Cooking With Jamie Oliver — and Samsung’s Smart Kitchen
Jamie Oliver Kitchen Studio Showcases Samsung Bespoke AI Appliances. (Image courtesy of Samsung Electronics)
LONDON, Sept. 12 (Korea Bizwire) — In a kitchen that looked equal parts studio and showroom, the scent of olive oil and roasted eggplant drifted through Jamie Oliver’s culinary space in London.
But it wasn’t just the classic Italian dish melanzane alla parmigiana taking center stage. The spotlight was quietly shared by Samsung Electronics, which had installed its newest ovens and cooktops for the occasion.
Instead of promoting appliances in glossy brochures or showroom displays, Samsung is inviting Londoners to cook with them — to sear vegetables on its Dual Flex Induction range, layer them with sauce and cheese, then slide them into the Dual Cook Smart Oven, where the cavity can split in two to cook separate dishes at once.
At the end of the class, the eggplant emerged golden and bubbling, a practical demonstration of precision heating and design.
Samsung Electronics Europe CMO Benjamin Braun. (Image courtesy of Samsung Electronics)
The partnership with Oliver is part of Samsung’s strategy to win over European consumers through experience rather than specification sheets.
The celebrity chef has even designed five exclusive recipes for the brand, ranging from jalapeño-roasted chicken to salmon gravlax, each crafted to highlight the capabilities of Samsung’s smart ovens and refrigerators.
“This is about showing how technology can actually help in the kitchen,” said a chef leading the class, noting how Samsung’s SmartThings app can preheat an oven remotely or suggest recipes based on what’s in the fridge. “It’s the kind of support busy home cooks need.”
Benjamin Brown, Samsung’s European marketing chief, put it more bluntly: “We don’t just want consumers to see our products. We want them to live with them, cook with them, and understand how they transform the kitchen.”
For Samsung, the cooking class was a small but telling performance: in an era where European households increasingly value connected, sustainable and versatile appliances, the company is betting that the best way to sell an oven is to serve dinner from it.
M. H. Lee (mhlee@koreabizwire.com)
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