We had the distinct pleasure to interview award winning designer Florian Seidl about their original and creative Espresso Machine design work. Florian Seidl is an award-winning industrial designer, that makes our world a better place with their original espresso machine works.
Florian Seidl ("FS") answered Design Interview ("DI") questions about their award-winning work Lavazza Tiny Espresso Machine. Interview questions prepared by Frank Scott.
FS : We wanted to design a small and friendly espresso machine. We describe he design as essential and joyfully Mediterranean.
FS : We set out to create a compact new product that would implement the new design direction we had developed for Lavazza A Modo Mio.
FS : The product had a very successful production run.
FS : Complete product development - from the very first initial concept to launching the product - took just about two years.
FS : Lavazza needed a new entry level product to complete the product range.
FS : The appliance has been developed by Lavazza in Turin, Italy.
FS : As mentioned before,we needed a new entry level product and also wanted to consolidate the general design direction - a natural extension of the Lavazza A MODO MIO product line.
FS : We initially developed several design proposals and then selected one to develop further and bring into production.
FS : It is an entry level product for us. This means it is accessible to everybody, but it is definitely not cheap. So the target group is really quite universal - everyone looking for a compact and well designed espresso machine.
FS : The product was designed to be part of the Lavazza A Modo Mio product range. It extends this range and uses the sophisticated form language specific to the Italian brand.
FS : The name was developed by colleagues from the marketing department.
FS : The design process involved everything from analog and digital sketching to 3D modeling, a series of physical mock-ups and prototypes.
FS : Maybe the main outer housing is a unique aspect. We managed to create it in one single shell that assembles almost like a helmet on top of the appliance and gives it a visually well structured, yet sensual appearance.
FS : The design was developed by our small in-house team in collaboration with colleagues from the technical department.
FS : The product itself is actually quite simple, as it is an entry level product.
FS : The design was developed based on market analysis, the target group and relevant trends.
FS : There were some minor issues related to the translation from the software package we use in design to the one used in our technical department.
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 : Every new product you design is an opportunity to learn. I think this particular project allowed us to grow as a team and better understand the specific requirements and needs that design and engineering have when developing a new product.
FS : That's all.
