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 Eco Espresso Machine. Interview questions prepared by Frank Scott.
FS : The internal project name was "Compact & Sustainable". We were aiming to create a very compact, entry level machine that was also as sustainable. We reduced power consumption and used as much recycled plastic as possible.
FS : Apart from focusing on the use of recycled plastic we designed the product in a way to reduce the visual mass. The main body is made up from several intersecting volumes and contrasting colours and materials.
FS : At the moment the product is on the market and quite successful. We're currently considering some minor updates to keep the product relevant.
FS : The complete product development - from the very first initial concept to launching the final product - took about two years.
FS : Actually the product was developed to replace another existing appliance. So overall we had a good reference and a solid starting point.
FS : The appliance has been developed by Lavazza in Italy and is currently in production. It is an important part of the product range.
FS : We had to develop a new design replacing an existing model. All this while staying true to the brand identity and form language of Lavazza.
FS : We initially developed several different 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 also designed to be part of the Lavazza product range. It therefore uses the sophisticated form language specific to the Italian brand.
FS : This is quite easily explained. The previous, outgoing model was called TINY. So the new product kept the original name, to signal a certain continuity, but also added the ECO part to underline the new focus in the design.
FS : The design process involved everything from analog and digital sketching to 3D modeling, mock-ups and prototypes.
FS : The design is massively influenced by the mission to create a sustainable design. This was the guiding concept and had implications on the chosen colours or surface finishings.
FS : The design was developed by the small in-house team in collaboration with colleagues from the technical department.
FS : The product itself is actually not overly complex, since it is an entry level product. It still makes an authentic italian espresso with every preparation.
FS : The design was developed based on many years of experience operating in this specific market. During the development we also made sure some key aspects were consolidated and verified through consumer tests.
FS : Using a high percentage of post consumer recycled plastic is quite challenging. Especially when you're aiming for product aesthetics that are on the same level as products that use virgin materials. We had to develop the colour range and the surface textures accordingly to make sure we'd reacht the expected product quality.
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 : 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.
FS : That's all.
