Sub-Zero, Wolf, and Cove Bring the Experience to the Showroom

Simone Sutnick

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Photos courtesy of Sub-Zero Group, Inc.

Sub-Zero, Wolf, and Cove‘s new space in Miami’s Design District is not your average showroom. The brand is serving up not just the latest in culinary technology—they’re also dishing out culinary experiences where all the tech is put to the test (literally) in the test kitchen. We spoke with Alex Diaz, the showroom’s Executive Chef, and Brigg Klein, the National Director of Showrooms for Sub-Zero, Wolf, and Cove, to talk about how the integration of experience with design makes for a winning recipe.

How did the inspiration for creating a space like this come about?
Brigg Klein: All of our Sub-Zero, Wolf, and Cove showrooms are designed as an experiential space, meant to immerse guests and ultimately provide them with inspiration for their own kitchens. When we first looked at the building’s structure, we were impressed with its modern architecture and location. Our goal was to create a unique space and reflect the brand’s best-in-class platform, with open areas for clients and homeowners to experience new appliances and culinary experiences. We also had a raw space on the second floor and transformed this into a design and functional environment, taking into consideration the creative neighborhood and outstanding views! We did not have traditional wall space, so we had to come up with innovative ways to present our suite of products while showcasing infinite possibilities and styles.

In what ways does it stand out from other showrooms?
The Miami showroom highlights the brand’s newest visual narrative. The 7,500-square-foot space integrates elements of the city in the design of the showroom. The showroom has large windows, allowing natural sunlight to brighten the space from various angles and enhancing the shopping experience. We also looked at technology differently; for instance, we have a 24-hour video screen almost the entire length of the building that loops video—clearly visible from the street. Using color, light and technology, our Miami showroom radiates the vibrancy of the city’s sophisticated lifestyle and culture.

What is the importance of making this space community-oriented?
We like to incorporate elements of the community and surrounding environment into our showrooms and Miami is no different. The showroom is truly part of the district, presenting the best trends and design solutions while bringing an artful experience to clients, homeowners and guests. Art is an integral part of our interiors, with an imaginative and colorful site-specific mural by local artist, Douglas Hoekzema. There is also a separate installation that pays homage to the Wynwood neighborhood and Miami’s role in the global design scene.

What are some of the highlights of the showroom?
BK: We have a beautiful rooftop area—featuring a retractable roof—with an outdoor kitchen and bar. The newly renovated alfresco space boasts outstanding 360-degree views of Miami that highlight the pulsating energy of the city, surrounding shops and nearby shopping destinations. Additionally, we have an expansive wine room that serves as a special space for enthusiasts and collectors. The wine room is devoted to the best wine storage units and iconic products. It pays homage to art deco designs and glamorous living. The showroom also hosts events and bespoke dinners in the live kitchen and elegant lounge areas, led by Executive Chef Alex Diaz. The showroom is gaining popularity as a gathering place for the district’s creative and culinary communities.

Do you see the future of design moving toward a focus on experience?
BK: Absolutely! In all our showrooms, the main goal is to inspire new design ideas and culinary experiences in a no-pressure environment. From the minute one interacts with us on the web to a showroom visit, we strive to create a captivating and unique experience, appealing to all the senses. And in our world, we say the sixth sense is achieving a dream kitchen!

Executive Chef Alex Diaz

How do you curate a culinary experience for this kind of space?
Alex Diaz: As a chef, I want to provide a memorable and inspiring culinary experience. It starts with selecting the best ingredients and presenting them in the most delicious and creative way possible. Having the honor of working in such an incredible kitchen with the best appliances from Sub-Zero, Wolf, and Cove takes the cooking experience to a whole new level. The products guide me through the process while helping me prepare every dish perfectly.

Can you talk about what it’s like to be part of a project like this?
AD: When I worked in restaurants, I hoped for a work environment filled with high standards. With Sub-Zero, Wolf, and Cove, I am privileged to be part of a family-led company with a commitment to creating best-in-class appliances. It is quite exciting to be working with amazing products that have a wide variety of style and design options.

What are the similarities or differences to working in a restaurant that you are anticipating?
The transition to Sub-Zero, Wolf, and Cove was easy! Because the company is family oriented, the teamwork, passion and drive to be better at every level were clearly evident. Ultimately both roles, whether working in a restaurant or at a showroom, pursue the same objective: creating the best culinary experience for guests.

What are some of the brand products that you are most excited to use?
One of my favorite appliances is the Wolf Convection Steam Oven. The oven is extremely versatile, from roasting vegetables to baking breads; the oven even features a yogurt mode and a spa mode to heat towels! The combination of steam and convection along with the temperature probe makes for even more precise cooking and delicious results every time. It is incomparable to any other appliance I’ve used.

What kind of experience do you hope people will take from this?
My goal is to share my passion for cooking and, in turn, encourage customers to cook with soul from their very own homes. Nothing beats making a nice family meal—it’s a great way to build relationships. My priority is to show homeowners that you can cook delicious food without having to spend all day in the kitchen. Our family of brands fulfills the customer’s culinary needs: Sub-Zero keeps your ingredients fresher longer, Wolf is the cooking specialist and Cove is the cleaning expert. For me, it is about enjoying the experience and being fully present as you do it. I often like to say, “Cook what you love, love what you cook and memories will be created.”