Newell Brands Launches Creative Kitchen

Jacqueline Barba
Digital Editor
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Newell Brands in April launched the Newell Creative Kitchen, its first multi-purpose, brick-and-mortar kitchen space. Located in Hoboken, New Jersey, the versatile space caters to virtual and in-person events and serves as a hub for content creation and kitchen/cooking inspiration, connecting people with the latest food and kitchen trends, according to a media release from the company.

The Creative Kitchen creates a unique avenue to showcase the latest innovations and product launches from Newell’s portfolio of home and kitchen brands, including Rubbermaid, Ball, Calphalon, FoodSaver, Sistema, CrockPot and Mr. Coffee. 

The space, which is located in the same New Jersey city as Newell Brands’ e-commerce division, offers a collaborative way for the company to keep a pulse on category trends to further “delight and engage foodies,” according to the release.

“As a destination for home and kitchen brands, we know that the kitchen is so much more than food, it’s the heart of the home,” Kris Malkoski, business unit CEO, home solutions, said in the release. “We are pleased to offer the Newell Creative Kitchen as an outlet that fosters inventive thinking and sparks discovery for consumers at home.”

Newell Creative Kitchen was conceptualized by global design and architecture firm Perkins&Will and constructed in partnership with Schimenti Construction Co. The space was designed to cater to an “intimate” audience setting and is equipped with a “pristine” pantry organized and stocked with the latest products from Newell Brands, a flexible meeting area and an outdoor patio. It is packed with integrated production elements including reclaimed sound-rated ceilings, multi-layered lighting, and complex audio-visual equipment, optimal for content creation.

The newly renovated 5,000-square-foot space is part of a freestanding 19th century building near the Hudson River and can host up to 40 people. 

Newell Brands hopes the Creative Kitchen will foster a steady stream of inspiration for consumers, acting as a content incubator where creators can seamlessly produce and share videos, tutorials and other content. The Creative Kitchen launched this month with TikTok star, Jeremy Scheck (@ScheckEats), who shared new recipes using fresh farmer’s market produce at the kitchen.

“I love spending time in the kitchen creating flavorful recipes that people can easily modify with ingredients they have on hand,” Scheck said in the release. “I am excited to partner with the Newell Creative Kitchen to inspire people in their own kitchens this spring with fresh and flavorful creations that show how to use all kinds of produce throughout the farmer’s market season.”

Content produced from the Newell Creative Kitchen can be found on a dedicated website and YouTube channel, or by following the hashtag #NewellKitchen on Instagram and TikTok.