Designer Products Feature

Design can be as diverse as the personalities it indulges, but behind the façade must lie the substance to address real-life challenges and needs. GC reports O ne person’s shabby chic is another person’s Tat… one person’s beige is another’s Boring… one person’s minimalism is another’s Cold… and fl amboyant colour is another’s migraine.

Design is subjective. Industrial is, well, industrial. It speaks to the professional chef, or those who aspire to be, for others it says factory, workshop, places of toil. Modern contemporary – “contemporary” becoming an indefi nable word in the eclectic world of design, but in kitchen terms the perceived statement is show, display, clean, clutter-less, open-plan and airy.

The country look: Twee or bold? Both exist. But it is a look which imagines warmth, cooking, hearty meals, family gatherings… and it is not purely the reserve of the rural dweller, it is equally desirable for townies seeking, or wishing to recreate, the pastoral dream.

Retro 50s, now there’s a poser. For those who remember the scullery, the pastel coloured Frigidaire or Servis fridge, or the occasional neighbour who could a ord one, the strange 50s fi sh wallpaper (How odd was that!?), times, in general, were frugal. The memory – teeny workrooms, lino, few worksurfaces, washboards, outdoor mangles – is not one some would wish to return to. Reminiscence is one thing, but an everyday symbol of those times in the home is a step too far.

For others, of course, retro appliances are deemed icons, particularity by Millennials, or Generation Y as the demographers’ alphabet soup will have it, and the later Generation Z. DESIGN AND PURPOSE But design is about more than style, it’s also about substance, as many misguided consumers will, to their great disappointment, have discovered. As Lucy Dunstan, product manager UK & Ireland for Smeg, the brand famed for its 50s-style FAB fridge, puts it: “Great aesthetics are worthless without great functionality.”

Commenting on what constitutes the cornerstone of good design, Dunstan says: “Simplicity and clarity of vision, because communication is key. Know what you want to say, have confi dence in it, and make the statement clearly and boldly.” This can be expressed in a variety of ways, Dunstan maintains, citing the brand’s 50s-style range which captures the nostalgia of a bygone era but with a modern twist.

Catherine Balderson, Senior Hotpoint Brand Manager, believes good design empowers a brand because it leaves a lasting impression with the consumer. “Aesthetics draw the customer’s attention in the showroom, which is why the exterior design of the appliance is so important. Impressive functionality of appliances, however, is what ultimately drives a sale. Hotpoint believes there is no great result without the care and passion of impressive design behind it.” She adds that innovations from Hotpoint are driven by consumer needs, resulting in appliances that empower the user to care for what they value most. DESIGN AND PRINCIPLES Design keeps the electrical industry alive by encouraging consumers to buy the next, bigger, better, best or most stylish products on the market. But technology for technology’s sake is a no-no. Not only is it costly and wasteful, but it causes consumer confusion. Striking the right balance is the di cult part, as noted by Andreas Enslin, Head of Design at Miele, who concurs with the philosophy of German industrial designer Dieter Rams.

Rams said in his 10 principles of design: ‘good design is as little design as possible’. “Unfortunately, omission is the di cult part,” Enslin asserts. “It is only when things are as simple as possible and no longer contain the superfl uous and when each and every detail has been thought through and mastered that we become fascinated by the simplicity and elegance of a solution. But the act of omission requires great e ort and this is the only way for things to acquire signifi cance. There is simply too much that is loud and superfl uous already.”

DESIGN APPROACH

Fisher & Paykel takes a themed approach to design based on a philosophy rooted in understanding the macro changes that form consumers’ di erent patterns of use – themes such as sociability, ergonomics, nutrition, changing cooking styles and respect for the planet.

“Our world is changing at a pace never seen before,” comments Mark Elmore, VP Design and Brand. “The way we live, interact, and what’s important to us as consumers is in constant fl ux. We call it Design for a Changing World. It is the result of macro changes in the way we live, and these relate directly to our beliefs on health and wellbeing.”

A generational shift has occurred, Elmore points out. Millennials are now the largest consumer group globally and with them come a di erent set of values: “A willingness to spend disposable income, a deep care for food and its provenance, a love of design and a desire for the fi ner things. They are looking for something fresh, new and authentic. Global lifestyles, cultures, mobility and urbanisation are distinct but intertwined.” DESIGN AND VALUE Design is a complex business which embraces aesthetics, purpose and function – having any one without the others fails the underlying principles of the process. It is an expensive

“Elegant products not equalled by modern functionality, or those which look straight out of the 50s but perform like antiques, won’t cut the mustard.” WHEN LOOKS ARE NOT ENOUGH

SLEEK, CHIC & UNIQUE

Bring a touch of luxury and unique styling to any kitchen with the new Wi6160 fully integrated undercounter wine cabinet. The innovative design allows you to create a bespoke frame to match your kitchen cabinets, ensuring seamless integration and an uninterrupted finish.

With brilliant performance this model has been developed to store red, white and even sparkling wine in optimum conditions. The Wi6160 features perfect temperature, humidity and air circulation controls, with unrivalled low vibration technology to minimise disturbance, protecting the wines’ complex flavours.

Always choose Caple for complete confidence in your wine cabinet.

procedure involving formulae, technique, enterprise and profi ciency, and because it perpetually evolves, good design is no longer the preserve of society’s well heeled, but is accessible to all.

“Beautiful design and innovative technology eventually trickles down to most price points,” comments Indesit Brand Manager Sara Bazeley. “Built-in appliances with incredible functionality, time-saving technology and stunning design are now available at a range of price points in the market, meaning that consumers do not need to overspend to achieve the look and fi nish that they desire.”

While design feeds down to the mid and lower-level brands, it remains important that substance is not sacrifi ced for style. Elegant products not equalled by modern functionality, or those which look straight out of the 50s but perform like antiques, won’t cut the mustard. And in today’s world of rapid, often reckless, communication, brand reputations are at stake. Caple’s C772G gas hob with DirectHeat+ technology

PAYING THE PRICE So as the price of products diminishes, what drives consumers to pay for those manufactured by top-end brands? Whirlpool Brand Manager Charmaine Warner points out that consumers have always been willing to pay more for premium style and design, and a large price tag has often been seen to refl ect the substance of the product, “allowing the consumer to show-o their appliances.” However, she concedes that the reproduction of great design moving further down the market for a wider variety of consumers to enjoy, has resulted in manufacturers having to become ever-more competitive in recent years.

Smeg’s Dunstan maintains premium brands o er a level of attention to detail and innovation that some other brands simply can’t match and Smeg’s strong heritage o ers the consumer a sense of reassurance: “They can be sure they are getting quality and innovation that will stand the test of time. It is these things combined which incentivises consumers to pay more for premium-branded appliances.”

Lee Collett, Kitchen Channel Director at KitchenAid, holds a passionate view that consumers seeking a luxury appliance will look no further than brands within the superpremium sector of the market. “KitchenAid is synonymous with iconic design, which has empowered the brand for almost a century,” he e uses. “Characteristic, sublime design has the potential to make an appliance, and therefore a brand, timeless and distinctive. KitchenAid breathes remarkable design recognisable for its excellence.”

GDHA Head of Product Marketing Steve Dickson believes consumers choosing a premium brand and appliance are looking for

Foodie lovers will go mad over the must have kitchen accessory!

The Bamix is a faithful companion, replacing many kitchen appliances with its numerous accessories. The handheld food processor is compact, simple to use, easy to clean and super quick!

Flip between jobs with the easily exchangeable attachments. It cuts, chops and purees raw and cooked veg, cooked meat, frozen fruit and even ice cubes. It will blend, beat, whisk, chop, mix, grind, grate and more. The 100% Swiss product is a kitchen tool designed with universal uses in mind.

Distributed in the UK by Burton McCall Ltd. Call 0116 234 4611 or email sales@burton-mccall. com to order.

Distributed in the UK by Burton McCall Ltd. Call 0116 234 4611 or email sales@ burton-mccall.com to order.

and expect added value, while Hoover Candy’s Steve Macdonald – business director for freestanding – maintains consumers are looking to buy into a brand they trust.

SELLING THE GOODS For retailers selling great design, the challenge is to ensure that products’ fi rst visual impressions, which are the main attentiongrabber in-store, are given full scope to work their magic. But equally important is the facility for shoppers to test the products in-store.

Hoover Candy’s Macdonald maintains retailers should have interactive displays which showcase new features such as in-built TV screens: “Placing a tablet next to the product with pre-loaded brand apps will allow the consumer to trial controlling and monitoring the appliance(s) in demo mode.”

Macdonald also urges retailers to display manufacturers’ marketing materials and believes utilising brand ambassadors will help build trust with the customer.

Hisense UK Marketing Manager Alistair Orr adds: “Consumers love to be able to see and interact with the products. In-store presence and eye-catching showrooms create a sense of ‘home’, helping consumers envisage the products within their kitchens. Letting the consumer interact with the product will encourage them to imagine how much simpler it could make day-to-day life and therefore benefi t purchasing decisions.”

Whirlpool’s Charmaine Warner concludes: “Design, style, colour and aesthetics are incredibly important factors today with the ongoing demand for open-plan living, so make sure to display colour choices, materials and formats in aspirational lifestyle settings. It’s also important to ensure the showroom has suitable models, both on display and in stock, to suit your target audience.”

TOTAL IMMERSION

The consumer electronics industry continues to o er consumers the best possible sound and picture experience at home, and there have been some signifi cant developments in this sector. George Cole talks to some of the leading players “IT is an exciting time for the home entertainment industry with technological innovations taking place at a fast pace,” says LG Electronics UK product manager – home entertainment, James Thomas. “This year, 3D sound has started to creep into the mainstream as general consumers are beginning to become aware of the benefi ts of immersive sound on the overall viewing experience. When playing content mastered with Dolby Atmos or DTS:X, this technology allows users to enjoy breathtakingly realistic surround sound with audio that appears to originate from multiple directions.”

Barney Sykes, Panasonic UK head of marketing for imaging, audio and telephone, adds: “Immersive Audio has become increasingly popular this year with more and more customers desiring the home cinema experience. Thanks to sound technology such as Dolby Atmos and DTS:X, manufacturers have been able to create the most immersive listening experiences for customers. As 4K HDR TV and the immersive audio range keep developing, an increasing number of content providers, like Netfl ix, have started to support Dolby Vision and Dolby Atmos content.” EXPERIENCING QUALITY “According to market research fi rm IHS Markit,” says LG’s Thomas, “in Q4 2019 global OLED TV sales topped one million units (1.1m) in a quarter for the fi rst time, underlining the surging demand for high quality TVs and viewing experiences. Another major trend has been voice controlled devices, with more and more consumers opting for speakers and TVs that have Google Assistant and Alexa built in.”

Mike Somerset, Sony UK/IE TV marketing manager, reports: “At CES 2020 Sony introduced new BRAVIA models, including LCD and OLED options that encapsulate the very best of Sony’s proprietary technologies.” Sony’s technologies include Picture Reality, which gives consumers the feeling that sound is coming directly from the screen. Netfl ix Calibrated mode o ers studio-quality Netfl ix content, and IMAX® Enhanced is designed to o er the sight, sound and scale required for an IMAX-like experience in the living room. Ambient Optimization is a new technology that optimises picture and sound quality in any environment by automatically adjusting the picture brightness to the ambient light in the room. It can also detect objects in the room - such as curtains and furniture - that can absorb and refl ect sound and then fi ne tune the acoustics so that sound isn’t compromised 8K PROSPECTS TV picture quality has continued to rise, from HD to 4K to 8K, but how well is the 8K market developing and what are the biggest challenges for retailers trying to upsell 8K to consumers?

LG’s Thomas says “the demand for 8K TVs is steadily growing, which is refl ected by the number of 8K TVs introduced at this year’s CES, including LG’s new range of 8K OLED and 8K NanoCell TVs.” But he concedes that “8K technology is an expensive and still relatively new concept to some consumers, meaning it can be Panasonic SC-HTB700 Home Cinema Systems & Soundbars for the “immersive experience” LG SN11 RG Soundbar “to transform the home into a theatre” “Consumers are beginning to become aware of the benefi ts of immersive sound”

perceived as either daunting, a novelty, or out of budget. Most people might not see the necessity or purpose of 8K following the popularity of 4K TV in the past few years. Therefore, the challenge for retailers is to clearly explain the merits of the technology in simple terms and to attest to the investment nature of 8K technology as more and more 8K content begins to become available.”

Dean Hayward, Samsung UK head of sound device product management, says

“according to IHS, the 8K market is forecast to grow from 127,000 units in 2019 to 1.197 million units in 2022 – so retailers can really maximise on this projected growth.” He adds that one of the biggest questions for 8K is the content and when it will be readily available. “We recently made TV history in partnership with BT Sport in delivering the fi rst ever live 8K sports broadcast in the UK, with a screening of the UEFA Europa League match between Arsenal and Olympiacos - o ering a glimpse into the future of entertainment technology and providing an unprecedented viewing experience.” 8K TVs are also using AI technology to boost picture and sound quality, states Hayward. “The latest QLED 8K TVs will upscale content, bringing out all the hidden details you wouldn’t normally see. It’s innovation like this that gives retailers exciting talking points when consumers are in-store”. RETAIL STRATEGY The best strategy for retailers is to showcase the benefi ts and also the di erence between 4K and 8K side-by-side so that the consumer can physically see the di erence for themselves, adds LG’s Thomas. “Allowing the customer to test out the product is essential to selling. LG highlights the importance of in-store demonstrations and displays in explaining today’s tech, which not only bring to life technological advancements and smart features, but also how the technologies can directly enhance customers’ day-to-day lives.”

Sony’s Somerset adds: “It is important for retail partners to fully demonstrate the key features of products that can enhance the consumer viewing experience for our TVs. We run comprehensive training programmes to ensure we train as many retailers as possible to o er a number of solutions, including a nationwide roadshow, visiting retailers and the more recently introduced YouTube tutorials that can be referred back to. Promotional activity is also important as it brings consumers into the store to try our products, which, in turn, drives sales.”

Blu-ray players are also enabling consumers to experience the optimum sound and image experience in the living room, with products such as Panasonic’s DP-UB9000 Blu-ray player featuring HDR10+ and Dolby Vision. SOUND MERITS EQUAL BILLING Sound used to play second fi ddle to picture, but not any more, says Samsung’s Hayward. “We are constantly striving to o er consumers a cohesive TV and sound bar experience, as we recognise that picture quality and content are only part of the full home entertainment o ering.” He also notes that “recent trends that are shaping the AV industry include the rise of streaming platforms, with more and more people depending on the quality of personal sound systems to provide a near-cinematic experience to maximise their viewing experience. This is also refl ected in the demand for bigger screens to replicate an athome cinema experience, and so consumers are reliant on surroundsound to really bring the movie to life.” In 2020, Samsung introduced Q-Symphony, a sound collaboration between the Samsung Sound bar and Samsung TV, so as to “create a richer and fuller sound.”

LG’s Thomas says: “With the popularity of streaming services such as Netfl ix, installing surround-sound technology has never been more important for consumers – enhancing viewing and sound to o er the most immersive home cinema experience. We’ve also implemented Dolby Atmos sound technology into our OLED TVs to make sure that even without a separate sound system, consumers can enjoy an enhanced audio experience that pushes the boundaries of home TV viewing.” CALLED TO THE BAR “One of the most essential things to make your AV viewing experience in the home compelling is a good quality sound bar,” notes Panasonic’s Sykes. “A sound bar can cross the line from merely watching something to immersing yourself in the content, from hearing just sounds to experiencing the depth and quality of the audio. Dolby Atmos comes as a standard with the current

Panasonic’s HTB900 and HTB700

Sound bars. They support 4K passthrough, allowing viewers to enjoy high-defi nition 4K content with no loss of image quality, as video source passes through the system from the receiver to a 4K TV. This makes it easier for the viewer to get a seamless and compelling home cinema experience with fewer cables and wires.” Panasonic latest sound bars include the HTB400 and HTB600, with the latter featuring Dolby Atmos and producing virtual surround-sound with forward-facing speakers. LG’s new sound bar products include the SN9YG and SN11RG, with the latter o ering 7.1.4-channel sound with two wireless rear speakers that deliver forward- and up-fi ring sound for 360 degree sound.

Samsung’s S-Series sound bar features builtIn voice assistants, including Alexa and Bixby. Spotify Connect enables users to connect and stream music directly. Music mode enables the sound bar to adjust the mode depending on the type of music being played for the optimum sound experience.

There is clearly plenty of technology available now for consumers wanting to immerse themselves in the ultimate sound and vision experience in a living room. Sony Bravia X80H Series 4K, immersive multidimensional sound, ultra thin bezel Samsung: Well connected, and self-adjusting for the optimum sound experience

“Allowing the customer to test out the product is essential to selling”