Williams phones home with refrigeration cabinet disguised as a phone box

Williams Refrigeration is set to show that catering equipment doesn’t always have to be stainless steel silver by launching a refrigeration unit resembling a classic British phone box.

The UK refrigeration maker will unveil the customised Jade J300 upright fridge at next month’s Restaurant Show to highlight its ‘Chameleon’ finishing service.

The offering allows operators to personalise their refrigeration, using food safe vinyl wrapping that meets all food hygiene requirements, is heat resistant from -40°C up to 140°C, and has been awarded a BI fire rating.

Chameleon has an eight-year shelf life, according to the firm, which will display the bright red telephone box design at its stand.

The launch of the ‘Chameleon’ range is a reaction to the growing number of customers that are looking at ways to differentiate themselves and refresh their brands through the use of colour or unique designs.

Marketing manager Martin Laws told FEJ last year that making use of food-safe vinyl wrapping allows operators to choose completely bespoke designs.

“There are virtually no limits to what Chameleon can achieve; it can be used to cover just about any Williams model with any colour or pattern and can even be textured to create a truly realistic finish,” he said.

Mr Laws added that the main advantage of the service is that the options are “almost limitless”, effectively giving foodservice operators a blank canvas when it comes to exterior refrigeration design.

SPECIAL REPORT: How much appetite is there for fancy fridges?

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