Electrolux Design Lab Theme 2012: Design Experience
Electrolux Design Lab’s 10th Anniversary challenge to international design students is tied to Electrolux professional heritage in a theme that stimulates all senses.
Electrolux Design Lab is a global annual design competition inviting students and recent graduates of industrial design to compete for a six-month paid internship and prize money by submitting ideas that develop the sensory experience of home appliances. This year the jury will also take special note of the aesthetic qualities of the concept and the way textures and surface materials have been used.
Brief: Design Experience As demonstrated in the Cube by Electrolux (the unique pop up restaurant providing a memorable temporary dining concept through landmark sites across Europe including Belgium, Italy, Russia, Switzerland and Sweden), the world of professional cooking is all about the experience. It’s not about achieving the perfect inner temperature of a steak for the sake of science or performance. It’s about designing the best possible experience for your guests. The creative force behind the experience is the merger of intuitive and innovative appliances with the creativity of the chef and carefully selected high quality ingredients.
The brief for Electrolux Design Lab 2012 challenges design students to draw inspiration from professional experience creators (chefs, architects, interior designers, hotel designers etc.) to design home appliances that will provide a fuller sensory experience. It might be through state of the art technology or it might be through a clever blend of textures and surfaces.
Entrants will also need to consider the heritage of Electrolux. Submissions should reflect Scandinavian Design values by being sensitive to the environment, providing intuitive ease of use and aesthetic appeal.
“I believe the importance of our sensory perception is underestimated in a lot of today’s design. Too much importance is accorded to the visual. What if we could incorporate our other senses into design? Could we smell who’s calling? Or feel what’s on TV?” says Khun Sutti Manokitjarunman, General Manager of Electrolux Thailand
Autumn finals in Europe Eight finalists will each be invited to participate in a final event in the autumn of 2012 held within a European city (to be announced) to present their individual concept to a jury of expert designers. The jury will consider entries based on intuitive design, innovation, aesthetic qualities and consumer insight when awarding the first prize of a six-month paid internship at an Electrolux global design centre and 5,000 Euros. A second prize of 3,000 Euros and third prize of 2,000 Euros are also on offer.
Deadline for entry is 23:59 CET June 1, 2012 via the Electrolux Design Lab website: www.electrolux.com/designlab
Thailand Competition In addition to the global award, Electrolux Thailand also organizes the competition at national level by selecting the winners from all local design students who submitted their works via the Electrolux Design Lab website (www.electrolux.com/designlab).
The first prize winner will receive 50,000 baht in prize money. The second and third Thai winners will receive 25,000 and 15,000 baht respectively.
“The competition provides a great opportunity for industrial design students to showcase their creative ideas through the electrical appliances design with the specific theme each year. Electrolux believes this competition will be another experience inspiring Thai’s youth to showcase their distinctive potential at both the global and national level.” said Mr. Sutti Manokitjarunman.
For this national level, this year Electrolux invited the well-known experts in design industry such as Mr. Kittiratana Pitipanich, Design Advisory Director of Thailand Creative and Design Center (TCDC) and Mr. Sakkachat Sivabovorn, President & CEO, Industrial Design Network Co., Ltd. to be the jury members for the competition selecting the best three winners in Thailand.
Electrolux is a global leader in household appliances and appliances for professional use, selling more than 40 million products to customers in more than 150 markets every year. The company focuses on innovative products that are thoughtfully designed, based on extensive consumer insight, to meet the real needs of consumers and professionals.
Electrolux products include refrigerators, dishwashers, washing machines, cookers, air-conditioners and small appliances such as vacuum cleaners sold under esteemed brands like Electrolux, AEG,Eurekaand Frigidaire. In 2010 Electrolux had sales of SEK 106 billion and 52,000 employees.
For more information go to www.electrolux.co.th, www.electrolux.com/electrolux-insiders, and www.facebook.com/thelittlewhitebook
For further information, please contact:
Pimpailin Teeraleela and Nannapat Sukpreedee
Tel: 02-635-7151-2 Fax: 02-635-7155