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www.kitchenwarenews.com n FEBRUARY 2014 n KITCHENWARE NEWS & HOUSEWARES REVIEW GENERAL NEWS 3 General News Soft Modern Trends to Drive Home Design in 2014 Cool, soft colors, open spaces with natural lighting and modern, angular details are the top home design trends of 2014, according to newly released information by Pulte Homes, a national brand of homebuilder PulteGroup, Inc. "Many of the prevailing trends from SodaStream Unveils Scarlett Johansson as its First-Ever Global Brand Ambassador SodaStream International Ltd. has signed actress Scarlett Johansson as its first-ever Global Brand Ambassador. Johansson, a Tony winner and four-time Golden Globe nominee, will become the face of a new marketing campaign for the world's leading home carbonation system. The multi-year partnership kicked off with the premier of SodaStream's first ad featuring Johansson during Super Bowl XLVIII on Sunday, February 2, 2014. "We are thrilled to welcome the remarkably talented Scarlett Johansson into the SodaStream family," stated Daniel Birnbaum, CEO of SodaStream. "Scarlett is a long-time user and genuine fan of our products, a role model for healthy body image and a champion for environmental responsibility, making her the perfect choice for our global ambassador. She truly embodies our brand values and we are honored to have her join our team." The actress has loved sparkling water since childhood, which led her to discover SodaStream. Now a loyal user for years, Johansson has a soda maker in her home and is an enthusiastic fan of the brand. "I've been using the SodaStream products myself and giving them as gifts for many, many years," said Johansson. "The company's commitment to a healthier body and a healthier planet is a perfect fit for me. I love that the product can be tailored to any lifestyle and palate. The partnership between me and SodaStream is a no brainer. I am beyond thrilled to share my enthusiasm for SodaStream with the world!!" SodaStream empowers consumers to create their own carbonated beverages at home, just the way they like them. SodaStream soda mixes are available in over 100 flavors, and generally contain 2/3 less sugar, 2/3 less calories, no high-fructose corn syrup and no aspartame. With an innovative re-usable bottle, the SodaStream system drastically reduces the waste created by plastic bottles and cans. 2013 will be seen in 2014, but with a softer and more modern edge," said Janice Jones, Vice President of Merchandising for PulteGroup, Inc. "We'll still see soothing colors, bold accent pieces and open layouts, but 2014 is about mixing and matching a warm, comfortable environment with modern finishes and angular details." Jones, along with her 20-person design team, uses direct merchandising experience and expertise to implement the latest trends when designing interiors for nearly one million square feet of model homes on an annual basis. Gleaned through experience in space planning, as well as consumer focus groups and surveys, Pulte Homes has identified the following home design trends for 2014. Open layouts and natural light Consumer research also reinforces that buyers continue to prefer open layouts. The kitchen continues to serve as the home's "hub" while the rest of the home freely flows off the kitchen. There's also a growing trend toward large windows and the use of natural light. Traditional hanging decorative light fixtures are being replaced with simple can lighting and under counter lighting and spotlights, Continued on PAGE 7