In case you missed it, luxury appliance brand JennAir has been rebranding. Last year, the luxury arm of Whirlpool announced an entirely new segment that was designed to question just exactly how luxury in a kitchen is “supposed to look.” The marketing campaign to mix things up was collectively known as Bound by Nothing and featured a new digital platform, a wealth of edgy images, provocative video and even a mysterious invitation for elite individuals to RSVP for access to statement-making industry exclusive models of which there is a highly limited run.
Breaking away from stainless steel designs we see so commonly now, RISE and NOIR are positioned to appeal to a customer that prefers a grittier or more striking version of luxury. RISE is industrial feeling with heavy duty grates and burners. It looks like it means business. The sleeker NOIR includes design elements previously unseen, like risqué leather panels.
