CONSUMER LIFESTYLE
CONSUMER LIFESTYLE KITCHEN LIFESTYLE TEFAL OPTIGRILL GC 702 D The Tefal OptiGrill claims to be the first electric indoor grill that indicates the level of cooking – the aim, to achieve “perfect grilling”. The technology measures the thickness of the meat and automatically adjusts the time and temperature for the desired result. » ENTRANCE SOUTH / STAND 101 UNIQUE SELLING POINTS 1 Automatic Sensor Cooking system that detects the thickness of the items to be cooked 2 An indicator constantly informs the user of the progress of the cooking 3 Six specific cooking programs for steak, burgers, fish, sausages, sandwiches and poultry BOSCH MUM5 FOOD PROCESSOR The Bosch MUM5 range of food processors introduces updated technology and a new colour range. The MUM5 CreationLine and HomeProfessional machines have a more powerful motor than previous models. This means that more dough can be prepared at any given time thanks to 1,000 watts of power. The new mixing bowl made of polished and brushed stainless steel holds large amounts of dough plus additional ingredients – enough for a large loaf of whole grain or sourdough bread. » HALL 3.1 / STAND 101 UNIQUE SELLING POINTS 1 More power: with 1,000 watts of power behind it, the MUM5 can handle dough with up to one kilogramme of flour plus ingredients 2 Vivid green and wild purple have been added for the MUM5 StartLine as well as gentle pink and mineral grey for the MUM5 CreationLine 3 New BakingSensation lifestyle set with additional plastic bowl as well as a meat mincer with pastry attachment ADVERTORIAL 34
ADVERTORIAL DESIGNER VIEW Gorenje by Starck Enabling unique kitchen creations with exceptional design Franjo Bobinac President of the Management Board & CEO, Gorenje with Philippe Starck Designer Philippe Starck has always devised objects that demand the most from the least Gorenje by Starck is an outstanding collection of kitchen appliances created in cooperation between Gorenje and the internationally acclaimed creator Philippe Starck. We asked Franjo Bobinac, President of the Management Board and CEO, to tell us more about the roadmap for Gorenje on a European and global level. All appliances come in 100% matching design, allowing the users to create their own unique kitchens. The minimalistic design uses stainless steel and high-end reflective glass that literally reflects the consumer’s personality, home and lifestyle. Despite his thousands of projects - completed or in the making - his global fame and his tireless protean inventiveness, never forget the essential. Philippe Starck has a mission and a vision: creation, whatever shape it takes, must make life better for the largest number of people possible. Starck believes this highly poetic, political, rebellious, benevolent, pragmatic and subversive duty must be borne by all and he resumes it with the humour that has accompanied his approach since the earliest days. He is quoted as saying, ‘No one is forced to be a genius, but everyone has to take part.’ Starck never ceases to push the boundaries and criteria of contemporary design. His technological miracles are vectors of democratic ecology, focused on action and a respect for the future of both humans and nature. Predicting the phenomena of convergence and dematerialisation, Philippe Starck has always devised objects that demand the most from the least. How is consumer demand for “design” items evolving? In the home appliance industry, focus in the past was on product capabilities – functionality, durability and reliability. However, advanced technologies, new trends of living, respect for the users’ individuality, and the need to go beyond functionality and more into user experience have brought on major changes. Good design has to be functional, innovative, intuitive and thorough down to the last detail. It should be user-oriented and it especially has to be long lasting. In terms of design, Gorenje should also simplify the user's life, making it more pleasant. Constantly in search of new, different, and innovative solutions, we are open to bold ideas; indeed, innovation and design are our major competitive advantages. When creating new products, our own development team and in-house design studio cooperate with scholars, independent experts, other industries, and of course our customers. This results in attractive and unique solutions fully tailored to the user. What is your company’s overall attitude towards design? We chose design as the aspect that can significantly influence consumers' decision when they stand in front of a line of similar appliances at a store. For Gorenje, design is one of the most important elements of brand identity. Through its design, Gorenje has challenged the generic forms of household appliances and introduced fresh perspectives to create an all-around user experience. Can you give some examples of other major design lines by Gorenje? Gorenje was among the pioneers in terms of teaming up with renowned designers to create sophisticated kitchen appliances. Our first co-operation was with Pininfarina, followed by Ora- Ïto and Karim Rashid, and now the latest collaboration with Philippe Starck. Hall 1.1 / Stand 201 www.ifa-international.org IFA International • Tuesday 8 th September 2015 35
