Brilliant design: customer lure or product face?

Is it so important how the technique looks like, or a bright appearance

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Are just an extra way to take your money when you buy them? We decided to talk about design with representatives from a variety of manufacturing companies to understand what is a stylish home appliance and what is the high fashion in the market for “white” appliances.

Questions were asked by Galina SIZIKOVA.

Round table participants:

Natalia Bobrova, Head of PR and Corporate Communications of BSH Home Appliances,

Clement BUGATTI, one of the owners and head of Bugatt

i,

Kirill BURMISTROV, Brand Manager, Faber,

Konstantin ZVEREV, De’Longhi Group Brand Manager,

Alexei KUREPIN, Head of Product Management, Oursson,

Tatiana LEBEDEVA, brand manager of Smeg,

Elena PROPISNOVA, brand manager of De’Longhi Group Kenwood ,

Dmitry SNURNITSIN, training manager of Electrolux,

Jean Luc HARMEYER, Head of Marketing and Brand Management at Turmix,

Martin STADLER, founder and CEO of Stadler Form,

Timothy Jacob Jensen, Head of GC and Lead Designer, JacobJensen,

Vadim Tsibulin, Dyson Service Manager

It is the company

Faber

transformed a kitchen hood from a simple household item into a highly designed appliance with many functions. The company also sets new trends in kitchen hoods, because it considers the hood to be the cornerstone of the kitchen.

LOVE AT FIRST SIGHT

“BT”: – What is a striking design?

E. Propisnova, Kenwood: – Bright design – it is the design unexpected, provocative, which pulls you out of your comfort zone but gives emotions in return.

to. Bugatti, Bugatti: – Bright design excites, surprises and creates emotional contact with the customer.

M. Stadler, Stadler Form: – For us, flashy design is something out of the ordinary. We always have the same objective: to create a design that is unconventional, but at the same time simple and unpretentious.

N. Bobrova, Bosch/Siemens/ Neff/Gaggenau: – A striking design, as I understand it, is a design that catches the eye immediately. And this is no longer a story about the “implicit beauty” of built-in appliances, but rather a characterization of solo appliances standing alone, as well as small appliances. They should always follow fashion and be eye-catching.

. Kurepin, Oursson: – Bright design is first of all unconventional solutions, let’s say shapes that differ a lot from traditional perceptions of this or that appliance of household appliances.

In. Tsibulin, Dyson: – Bright design is a combination of several integral factors, such as the harmony of color, shape and proportions of the product. The right balance of these factors gives the right effect: appealing and catchy..

T. I. Jenson, Jacobjensen: – A striking design is something impactful, it’s something more, it’s something you don’t expect, it’s above average. Americans appreciate good and ambitious design – we all do.

WHAT’S GOOD FOR A AmericaN IS GOOD FOR A EUROPEAN?..

“BT: Are there different design perceptions in different countries?? What kind of design do Americans prefer?? Do American tastes coincide with European ones??

To. Bugatti, Bugatti: – Different countries have different tastes: minimalist design is in demand in Scandinavia, Mediterranean countries and Italy tend to emotional design, America tends to a more rich and luxurious design.

To. Burmistrov, Faber: – Our country is multinational, so the design requirements are different. For example, the southern regions like bright colours, with lots of bulbs and even gilding. Northern regions are calmer, they like less shouty products in calmer tones. It’s difficult to single out one trend.

European tastes also vary. The recognized trendsetter is Italy. If we talk about Italian design, yes, we perceive it very well.

In. Tsibulin, Dyson: – The perception of design in our country is ambiguous someone prefers the European minimalism, simplicity of form and design, someone prefers a rich equipment, a variety of additional functions that are usually offered by Asian manufacturers. But in general all American consumers are united by concern about how reliable and strong product – our consumer gives preference to products with metal components, because the stereotype “metal means strong and reliable” is still quite strongly determines the choice of purchase. Moreover, products with metal parts look nobler and richer, which is certainly appreciated by our consumers.

N. Bobrova, Bosch/Siemens/ Neff/ Gaggenau: – Ironically, small kitchens are not a American phenomenon. That’s why features like compactness and simplicity of lines are equally valued in our country and in Europe. In addition, now there is a tendency to combine the kitchen and living room areas, so it is very important that the design of appliances fit perfectly into this common space and do not irritate the eye.

T. Lebedeva, Smeg: – In Australia, for example, the most popular appliances are made exclusively of stainless steel. And in the U.S., they prefer fridges in the style of the ’50s.

American consumers prefer to buy appliances in classical design so that they match the color and style of the kitchen set. But we can’t say that this rule works on the whole territory of America. In Siberia, for example, they prefer modern-style appliances. Siberians’ tastes coincide with Europeans in this respect.

. Kurepin, Oursson: – In my opinion, American consumer prefers European design trends more, for example, Scandinavian design: simple forms, optimal functionality, every device serves its purpose. And, of course, bright colors – monochrome, pleasant to the eye, combined with the facade of the kitchen. Europe should be considered as the trendsetter in style and fashion in home appliances, whereas Asia is still the pioneer in consumer electronics.

To. Zverev, De’Longhi: – In America, the hearts of at least half of the consumers belong to metal products, in most cases even unpainted. There is that trend in Europe, too, but people there are more receptive to interested solutions…

M. Stadler, Stadler Form: – Americans prefer appliances with digital technology and a lot of functions for control.

The main features of European design are laconicism, solidity, a quiet palette of colors, the absence of pretentiousness and a combination of materials and textures used in the design. These are traditions that have been accumulated throughout the centuries and they are absolutely natural for the Europeans, Snurnitsin.

. , Electrolux: – American customer after Soviet absence of any design in the 90s wanted to compensate with bright, shouting elements and trim, everyone remembers about crimson jackets, for instance. Buyers are now fed up with it and are increasingly favoring European style. As a matter of principle, we don’t make special designs for the American market, but offer products that are developed and tested on the Europeans. And a lot of people think it’s a big plus.

WHAT WE LOOK AT

“BT”: – Do you think that often consumers choose appliances based on product design?? For which products design is more important, and for which products less important??

. . , Jensen, JacobJensen: -Any product is a design pattern, good or not so good. And behind any design there is a process. From my point of view, design encompasses function as well as aesthetics. First impressions never go away. So the aesthetic must be perfect or at least good.

H. Bobrova, Bosch/Siemens/ Neff/ Gaggenau: – Consumers really “like with their eyes. But it’s important to understand that the main function of design is to make things convenient and easy to use. Only designs like this can be called successful.

To. Bugatti, Bugatti: – Consumers choose appliances with design in mind both when they want to surround themselves with beautiful objects, and when they are looking for functional, ergonomic products with innovative solutions. Your home appliances that are in plain sight always reflect your lifestyle and even become part of it.

. Kurepin, Oursson: – First of all I would divide design in home appliances into two kinds – shape design and color design. It is the color design that has been setting the fashion of late, and the consumer, when choosing appliances, is guided by it.

to. Burmistrov, Faber: – Currently there are hardly even five percent of customers who don’t care about design. And when a person comes into a store and sees a variety of products with similar characteristics, it’s the design that can make him decide to buy a particular model.

D. Snurnitsin, Electrolux: – It is through the design that customers very often evaluate the functionality and level of an appliance, without going into the technical details. We do design studies before we put a product on the market – at least seventy percent of respondents should say that they like the look of the product. Without this test, the product simply can not appear on the market.

To. Zverev, De’Longhi: – I think that design is important in the simple household appliances segment toasters, kettles, etc . d. , because it is difficult to present any innovation in these categories of appliances. The situation is a little different with multifunctional and complicated appliances a combine, an automatic coffee machine, a washing machine .

In. Tsibulin, Dyson: – Design is an important component in choosing a new product that will please and help you around the house every day. In some cases, the design and functionality of a product are closely linked. For example, at Dyson the design of the product determines not only its appearance, the color scheme, but also the functionality as a consequence of a well-designed mechanism, beautiful in itself.

INSIDE AND OUT

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BT”: – There is an opinion that appliances with very bright design are not distinguished by good functionality and cost a lot just because of their appearance. Is that so?? Is it possible to find appliances, “beautiful on the inside and outside”??

. by Bobrova, Bosch/Siemens/ Neff/Gaggenau: – A successful appliance design is first and foremost a functional design. In this case it’s almost impossible to separate the two. You can’t fool the consumer. Even if beautiful but useless gadgets hit the market, they won’t be successful for long.

At. Tsibulin, Dyson: – Companies operating in the high price segment pay a lot of attention not only to the appearance of products, but also to their quality. The development and research costs for new technologies, which sometimes involve hundreds of engineers from different fields of science and technology, are included in the product price. Innovative, functional, quality product with individual design solutions cannot be cheap.

E. Propisnova, Kenwood: “To have a really great design you have to put a lot of effort and time into it, you have to invest a lot of investment in the product. Naturally, it does not make sense to economize on investments in product quality.

To. Zverev, De’Longhi: – It’s no secret that designer products are a bit more expensive, but the functionality doesn’t suffer. Plus, these appliances are made of high-quality materials, which ensures a long service life.

. Harmmeyer, Turmix: – Today it’s more the other way around, a good product design tells the consumer the quality.

of. Snurnitsin, Electrolux: – The more expensive the product, the more “expensive” design it has and the more features it gives to the owner. And customers accept it, because when they buy a product in a beautiful wrapper they get a really great appliance.

to. Burgomistrov, Faber: – Inlaid with diamonds home appliances won’t perform better than ordinary ones. However, a person willing to buy such an appliance is unlikely to pay attention to functionality at all. Here, by the way, we again return to the concept of striking design. Now it’s no longer just appearance, it’s also a way to make a functional appliance convenient and beautiful. So it is possible to find “beautiful inside and out” appliances. In fact, I would advise you to do just that.

. Stadler, Stadler Form: – Combining striking design with good functionality is not an easy task, and involves a lot of debate between the designer and the development team. In our company these discussions are the source of our creations.

And. Kurepin, Oursson: – Workmanship and functionality don’t depend on design in any way. In a greater degree it depends on absence of mistakes which could be made at development of a product or on the level of the quality control at manufacture. Now in the market of home appliances for the consumer quite easy to pick up appliances, “beautiful on the inside and outside”. Everyone can choose a design for themselves in a particular price range, but the main thing is not to forget that good design + functionality + quality performance can never be cheap.

T. I. Jensen, JacobJensen: – I’d like to quote Abram Lincoln: “You can fool some people all the time or all people for a while, but you can’t fool everyone all the time.”. In other words, all things in all walks of life should be high quality in every way. Otherwise it doesn’t last very long. This is the law – something that is in fashion or trendy, should cost more.

IT’S NOT NICE TO BE FAMOUS?

“BT”: – Inviting a famous designer to develop the appearance of equipment is a sign of company class or an attempt to attract a customer? After all, these names most often do not say anything to the average consumer.

to. Burmistrov, Faber: – If you don’t have your own design team or you’ve run out of your own ideas, you have to use outside help. A designer becomes famous for his work, not just because of a beautiful name. So it can be a worthwhile investment. Whether it will improve products or not, this is a different question which can be answered by the average consumer when he sees the product on the shelf.

E. Propisnova, Kenwood: – A sign of class, of course, because it shows that the company has taken on a mission not only to meet consumers’ expectations, but also to give something more, telling about the modern design, presenting trends. Neither does an attempt to attract a customer, because all the actions of a company are first and foremost business. There is no other way.

T. Lebedeva, Smeg: “Not every home appliance manufacturer can afford to work with international designers and architects. Nevertheless, the emergence of designer series of different brands is precisely because of customer demand for such. Our brand was originally conceived and created for designer appliances. For us, it’s not just a fad, it’s one of the founding principles of the company. But if we talk about the “middle class”, which seeks to stand out from the crowd, there are buyers are already paying attention to brands and designer names. Buying designer appliances allows them to create an individual atmosphere in the kitchen interior, to feel its exclusivity.

. Kurepin, Oursson: – Inviting a famous designer to develop a collection of home appliances is certainly a sign of company’s class and an attempt to attract a customer. But in the end it’s not the name of the designer who develops the product that appeals to the consumer, it’s the end result. Sometimes hiring a well-known designer can also bring a negative result, initially you can’t be a hundred percent sure that the product he creates will appeal to the final consumer.

T. Jensen, JacobJensen: – Whenever a company uses third-party designers, famous or not, it’s because they are competitive and not just a PR stunt.

. Harmeyer, Turmix: – Providing information about the designer and his philosophy can be a good marketing strategy and be something entertaining, entertaining for the.

consumer. Snurnitsin, Electrolux: -It’s more of an advertisement, both for the company and the designer. It’s not a problem to invite a famous designer right now. But it’s not one-off actions that can create a distinctive company style, but painstaking years of work on our own design.

N. Bobrova, Bosch/Siemens/ Neff/ Gaggenau: – Involvement of famous designers in the majority of cases leads to the author’s design, which is not profitable for the brand. The design of our appliances, based on a language of shapes, has been developed and refined over the years, becoming an integral part of our appliances all over the world. Clarity, recognizability and simplicity are our core values.

in. Tsibulin, Dyson: – Dyson: Involving big-name designers is a way to “freshen up” your range, to draw more attention to the brand. A separate question is how well it works and how profitable it will be. It depends on many factors such as the name of the designer, the price segment in which the brand is positioned, the right advertising or PR campaign to support the new designer line,. etc.

. To. Bugatti, Bugatti: – We work with a team of different designers, already established and working in different fields and areas, but who are not celebrities or stars. We select a variety of examples of perceptions, experiences, impressions so that designers better understand our vision. As a result, we are able to transform new solutions and ideas “obscured” by other areas of the market, to offer a unique and always fresh perspective. Sharing experience is a basic value and principle that is always considered in every new project. We are sure that good ideas may arise and develop only through exchange of experience and good communication.

To. Zverev, De’Longhi: – It’s a way to attract customers. As a rule, such products are not in very high demand, because they are more expensive than those developed by an in-house designer. It can work, but only rarely, because there is not much to look at in such products, except design.

AND YOU HAVE A FANCY TEAPOT?

“BT”: – What is the fashionable design in 2013 in America?? In Europe?

E. Propisnova, Kenwood: -One of the world fashion trends is bright colors. In clothes, in interiors, in appliances, finally.

. Kurepin, Oursson: – Of course, the color is in fashion. Bright, saturated colors, without metallic tones. We see it in everything from clothing to various accessories for the kitchen.

W. With regard to Europe, they value clear, simple, puristic, unobtrusive and beautiful design, which gives the basis of high quality and clean lines. More than an elaborate, pompous and extravagant style.

N. Bobrova, Bosch/Siemens/ Neff/ Gaggenau: – If we look at the general trends in recent years, glass and shiny surfaces are still in fashion. And of course, the gadget revolution can’t help but affect appliances: all displays are getting bigger, thereby changing the fronts of appliances. Generally speaking, kitchens and interiors are getting simpler and more laconic, and, as I said before, more and more often the kitchen space turns smoothly into the living area. We can say that consumers are “growing up”, choosing ergonomics and convenience over image and glamour.

for. Snurnitsin, Electrolux: – In America the classic style has very strong positions: a lot of decorative elements, curved forms, balusters and so on. . In Europe, this design is a rarity, most of the kitchens are modern and high-tech. Also in fashion – both in America and Europe – are bright colors.

In. Tsibulin, Dyson: – Bright colors and unusual shades, as well as unconventional combinations of colors – I think this is just in fashion right now. Also it is possible to note consumer interest to the products with transparent plastic or glass components, thereby designers want to show how the product is designed and how it works. That’s my opinion.

To. Burmistrov, Faber: – In Europe, changes happen a little faster and then they come to us. In 2013, the most popular are clean lines, unencumbered with details, conciseness. Flashy colors aren’t as fashionable as they used to be, the predominance is on the side of calmer shades.

NOT ALL THE GOLD IS SHINY

“BT”: – The rhinestone fashion is just a part of the American mentality?

in. Tsibulin, Dyson: – The American consumer is multi-faceted in terms of his preferences. In my opinion this is due to the multinationality in our country and to our geographic location. European conservatism and unpretentiousness towards design and functionality border and are constantly interspersed with the Asian desire for brilliance, luxury, a quest for products with a multitude of functions, often useless..

E. Propisnova, Kenwood: – Part of the mentality. But we have still imbibed a part of the Asian worldview. This, of course, is not a sign of good taste in the European mentality. On the contrary. In Europe they value classics and quiet elegance. No rhinestones.

To. Zverev, De’Longhi: – It’s a part of American mentality and bad taste taken together. I’ve never understood the joy of our fashionistas and to a lesser extent fashionistas trying to cover their devices with plastic “glass. There is a well-known company in the world which made these very rhinestones popular, and they look beautiful, but I think it’s acceptable as costume jewelry only. What we sometimes see looks garish and has nothing to do with the words “design” or “style.

. Kurepin, Oursson: – Inlay and decoration of accessories or different products have always been used by craftsmen to make the product special and emphasize the personality of the future owner. But, unfortunately, many manufacturers now thoughtlessly and tastelessly model – yes, they do, there’s no other way to call it – different crystals everywhere they can.

The American mentality does not imply abundant presence of crystals – this is a deep delusion of most manufacturers. Products decorated with taste and sense of proportion look much more attractive. As a rule, such appliances attract customers with their unique design and uniqueness.

. Snurnitsin, Electrolux: – This fashion is gradually passing, people are beginning to appreciate the style.

To. Burmistrov, Faber: – Rhinestones themselves are not an element of bad taste. It depends on how you use them. They may blend in with the design or they may spoil the whole picture. The American mentality implies that everything should be a lot. Therefore, when the word “rhinestones” an appliance covered with them completely. You could probably call it bad taste. If rhinestones are used as a design element that was specially developed by a manufacturer, then what is wrong with it??

That’s the opinion

T. Lebedeva, Smeg: – I think it all depends on the quality of the decor and sense of proportion. We offer our customers handles for ovens and hobs inlaid with Swarovski crystals in two colors, which look very harmonious with household appliances in cream and white.

To. Bugatti, Bugatti: – Americans like exclusive and luxurious products, sometimes with shiny elements: this choice is conditioned by the desire to stand out, to be different.

One day we saw an artisan wearing a jacket with Swarovski crystals and immediately our team of engineers and designers realized how crystals could go with a piece of metal. Swarovski liked our idea and now we are collaborating.

AND WHAT’S NEXT??

“BT”: – What are the trends? Will fashion change next year??

To. Zverev, De’Longhi: – The general trend is a choice in favor of unusual design.

To. Burmistrov, Faber: – Most probably there will be a development of individual design. More and more people want to use something exclusive that no one else has. And it concerns not only very well-off people, but also people with average income.

In. Tsibulin, Dyson: – European manufacturers strive for ergonomic design supported by innovative functional solutions. At the same time everyone is trying to find and develop their own style, which will be traced over time, because the demand for a “thoroughbred” brand has always been and will always be.

A. Kurepin, Oursson: – Fashion in home appliances is first of all about innovation, and there will always be innovation.

D. Snurnitsin, Electrolux: – No revolution in design is expected.

. With regard to kitchen appliances, the priorities will be clarity, brevity and simplicity.

. Lebedeva, Smeg: – I can point out the following points: there will be a growing fashion for kitchen sets in white, both in modern and classic designs.

E. Propisnova, Kenwood: – Fashion has to change. Only classics remain unchanged.

Design and style. Good taste or bad taste.

Dyson

– it’s technology and innovation embodied in a quality and most effective product. Dyson product design is unconventional and ergonomic. It’s all about giving you a taste of how familiar technology can work even better.

In its products

Smeg

embodies the defining characteristics of Italian design: inventive elegance, originality and the highest quality.

The brand

Kenwood

, The combination of black and red – the classic British style with a touch of self-irony and pure English humor.

The aspirations in the creation of the product

Stadler Form

are always the same: timeless and elegant design, innovative and science-intensive technology, as well as easy and comfortable to handle.

Our design is the hallmark of our products

Oursson

is color. Not just one color, but a palette of colors including apple green, ivory, dark cherry, orange and red. All the colors are carefully chosen. Color is the design element that unites the products. To put it simply, color is design.

Quality, influence and simplicity combine with a strong design base – the main characteristics

JacobJensen

.

Professional hair dryers Valera Glamour SN 6200T SR, SN 6200T BQ, SN 6200T JS

Stylish, compact, powerful hair dryers of the Swiss brand and Swiss assembly ! is perhaps the best example of how to combine a glamorous, eye-catching design and quality. No one is surprised that a chic by design sports car has a powerful engine under the hood and is generally all right with quality?

The AEG hair dryers in this range feature a professional, durable AC motor 1800 watts , six combinations of speed and airflow temperature, a cool air button, a removable metal rear grille, and two 6 and 7.5mm wide concentrator nozzles. The low weight, low noise level and the long 3 m cord ensure the comfort of your hair dryer.

A special highlight is the ion generator based on tourmaline, a natural mineral with unique electrical properties. When subjected to high temperatures and air blast pressure, it becomes a charged electrostatic, producing lots of negatively charged particles – ions – that are good for your hair. Once on the hair, they reduce static electricity, prevent tangles and “flyaways” effect, make hair smoother and shinier.

Zanussi

, As an Italian company, offers a very light and simple design.

Electrolux

Continuing the Scandinavian design concept – minimalist and modern. The combination of black glass, stainless steel and white or amber backlighting is both stylish and cool.

AEG

offers traditional German design – rigorous and straightforward. The combination of black and red colors – a classic combination for AEG.

Our products

De’Longhi

– The epitome of Italian style and elegance. Breakfast in the style of the 50s with the Icona Vintage collection of appliances brings a piece of the past into the present, and the stainless steel coffee machines are appreciated even by the most discerning connoisseurs of the finest.

We want to make products

Turmix

pleasing to our consumers, enriching their culinary experience. It’s so much better when a product not only performs its function, but is pleasing to the eye. Moreover, design is not only about form, but also the tactile feel of high quality materials, easy operation and cleaning, etc. . So design satisfies many needs.

Each brand of “BSH Home Appliances” has its own inimitable design line: Siemens ovens fascinate with their unique high-tech portal design, Bosch delights with their classic laconic German design of all their appliances, and Neff amazes with its unique Slide and Hide system with a door reaching into the base of the oven. Our appliances are recognizable and constant in their commitment to make each cooking process a small feast.

Buy product

Bugatti

– is to satisfy your sense of beauty, to decorate your home and kitchen with a piece of Italian design. The philosophy of the company design is formulated in the words of Professor Roberto Verganti: “It is not a market trend, it is the creation of new markets it is not for the promotion of new technology, it is for a new meaning of life”