Simpler, more human: AEG rewrites its design signature for New Collection / New Collection products combine pared down, minimalist forms with more engaging, interactive control functions

Berlin / Nuremberg (ots) - AEG is launching new products in all
categories that speak a new design language that is both more simple
and more humane. A strong design signature connects across the range,
creating an aligned, integrated look. Horizontal lines give a sense
of flow and integrity, while vertical lines delineate the intuitive
control panels.

"As the kitchen is becoming an open space, the appliances design
should be aligned across products to integrate seamlessly into an
overall living space," comments AEG's Senior Design Manager, Hans
Strohmeier. "Products should be outstanding, but should not disrupt
the harmony of the kitchen."

Simplicity is not, of course, the simplest thing to achieve. It is
always the result of considering a very great number of small
details. "For example, our black or white appliances are now purely
black or white, rather than a mix of black or white with stainless
steel," Strohmeier says. "But to achieve an even finish, the paint
must be applied to the outside of every part, rather than a mix of
surface and underglass. It is more demanding in the production
process, but for a perfect result we must do nothing less."

New, more intuitive controls create a smoother, more graceful
connection between the appliance and the person using it. They use
glass touch screens and minimalist, ordered graphics that engage the
user intuitively. Displays are larger than before and usually
centered vertically between horizontal spans.

"People interact with the appliances on a physical and
metaphysical manner, using all sensorial cues," Strohmeier says. "It
can be the sound of the feedback of the machine or the feel of the
material a pushbutton is made of."

Whilst the interface is information-rich and extremely powerful in
what it enables the user to do, its design is pure and simple, so
using it never feels complicated. For example, the number of
different materials is kept to a minimal two: glass and steel. The
displays are red when lit, as on all appliances in the New Collection
- so that there is just one key 'accent' color throughout the
kitchen.

"We worked hard to create a very purist interface, one that feels
beautifully simple to use," Strohmeier says.

Strohmeier says that the New Collection products have been created
for people who not only demand superior performance time after time,
but who enjoy the process and expression of perfection: "Their
appliances are an extension of themselves that empower a flawless
performance, like the instrument of a professional musician."

The New Collection includes:

- ProCombi, a steam oven that delivers better tasting food
- ProFresh, a refrigerator that keeps fresh food fresher longer
- ProClean, a dishwasher that immaculately cleans all sizes of
dishes
- ProTex, a washing machine that delivers gentle, precise washing
- MaxiKlasse, a large-capacity oven with new airflow technology
and precise temperature control for perfect result on any shelf
position
- MaxiSense, the zone-free induction hob for perfect heat control
in any size of pan and
- Crystal Line, an elegant, modular hob range that completes a set
of professional tools.

"AEG will change the way we look at high-end German appliances,"
says Strohmeier. "The New Collection combines the most advanced
electronic solutions with a design that is clean, pure, ordered and,
above all, absolutely stunning. You will want to touch it, look at
it, listen to it, see it in your home."

The New Collection is being supported by synchronized, 360-degree
campaigns. The campaigns are focused on Germany, Austria, Switzerland
and Benelux. TV commercials aim to build interest and engage
passions, print to bridge the gap between engagement and product
information, and online to build ongoing relationships with
communities of interested consumers. This represent a significant
increase in brand and sales efforts, the company says.

Share more of our thinking on www.electrolux.com

About the Electrolux Group

Electrolux is a global leader in home appliances and appliances
for professional use, selling more than 40 million products to
customers in 150 countries every year. The company focuses on
innovations that are thoughtfully designed, based on extensive
consumer insight, to meet the real needs of consumers and
professionals. Electrolux products include refrigerators,
dishwashers, washing machines, vacuum cleaners and cookers sold under
esteemed brands such as Electrolux, AEG-Electrolux, Zanussi, Eureka
and Frigidaire. In 2009, Electrolux had sales of SEK 109 billion and
55,000 employees. For more information, visit
http://www.electrolux.com/news .

Originaltext: Electrolux Deutschland GmbH
digital press kits: http://www.presseportal.de/pm/37016
press kits via RSS: http://www.presseportal.de/rss/pm_37016.rss2

press contact:

Fréderique Pirenne
St-Göransgatan 143
SE-10545 Stockholm
phone: +46 8 738 6493
eMail: frederique.pirenne@electrolux.se
www.electrolux.com
www.aeg-electrolux.com
http://newsroom.electrolux.com