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Design insights: Whirlpool
Understanding design
The newly unveiled Whirlpool showroom and training centre in Croydon is a pefect
setting for displaying the distinctive designs of the company’s main brands. Anna
Ryland asked Mathias Tingström, Senior Design Manager at the Whirlpool Design
Studio, how he develops his ideas and translates them into appliances.
collection has clear USPs such
as soft, rounded edges of all
appliances, chrome lines
around LED displays and the
absence of external handles.
Meanwhile in the built-in sector,
the designer’s aim is to do the
opposite – to blend appliances
into the rest of the collection
and the kitchen.
“Relatively recent, is the
trend towards individualization.
The Charisma collection
Designers are trying to help
customers express themselves
M
by developing multiple variants
of products to reflect individual
athias Tingström, who However, the most important the customers of KitchenAid tastes and needs. Therefore we
is responsible for the design of is clear understanding of “the want to be in control of almost work on a variety of colours
the recently launched principal purpose of the every function of their and finishes. Good examples of
Charisma collection – which product and making sure that appliances, such as ovens, as this are the bespoke patterned
includes a freestanding when the product comes to they create their own recipes. trims on Maytag refrigeration. In
washing machine, a market, it gives consumers the For the Whirlpool consumers, the integrated sector – the
dishwasher and a fridge service which it was intended product aesthetics is very Whirlpool Glamour collection –
freezer – says that he takes to give. From an aesthetic important and they pay with its deep rich mirror glass –
inspiration for his designs from point of view, making the attention to materials and fine shows how far the designer
a wide range of sources. “We features intuitive and the details of design indicative of can go in making the kitchen a
have ongoing research product as easy to use as how fashionable the appliance truly elegant room.
activities which generate possible, is key”. is. However, since they are
consumer insights from busy professionals and Advice for the retailer
different sources, such as Competitive homemakers, they are happy Mathias thinks that that the
consumer homes, shops or differences to allow the 6th Sense retailer has a very important role
places of social interactions, I ask Mathias how he uses technology to optimize their to play in introducing appliance
such as clubs. It gives us an design to differentiate Whirlpool washing or cooking design to the consumer.
idea what are the main drives appliances from the programmes – saving them “I suggest that retailers adopt
of the current trends. competition. time and effort.” a holistic approach, especially
“In addition to this, Whirlpool “It is crucial to ensure that to the freestanding appliances,
collects various insights about the design of a brand has The latest design by displaying full ranges in their
consumer habits and needs. something unique and closely trends stores. Seeing the common
Our design team also pays reflects the needs of its target “In the freestanding sector, features of a collection of
attention to the brand values of market. For example, which is often perceived in an appliances consumers can
the company, and translates KitchenAid products are made electrical store as a sea of appreciate their design and
them into a design. We also for professional and semi- white in which individual brands how it would work in the
look at the previous company professional cooks. Therefore tend to disappear, the design kitchen. Once a consumer
products to check how they they have to be robust, and the challenge is to make sees the range of products
performed and what could be handles and controls have to appliances stand out. For together the impact is very
done to improve this.” be very easy to use. Moreover example the Charisma strong.” a73
16 The Independent Electrical Retailer December 2009
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