The ASKO Smart Lab, set along Amsterdam’s Amstel River in the HAUT building, the tallest hybrid wooden structure in the Netherlands, is a creative hub for testing and developing smart solutions for kitchen, laundry and professional appliances. Its three pillars – Creative Playground, User Research Lab and Innovation Hub – drive innovation, real-world insights and future-shaping ideas for simpler, smarter living and business. The ASKO’s premises also serve as a source of light to passersby as they feature Sabine Marcelis 7.5-meter glass sculpture, “Beacon.”
The Creative Playground focuses on exploring new services and technology to push the boundaries of what is possible. The User Research Lab is all about learning directly from user insights to solve real problems and create meaningful solutions. And the Innovation Hub is where ASKO transforms concepts into tangible products that shape a smarter future.
“At the ASKO Smart Lab, we experiment with new technologies like AI and machine learning, foster value-added ecosystem partnerships and explore digital business models to shape the digital future for our domestic and professional users,” said Wouter Ditters, global manager smart solutions & services, ASKO. “By integrating real user feedback, we transform visionary concepts into tangible solutions that enhance daily life, elevate connectivity, and redefine efficiency.”
Sustainability in the heart of ASKO operations. Since 1950, when the first washing machine was invented, ASKO has built its appliances to last and to make a better future for people who use them, as well as for the environment. When making its products, the brand uses high-quality, sustainable materials and sources them responsibly. ASKO machines save energy, water and time, and they can be recycled and reused.
The ASKO Smart Lab is situated in the renowned HAUT building. With a height of 73 meters and 21 floors, HAUT is the tallest hybrid wooden building in the Netherlands and one of the highest in the world. It is a groundbreaking project proving that building with wood is the future and offers an example of how to reduce the carbon footprint.
HAUT has solar panels on the facade, rooftop gardens with rainwater storage and around 100 bird and bat nests in the facade. It was the first residential high-rise building in the Netherlands to receive BREEAM Outstanding sustainable building certification. As a global symbol of sustainable innovation and the cutting-edge environment, it perfectly complements ASKO’s mission to develop forward-thinking, sustainable, and connected solutions.
The Netherlands is home to the ASKO global Smart Solutions and Services Team. And Amsterdam is a vibrant digital talent pool with an important role as a global hub. Choosing it as the ideal location for the ASKO Smart Lab, it ensures the perfect place to work on and showcase the future of smart homes and emerging technologies.
The Netherlands is also home and the birthplace of ATAG, a cooking appliances expert since 1948. As part of the Hisense Group, ASKO as global premium brand and ATAG as local (Benelux) premium brand share the same teams of experts for digital product management, product design and data analytics. It was only natural to unite both brands under one roof. While the ASKO Smart Lab is a specialized environment for ongoing experimenting, development and testing, the ATAG Live Experience Center welcomes visitors to explore the latest cooking and refrigeration innovations. Guests can receive personalized advice, attend cooking demonstrations and draw inspiration from wine tastings. This synergy illustrates how two premium brands can successfully drive the future of smart living solutions.
Sabine Marcelis Presents “Beacon”
ASKO Smart Lab x ATAG Live Experience Center serves also as an art gallery, featuring a 7.5-meter Sabine Marcelis glass sculpture titled “Beacon.” Multiple award-winning Dutch artist and designer, Marcelis shares with ASKO a commitment to uncompromising quality, a philosophy reflected in every detail of her work, but also in ASKO’s “attention to detail” design approach.
The ASKO Smart Lab x ATAG Live Experience Center was inaugurated on March 13 with an exclusive event where Sabine Marcelis unveiled “Beacon.” The venue also hosted live cooking demos by the Michelin Star chefs Wilfried Hocquet, executive chef at Blue by Alain Ducasse, Bangkok, Thailand, and Niven Kunz, head chef at Triptyque, Wateringen, Netherlands. Their exquisite plates were paired with orange wines, selected by the sommelier Matej Zaro and Orange Wine Festival, Izola, Slovenia.
The ASKO Smart Lab x ATAG Live Experience Center is located in Amstelkwartier in Amsterdam, at Spaklerweg 10F, and is easily accessible by public transport, car, bicycle and on foot.
