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"Electrolux Design Lab 2012 invited those involved in product design to draw inspiration from professional experience creators 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. “The top finalists are invited to participate in a final global event and present their entries to a jury of high-level designers. The jury reviews the entries based on intuitive design, innovation and consumer insight. Electrolux awards three prizes: 1st place is 5,000 EURO and a 6-month paid internship at an Electrolux global design center. The 2nd prize of 3,000 Euros, 3rd prize of 2,000 Euros and People’s Choice prize for 1,000 Euros are also on offer. Electrolux Design Lab has led directly to jobs and business opportunities in the design field for many of the contestants. Several finalists are currently employed in one of the Electrolux Global Design centers.”
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This concept tries to be in keeping with the heritage of Electrolux, using sharp, almost architectural lines, to reflect Scandinavian Product Design values – whilst providing intuitive ease of use and aesthetic appeal. The kettle would stand elegantly upon a kitchen surface with the soft whites blending into the environment, and the contrasting blue highlighting the Electrolux brand. During the concept sketching phase, a wide range of forms were experimented with and broken up into sharp geometric forms, before a final shape was settled upon. This was then taken into 3D CAD modelling software and perfected from all angles.

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