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Electrolux Design Lab announces 2012 theme: Design Experience

* Electrolux.jpgElectrolux Design Lab's 10th Anniversary challenge to international design students is tied to Electrolux's professional heritage in a theme that stimulates all senses.

Electrolux Design Lab is a global annual design competition inviting students and recent graduates of industrial design to compete for a six-month paid internship and prize money by submitting ideas that develop the sensory experience of home appliances. This year the jury will also take special note of the aesthetic qualities of the concept and the way textures and surface materials have been used.

As demonstrated in the Cube by Electrolux, the world of professional cooking is all about the experience. It's not about achieving the perfect inner temperature of a steak for the sake of science or performance. It's about designing the best possible experience for your guests. The creative force behind the experience is the merger of intuitive and innovative appliances with the creativity of the chef and carefully selected high quality ingredients.

The brief for Electrolux Design Lab 2012 challenges design students to draw inspiration from professional experience creators (chefs, architects, interior designers, hotel designers etc.) 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.

Entrants will also need to consider the heritage of Electrolux. Submissions should reflect Scandinavian Design values by being sensitive to the environment, providing intuitive ease of use and aesthetic appeal.

"I believe the importance of our sensory perception is underestimated in a lot of today's design," says Henrik Otto SVP of Global Design at Electrolux. "Too much importance is accorded to the visual. What if we could incorporate our other senses into design? Could we smell who's calling? Or feel what's on TV?"

Eight finalists will each be invited to participate in a final event in the autumn of 2012 held within a European city (to be announced) to present their individual concept to a jury of expert designers. The jury will consider entries based on intuitive design, innovation, aesthetic qualities and consumer insight when awarding the first prize of a six-month paid internship at an Electrolux global design centre and 5,000 Euros. A second prize of 3,000 Euros and third prize of 2,000 Euros are also on offer.

Deadline for entry is 23:59 CET1st June, 2012 via the Electrolux Design Lab website:

www.electrolux.com

2nd December 2011




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