Whirlpool has widened its consumer presence in the Windy City.
The world’s largest majap maker has added a consumer experience center to the World of Whirlpool, its 60,000-square-foot showcase for the trade in Chicago.
The facility, which features meeting rooms, demo kitchens, interactive laundry showrooms and a connected appliance display, is used for sit-downs with U.S. and international customers, sparing retailers the puddle jump to Whirlpool headquarters in Benton Harbor, Mich.
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With the latest addition, Whirlpool opens the downtown building to consumers, who are invited to attend workshops and interact with Whirlpool, Maytag and KitchenAid brand experts to learn unique “life hacks.” The tips and tricks include the best way to brew coffee; the key to perfecting zoodles (i.e., zucchini noodles); how to keep produce fresher longer; and how to remove the most persistent stains from fabrics.
The consumer center also offers self-guided, hands-on cooking, cleaning and washing experiences designed to answer peoples’ most pressing “how-to” questions, based on consumer research. The experiences range from building knife skills to getting the most from your dishwasher, Whirlpool said.
“We continue to see people searching for guidance on the things they do every day — even for tasks like boiling an egg,” explained Brett Dibkey, Whirlpool North America brand and strategy VP. “We know we have the experts who can help. That’s why we are introducing this experience, to help people do the things they do every day, better.”
The consumer experience center formally opened June 13 with a ribbon-cutting ceremony conducted by Chicago Mayor Rahm Emanuel and a cooking demonstration by celebrity chef Andrew Zimmern.