Newell Brands Launches Content Incubator Kitchen

Liz Dominguez
Managing Editor
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The Newell Creative Kitchen

Newell Brands Inc. is launching a different kind of kitchen experience, looking to inspire within a hub for content creation.

With its first multi-purpose, brick-and-mortar kitchen space, Creative Kitchen, the company will be able to highlight its latest innovations from leading brands like Rubbermaid, Ball, Calphalon, FoodSaver, Sistema, Crockpot, and Mr. Coffee. 

The Creative Kitchen will function as a space that can showcase category trends and engage consumers in both a virtual and in-person environment. It will allow creators to produce and share videos, tutorials, and more, and will kick off by featuring TikTok influencer, Jeremy Scheck, who will be sharing new recipes using farmer’s market produce. 

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“I love spending time in the kitchen creating flavorful recipes that people can easily modify with ingredients they have on hand,” said Scheck. “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.”

View Scheck’s Creative Kitchen-produced content below:

The Newell Creative Kitchen, a newly renovated 5,000-square-foot space, will be equipped with a stocked pantry featuring the latest from Newell Brands, a meeting area, and an outdoor patio. The space is enhanced with sound-rated ceilings, multi-layered lighting, and audio-visual equipment to support its content creation initiatives. 

The Newell Creative Kitchen
The Newell Creative Kitchen is a kitchen space designed to connect people with the latest food and kitchen content and inspiration.

The new kitchen will be located in Hoboken, New Jersey, steps away from the Hudson River, and can host up to 40 people. 

Perkins&Will designed the space, constructed in partnership with Schimenti Construction Company. Content produced from the Newell Creative Kitchen can be found on the brand’s website, YouTube channel or on Instagram and TikTok with the #NewellKitchen hashtag.

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Kris Malkoski, business unit CEO of the home solutions unit at Newell Brands, said the kitchen is so much more than food — “it’s the heart of the home.” Malkoski added that the new Creative Kitchen is “an outlet that fosters inventive thinking and sparks discovery for consumers at home.

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