V-ZUG: ‘The kitchen of the future has vertical gardens where you can sow your own vegetables’

When Arjan Struis, Sales Manager for the Netherlands at V-ZUG, is asked how he envisions the kitchen in 2040, his answer is clear. “The kitchen will become the hub for everything. Of course, physical cooking will remain, but your day begins and ends in the kitchen. ‘Healthy eating’ will also become more important. I wouldn’t rule out the possibility that we’ll even start growing our own food there. Think, for example, of small vertical gardens where you can plant your own vegetables. No, it won’t be a farm. But when it comes to ‘healthy eating,’ you’ll be able to take more responsibility for yourself than ever before.”

Perhaps a surprising vision of the kitchen of the future? Only time will tell, but Struis observes that people are increasingly questioning what they’re served on their plates (by others). “Consumers want to take control. The kitchen is no longer just a place to prepare your food, but is also becoming a place where you grow it yourself.”

Of course, this affects the look and feel of the kitchen. “Physical buttons will have completely disappeared by 2040. You’ll see even more glass in appliance designs. I think appliances will adapt to their surroundings. The kitchen will take on a somewhat calmer look. In any case, appliances shouldn’t be a disruptive design element.”

Sustainability

When you look ahead like this, you can’t avoid the issues of sustainability and the circular economy. “It’s not just about the use of the appliances themselves; it’s also about us, as manufacturers and suppliers, opting for more timeless designs. A consumer ‘must’ be able to keep their kitchen for many years to come. But there’s more: manufacturers and suppliers will also have to start building up a stock of parts for the long term. Yes, that, too, is sustainability. Because you want to prevent people from having to buy a new kitchen too soon because parts are no longer available if something stops working or breaks. On the one hand, this is service; on the other hand, it is definitely a sustainability component.”

AI

Regarding the development of Artificial Intelligence, Struis says: “AI is still in its infancy. Consumers may already be impressed by all that’s possible, but we—ordinary people—can’t even begin to imagine what’s still to come in that area or what the developers already have in the pipeline. AI is also going to take over our lives in the kitchen.”

Struis concludes: “Suppose I, as a time traveler, walk into a kitchen in 2040. But I don’t know that I’ve ended up in the year 2040. In any case, I’ll notice a big difference from how the kitchen looks today. The kitchen will have a more modular design and will blend even more seamlessly with the overall look and feel of the rest of the home. In fact, in 2040—with today’s knowledge—you wouldn’t even know you’re standing in a ‘kitchen’!” •