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Electrolux Design Lab 2014 crowns futuristic food gatherer as winner


Gather virtual food for dinner via an online game, and have the grocery store deliver them.

The Future Hunter Gatherer is a virtual grocery shopping experience allowing people to understand where their food sources come from.

Future Hunter-Gatherer, an educational grocery shopping experience inspired by nature has been selected as the winning concept from six other finalists at the finals of this year’s Electrolux Design Lab competition.


It beat out over 1,700 other concepts from more than 60 countries around the world. This also marks the first time a winner has come from China.  Pan Wang, a student currently studying at Central Saint Martins in the United Kingdom, took home 5,000 euros and a six-month paid internship at an Electrolux global design centre.


Future Hunter-Gatherer projects a hologram that lets the user play a game to gather food by fishing, hunting or gathering the food from nature. The information of the collected food in the game is then transmitted to the local grocery store or market, which in turn gathers the goods and delivers them to the user’s door.


Said Lars Erikson, Senior Vice President Design at Electrolux, of the winning design: “In an educational, honest and playful way, this concept addresses issues of ecology and consumer awareness related to the food supply chain in an urban society.”


Wang’s observation of a lack of connection between people and their food sources led to the winning design: “Buying food from supermarkets is so easy; people have lost the knowledge of where the ingredients actually come from. I was inspired by the traditional way people collected food, the hunter-gather period.”


“By simulating nature, bringing an element of gamification into food preparation and connecting this with the food suppliers, learning about food and buying groceries becomes a fun and educational activity for the whole family.”


The other winners included Lotus, a portable air purifier by Fulden Dehneli from Middle East Technical University, Turkey, which won second prize. Third prize went to UrbanCONE, a concept for creating healthy microclimates in urban areas by Michał Pośpiech from Jan Matejko Academy of Fine Arts, Poland.  UrbanCONE is a concept for creating healthy microclimates in urban areas.

Hero won the EDL 2014’s People’s Choice award with its gamified take on air purification.

The People’s Choice Award went to HERO by Fiorella Rios, a gamified air purification concept, after receiving almost 6,000 public votes on the Design Lab website.

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