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New GE Appliances Designed by a Millennial for Millennials
Jun 28, 2013
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GE Appliances launched the Artistry Series, designed to focus on the needs of Millennials and "their desire to uniquely express themselves." The line was created by a 27-year-old GE industrial designer with his own generation in mind. The line includes five appliances: a gas range, an electric range, bottom-freezer refrigerator, over-the-range microwave, and top-control dishwasher.

GE said that Millennials make up a large number of today's first-time homebuyers. Real estate brokerage company Redfin said homebuyers in the 25- to 34-year-old age group make up the largest proportion of homebuyers.

"These buyers are price conscious and design savvy, but also want appliances from a brand they trust," said Lou Lenzi, director of GE's Industrial Design Operation. "In today's marketplace, affordable appliances tend to look the same; GE Artistry Series fills that void for consumers by offering unique-looking products not currently sold by other manufacturers."

Lenzi said investing in the design of these appliances was a top priority for GE.

"We've tripled our design resources over the past two years, and after much research, Tomas DeLuna, industrial designer for GE Appliances' Concept and Brand team, was tapped to lead the development of the Artistry Series," Lenzi said. "The look needed to be simple and approachable with very clean lines. DeLuna's design sensibilities made him an ideal fit to lead the project."

DeLuna designed for his own generation by focusing on touchpoints that mattered to him, in areas where consumers interact most with the product: handles, knobs, and clocks.

"Making the critical consumer touchpoints metallic, and set against either a pure, white gloss or black gloss finish, creates a look that is both familiar to our consumers, yet remains fresh and modern," said DeLuna. "That's what makes the GE Artistry Series special; the design is authentic and contemporary with a nod to the past not currently offered in the marketplace."

The new dishwasher and refrigerator are both Energy Star-qualified appliances. The bottom-freezer refrigerator costs $49 to operate annually.

The full GE Artistry Series will be available at retail in September 2013. Estimated retail price of the full product suite is $2,416.

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