Electrolux Willow Fridge

September 23rd, 2011

The multicultralism reflected in Julie Paterson’s designs for Electrolux mirrors the designer’s own experiences. Born in Somerset, England, Paterson has lived and worked in Europe, Australia and is now based in China.

Nature has been a constant guiding force in Paterson’s work and the same can be said for her latest creations for Electrolux. The Willow range demonstrates a Scandinavian design sensibility with natural colour tones and a simple and subtle representation of the willow bud – an Asian symbol of growth and hope.

“These designs were developed by combining and modifying a wide range of influences, such as thinking about familiar and everyday patterns, shapes and symbols the Chinese may be familiar with; along with the clean, simple and natural Scandinavian design style elements,” explains Paterson.

“I need to be mindful that Asians have different ways of thinking about symbols and motifs. Colours also have different meanings in the East than in the West so these influences need to be carefully considered before being applied.

“I’m always looking at paring my ideas down to their most elemental and I focus on simple composition and restrained colour to convey my ideas,” she adds.

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