Williams at Hotelympia.

Hotelympia : Williams mixes style and substance

Wednesday 26 March 2014

Bespoke Refrigeration: flexible approach delivers technology that adapts for new sectors

Williams mixes style and substance with designer Front Of House units and practical storage solutions

Stand 2235, Hotelympia, London ExCeL, 28th April to 1st May 2014

Refrigeration is changing to meet the demands of new market sectors. On the Williams stand visitors will be able to view examples of the latest designs, including a front of house wine storage solution – the Williams Wine Tower – as well as stylish Grab and Go Multidecks and display chillers in the on-stand coffee shop.

Williams will focus on the flexibility of its approach. “The market is diversifying and manufacturers have to be willing to adapt,” says Martin Laws, marketing manager of Williams. “It’s not just about developing new products for a global market; it’s also about tailoring standard models so that they fit the customers’ specific needs.”

The Wine Tower is an example of this flexibility. Housing bottles in an attractive, contemporary unit, and keeping wine in its optimum condition at temperatures from 5 to 16°C, it is available in a wide array of stainless steel and metal finishes. Its full length glass sides can be opaque, tinted or illuminated, to offer all round style and clean lines. Low energy LED lighting provides bright clear display and is fully adjustable offering colour and tonal changes to suit the required ambience. The range of options and models, including a rotary Wine Tower, allows Williams to offer a virtual bespoke service so that the customer can have precisely the design they need.

Williams is committed to its Greenlogic sustainability initiative, so the latest Grab and Go cabinets incorporate a multitude of energy-saving features. For example, the popular Gem Multidecks now offer the option of sliding front doors and robust LED strip lighting. However, there’s still room for style with the substance: the Multidecks are available in a wide variety of coloured finishes to suit the surrounding décor.

Williams is sharing its stand with sister company Falcon Foodservice and the centre-stage coffee shop will offer visitors the chance to relax with a drink and a freshly-cooked snack.

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