Drawing on a rich heritage of Scandinavian design, Electrolux believes a thoughtful attitude is the key to successful product design.
March 31st, 2009
As Head of Global Design operations for Electrolux, Henrik Otto is pivotal to the company’s design philosophy, design practice and the outcome of this: its products. Joining Electrolux in 2004, Otto was a central part of Electrolux’s strategy to increase its investment in design and product development – and a smart investment it was.
Otto feels it is his job to generate space and creative freedom for the company’s designers. “I think we have to dare to be different,” Otto says. “How are people going to notice the difference if they don’t even see it in the design? We have to be passionate about our products and our work.”
Electrolux products, he says, should be rediscovered every time you approach them. “You have to draw people to your product,” Otto says. “And you do that by being desirable andw recognisable.”
“Cars and vacuum cleaners are stand-alone products; you can create a unique design. Kitchen appliances have to work together. There you are on the borderline between interior architecture, furniture design and product design. So it has to fit in, but still say who it is. That is a challenge.”
Sustaining the Electrolux brand is its unique design philosophy, based on its Scandinavian heritage of thoughtful design. “It’s not so much about a design language, but about the attitude to how you go about solving a design challenge,” Otto says.
The basis for thoughtful design is to understand the consumer’s desires and preferences. The result is a perfect combination of functionality, sustainability, usability, visual appearance, touch and feel.
“Most of the time a fridge or oven is closed or unused. But while it is sitting there, it has to stir up emotions, to give you that feel-good factor,” Otto says. “Every time you look at it, it has to confirm your desires.”
A searchable and comprehensive guide for specifying leading products and their suppliers
Keep up to date with the latest and greatest from our industry BFF's!
Sub-Zero and Wolf’s prestigious Kitchen Design Contest (KDC) has celebrated the very best in kitchen innovation and aesthetics for three decades now. Recognising premier kitchen design professionals from around the globe, the KDC facilitates innovation, style and functionality that pushes boundaries.
In this brand new exhibition, GH Commercial’s custom carpet solutions help local artists create joyful installations that each tell a unique story.
The Sub-Zero Wolf showrooms in Sydney and Melbourne provide a creative experience unlike any other. Now showcasing all-new product ranges, the showrooms present a unique perspective on the future of kitchens, homes and lifestyles.
Channelling the enchanting ambience of the Caffè Greco in Rome, Budapest’s historic Gerbeaud, and Grossi Florentino in Melbourne, Ross Didier’s new collection evokes the designer’s affinity for café experience, while delivering refined seating for contemporary hospitality interiors.
Celebrating the diversity and excellence of primary through to tertiary schools, The Learning Space category in the INDE.Awards recognises that education design is paramount to educational success.
SIBLING fuses architecture, urbanism, cultural analysis and graphic communication to produce an inspired collaborative workspace.
Broached Commissions is an annual design collaboration using an event in Australian history as inspiration for a new collection. All commissions result in made to order or limited edition furniture and objects for commercial sale. On Saturday 12 November, Creative Director Lou Weis will lead a discussion between John McPhee, curator of Broached Colonial, and […]
The internet never sleeps! Here's the stuff you might have missed
We spoke with three architects currently practising in Canberra to investigate the city’s planned history and what it means to work in that shadow.
Discover a range of versatile furniture that is effortlessly elegant.