The Social Kitchen was developed to promote the design philosophy behind Fisher & Paykel’s range of kitchen appliances, to local specifiers, designers and architects. The project was created in collaboration with chefs Natalia Schamroth and Carl Koppenhagen of the Engine Room, furniture designer Sam Haughton of IMO and the Fisher & Paykel team.

A pop-up installation was created, incorporating a kitchen display within a modified shipping container, a custom table seating 50 people under a 'blow up' cube, and a series of classic New Zealand dishes reinvented. Visitors were treated to eight bite-sized works of art including an Earl Grey biscuit and Gingernut tea, sherbet made with crystallised Nobel Harvest Riesling, and clear Gazpacho soup. A series of studio-based images were shot presenting the ingredients of each dish at different stages of assembly. The project included uniforms, pole-based platters, menus on t-shirts, a newspaper and a video documenting the design process.

The event was made memorable on the day and recorded in several blogs which continue to secure it’s search rating on most search engines. Local and international magazines press featured the event and the collaborators individually. The event continues to be showcased internally to reinforce the brand philosophy of the most human-centred appliance brand in the world.