet domestically perfect, the Electrolux Masterpiece Range comes with Sid’s tick of approval, and gave our media a real taste of what they could achieve at home.