As an exciting year for the sub-zero group unfolds—the company celebrates its 80th anniversary in August—the Southeast division of the high-end kitchen appliance creator is on track to spark some excitement of its own with the debut of its reimagined Georgia showroom: Sub-Zero, Wolf, and Cove Showroom Atlanta. The family-owned company is recognized worldwide for its commitment to excellence and innovation in the industry. And through thoughtful sourcing and product longevity, it aspires to be a leader in both food preservation and the preservation of the planet.
The Atlanta showroom is a sprawling 14,000-square-foot property based in Buckhead. The new interior design showcases Sub-Zero, Wolf, and Cove equipment lines with a palette of white tones; floor to ceiling windows shower light on both high-tech product and living plants.
“We opened in our space in 2012, and it was time for a refresh, to bring in what’s currently in style through the use of color, stone and tile, and to showcase our latest appliances, as well,” explains showroom consultant Hadley Roy. “Atlanta is a huge hub. Our showroom assists people not only from the region but throughout the Southeast, the country and around the world. The new interior design will enhance the experience for our clients.”
Clients come to the showroom with varying needs, some to simply update an appliance. Roy says clients who are in the early stages of a home remodel or a new build are encouraged by their builder, contractor, designer or architect to visit Sub-Zero to choose their appliances before they proceed further.
“Many people come to the showroom for inspiration,” notes Roy. “And some come in after making a purchase for guidance. We have a professional staff that’s expert in the use, cleaning and maintenance of our products. And our resident chef, George Laudun, provides immersive cooking demonstrations that educate both through observation of cooking techniques and actual hands-on experiences.”
“Many who attend have very little experience cooking,” explains Laudun, who is also celebrating an anniversary—20 years with Sub-Zero. “The presentation is designed to show how well the appliances work to give people confidence that they can cook a restaurant quality meal in their own home—with ingredients they get at their local supermarket.”
High-performance ranges by Wolf include dual fuel, induction and gas, with a myriad of delivery systems to choose from. Educating the client as to the best tools with which to equip their kitchen is another benefit of attending the demonstration for an in-person experience.
“We offer convection ovens, steam ovens, wall ovens,” notes Laudun. “Our ranges include induction burners and gas burners. We have griddles and indoor charbroilers. There are a lot of product lines for people to consider in the showroom. When they attend a demonstration, chances are they will see something that they didn’t know much about or didn’t even think about. At that point, they can make a more informed choice to support their style in the kitchen.”
“The plan for the new space is better suited for these large events,” says vice president of sales Don DeLong. “Our culinary demo area will be on one side and our lifestyle area, featuring a hidden speakeasy, on the other side. In the middle will be more open space with four luxury vignettes and product lineups that provide a wide selection while maintaining impressive design elements of their own.”
The Sub-Zero cooling system was born in the basement of Westye F. Bakke, where the entrepreneur built his first freestanding freezer prototype out of salvaged scrap metal in 1943. Two years later, he formed the company, calling it Sub-Zero because its freezers were the first to meet the strict quality standards for below-zero safety in freezing food. A decade later, Sub-Zero introduced dual refrigeration—separate, sealed systems for the refrigerator and freezer. The company continued to innovate, pioneering refrigerator technology and improving its appearance, transforming the old school icebox into a welcome workhorse in the home.
The 700 Series of modular units included the new concept of refrigerator and freezer drawer units, upending the idea that all food must be stored in one place within a single unit. The series was also the first refrigeration to be integrated into cabinetry.
Other advances include precise temperature control, proper humidity and an antimicrobial air purification system based on NASA technology, keeping food fresher longer and ensuring that food tastes as fresh as the day it was picked.
The 400 Series of wine storage units was launched in 1999, and in 2000, Sub-Zero expanded its presence in the kitchen with the acquisition of the well-respected Wolf brand of ranges and cooktops. Cove followed in 2018, offering customers an integrated, one-stop experience by adding the company’s high-performance dishwashers to the mix.
“The ability to offer a full line of upscale products with the same commitment to quality and innovation has been key to our success,” notes DeLong. “It’s also a huge benefit for consumers who trust our 80 years of experience in luxury refrigeration and parlay this trust into our Wolf cooking products and Cove dishwashers.”
Cove adheres to Sub-Zero Group’s high standards—rigorous research, refinement and testing—to assure top quality in every piece it produces.
“Our current CEO, Jim Bakke, and his father, Bud, before him, never wavered from Westye’s original commitment to quality and innovation,” adds DeLong. “We still test every product we build to ensure the highest quality and commitment that they are built to last 20-plus years. Our customer service is designed to take care of the customer, not only to repair an appliance—we want our customers to be happy. We go to market with the best field representatives and regional showrooms to better serve not only the consumer but builders, designers and architects.”
In 2013, Sub-Zero and Wolf introduced a series featuring more than 70 appliances with even more advanced preservation features—the largest in the company’s history. This new generation included new products from Wolf, including its first built-in gourmet coffee system.
In tandem with the company’s 80th anniversary milestone, the rollout of the reimagined Sub-Zero, Wolf, and Cove Showroom Atlanta will be an occasion for the release of many new product options that include white and black ranges with multiple trim options, including red, black, stainless, brass and graphite gray. Also in the rollout will be the new Pro Induction ranges in 36 and 48 inches, which are available in all the color and trim options as the dual fuel, as well as the second generation Cove dishwashers.
DeLong sums up the changes the yearlong renovation promises by saying: “Having witnessed this showroom from inspiration to installation, we are very excited to share it with consumers and our industry. It is a testimony to the commitment the Sub-Zero Group has to our market and is validation that Atlanta has a major design influence in the Southeast. We house some of the most talented designers and builders in the world, and we’re proud to share our inspiration with them all.”
With enhancements like an expanded series of vignettes styled to help the client visualize product in a home and a spacious platform for staging chef-led culinary demonstrations, the renewed Sub-Zero, Wolf, and Cove Showroom Atlanta is poised to push the envelope of innovation and elevate every moment in a person’s kitchen. *
Wendy Swat Snyder is a Charleston-based freelance writer (sweetgrassandgrits.com).
