Lavazza MilkUp Milk Frother by Florian Seidl

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DI: What is the main principle, idea and inspiration behind your design?

FS : MilkUp has an elegant and solid design. Composed of bold, colourful, and simple elements with high-quality surfacing and materials. The external shell has a prominent colour split that lowers the perceived height of the product.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?

FS : We set out to apply the new design direction we had developed for Lavazza on a new product category.

DI: What are your future plans for this award winning design?

FS : The product had a very successful production run.

DI: How long did it take you to design this particular concept?

FS : The design and development process for this project was very fast and took about ten months.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?

FS : Lavazza needed to complement the existing product range with high quality milk frothers.

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?

FS : The appliance has been developed by Lavazza in Turin, Italy.

DI: What made you design this particular type of work?

FS : As mentioned before, Lavazza wanted to expand its product range by also offering well designed milk frothers.

DI: Where there any other designs and/or designers that helped the influence the design of your work?

FS : The design was developed internally based on an existing technical package as a starting point.

DI: Who is the target customer for his design?

FS : Basically anyone who likes milk foam.

DI: What sets this design apart from other similar or resembling concepts?

FS : Milkup is a solid design with easy to clean milk vessel. It also has a special area to store the whisk integrated in the lid's design.

DI: How did you come up with the name for this design? What does it mean?

FS : The name was developed by colleagues from the marketing department.

DI: Which design tools did you use when you were working on this project?

FS : The design process involved everything from analog and digital sketching to 3D modeling, mock-ups and prototypes.

DI: What is the most unique aspect of your design?

FS : MilkUp extends the design philosophy and form language of Lavazza to the category of milk frothers.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?

FS : The design was developed by our small in-house team in close collaboration with colleagues from the technical department.

DI: What is the role of technology in this particular design?

FS : The appliance is rather simple and the technology is quietly in the background for a pleasant user 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?

FS : The design was developed based on market analysis, the target group and relevant trends.

DI: What are some of the challenges you faced during the design/realization of your concept?

FS : Timing was essential and the whole design process had to be extremely streamlined.

DI: How did you decide to submit your design to an international design competition?

FS : With every new product you gain experience and learn. In this specific case we learned a lot about the use of post consumer recycled plastics. All the challenges and opportunities they represent.

DI: What did you learn or how did you improve yourself during the designing of this work?

FS : Making design decisions quickly and refine everything along the way.

DI: Any other things you would like to cover that have not been covered in these questions?

FS : That's all.