DI: What is the main principle, idea and inspiration behind your design?
VIAAQ : The core idea behind ElectraLine is to transform the EV charging experience - turning a typically cold, utilitarian infrastructure into a warm, functional, and beautifully integrated element of the city. It’s about creating something that feels natural, useful, and emotionally resonant, while staying true to our values: approachable, simple, and smart.
DI: What has been your main focus in designing this work? Especially what did you want to achieve?
VIAAQ : Our main focus was to elevate a moment of pause into a meaningful interaction. We designed for comfort, simplicity, and clarity - creating a place where people don’t just plug in their car, but also connect with their environment, intuitively and effortlessly.
DI: What are your future plans for this award winning design?
VIAAQ : ElectraLine is being rolled out as the new visual identity of Electra stations across Europe. Future evolutions include new formats for compact sites, upgraded solar integrations, and enhanced interactive experiences with screen and sound elements.
DI: How long did it take you to design this particular concept?
VIAAQ : The concept was developed over approximately 9 months, from early design research and branding workshops to live prototype testing at public events. It continues to evolve based on user feedback and operational insights.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
VIAAQ : Because existing charging stations were uninspiring, purely functional, and lacked any emotional or visual identity. We saw an opportunity to bring design, sustainability, and urban integration into a space that was long overdue for reimagination. But beyond improving the user experience, we also wanted to create a distinctive and recognizable visual identity - something that would make Electra stations instantly identifiable in the urban landscape, reinforcing our brand presence and values. This wasn’t something we were commissioned to do - it was a strategic, visionary move to shape the future of our network through design.
DI: 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?
VIAAQ : No. Electraline is designed, developed, and used exclusively by Electra. It is a core element of our brand identity and operational model, and we intend to keep it fully integrated within our ecosystem. The design was conceived entirely in-house by our Station Design team, led by Valeriia Ilicheva (Designer) and Antoine Questel (Product Manager). This internal collaboration ensured a deep alignment between user experience, technical constraints, and brand expression, resulting in a station concept that is both innovative and true to our values.
DI: What made you design this particular type of work?
VIAAQ : We wanted to show that charging infrastructure can be elegant, intuitive, and integrated. This project allowed us to merge product thinking, physical architecture, and environmental values in one single design language.
DI: Where there any other designs and/or designers that helped the influence the design of your work?
VIAAQ : Our influences came from observing how people move through public spaces, how they engage with technology, and how design can build trust and comfort without saying a word. We drew inspiration from real-world use, not from other designers.
DI: Who is the target customer for his design?
VIAAQ : Electraline is designed for all users of Electra stations - whether they're daily urban commuters, professional drivers, or families on long-distance trips. It also addresses the needs of cities and site owners who seek charging solutions that are both efficient and harmoniously integrated into their environments. The design aims to serve a wide range of use cases while remaining inclusive, intuitive, and visually coherent across our network.
DI: What sets this design apart from other similar or resembling concepts?
VIAAQ : Electraline is a signature element of Electra stations - it gives them a strong visual identity, making them instantly recognizable and welcoming. Its modular architecture, combination of warm, tactile materials like responsibly sourced wood and durable, recyclable elements like painted aluminum, along with the integration of features such as LED screens, ambient lighting, seating, and optional solar canopies, make it a multi-functional and adaptable structure. It stands out by combining design, sustainability, and user-centric technology into a cohesive system that enhances both the charging experience and the integration of the station into its environment.
DI: How did you come up with the name for this design? What does it mean?
VIAAQ : The name Electraline was inspired by the linear and continuous shape of the structure. It creates a visual and spatial line within the station, giving coherence and identity to the overall layout.
DI: Which design tools did you use when you were working on this project?
VIAAQ : We used a mix of 3D modeling software, architectural tools, and visual design platforms - including SketchUp, AutoCAD, Twinmotion, Artlantis - along with physical prototyping, mood boards, and internal user journey mapping.
DI: What is the most unique aspect of your design?
VIAAQ : The way Electraline blends aesthetics, comfort, and high-tech features into a cohesive and flexible structure. The combination of warm wood, interactive screens, and scalable layouts creates something both iconic and human.
DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
VIAAQ : The concept was developed by Electra’s Station Design Team, led by Valeriia Ilicheva (Designer) and Antoine Questel (Product Manager). It was challenged throughout by top management, ensuring strategic alignment. Once the concept was defined, other internal teams contributed during the industrial design phase to prepare it for production and deployment.
DI: What is the role of technology in this particular design?
VIAAQ : Technology is embedded throughout - from real-time LED screens and motion-sensitive lighting, to sound systems and solar panel integration. Yet the technology remains discreet and purposeful, never overwhelming the human experience.
DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
VIAAQ : Absolutely. We conducted user interviews, field tests, and surveys. Real data on comfort, screen readability, and visual appeal directly informed key design decisions.
DI: What are some of the challenges you faced during the design/realization of your concept?
VIAAQ : Designing for modularity without compromising aesthetics, ensuring durability in harsh environments, and integrating technology in a seamless and scalable way were all major challenges. We also had to align with strict urban planning and accessibility standards.
DI: How did you decide to submit your design to an international design competition?
VIAAQ : Because we believe design should be part of public infrastructure conversations, and that this work represents a new standard for how infrastructure can serve both people and place.
DI: What did you learn or how did you improve yourself during the designing of this work?
VIAAQ : We learned that empathy is the strongest design tool. Every line, curve, and material was refined by asking how people feel, not just how things function. We also grew as a team - learning how to balance vision with real-world constraints.
DI: Any other things you would like to cover that have not been covered in these questions?
VIAAQ : Yes, we believe ElectraLine is a symbol of a better urban future. It’s not just about EVs. It’s about designing cities where infrastructure disappears into beauty, and where technology serves quietly and respectfully.
