To coincide with the launch of KitchenAid’s first Experience Store in the world, the appliance manufacturer has added three UK ambassadors to its Serious About Food Council.
The trio are: the inaugural winner of BBC1’s ‘The Great British Bake Off’ Edd Kimber, the first female British chef to hold and retain three Michelin stars Clare Smyth, and interiors specialist Grant Pierrus.
KitchenAid opened its first official store worldwide in London on September 2 at 98 Wigmore Street, in the heart of the capital’s West End. Measuring 280sq m over two floors, the KitchenAid Experience Store and Showroom aims to offer ‘an immersive experience’ that showcases KitchenAid’s complete range, from griddle pans and cookware to stand mixers, hoods, hobs, dishwashers and professional standard multifunction ovens.
The Serious About Food Council was created by KitchenAid in April, uniting European experts with the aim of exploring new flavours and style in the kitchen, brought to life by their own visions. The council members provide insights into food and design trends, gathering inspiration from all over the world.
Edd said: “Food is my passion and the professional performance that I’ve achieved with KitchenAid over the years makes it an ever-present in my kitchen.Through being an ambassador of the Serious About Food Council, I have found a community that shares ideas, experience and knowledge – helping to invigorate and inspire.”
Back in 2010 when ‘The Great British Bake Off’ made its debut on BBC2, Edd was crowned the show’s first ever best baker. Since winning the show, Edd has made baking his full time job, writing three cookbooks: ‘The Boy Who Bakes’ (2011), ‘Say it with Cake’ (2012) and ‘Patisserie Made Simple’ (2014). His blog, www.theboywhobakes.co.uk, has been named one of the best UK blogs by ‘Woman & Home’ magazine and one of the best baking blogs by www.channel4.com.
Meanwhile, Clare is due to open her own restaurant in 2017 and has taken the role of consultant chef for Gordon Ramsay Group. In 2013, she was appointed Member of the Order of the British Empire (MBE) for services to the hospitality industry.
Clare said: “Working with appliances that harness innovative technology but are also a joy to use is important to me, both when cooking personally and professionally. The incredible range of professional performance appliances from KitchenAid allows me to make outstanding dishes. Not only are they intuitive to use, they look beautiful too. KitchenAid ensures that from concept to creation I can fully realise the potential of my culinary ideas. The London Experience Store is a space where the food community can get hands-on experience of cooking as well as find new stimulation. It’s a hub for new ideas.”
Grant is the man behind London-based interiors blog, ‘Interior Style Hunter’. Having trained as an interior designer and interior stylist at Central Saint Martins in London followed by training from KLC School of Design, he set up his blog as a way of sharing his passion and knowledge of interior design. He has worked with various brands including a styling project for auction house Christie’s and hosted talks at French trade show Maison & Objet.
Grant said: “Combining iconic design and culinary style is key to creating a kitchen that will be the heart of your home. Is there anything more iconic than the Classic Stand Mixer? KitchenAid is an absolute must-have for anyone who wants to unite style and substance in the kitchen.”
The UK threesome joins current ambassadors Henrik Jyrk, the Tuomas Markunpoika and Gabriele Zanatta.Henrik is an award-winning chef based in Copenhagen, who runs and co-owns KUL restaurant. He is focused on his mission to make gourmet food available to as many food lovers as possible.Tuomas is a Finnish designer who lives and works in Amsterdam, with his designs ranging from industrial design to limited edition pieces.Gabriele specialises in journalism and gastronomy and is the editor in chief of ‘Identità Golose’ magazine.
l-r: Edd Kimber, Grant Pierrus, Clare Smyth