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Lavazza Desea Coffee MacHine by Florian Seidl |
Home > Winners > Design #104729 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
FS: A friendly and sophisticated machine designed to offer the complete package of Italian coffee culture: from espresso to authentic cappuccino or latte. All while being a natural extension of the Lavazza A Modo Mio product line.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
FS: We were looking for a high end user experience and translated this into a open hearted and well resolved design. We also worked hard to visually contain the overall dimensions of the product. This is evident in the lowered shoulder profile and the black base of the appliance.
FS: What are your future plans for this award winning design?
FS: At the moment the product is on the market and quite successful.
FS: How long did it take you to design this particular concept?
FS: The complete product development - from the very first initial concept to launching the final product - took about two years.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
FS: The Lavazza A Modo Mio range needed two new products to complete the range in the upper area. Idola and Deséa were developed for that reason.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
FS: The appliance has been developed by Lavazza in Italy and is currently in production. It is an important part of the product range.
FS: What made you design this particular type of work?
FS: We had to develop two new products on a common platform. They represent the upper end of the range and were important to consolidate the form language of Lavazza in the area of small domestic appliances.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
FS: The product was designed and developed internally. There were several different design proposals at the beginning. After selecting the design theme the proposal was further developed and brought into production.
FS: Who is the target customer for his design?
FS: Deséa is the flagship of the Lavazza A Modo Mio range. Everyone who is looking for good authentic, Italian coffee - be it espresso or milk based beverages like cappuccino or latte macchiato - is part of the target group.
FS: What sets this design apart from other similar or resembling concepts?
FS: A well resolved design within the Lavazza A Modo Mio range. Italian design with incredible attention to detail. The directly integrates milk frother is a unique feature.
FS: How did you come up with the name for this design? What does it mean?
FS: The name was developed by colleagues from the marketing department.
FS: Which design tools did you use when you were working on this project?
FS: The design process involved everything from analog and digital sketching to 3D modeling, a series of physical mock-ups and prototypes.
FS: What is the most unique aspect of your design?
FS: The design is sophisticated and well resolved with a lots of attention to detail. And again, the integrates milk frother is a unique aspect.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
FS: The design was developed by our small in-house team in close collaboration with colleagues from the technical department.
FS: What is the role of technology in this particular design?
FS: Technology allowed us to create a solid and pleasant user experience. The touch sensitive user interface with acoustic feedback is probably the most evident part.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
FS: The design was developed based on market analysis, the target group and relevant trends.
FS: What are some of the challenges you faced during the design/realization of your concept?
FS: In this particular case we had to design two design two distinct products on the same platform. Naturally this was challenging.
FS: How did you decide to submit your design to an international design competition?
FS: Design competitions play an important part in communication. They help in product and brand positioning. This is why we submit our products to these competitions.
FS: What did you learn or how did you improve yourself during the designing of this work?
FS: I'd think we were able to build on previous experiences and were quite efficient as a team.
FS: Any other things you would like to cover that have not been covered in these questions?
FS: That's all.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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