Amid all the fanfare surrounding Whirlpool's new 'Greenkitchen' concept, one claim really stands out. This is a kitchen, we're told, that can save the average consumer 70% of their normal energy bill. If that's true, and admittedly these are still early days for the project, then perhaps it's time to sit up and take notice.

The problem with predicting future trends, of course, is that they can be notoriously wide of the mark. Whirlpool has long been associated with some of the kitchen sector's more innovative ideas, and as innovative ideas go, Greenkitchen is right up there. The environment is a hot topic right now of course, but for all Whirlpool's apparent good intentions - and greener than green stance - can the concept truly succeed in the mass market?

Is this a concrete proposal or simply a few ideas that the company hopes may eventually filter into the mainstream? Are customers ready for a kitchen that takes heat from your oven and humidity from your extractor to help grow herbs in a jar on top of your units? There's little doubt tomorrow's consumers will be more aware of their environmental responsibilities, but are they really that interested yet about saving the planet, or do they just want an
affordable, durable kitchen that makes life easier for them, regardless of how much water or heat they may, or may not, be conserving?

Certainly if Whirlpool can save the consumer big money - while still doing its bit for the environment - then the company is really on to something. Especially if, as they claim, this is a kitchen that the average consumer can comfortably afford. But you can't help thinking that with the concept due to launch in well under two years time, much of the detail remains a little vague. After all, this is a project on an international scale that will involve collaborations with other appliance brands and furniture manufacturers. As yet, there's no word as to who these people actually are or what stage their discussions have reached. Then there's the retail and distribution side to consider. The clock is ticking...

Recognising the need for consultation on the subject, Whirlpool has brought together a wide range of leading influencers within the sustainable design category to share their knowledge, insights and views. Whirlpool's Greenkitchen concept is now in what's described as a 'prototype stage', its designers admitting that it's still an evolving idea. We spoke to the company's vice president of brand marketing, Jean Pascal Rey to find out just what is motivating a company like Whirlpool to try and change the future of kitchens.

Q&A

Q. Why have you chosen to unveil Greenkitchen now?

A. It's a combination of three things - firstly it's connected to our environmental strategy, secondly it's about innovation and thirdly it's about consumer demand - there's a demand now for more eco friendly products. These three trends came together to bring something 100% innovative, 100% sustainable and 100% international. The idea is to have products converging, between themselves but also with the sinks, the taps, the furniture. It's unique and totally different.

Q. How soon might we see Greenkitchen enter the market?

A. We may get commercialised by 2010 but we aim to have the entire concept commercialised by 2012. It's essentially a prototype at the moment, but it's really moving. We'll know much more in the next six to eight months. Do I have all the solutions? No, but I'm confident we will do. It's ambitious but my priority is to bring innovation to the market much faster.

Q. Can you be sure that the project is commercially viable?

A. It's our strong belief. The idea is based on existing technologies. Some of the products we already own. What we've been doing is putting these technologies together to see how we can integrate them. We really believe we can save 70% on energy bills linked to the appliances. Right now it's in the evolution stage, we're not ready to commercialise it, but the objective is to be able to realise mass market penetration.

Q. Will it be affordable for the typical consumer?

 A. If it's 50-100% more expensive than the average kitchen then for sure our impact will be extremely small. So our aim is to get an overall proposal that will be affordable and attractive; that will be one of the keys to our success and one of our main challenges.

Q. What other challenges have you faced in developing the concept?

A. The main one has been how we can get different systems belonging to different industries working together. It's not something we can control from A-Z. We will have to work in partnership with kitchen manufacturers, sink manufacturers and other specialists - the ones with the know how to fit with our concept. It will be a team effort but we're confident it can happen if everyone is behind it and everyone knows how important it is. 

Q. How easy is it to bring together so many different parts of the industry?

A. This will be the next step. The team has been working for over a year and we're opening it out to our suppliers, kitchen furniture manufacturers etc. Discussion is ongoing but I can't disclose who we're talking to.

Q. But 2010 isn't far away. Are you planning to launch the whole concept or are you just trying to filter ideas into the market?

A. It's a good question because clearly we're aiming to get the entire package available by 2012. What we still have to define is how we can split the concept to offer sub systems to consumers. We want these to be open to other appliances, so other brands. This is something we're still evaluating and we'll make our final call in the coming months. We're not saying we only want one system. This is the way we envisage it.

Q. Isn't your bottom line all about making money rather than saving the planet? 

A. Clearly what we see is a strong trend in Europe for consumers to look for sustainability. The numbers confirm that. Look at the energy labelling introduced 10-15 years ago - almost 89% of refrigeration appliances are now A class. Greenkitchen answers a demand from the consumer.

Also by involving experts we think the trend will go further and further involving changes in the behaviour of the consumer. Our innovations will have to answer these developing consumer needs, so that's what we're doing. Also, it's part of the Whirlpool DNA to have the right people doing the right thing - we were the first global corporation to have its own environmental office in 1970 and we are still not communicating that.

Q. Don't consumers just want a kitchen that makes their lives easier rather one that's eco friendly? Isn't the future going to be more about increasing technology?

A. It's a question for our sociologists. It will be both sides - you'll have innovation driven by technology, but I think we'll have design driven by human or emotional innovation. We'll see more of that, but we're working on both.

Q. Is enough being done at government level to increase environmental awareness among consumers?

A. At the EU level yes, but we can always do more. For sure, as a manufacturers association we try to communicate and educate consumers. But what we notice is that when the local government of a country communicates the benefits of low energy appliances it has an overall benefit.

Q. Are you involving retailers as the concept evolves?

A. Yes, they have a key role to play. They are the channel, the medium to explain the benefits of the new products. We're talking with each of our retailers as they are a key piece of the environmental chain. It will be in the interests of the retailer to embrace the idea; the consumer trend is very strong.

Q. How's business for Whirlpool more generally right now?

A. We've seen demand decline in western Europe - France, Germany and the UK - since September last year. But demand is still very strong in eastern Europe - countries like Poland, the Czech republic and Russia. There's a strong dichotomy.

Q. How do you explain that?

A. One of the key drivers for growth in eastern Europe is that we have a lower penetration rate on appliances than in the UK. In western Europe, growth is more strongly linked to the economy. It just makes short term deliverables a bit more difficult. But in tough times the best way to keep afloat is to bring the right level of innovation. It's harder for the weak than the strong.

GREENKITCHEN
THE WAY IT WORKS...

The concept aims to deliver ecological benefits through adapting, reducing and recycling. Through an integrated use of appliances, it takes its model from what researchers call 'the cycle of nature', optimising the use of heat and water which can increase energy efficiency up to 70%.

Greenkitchen focuses on four distinct areas to achieve savings:

1 Products: Average savings deriving from technological progress of future generation appliances are estimated at 16%.

2. Eco-system: Average savings deriving from the kitchen eco-system created to adapt, reduce and recycle water, heat and energy are estimated at 24%.

3. Behaviour: The concept promotes and facilitates a sustainability culture, from the choice of high efficiency products, to selecting the correct cycles, temperatures and programmes. Average savings are estimated at 10%.

4. Co-generation: With co-generation domestic electricity is generated via systems that produce both hot water and electricity at the same time.  This avoids the waste and the low efficiency linked to 'grid' electricity, estimated at 50%. Home production systems have an average efficiency of 90%. Co-generation doesn't directly reduce the consumption of energy, but it is estimated to minimise cost by 20%.
By adding up the individual efficiencies in every area, Whirpool says it is possible to obtain a total potential energy saving of up to 50%, resulting in up to 70% reduction in the cost of energy bills.

SPECIFIC FEATURES

Some products and systems of the Greenkitchen are completely new and original designs.  For instance:
The refrigerator uses a fridge drawer, instead of the normal cabinet. This prevents the cold air from slipping out every time the door opens, trapping it inside the drawer. The benefit: 50% reduction in the energy required to restore the correct temperature every time the fridge is opened.

The introduction of a convertible storage space at cellar temperature optimises the conservation conditions of certain foods (e.g. vegetables) and saves energy.

A hood that detects smoke or steam produced through cooking and regulates aspirating power accordingly, as well as switching on the light. It also measures the temperature and the humidity levels of the air passing through the filters, using it for climate control in the kitchen after purification.