This article first appeared in haven, The Edge Malaysia, on Issue #78 April + May 2016.
LG-075, Midvalley Megamall
Jalan Syed Putra
59200 Kuala Lumpur
Tel: (03) 2202 2798
Le Creuset’s rainbow-coloured shop at the lower-ground level of Mid Valley Megamall is not easy to miss, even when the mall is bustling with people. The plethora of colours is the first thing that catches the eye when walking into the store.
The French cookwear brand celebrated its 90th anniversary last year, marking nine decades since Octave Aubecq, an enamelling specialist, and Armand Dasaegher, a casting expert, melded their skills to create porcelain-enamel-glazed cast iron cookwear.
Today, the brand has expanded beyond its first foundry in Fresnoy-le-Grand in northern France. It has over 300 million products and brand presence in more than 70 countries. Besides providing practical designs and an attractive colour scheme that customers appreciate, the brand also aims to spread cheer through cooking.
“Le Creuset’s philosophy is to bring joy through cooking,” says Le Creuset Malaysia retail manager Chloe Cheong. The products designed by the brand paint a vivid picture of this philosophy.
The shop, which opened in April last year, marked Le Creuset’s first foray into Malaysia and is its only full-fledged store here. It offers the most extensive collection in the country.
The products’ eye-catching hues range from the company’s iconic flaming orange — inspired by the fiery tones of molten cast iron — to red, green, blue and even pastels hues such as light yellow, soft pink and baby blue, all of which are bound to brighten up one’s kitchen or dining table.
The store in Mid Valley Megamall is spacious and well lit, with clean, white walls that ensure the colourful products truly stand out. Its selection of items is neatly stacked on the glass wall shelves and white islands throughout the store.
On one side of the entrance, multicoloured lids are spotted on the walls, cleverly fashioned as a dim light source. Cheong says these represent the signature colours that most of the Le Creuset products are offered in.
While the vibrant colours are perhaps the most easily identifiable feature of Le Creuset’s kitchenware, worthy of note is the quality of the products. Its premium cookware is mainly made of cast iron and stoneware, and it recently added a stainless steel collection as well.
The cast iron items include pots and pans of all sizes, serving plates, storage jars in assorted shapes, bakeware, cups, saucers and teapots. Cheong adds, “Cast iron products are very popular and the round French iron pots are the bestsellers in this segment. This season, the lavender-coloured flower pots are in high demand as most customers like the creative flower design.” The stainless steel collection comprises pots, pans and knives. Customers can also find lovely novelty items such as mortar and pestle sets, baby feeding sets and dog food storage containers.
“All our cast iron products come with a lifetime guarantee, with the exception of products damaged due to misuse. If it is well taken care of, the pot or pan can last for generations,” Cheong says. In order to ensure the durability of the kitchenware, customers are cautioned against using metal ladles, spoons or other cooking apparatus that may scratch the surface of the cookwear. Silicone apparatus are recommended and a small selection of silicone spatulas, brushes and ladles can be found in the shop.
Le Creuset’s products have been loved the world over for almost a century. With its commitment to quality, its kitchenware could very well be a cherished possession for generations to come.
Apart from its store in Mid Valley Megamall, Le Creuset’s products can also be purchased at product counters in Isetan Suria KLCC, Isetan The Gardens, Parkson KLCC, Parkson Pavilion, Parkson One Utama, Parkson Imago Kota Kinabalu, Metrojaya Mid Valley Megamall, Robinsons The Gardens and the brand’s outlet at Mitsui Outlet Park in Sepang.