AJ Madison @ DIFFA Dining by Design

The Appliance Authority Partners with ODA to Showcase Unique Interpretation of the Design Process

Appliance leader AJ Madison is taking their expertise to the 20th edition of DIFFA’s Dining By Design for the brand’s first-ever installation. Designed by ODA New York, the table space focuses on the theme of collaboration and the key role it plays in the design process. By walking viewers through the stages of a design, from conception to decision to execution, AJ Madison and ODA paint a compelling picture of the kitchen to enlighten designers and consumers alike.

Explains Michael Gross, President at AJ Madison, “Collaboration has become an increasingly important attribute in today’s design world that now focuses more on human-centered design and user experience. AJ Madison believes that these significant collaborations with architects and designers highlight the power and effect that design can have on any space. This concept is perfectly visualized through the kitchen, a place where the family collaborates and interacts every day and the heart of the home.”

Each of the three walls acts as an anchor in the installation and captures a different element. The left wall represents a discussion, when designers and clients first interact with each other. The oversized figures of are a pointillist interpretation; each dot on the wall is a different, graphic kitchen appliance ranging from washing machines to refrigerators. The primary wall is a jewel box of appliances. Small glass cubes stand in for the selection process, through which designers and clients collaborate to select from the thousands of options available at AJ Madison.

The final installation element is a full kitchen on the right hand wall. Featuring Virtuoso, a brand new product line from Viking Appliances, the installation includes a pass-through with the fridge, oven, and induction range on the exterior of the wall. This inventive approach immerses visitors into the design of the kitchen and encourages them to interact with the appliances.

“We’re honored to be celebrating the 20th anniversary of DIFFA Dining By Design, and we’re excited to help bring AJ Madison’s spirit of collaborative design to this important event,” adds ODA Principal Ryoko Okada. “The AJ Madison team are true collaborators. The showroom, full of so many different amazing products, was a great inspiration and tool to use in this process.”

AJ Madison and ODA selected Viking as the appliance partner to spotlight in the installation. Viking’s streamlined, modern aesthetic complements the rest of the space and shows off the caliber of brands available at AJ Madison. The Dining By Design “kitchen” features an induction range, oven, steam oven, and refrigerator. To invite guests to interact with the appliances, ODA designed the kitchen on the outside of the space so that passers by can feel as if they are walking through a real kitchen. A window provides a glimpse into the full space.


Founded in 2001, AJ Madison is recognized as the industry’s foremost appliance authority, offering an unrivaled selection of top rated appliances for kitchen projects of any size. AJ Madison’s appliance showroom roster features 60 of the very best brands on the market – including Bosch, Dacor, Electrolux, Gaggenau, GE, Liebherr, LG, Miele, Samsung, Sub Zero, Thermador, Viking and Wolf. Located at 3605 13th Avenue Brooklyn, AJ Madison’s state of the art Brooklyn appliance showroom complements its popular e-commerce site (www.ajmadison.com), as both offer guaranteed unbeatable prices for design trade and consumers, appliance reviews, and an extensive appliance warranty program. AJ Madison’s highly trained staff delivers the understanding, expertise, and experience to cater to all home appliance needs and is dedicated to the concept of “service after the sale” – standing by customers from the day of purchase throughout the life of the product. Open Sundays. For more information visit http://www.ajmadison.com/showroom.


Design Industries Foundation Fighting AIDS raises awareness and grants funds to organizations that fight HIV/AIDS by providing treatment and direct care services for people living with or impacted by the disease, offering preventative education programs targeted to populations at rick of infection, or supporting public policy initiatives. DIFFA is one of the largest funders of HIV/AIDS service and education programs in the United States, mobilizing the immense resources and creativity of the design community. Since its founding in 1984, DIFFA has emerged from a grassroots organization into a national foundation based in New York City with chapters and community partners across the country that, working together, have provided more than $41 million to hundreds of HIV/AIDS organizations nationwide. http://www.diffa.org.


Every building has a story. Each story starts inside out. ODA New York strives to create stories that awaken basic human awareness, and provides an artistry that enriches our lives.


Viking Range, LLC is the originator of ultra-premium commercial-type appliances for the home and is recognized globally as the foremost brand in the high-end appliance industry.  Headquartered in Greenwood, Mississippi, Viking is a subsidiary of The Middleby Corporation, a long-time leader in commercial kitchen technology.  Viking is Professional Performance for Your Home.