In the year ASKO celebrates the 75th anniversary of the invention of its washing machine, the brand has opened its first Experience Center in Spain. Located at Calle Sagasta, 24, in an elegant and vibrant central area of Madrid, this remarkable space is designed to become a meeting point for professionals in design, architecture and gastronomy who value quality, functionality and timeless aesthetics.
The opening was attended by numerous guests who live and work by these very values. They experienced the refined aesthetics of ASKO appliances and the Experience Center itself, as well as an exceptional live cooking show by chef Javier Aranda, founder of the Michelin-starred Restaurante Gaytán. The gastronomic experience was further elevated by a wine selection curated by sommelier Valentín Checa, currently ranked tenth among the Top 100 Sommeliers in Spain.
“The ASKO Experience Center in Madrid is a space created for design professionals and enthusiasts to experience the brand first hand,” said Alberto Labrador, ASKO Iberia business director. “It reflects ASKO’s Scandinavian values—high quality, functionality, minimalist design and environmental commitment. Its opening in Spain marks a key milestone in our strategy to strengthen the brand’s position in the premium home appliance market,”
The center showcases some of ASKO’s most iconic products, including its comprehensive laundry care and cooking ranges, featuring Elements and Craft ovens as well induction hobs with Celsius Cooking technology for precise, degree-by-degree temperature control.
ASKO’s dishwashers are also prominently featured, highlighting the brand’s exclusive 8Steel concept, based on the use of more steel and less plastic in manufacturing to ensure durability of up to 20 years, backed by rigorous testing protocols before leaving the factory. The Experience Center also includes a beautifully designed wine cellar, showcasing ASKO’s wine climate cabinets, created for wine lovers seeking both meticulous care and advanced connectivity.
During the center’s inauguration, Michelin-starred chef and ASKO brand ambassador Aranda from the Madrid-based Restaurante Gaytán hosted a live cooking show using the brand’s appliances.
“For a chef, the kitchen is a tool for expression,” said Aranda. “ASKO appliances give me the control, precision and respect for ingredients I need to create honest, balanced dishes full of nuance.
In a world often driven by complexity and superficial trends, ASKO aims for a soft, human-centered minimalism, where simplicity, efficiency, and understated aesthetics define a new way of living.
ASKO entered the Spanish market in 2021 and quickly established itself in the premium segment thanks to its focus on technology, functional design and sustainability. The new Experience Centre is located in an elegant and vibrant central area of Madrid. This beautifully preserved boulevard is rich in history and architectural beauty, infused with modern life, creativity and unparalleled convenience, offering an elegant urban experience. It provides a perfect backdrop for the ASKO Experience Center, a place where premium appliances are set among timeless design and cultural vibrancy.
