Elba looks to the future by focusing on values such as manufacturing excellence and the “Made in Italy” culture. The brand has launched new 60- and 90-centimeter full-touch oven models. Besides, further flagship products of the company are the Elba Pura Collection freestanding cookers. They recently won the 2026 iF Design Award.
New EvoCook interface
The new full-touch ovens in the premium Black Line and Elio Line collections are equipped with the new EvoCook interface. “The essence of EvoCook – explains Elba, a brand owned by Haier Europe – is embodied in the name. ‘Evo’ comes from ‘Evolution’ and represents the company’s constant renewal, which is reflected in every element. ‘Cook’ evokes its primary function, completing the meaning”.
The various functions, temperatures, and cooking modes are easy to select: the high-definition display makes meal preparation simple and intuitive, even for those unfamiliar with technology. Besides, the ovens can be connected to the hOn app. The platform, in particular, allows for remote control, offers guided recipes, and provides suggestions based on preferences and available ingredients.
“With our new full-touch ovens – says Gabriele Garella, CEO of Elba Italia – we’re introducing a high standard of attention to people and the cooking experience. This is a premium line designed to make every user feel more confident and freer to experiment, combining advanced technology, ease of use, and Italian design. These products represent a new chapter in the development journey that has always distinguished Elba worldwide”. The 60-centimeter models are already available, while the 90-centimeter version will be introduced shortly.
A heritage of over 75 years in the Elba Pura Collection cookers
The freestanding cookers of the Elba Pura Collection are part of a new project aimed at relaunching the brand in Italian and international markets, highlighting its uniqueness, craftsmanship and also the heritage spanning over 75 years.
In particular, with the Pura Collection, the goal is to build a more cohesive and consistent brand identity between the built-in products and the freestanding cookers. “Pura is more than a collection – explains the company –, it is the purest expression of Elba’s DNA, where refined design meets Italian craftsmanship. Inspired by professional cookers, it blends tradition and innovation to deliver a powerful, emotional user experience. Metal knobs with dual finish, integrated LEDs, and a folded steel handle express precision and care. The three volumes – operational block, oven, and base – form a harmonious, iconic monolith. Brushed stainless steel defines its clean, timeless aesthetic. Pura is a vision: a scalable, versatile system and the manifesto of Elba’s design philosophy”.
Elba Pura Collection is among the products developed at the Milan Experience Design Center (MED). It is the Haier Europe’s multidisciplinary creative hub led by Federico Ferretti. The MED integrates product, space, and interaction design into a structured, human-centred process. “It does not simply define product aesthetics – explains the company –: it shapes the identity, translating the values of brands into coherent, recognisable and internationally relevant design languages”.
