Haier Does Dwell; Redesigns Website - Twice

Haier Does Dwell; Redesigns Website

Returns for New York leg of designer show
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After launching its Urban Kitchen collection of small-space appliances at Dwell on Design Los Angeles last spring, Haier America is in New York this weekend for round two of the design industry event.

After launching its Urban Kitchen collection of small-space appliances at Dwell on Design Los Angeles last spring, Haier America is in New York this weekend for round two of the design industry event.

 Dwell on Design New York (DODNY) is running Oct. 2-4 at Skylight Clarkson Square in Manhattan’s SoHo district, where the majap maker is touting the small-kitchen line and is sponsoring the Haier Stage, featuring a host of design luminaries.

For today’s program, “How Small Spaces Are Transforming the Design Industry,” Haier sales and marketing senior VP Paul Riley and architectural designer Greg Dufner are slated to discuss how the small-space movement is impacting everything from appliance trends to interior design.

“One of the most important themes to Dwell [Magazine] is living within smaller footprints,” said editor-in-chief Amanda Dameron. “It’s our pleasure to work with like-minded organizations such as Haier that address small-space innovation in creative, substantial ways.”

Haier, a subsidiary of China’s mighty Haier Group, is relaunching in the U.S. as a lifestyle brand built around whole-home solutions. In a statement, the company noted that “Increasingly, people are looking for innovative ways to make more efficient use of their spaces as they gravitate toward cities over suburbs, with urban populations growing by the millions during the past few years.

“This trend, combined with American construction of smaller homes reaching some of the highest levels in the past 40 years, has necessitated the development of appliances that consider floor plan, footprint and flexibility. The Haier booth at DODNY is designed to convey the company’s investment and participation in a larger conversation with design-savvy millennials and consumers who require the utmost in quality, service and value.”

The full Urban Kitchen collection, including updated products, specs and pricing, is listed here.

Separately, Haier is preparing to relaunch an overhauled website that presents its products as life-stage adjuncts and also breaks them out into separate kitchen, laundry, air, and CE categories. The site will be both informational and transactional, CEO Adrian Micu told TWICE, and will also refer visitors to Haier dealers.

The site is expected to go live this fall; a preview is available here.

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