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Electrolux Shines at Eurocucina
Apr 23, 2010
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Swedish-based appliance giant Electrolux showed off its Shine washing machine concept appliances at the Eurocucina 2010 trade fair in Milan, April 14-19, 2010.

A floor-standing version of the shine appliance is designed to be integrated under a bathroom sink. The wall-mounted version integrates with bathroom cupboards.

Electrolux noted that 74% of the world’s population is expected to live in an urban environment by 2050, creating a need for better use of space – particularly in the bathroom, there 39% of Europeans have their washing machine. The Electrolux Design Team in Porcia, Italy came up with the Shine concept to address these needs.

"We wanted to make the appliance look more like bathroom furniture than just a washing machine,” says Levente Szabo, main designer behind the Shine concepts and winner of Electrolux Design Lab 2007. ”The forms and high gloss finishing increase the link to the porcelain and ceramics of the bathroom environment.”

The design team studied the bathroom environment and developed new designs linked to materials, colors, lighting=, and ambiance. "The bathroom has become more of a relaxation room than just a bathroom," explains Calum Armstrong, Industrial Design Manager Fabric Care. “It helps create a therapeutic atmosphere, like one can see coming from the Japanese culture."

Around the doors of the Shine appliances are integrated light guides that function both as ambient lighting and the product’s interface. The light ring around the door will visually communicate both the cycle time and the phase of the washing process.

“This does not only create nice ambient lighting, but it also creates a more emotional connection to the washing cycle,” continues Calum.

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