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STOCKHOLM, Sweden, Nov. 14, 2005 -- Electrolux (ELUX), today presented
its third Design Lab Award to Airwash, a waterless washing unit.
Students from leading schools of design in over 88 countries participated
in the competition. Entries were received by more than 3,000 students
in all continents, all competing to create the most outstanding
new appliance concept for the home of 2020.
The winner, Airwash, is a waterless washing unit that utilizes
negative ions, compressed air and deodorants to clean clothes. Its
form is inspired by the waterfall, nature's negative ion generator.
Airwash eliminates the need for detergent and water. By using atmospheric
air and negative ions -- a natural cleansing agent -- it fights
dirt and bacteria with nature's own weapon. It is designed to be
placed anywhere in the home, not only in the laundry area. The simple
user interface "floats" to wherever on the appliance the
user wants.
The jury selected Airwash as the winner because of its intuitive,
ecological and beautiful design. Airwash also does away with the
expensive, time consuming task of going to the dry cleaner.
The Electrolux Design Lab 2005 project kicked off in June, when
students were challenged via www.designboom.com to develop new appliance
solutions for the future based on satisfying evolving consumer needs
and trends. The concepts targeted specific research-identified consumer
segments such as "those seeking extra time and ease of use"
and "those seeking appliances that reflect their lifestyle
with extraordinary design and features." The students used
observational research techniques for input and inspiration.
Participating students from design institutions in over 88 countries,
including Australia, Colombia, Canada, India, Japan, South Africa,
Sweden, the US and Portugal were judged on the following criteria:
-- Does the concept appliance solve the consumer's needs as
identified by the research?
-- Does the concept appliance create a "wow" effect, as
well as
appeal emotionally and intuitively?
-- Does the concept appliance correspond to the Electrolux
brand identity -- innovative, trusted solutions for an
easier and more enjoyable life?
-- Is technology, including that from other product areas,
creatively applied?
A jury of international design professionals gathered in Stockholm
to judge the individual design presentations and select the most
outstanding concepts.
The jury included:
-- Paula Antonelli, curator at the Department of Architecture and
Design at The Museum of Modern Art in New York
-- Johnny Grey, architect and one of the most unique and influential
kitchen designers in the Western world
-- Ilse Crawford, a creative director who has set new directions
in design for more than a decade
-- Mark Armstrong, an industrial designer who is Managing Director
and one of the founding principals of Blue Sky Creative
-- Raul Pires, head of exterior design for the U.K. car manufacturer
Bentley
-- Henrik Otto, Senior Vice President of Global Design at Electrolux
who leads an organization of 200 at six major design centers worldwide
-- Cathy Huang, CEO and founder of China Bridge International (CBI),
the first Design Management Company in that country
Second place in the competition went to "Flavor of Sunshine"
from students at Zhejiang University, China. Third place went to
"Happy Feet" from students at Korea University of Technology
and Education in South Korea.
Images of the concept appliances can be found at: http://www.electrolux.com/imagebank
For more information about The Electrolux Design Laboratory 2005,
visit the Web site at http://designlab.electrolux.com.
For video clips in broadcast quality, please contact Emalee Mandl,
+46 70 881 2254.
The Electrolux Group is the world's largest producer of powered
appliances for kitchen, cleaning and outdoor use, such as refrigerators,
washing machines, cookers, vacuum cleaners, chainsaws, lawn mowers,
and garden tractors. Every year, customers in more than 150 countries
buy more than 55 million Electrolux Group products for both consumer
and professional use sold under famous brands such as AEG, Electrolux,
Zanussi, Frigidaire, Eureka and Husqvarna. In 2004, Electrolux had
sales of SEK 121 billion and 72,000 employees.
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Contact::
Electrolux
Margaretha Finnstedt-Moller
+46 70 678 6158
Electrolux Press Hotline
+46 8 657 6507
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