On October 22, 2008, spectacular launch of the new Gorenje Ora-Ïto White Collection of household appliances took place in Moscow. The event was a part of the eminent 20th Moscow Fashion Week. Witnessing the festive opening of the fashion week and wishing the new collection of household appliances all the best, were the collection designer Ora-Ïto and the popular Hollywood star Denise Richards.
The star-studded launch that drew a lot of attention from the visitors and the media took place in the ambiance of the snow-white kitchen. To fit the stage design, it was turned into a DJ table for DJ SHE, Russia's most famous female DJ. Endowing the ambient of the Gorenje Ora-Ïto Collection exhibition area with particular charm were the top models from the Russian agency Fashion, wearing white creations of the Slovenian studio October. The presentation was attended by the entire Moscow elite including the mayor Mr. Yury Luzhkov, as well as the Hollywood star Denise Richards. The event has shown clearly that its design-oriented products belong to the world's cream of the crop among the household appliance manufacturers.
Mr. Dime Rangelov, head of marketing in the company Gorenje Moscow, stated: "When The Gorenje Ora-Ïto Collection in black was first presented to the public last year, the response was immediate, extensive, and remarkably good. Since Gorenje is the trendsetter in household appliance design, the white version of the collection has been available as of September to our customers who desire contemporary design to fit the modern times. Thus, Gorenje made a revolutionary move towards design in white. The first response after this spectacular event at the Moscow Fashion Week was again excellent and given the outstanding sales of the black collection – which is Gorenje Group's top seller in Russia – we expect the white collection to be equally successful."
Gorenje has a strong reputation of a designer brand in Russia and customers list it as their first choice. In addition, their decision to purchase a Gorenje appliance is also motivated by high quality, advanced technology, user-friendly solutions, and environment-friendliness.
From Black to White
Adding a new chapter to the successful story, Gorenje's new Ora-Ïto White Collection is expected to repeat or even exceed the performance of the black hit collection that precedes it. The white collection brings a modern freshness and it addresses those who still feel that white is the way to go in a kitchen, yet desire appliances with superior and distinctive design. Famous designer Ora-Ïto, this time, again creates in total contrasts and his favourite colour, white. To him, white was a magical and timeless colour that endowed the objects with a dimension of contemporaneity, he revealed. He was charmed by it as early as in his childhood as he associated it with astronauts, the white monochrome aesthetics of rockets, spacecrafts and spaceships, and discovery of the universe. The cosmic design rationalized to the simplest form and reason is also reflected in his work.
"In my eyes, white is much more than just a colour. It is the symbol of my vision of the future which is my main source of inspiration... White is the colour that best represents the light. White actually has the magical capacity to become light by reflection. To me as a designer, this hue is just magical, because it is bright. If I decided to dress the new Gorenje kitchen appliances in white, it is because it is a colour that brings light into space. White actually has the power to transfer light by reflection, creating a sense of brightness that optically enlarges the space... Hence, white is much more than a colour or a hue: it is becoming matter, owing to the light it radiates, inviting us to taste today the days that are yet to come," said Ora-Ïto on white colour which is thus making its comeback to kitchens.
Perfect contrast, perfect choice
While The Gorenje Ora-Ïto Collection in black brought elegance and a sense of mystery, The Gorenje Ora-Ïto White Collection endows the homes of the trend-aware urban consumers with refinement and freshness. Household appliances of the Gorenje Ora-Ïto Collection are an excellent choice not only for their technological perfection; they are also a reflection of a distinctive design that will satisfy even the most exquisite taste.
The Gorenje Ora-Ïto White Collection includes a freestanding fridge-freezer, a multi-function built-in oven with electronic controls, glass ceramic induction cooking hob, cooking hob with gas burners on glass surface, an elegant chimney hood, and decorative panels for the dishwasher and microwave oven that round up the harmonious design of the entire collection. The appliances of The Gorenje Ora-Ïto White Collection rank in the highest "A" energy classes and feature all modern user functions. They are distinctive for the harmonious appearance of their front panels which are covered completely in white glass, and handles made of brushed aluminium in stainless steel colour.