Electrolux is taking a more pragmatic approach to its global Design Lab competition in 2011, seeking appliance concepts based on the theme of "Intelligent Mobility."
"The 2011 brief seeks design concepts that will inspire users while utilizing existing technology to offer support and guidance," said Henrik Otto, senior vice president of Global Design at Electrolux. "This challenge is not just about making appliances that are physically more portable, rather it is about providing flexible control to liberate people and support creative expression."
"Utilizing existing technology" may make all the difference. Design Lab themes in recent years have been less limiting in their technological feasibility, and finalists' conceptual appliances were sometimes based on technology that may not be practical for decades, if ever.
Entrants should also consider Swedish-based Electrolux's heritage and the company said submissions should reflect Scandinavian Design values: environmentally sensitive and providing intuitive ease of use and aesthetic appeal.
"Now in its ninth year, Electrolux Design Lab allows young designers to test themselves and gain valuable insight in to the world of commercial product design," said Otto.
Eight finalists will be chosen and invited to an event in the Autumn of 2011 in Europe (precise date and time to be announced later). Finalists will present their concept to a jury of designers professionals. The jury will weigh entries on intuitive design, innovation, and consumer insight, in determining the fist prize winner. The winner will receive a six-month paid internship at an Electrolux global design center and 5,000 euros. The company also offers a second prize of 3,000 euros and third prize of 2,000 euros.
The deadline for entry is May 1, 2011, and all entries should be submitted via the Electrolux Design Lab website:
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