So Long, Stainless: Whirlpool Introduces a New Finish For Premium Kitchens
The stainless steel appliance reign has ended as Whirlpool has introduced a new premium exterior finish that they call “White Ice.” With clean lines, silver accents and streamlined controls, the new collection’s refrigerator, range, dishwasher, and microwave are a departure from the flash and glitz of stainless steel and its many lookalikes. In fact, the combination of a white finish, stainless handles and mirrored glass appear to have a lot in common with Apple’s popular design language.
The streamlined new look combines with simplified features that Whirlpool says will make the appliances easier to use. In addition to the intuitive technology, the line takes a fresh look at appliance design and features flawless exteriors that add beauty to any home.
Because the whole suite of appliances have such a unique style that’s exclusive to one manufacturer, it’s a safe bet that Whirlpool is hoping customers will upgrade their entire kitchen instead of taking a piecemeal approach.
Whirlpool seems to be aiming their new finish at customers who have grown weary of stainless and its numerous imitators. Indeed, the manufacturer says the new finish is “signifying a shift in the culture of home appliances.” Because it’s essentially an update of the classic white exterior, White Ice may appeal to consumers who are bored by stainless but also don’t want their kitchens to look dated. For Whirlpool, it’s an attempt to appeal to homeowners in a bottomed-out housing market, where renovating is less about increasing resale value and more about appealing to an individual’s own tastes.