LIFE STYLE GORENJE MAGAZINE SPRING-SUMMER 2008, ISSUE 1
PAOLO PININFARINA White Gives Way to Black Gorenje Goes Green Everyone Can Contribute FIONA SWAROVSKI A Game of Prestige
Editorial
3
Franjo Bobinac President and CEO, Gorenje
The way we treat our
the effects of our operations, particularly
tion of our planet is relevant enough to
natural environment, be it as in-
in manufacturing, and the load they im-
be supported.
dividuals or as a part of business
pose on the environment. Furthermore,
We have found that ecologically
entities, is reflected in our every
we should take appropriate measures to
sound production processes, energy ef-
action. As citizens, we express our
address such issues.
ficiency of our products, and the com-
attitude through our lifestyles and
These are issues that cannot remain
mitment to collection and recycling of
the seemingly innocent habits that
unaddressed. Indeed, in the recent years,
electric and electronic appliances after
we should reflect on more care-
they have reached the top of business
they have been discarded, is the right
fully. Are we used to turning off
agendas in many enterprises. The Cli-
way. This is testified not only by numer-
the lights and electronic devices
mate and Energy Package adopted by
ous awards by domestic and foreign ex-
immediately after use? Do we act
the European Commission in January
pert institutes, but also by the response
as if we wanted to drive our car all
this year provided a further incentive
of our consumers who opt for energy
the way to the supermarket aisles?
for consideration of the “environmental
efficient products. After all, Gorenje is
Have we ever thought about the
trinity”, i.e. emissions, use of renewable
the only Slovenian company listed in
efficiency of insulation provided by
energy sources, and energy efficiency.
the EMAS (Eco-Management and Audit Scheme) register, famous for its highly
our apartment doors and windows,
Implementing environmental policy
and how much energy is wasted
that is based on the principles of sus-
through them? Do we collect recy-
tainable development has been a major
In Gorenje, we have chosen consis-
clable waste separately?
part of Gorenje’s business decisions for
tent and permanent environmental pol-
many decades. We did not wait for the
icy because we believe that our attitude
EU’s Climate and Energy Package. Ac-
towards the environment reflects our at-
Keen awareness of environmental
tual environment protection measures
titude to ourselves and the generations
issues should be developed not only in
reflect our responsibility towards the
to come. We conceive of the environ-
enterprises, and not only by managers,
planet and the generations of our suc-
ment as being inseparable from our-
but by all employees. We should all be
cessors. These measures are integrated
selves. This is where we live, and where
aware about issues such as the volume of
into our work processes, product devel-
our descendants will live. It appears that
waste generated daily, and the method
opment, marketing strategy, and last
history chose our generation as the one
of its collection, removal, and recycling;
but not least, the work habits of our
that would take the most decisive steps
efficient use of energy, particularly in a
employees. Some of our activities may
for the preservation of the planet. In
manufacturing company; greenhouse
seem trivial; however, we firmly believe
Gorenje, we have already assumed this
gas emissions and our carbon footprint;
that any contribution to the preserva-
responsibility.
strict ecological criteria.
SPRING-SUMMER 2008, ISSUE 1
4
Content
10
Paolo Pininfarina is a globally renowned designer, the chairman of the Pininfarina Extra design studio, and since 2006 the vice president of the entire Pininfarina Group. The beginnings of his cooperation with Gorenje date back 18 years. The latest common project of these to companies is the luxury household appliance collection called Gorenje Pininfarina Black. The collection was presented to the international press at a conference in Turin.
22
In a report issued by a group of independent research institutes from various European countries, Gorenje came in third on a list of European companies with the most efficient eco management. The report states that Gorenje is using natural resources over four times as efficiently as an average manufacturing company in the EU-15. Accountable and environment friendly.
GORENJE LIFE STYLE MAGAZINE
Content
5
54
It goes without saying that the name Swarovski has stood for the most enticing glittering gems for as long as we can remember. But who is the vibrant jet set lady behind the world of crystals; who is Fiona Swarovski, who boasts not only her beauty, enviable fortune, and a renowned name, but also her own empire of design? And what does the interior of the luxury Yaretti yacht have in common with the black charmer from Gorenje?
28
In addition to price and design, impact on the environment is another major aspect to which contemporary consumers are particularly attentive when purchasing a new household appliance; after all, this too will affect the household budget. Similarly, household appliance manufacturers are looking to create appealingly designed, technologically perfected, and environment friendly products; among them, Gorenje is certainly at the top of the list.
GORENJE LIFE STYLE MAGAZINE, SPRING-SUMMER 2008, ISSUE 1 PUBLISHED BY: Gorenje, d. d., Partizanska 12, SI–3503 Velenje, Slovenia www.gorenje.com EDITOR-IN-CHIEF: Aleksander Uranc; EXECUTIVE EDITOR: Dejan David Kemperl; CO-CREATORS AND CONTRIBUTING AUTHORS: Elizabeta Biluš, Irena Hlede, Maja Ibrišimović, Petra Kancler, Irena Knez, Tjaša Kobal, Greta Kokot Rajkovič, Saša Košec, Uršula Menih Dokl, Vesna Petkovšek, Urška Rant, Martin Allen – Smith, Tatjana Šeneker; COPY-EDITING AND PROOFREADING: Marjanca Čeč; PHOTO MATERIAL: Studio Breg, AV Studio, Agencija Idema, Peter Marinšek, Barbara Zajc, Gorenje Design Studio, ONEYEphotography.com, Designer Magazine; TRANSLATION: Lingua Service, d.o.o.; DESIGN AND LAYOUT: Agencija Idema; PRODUCTION EDITOR: Borut Kuk; PRINT: Gorenje I.P.C. d.o.o., Velenje, Partizanska 12, MAY 2008
SPRING-SUMMER 2008, ISSUE 1
6
WHAT’S IN
Innovation shatters our stereotypes
What is the purpose
as well as private moments of enjoyment.
of a table? Gorenje is changing the
The SmarTable’s fundamental value is in
answers to the seemingly simple
freeing the appliance from its direct en-
questions by approaching them
vironment of the kitchen, in the common
in an innovative fashion. Particu-
sense of the word, and in paving the way
larly notable among the solutions
for its placement into any room of choice.
resulting from such an approach is
You decide where its value is materialized,
the SmarTable, an innovation on a
and that is the true sense of prestige.
global scale, which introduces new
SmarTable is offered to our most
dimensions of versatility. SmarTable
demanding customers who appreciate
is a unique prestigious table with a
novelty and value unconventional, yet
remotely controlled refrigerator,
comfortable prestigious solutions. Its clear
integrated in the table’s central
message of innovativeness and business
cylinder foot.
excellence makes SmarTable highly appropriate for official venues and business premises, as it can transform the working environment into an opportunity for relaxation, snack, or a toast, in any moment.
GORENJE LIFE STYLE MAGAZINE
At first sight, it charms with supe-
With the SmarTable, you can always
rior select materials. The brilliance of the
be an excellent host who never fails to
glass, massiveness of the stone, warmth
surprise the guests or business partners.
of the finest wood. Inside, it keeps and
The prestigious conference table can be
cools exquisite champagne, wines and
converted into a cocktail table by a single
other drinks, delis, fruit, and cold hours
touch of a remote control button, which
d’oeuvres, which immediately bring a new
will allow you to celebrate major business
side to your business and social meetings,
achievements in style.
WHAT’S IN
7
SmarTable by gorenje
Beauty is expected. Wits have the power to surprise. Innovation is unique. SmarTable is unique, and stands out wherever it is displayed. The concept saw its debut in 2006 at the 100 % Design Fair in London. As observed by the Financial Times in its Superior Interiors supplement: “The only one of its kind in the world...” A year later, SmarTable impressed the audience and the expert community alike at the Foire de Paris where it was nominated for the Le Grand Prix de l’Innovation. This year, it won the audience award at the Observeur exhibition of the Cité des Sciences, Paris. www.smar-table.com
Gorenje on the Wallpaper’s list Wallpaper, the cult magazine on design,
iPhone of kitchens’. Perhaps it resembles
film director Wong Kar-Wai, and Dona-
interiors, fashion, art, and lifestyle, ranked
more closely the LG Prada cell phone? One
tella Versace, selected the Katamari 01
the Gorenje Ora-Ïto collection among the
way or the other, the black Gorenje Ora-Ïto
Giyanze loudspeakers as the best product
top five kitchen appliances of the previous
Collection has what it takes to qualify for
in the category of appliances for the home.
year. Owing to cutting-edge technology
a James Bond apartment: staggering and
Other nominees included the retro TV set
hidden behind a minimalist appearance
trendy looks, and technological perfection.
Alpha Brionvega, Plus Minus Zero heater,
that combines black glass and brushed
Which other appliances were nomi-
and marble sink L10, designed for Boffi by
aluminium, and simplicity of use, this set of
nated? The jury that included the Japa-
appliances has already been dubbed ‘the
nese architect Tadao Ando, Hong-Kong
Norbert Wangen. www.gorenje-oraito.com
8
WHAT’S IN
Pink refrigerator for a good cause Last year saw the beginning of cooperation between Gorenje and the international association Europa Donna (The European Breast Cancer Coalition; www. cancerworld.org), whose activities are aimed at improving the consciousness of the struggle against breast cancer
Photo right: Mirjana Dimc Perko (Gorenje), Mojca Senčar (Europa Donna) and Julijana Zucchiati-Godina (Roche) Photo below: A snapshot from the auction in Zagreb
Europa Donna is pursuing its goals
this occasion. The refrigerator was em-
with numerous fundraising projects and
bellished with a glittering ribbon made
campaigns, the proceeds of which are
of white gold, crafted at the goldsmith
then channelled into research in this field,
company Zlatarna Celje (“Celje Goldsmith
or for modernizing medical equipment.
Company”). The refrigerator was bought
The organization that is present with its
for EUR 10,200 by the pharmaceutical
local branches in most European countries
company ROCHE, otherwise a strong
has chosen a pink ribbon as its logo. It is
supporter of Europa Donna’s activities.
more commonly seen in October which
All the funds raised were donated for the
was dubbed the “Pink October” as it
purchase of CT equipment for one of the
was declared the month of fight against
hospitals in Slovenia.
breast cancer. Among last year’s events
This event was followed by a simi-
of the Pink October in Slovenia, the tenth
lar campaign in Zagreb where Gorenje
anniversary of Slovenian association Eu-
teamed up with Croatian association Eu-
ropa Donna was particu-
ropa Donna. At this charitable auction,
larly notable. It was
organized on the World Health
celebrated with a
Day on April 7th, the
charity auction for a
pink refrigerator with a
pink retro refrigera-
white gold ribbon again
tor, manufactured in
reached a high price: it
Gorenje especially for
was sold for EUR 10,400 to Mljekara Bohnec (the Bohnec Dairy), and the
The activities of The European Breast Cancer Coalition; www.cancerworld.org are aimed at improving consciousness of the struggle against breast cancer, in order to provide equal opportunities for screening, early identification, immediate effective treatment, and successful rehabilitation, for all women. Their efforts are supported by numerous institutes and companies, including Gorenje.
funds were intended for the purchase of a mammogram for the Varaždin General Hospital. Thus far, two pink refrigerators were manufactured. Gorenje is planning to carry on such campaigns in other European countries where Europa Donna has its branches.
GORENJE LIFE STYLE MAGAZINE
10 IN PERSON
GORENJE LIFE STYLE MAGAZINE
IN PERSON
11
Paolo Pininfarina Paolo Pininfarina is a
You have been working
worldly renown designer name, the
with Gorenje since 1990. Some of the
first person in Pininfarina Extra com-
projects have never been realised and
pany and since 2006 also Vice-Chair-
some are still in progress. How would you
man of the Pininfarina Group, famous
describe your partnership with Gorenje?
particularly in automobile design.
Gorenje and Pininfarina ”partnership has lasted for 18 years, the complamentarity of top design, advanced technologies and innovation is obviously a good formula for successful cooperation.
Pininfarina Extra is active mainly in
The partnership with Gorenje dates
the field of industrial design, architec-
back about eighteen years. In 1990
ture and furniture design, and it has
we wanted to enter the domestic ap-
been cooperating with Gorenje for
pliances sector, which we considered
18 years. The latest joint project is a
would be a logical extension of our de-
luxurious set of household appliances
sign know-how and the brand, due to
Gorenje Pininfarina Black Collection,
the many similarities with the automo-
which came to the market at the end
tive sector in terms of materials, tech-
of last year. Its designer Paolo Pinin-
nologies, and manufacturing processes.
farina described it in a picturesque
At the same time, we started talking to
way as the “beauty hiding a beast”.
Gorenje with a view to establish a long-
Both, Gorenje and Pininfarina believe
term, fruitful partnership. The initial
that the combination of excellent
project had reached pre-production by
sense of individual lifestyle and taste.
design and state-of-the-art top tech-
1992, but unfortunately the project was
How do you see Gorenje’s develop-
nologies has created a classic for the
terminated due to the imminent war. In
ment in the field of design in the past
future. Design that lasts. As does their
1998, after the situation in Slovenia had
decade?
partnership.
settled, a new project was embarked
”
upon with even more enthusiasm and
Gorenje’s product lines have gradu-
dedication. I would describe our part-
ally evolved, from the image, ten years
nership with Gorenje as strategic, as we
ago, of solid, basic, and reliable pro-
have always shared the same vision of
ducts, to more sophisticated, hi-tech,
the future. I also very much appreciate
and individual products. This evolu-
the fact that, owing to this partnership,
tion has been a gradual response to a
the recognition of the Pininfarina brand
more demanding market and I believe
has grown considerably in the Eastern
that Pininfarina has contributed to this
Europe.
progress, not only with our co-branded range, but also by defining a sort of In the last decade Gore-
benchmark for the internal Gorenje de-
nje has been progressively designing
sign team in their process of genera-
household appliances with an elaborate
ting new products.
SPRING-SUMMER 2008, ISSUE 1
12
IN PERSON
Gorenje is currently
dated, our presence has been very well
ances segment. How do you conceive
launching a third range of Gorenje Pin-
accepted during the years, and we are
of black colour as a trend conqueror in
infarina household kitchen appliances
aware of the success that we achieved
household appliances segment?
across Europe – a black version of the
with our first line. Now we have different,
silver Gorenje Pininfarina range that
more sophisticated objectives. The mar-
I remember this kind of trend occurred
was launched in the year 2005. Was
ket has matured too: it demands a more
in the past to other segments of the mar-
designing the second range of Gorenje
elaborate message. This is the real chal-
ket: cameras, TV sets, stereo equipment,
Pininfarina appliances more demanding
lenge of the new project for Gorenje.
and cellular phones gradually moved from
than the first time? What was the main challenge and what is the leading point
grey to black. Black is becoming an eleGorenje’s mission is to innovatively
ment of distinction, luxury and elegance.
create trends in contemporary residen-
Think of the world of clothing: elegant la-
tial culture. Black colour, which was first
dies are dressed in black, evening dresses
I can see the difference between the
introduced by Gorenje in 2005 with the
like tuxedos are black etc. As far as our
situation in 1998 and now: at that time
series of shiny black fridge-freezers
black collection is concerned I would say
our partnership had no previous experi-
embellished with Swarovski crystals,
that the “seriousness” of the black is bal-
ence and there was probably the need
confirmed all its anticipated potentials
anced by the brightness of the electronic
to shock, to surprise the market. Now
and became a hit. Today, it is beco-
displays and the result is a very cool mix.
our relationship has become consoli-
ming the new white in domestic appli-
of the current design outline?
Gorenje Pininfarina Black Black colour is becoming an element of distinction, luxury, and elegance. Also at household appliances where seriousness of black colour balances the light of electronic screens. GORENJE LIFE STYLE MAGAZINE
IN PERSON
I think that prestige ” is related with the tradition that we have generated through the years. The first Gorenje Pininfarina line was introduced in 2000; this was followed by the second line, and now the black line.
”
13
black
Pininfarina Collection, it is also becom-
colour is in its classical elegance. In
ing a status symbol of prestige. What
what kind of residential space would
is the secret of the prestige of the new
you install the new Gorenje Pininfarina
Gorenje Pininfarina Black Collection?
The
beauty
of
Black Collection? I think that prestige is related with I see the Pininfarina black collection
the tradition that we have generated
in a house of contemporary design, but
through the years. The first Gorenje
I also see it in a loft or in an historical
Pininfarina line was introduced in year
building. The product is flexible and
2000; this was followed by the second
may be included in different spaces and
line, and now the black line. Through the
environments.
years, we have spread the image of a partnership featuring innovation, good
Who in your opinion are the potential buyers of the new Gorenje Pininfarina Black Collection?
design, high quality, and performance. So it as we were building prestige day by day, by the credibility of our cooperation. I also find that when you
Young affluent buyers in the age 35
buy a product of this line you have the
to 45. However, older people who ap-
feeling that it will last for a long time.
preciate contemporary design may also
Durable design is in fact one of the key
select the product when they build the
features of our design.
following generation of their houses. Household appliances are becoming Gorenje is becoming a
cult products because of their design.
synonym for innovative, technologically
With which other cult products do you
advanced, and excellently designed
link the new Gorenje Pininfarina Black
household appliances. With the Gorenje
Collection?
SPRING-SUMMER 2008, ISSUE 1
14 IN PERSON
Let me take two “black” products
lieve that a design that is really essential
as references, two design masterpieces
and advanced is not influenced by the
belonging to the eighties and the nine-
contemporary environment and is des-
ties: the Artemide “Tizio” table lamp and
tined to last longer in time and maybe
the 6-CD player Bang & Olufsen.
to become a classic in the future.
When we speak about home appliances today, we are actually
In the field of industrial de-
talking about new edges of fashion trends.
sign, the name ‘Pininfarina’ is increasingly
New age top design appliances for home
becoming a recognized and referential
are becoming new cult for a new residen-
brand. What is your personal opinion on
tial culture. What is your view on today’s
the role of design in the future?
contemporary interior design? The role of design in the future is Keeping in mind that design trend is
fundamental. Design is a trigger for in-
a difficult subject to generalize, I guess
novation and continuous progress for
there is a sort of macro trend from
the community.
minimal, zen design to a more varied
At Pininfarina, we are positively ex-
geographical declination using differ-
periencing the cross-fertilization from
ent colours materials and textures de-
different sectors of activity and I think
pending on the countries. Sometimes
that this route shall be followed by
the vivacity of these proposals is almost
other designers.
provocative. However, as Pininfarina, my view is a little apart from the current trends: I be-
GORENJE LIFE STYLE MAGAZINE
More generally, in the future I see designers more involved in projects related to the protection of our environment.
Paolo Pininfarina Paolo Pininfarina was born on August 28th 1958 in Turin. In 1982, after graduating in Mechanical Engineering at Turin’s Polytechnic University, he started working at Pininfarina. In 1983 he extended his skills by being trained at Cadillac in the US and at Honda Motors in Japan. After managing many successful projects, he was appointed as Managing Director of Pininfarina Extra srl in 1987. He has been a member of the board of Pininfarina SpA since 1988, and he has contributed considerably as a Quality Systems Manager to the company’s obtaining of the ISOTS/16949 certification released in July 2003. Between 1999 and 2004, he was a member of the Scientific Committee of the Turin European Institute of Design and in 2001 he became an Emeritus Founder Participant of the ADI Foundation for Italian Design.
DESIGN THAT LASTS. THE ALLURING, REFINED AND CLEAN CUT DESIGN MAKES THE GORENJE PININFARINA BLACK COLLECTION AN UNQUESTIONABLE DESIGN ICON.
The seductive exterior conceals a multitude of state-of-the-art technological advancements to create a masterful combination, coupled with outstanding durability. The Gorenje Pininfarina Black Collection is the rational choice of trend-conscious connoisseurs who knowingly value awless aesthetics and timeless beauty.
Limited edition www.gorenjepininfarina.com/black
16 GLOBE TREKKER
GORENJE LIFE STYLE MAGAZINE
GLOBE TREKKER
17
In February, Gorenje held a press conference at the headquarters of its partner company Pininfarina in Turin. The highlight of the conference was the unveiling of the new prestigious collection of household appliances Gorenje Pininfarina Black. The collection that addresses the trend-aware aesthetes who only choose the best for themselves and their homes was launched at the end of last year.
GORENJE IN TURIN, the world design capital SPRING-SUMMER  2008, ISSUE 1
18
GLOBE TREKKER
Press conference Reporters from numerous European countries listened attentively to Paolo Pininfarina who, among other things, spoke of design strategies of Pininfarina Extra.
In February, Gorenje held a press con-
At the official presentation of the new col-
blending the two brands we have created
ference at the headquarters of its partner
lection, Mr. Paolo Pininfarina, co-founder
a truly enchanting combination that could
company Pininfarina in Turin. The highlight
of the legendary Italian design duo and
not fail to deliver: the result is a prestigious
of the conference was the unveiling of the
the chairman of the company Pininfarina
and timeless collection in black.”
new prestigious collection of household
Extra, was evidently pleased about the
The collection was presented to the
appliances Gorenje Pininfarina Black. The
partnership with Gorenje – a partnership
press by Mr. Paolo Pininfarina and Mr. Alek-
collection that addresses the trend-aware
with a rich and long tradition, second only
sander Uranc, head of Gorenje marketing;
aesthetes who only choose the best for
to that with Ferrari: “I like to emphasize
both addressed the issue of trends in home
themselves and their homes was launched
that the input ratio in this partnership is
interior design. These trends tend to con-
at the end of last year.
60:40, meaning 60 percent of Gorenje’s
verge with those from the automobile and
Gorenje Pininfarina Black is the third
commitment to technological perfection
fashion industry, both with regard to ma-
generation of appliances designed by
and superior quality of the appliances,
terials and colours. Both speakers pointed
Pininfarina, the renowned Italian design stu-
and a 40 percent contribution of Pinifarina
to black colour which has come to repre-
dio, most famous for superiorly designed
that includes design, innovation, and un-
sent an element of distinction, luxury, and
automobiles, including the cult Ferrari.
derstanding of contemporary lifestyle. By
elegance. Indeed, Gorenje was the first
Paolo Pininfarina In cooperation with Gorenje, we created a prestigious and timeless collection in black, endowed with a sense of luxury and exclusiveness.
GORENJE LIFE STYLE MAGAZINE
GLOBE TREKKER 19
manufacturer to introduce black colour in the field referred to as “the white goods”, by launching a series of various appliances ranging from ovens in black, retro refrigerators, black fridge freezer embellished with Swarovski crystals, and the trendy collection Gorenje Ora-Ïto, another sales hit, to the prestigious black collection signed by Pininfarina, which is currently conquering the European markets and successfully breaking into the high-end market. Press representatives were unanimous that the reception at the Pininfarina headquarters and the tour of their automobile museum was an exciting experience. The exhibited models of automobiles tell the story of the development of design for the Ferrari brand, which is also a story of a partnership that extends over several decades, while the recent models are a true adventure only to sit in and just imagine speeding through a landscape of imaginative choice. Next to seductive wheeled beauties stands proudly
door. Thus, the contrast between the black
the black refrigerator of the latest collection;
finish on one hand, and the electronic con-
when looking at it, our host was convinced
trol display, plus the colourful and juicy
that the elegant black charmer would find
contents, will be even more pronounced”
its place in the museum among other flag-
smiled Paolo Pininfarina as he took us to
ships of the Pininfarina studio design.
the prototypes of electric urban cars. One
Pininfarina Museum The boldest of models are a true adventure only to sit in.
“We shall particularly point out the in-
of the models is scheduled for serial pro-
novative “QuickView” window that, illumi-
duction in 2010. By then, another Gorenje
Next to the wheeled beauties stood proudly
nated from the inside, offers a view into
appliance signed by Pininfarina is bound to
and confidently the black fridge freezer of
the refrigerator without having to open the
see the light of day.
the latest collection.
SPRING-SUMMER 2008, ISSUE 1
20 IN THE SPOT LIGHT
Climate change: we are all responsible Discussions on climate change are virtually impos-
Industrial Revolution and Modern Technology
sible to avoid even in our everyday
the world have adopted numerous national and international regulations and agreements. Most notably, the Kyoto
conversations. There is good rea-
Concentration of greenhouse gases
Protocol was adopted by 141 countries
son for that. The devastating
has been rising from the beginning of the
that combined account for 61 percent of
power and consequences of natu-
industrial revolution (late 18th and early
total global emissions. EU is responsible
ral disasters that are increasingly
19th century). To be sure, modern technol-
for 21 percent of total emissions, while
frequent and more powerful are
ogy made our lives easier. On the other
the USA who head the list of CO2 pol-
not only seen in the news anymore,
hand, however, its extensive employment
luters have initially signed the Protocol,
but rather witnessed by all of us.
results in increasing emissions of green-
but failed to ratify it ad therefore have no
The main cause of global warming
house gases. At the start of the industrial
obligations to abide by it. The USA are
is carbon dioxide emissions which,
revolution, the concentration of CO2 in the
followed closely by China who adopted
combined with other greenhouse
atmosphere was approximately 280 parti-
a so-called white paper that proves its
gases such as methane, nitrous
cles per million (ppm); 2006 saw the high-
commitment to seriously tackle the chal-
oxide, chlorofluorocarbons, and
est average global CO2 concentration thus
lenge of reducing pollution, and to foster
others, magnify the warming ef-
far – 385 ppm. In the last century, global
the use of cleaner energy sources.
fect. Approximately three quarters
temperature thus rose by 0.8 degrees, with
On the other hand, the countries that
of total emissions are generated
the better part of the increase occurring in
ratified the Kyoto Protocol have com-
by combustion of fossil fuels. In-
the last three decades. This may not sound
mitted to reduce carbon dioxide and
tensive farming, deforestation,
as much, but according to the forecasts
other greenhouse gas emissions by at
and other measures related to land
based on the measurements conducted
least five percent by 2012, compared to
use planning, also take a consider-
thus far, the temperature may rise by ad-
the 1990 level. Furthermore, EU leaders
able share; lastly, the volume of
ditional 1.4 to 5.8 degrees by the year 2100.
supported in March last year a proposal
emissions resulting from the use
Furthermore, carbon dioxide has a long at-
to cut greenhouse emissions by at least
of household appliances and elec-
mospheric lifetime, with estimates ranging
20 percent by 2020 (compared to the
tronic devices in our homes and of-
from 50 to 200 years. Since concentration
1990 level). “Old” EU members can be
fices is also hardly negligible.
in the recent period has been growing rap-
credited to have already cut emissions
idly (compared to the end of 18th century, it has grown by about 36 percent), the consequences of our conduct will be borne even by our great-grandchildren.
How to React? In order to stop or at least mitigate the harmful impacts, countries all over
GORENJE LIFE STYLE MAGAZINE
Carbon dioxide has a very long atmospheric lifetime, with estimates ranging between 50 to 200 years.
IN THE SPOT LIGHT
21
As many as 40 percent of greenhouse emissions result from decisions of individuals.
by two percent over the 1990 level. Ac-
We should be conscious of the fact
cording to the data of the European En-
that the amount of energy consumed
vironment Agency, Germany, Finland,
and greenhouse gases released is several
and Netherlands are the most committed
times higher if the household appliances
and successful in this respect, mostly due
we use are outdated. Research has shown
to reduction of fossil fuel use in energy
that there are currently 188 million appli-
production. New EU member countries
ances older than 10 years in European
have cut their emissions even more, pre-
households. If these were to be replaced
dominantly because of abandoning their
by new ones that are more economical,
of a product during the process of manu-
heavy industrial activities.
up to 44 TWh of electric power would be
facturing – from planning, choice of ma-
saved each year, which is comparable to
terials, production procedures, use and
the annual output of 12 coal plants. Such
operation of the finished products, down
development would significantly affect
to their disposal once they are obsolete,
Looking Ahead In the future, we may expect to see
the reduction of CO2 and other green-
which includes separate collection, appro-
a decline in the use of hitherto most
house emissions; indeed, the calculations
priate decomposition, recycling of useful
commonly employed energy sources.
show that this would contribute six per-
materials, and safe removal of potentially
Demand for oil is expected to rise by a
cent of the total target emission reduc-
harmful substances. This is also laid down
half in the following two decades, which
tion according to the Kyoto Protocol.
by the Waste Electrical and Electronic
is more than the projected supply will be
Therefore, appliances that use less power
Equipment Directive, according to which
able to match. Rising temperatures will
(class A, A+, and A++), water, and deter-
the use of ecologically hazardous refrig-
cause melting of the polar caps, which
gent, should be considered when buying
erants in production of refrigerators and
will in turn result in rising sea level, with
a new one. In addition, a recommend-
freezers is already prohibited.
estimates varying between 9 and 88 cen-
able appliance should only contain envi-
Furthermore, household appliance
timetres. This will surely increase flood
ronmentally sound substances (e.g. new
manufactures already contribute to pro-
hazard and disturb the supply of potable
refrigerants in refrigerators-freezers), be
duction of more efficient and economical
water. Conditions for living and agricul-
well insulated, include components that
appliances by developing new techno-
ture will probably improve in higher areas,
are not harmful to health or the environ-
logical procedures. Gorenje surely sets
but only against a detrimental effect on
ment, and are made of almost completely
an example of such efforts, as it ranks in
the conditions in the lowlands. Lack of
recyclable materials.
the top of the European industry by ef-
food and heat waves will also result in
Numerous manufacturers are already
faster propagation of disease. Agriculture
trying to account for the entire useful life
in least developed countries will take the
ficiency of use of natural resources.
The Way Ahead
hardest hit, with a grave consequence of lack of food for sustenance.
Only efficient energy management will lead to alleviation of the climate
Start In Our Homes
change. To this end, new, cleaner, and even more efficient technologies will
Apart from industry, individuals in
have to be developed, possibly related
households consume large amounts of
to the use of renewable sources of en-
energy each day, thus contributing to
ergy such as wind, sun, water, etc. Some
greenhouse emissions. As many as 40
of these resources are already being
percent of all emissions result from de-
used to our advantage, but the share of
cision of individuals; hence, improving
renewable energy is still far below the
their awareness, i.e. motivating the pur-
desirable level, and its price is still too
chase of environment-friendly household
high. Hence, the EU has committed to
appliances, easing up on the use of au-
increase the share of renewable energy
tomobiles, investing in energy-efficient
to at least 20 percent by 2020. After
buildings, and saving on heating, is of
all, we all wish to live in a healthy, safe,
vital importance.
and clean environment, and we wish the
Admittedly, household appliances
same for our children. In order to pre-
account for a minor part of total green-
serve the Blue Planet, we must take ac-
house emissions. However, as they are in
tion immediately, with everyone taking
use on a daily basis, and since some of
part in these efforts.
them are switched on 24/7, they should be selected and used carefully.
Tatjana Ĺ eneker
SPRING-SUMMER  2008, ISSUE 1
22 IN THE SPOT LIGHT
Responsible and environment friendly
More than 40 per-
Gorenje experience shows that their
shown also in household budgets in a very
cent of carbon dioxide emissions
latest biggest investment into environ-
short period of time. A new refrigerator of
are caused by business processes,
ment friendly technologies ten years ago
the highest energy class consumes only a
which result in substantial pressure
has already achieved the level of deprecia-
quarter of the electricity, required for the
on companies how to influence cli-
tion. The calculation is clear. Twenty years
operation of an average 1990 refrigerator.
mate changes and how to show that
ago Gorenje used 2 million cubic metres of
Annual consumption of a 1990 refrigerator
they are committed to care about
water to manufacture 1 million big house-
amounts to 100 euros, which means 1,500
environment friendly business prac-
hold appliances. Today 0.5 million cubic
euros in 15 years. A new refrigerator con-
tice. Being ecologically informed
metres of water are used to manufacture
sumes only 25 euros of electricity per year
is above all a commitment for op-
3 million big household appliances. Tak-
or 375 euros in 15 years.
eration. However, is reduction of
ing into account the cost of water and
hot-air emissions with the help of
because this is drinking water, subject to
environment friendly operation also
environmental charges, the economic cal-
economically effective?
culation is very clear. Ten years ago the
Gorenje allocates between 40 and 50 million Euros annually for the modernisation of technologies and new products. GORENJE LIFE STYLE MAGAZINE
ECOLOGY AS A NEW BUSINESS ACTIVITY
average consumption of energy for the
Being ecologically responsible and
production of one household appliance
environment friendly is much more than
was even ten times higher.
just giving the impression of being aware.
On the other hand, today about 40
Consumers expect manufacturers to be
percent of CO2 emissions are caused by
ecologically aware and active. They are
households, where the level of responsible
continuously striving for that with the
and environment friendly conduct is not
help of legislation. Irrespective of this,
transparent at all. Households are private
Gorenje fundamental idea is that manu-
units and as such they decide freely about
facturers have to make sure that their
their behaviour. Research shows that at the
technological processes and products
moment there are still 188 million of appli-
have the lowest negative impact on the
ances in the households all over the Europe,
environment. Therefore environmental
older than 10 years. Their replacement with
protection is in the centre of Gorenje
up-to-date, energy efficient appliances
short-term and long-term policies and
would provide savings, equivalent to the
objectives and it is an important part of
annual production of 12 thermo-electric
corporate culture. Not only that we are
plants. Use of energy saving appliances is
expected to be environmentally aware
IN THE SPOT LIGHT 23
built the first waste water treatment plant.
petroleum products already in 1987. Soon
Since 1985 environmental protection has
after that, in 1993, the substances harmful
been regulated by a special department
for the ozone were abolished. As one of the
of ecology. The biggest turning point was
first manufacturers in Europe! Next impor-
1998, when Gorenje Group strategic plan
tant step was the introduction of powder
was adopted, and environmental protec-
lacquering in all production processes in
tion strategy was set out as one of the
the 1990s. The introduction of up-to-date
operation priorities. That year also envi-
galvanisation process in 1994 and waste
ronment management system ISO 14001
water treatment in 1996 have also contrib-
was introduced, and in 2004 Gorenje was
uted to a substantial reduction of water
entered in EMAS Register. Today in Gore-
consumption. As much as 470 litres per a
nje environmental protection is not only a
manufactured appliance.
commitment and obvious responsibility,
In the field of environmental protection
but also a new business activity, developed
Gorenje is at the top of European industry.
in the field of integral waste management.
Both, in the field of appliance development
Their activities are focused on the seg-
and in the field of technological proce-
ments of ecological projects such as eco-
dure management. This is proved also by
logic environment burden rehabilitation
a recent research Advance project by a
and waste water treatment, care about
group of independent research institutes
all kinds of waste, also recycling of waste
from different European countries, which
electric and electronic equipment and, last
ranked Gorenje third in Europe regarding
but not least, advisory service in the field
efficient treatment of environment. The
of environmental protection.
results showed that Gorenje approach to sustainable development of environmental
but also because investing in environment friendly technologies – also more than required by the legislation – is more
INTRODUCTION OF ENVIRONMENT FRIENDLY TECHNOLOGIES
protection is among the most efficient in the segments of environmental protection, social aspect and economics of operation.
cost-effective. For Gorenje the path of environmental awareness and responsi-
Several improvements have been intro-
bility is the path of achieving competitive
duced in Gorenje in the past four decades
advantages and lower operating costs.
of modernisation and renovation of tech-
Also users think similarly.
INVESTING IN ENVIRONMENTAL PROTECTION
nologies and products. Key renovations of
Gorenje allocates between 40 and 50
Gorenje environmental protection tra-
technologies include introduction of gas as
million euros annually for the modernisa-
dition is 40 years old, when the company
the energy product – it completely replaced
tion of technologies and new products.
In 1993 Gorenje was the first one in Europe to reduce and then to abolish the use of ecologically unfriendly cooling and push agents which warm the atmosphere and destroy the ozone.
Electrostatic powder lacquering People and environment friendly electrostatic powder lacquering is automated, highly productive and of high quality. All the remains of powder lacquer are returned back to the process and waste is minimal.
SPRING-SUMMER 2008, ISSUE 1
24 IN THE SPOT LIGHT
In its report a group of independent research institutes from different European countries ranked Gorenje procedures and management third in Europe regarding efficient treatment of environment – and first among the manufacturers of household appliances.
In the segment of operation and investments in the field of environmental protection is has been investing more than required by the legislation. In the development of new products in addition to design and functionality compliance with environmental designing requirements is extremely important, which takes into account the entire life cycle of products from the development, production and use to handling at the end of their useful
Firing of enamel In 2000 Gorenje introduced a new environment friendly technology of powder enamelling. Also pre-processing of sheet metal is environment friendly as since 2006 the process of degreasing has comprised only of processing with detergent and water.
life. Energy efficiency is one of the fundamental strategic objectives in looking for
Gorenje environment friendly view in pro-
the field of waste electrical and electronic
technical solutions for both, products and
duction is a completely natural element
equipment and the field of restricting the
production processes. In the last decade
of product development. Design and
use of hazardous substances.
Gorenje has considerably reduced the
construction concepts comply with eco
Research showed that in Europe more
quantity of hazardous waste by 42 per-
directives. All new products are environ-
than 90 percent of waste electric and
cent per product, the quantity of disposed
ment friendly – they are made in environ-
electronic equipment was disposed at
waste by 54 percent per product, total
ment friendly technological procedures
waste disposal sites or it was processed in
load of the waste water treatment plant
and of environment friendly materials,
an inappropriate way. Since the adoption
by 76 percent, water consumption by 65
they consume less electricity, water and
of the Directive in 2003, Europe has been
percent per product and consumption of
detergents. They are classified into the
striving to reduce this problem by active
natural gas by 39 percent per product.
most economical household appliances
collecting and recycling of waste electric
What is the actual level of user trust
on the market. They achieve and exceed
and electronic equipment. So does Gore-
in manufacturers who are constantly an-
the highest energy classes, required by
nje, which has been developing a part of
nouncing their ecological production and
European standards. The noise, made by
its processes in recycling activity.
products? In general, users are more and
appliances in operation, is minimal.
In the field of environmental protection
more aware of the importance of using
Unfortunately, eco stickers have not
2008 was undoubtedly a turning point
eco products, but on the other hand they
been made available for marking environ-
in Gorenje. This spring a new step was
do not trust everybody who declares its
ment friendly products in the segment
made by messages Eco Manifest and Eco
ecological awareness, particularly be-
of white goods yet. Consumers rely only
Family. They both aim at encouraging
cause being eco is trendy today. As for
on energy stickers and eco awards. They
individuals and groups to more respon-
trust, the most important role is played
also expect manufacturers to comply with
sible behaviour by keeping environment
by the tradition of operation in the field
legislation provisions. In Europe the most
in mind.
of environmental protection and eco-
topical law in this field is the Eco-design
logical awareness of the company. In
Directive 2005/32, which regulates also
GORENJE LIFE STYLE MAGAZINE
What are you going to do for the environment today?
26 OUT LOUD
We think and Vilma Fece Director of environmental protection and health and safety at work
Emil Šehič Director of Zeos, collecting and recycling WEEE Manufacturers should not
Boštjan Pečnik Executive Director for the field of development
Uroš Marolt Member of the Management Board for marketing and sales
It goes without saying
It is the user who chooses
perceive the legislation, aris-
that within its global environ-
among a great number of
closer into the soul of envi-
ing from environmental direc-
mental protection Gorenje
products and the user de-
ronmental protection, you can
tives as something negative.
develops new production
cides to buy an environment
not live without environment
It is true that compliance
processes and environment
friendly product because
friendly way of life anymore.
with them incurs costs, but it
friendly products. More and
such product means some-
Because you start asking:
should be considered as an
more users are aware that
thing to him. Sales figures
Where do I live? How do I live?
additional drive and motiva-
such purchase makes a step
show that users increasingly
How will my living affect the
tion. Undoubtedly, producers
forward in environmental
decide to buy energy ef-
living of my children and may
themselves can not be com-
protection. People awareness
ficient products in spite of
nearest and dearest? You get
pletely efficient in the entire
will be increasing because,
higher prices, because the
serious and you tell yourself
chain. Consumers also have
whether we want it or not,
cost is quickly compensated
that you must start and this
to be aware of their obliga-
nature will force us into that.
by reduced consumption of
must become your lifestyle.
tions. These relate mainly to
People as natural beings are
the proper way of depositing
a part of nature and we know
waste electric and electronic
that nature does not forgive.
equipment.
When you have looked
energy.
We pay for everything, good and bad. Actually, this is the way of recognising, which directs our view of the operation.
AWARDS IN THE FIELD OF ECOLOGY 2008 - Nominee for the Ecology-oriented company, Slovenia
2007 - Award for environment friendly company, Slovenia
2007 - EcoTopTen Award for table top refrigerators of energy class A++, Germany
2007 - Winner of the Czech User Test for coo-
king appliances Mora, regarding the consumption of energy, price, usefulness and design, the Czech Republic Nomination for efficient use of water for Gorenje Premium Touch washing machine, United Kingdom energy saving for the new generation of evacuation tumble dryer, Australia partnership. Slovenia - Serbia
GORENJE LIFE STYLE MAGAZINE
2006 - Waterwise
2006 - TESAW Award for
2006 - Award for International environmental
2006 - ranked 3rd on the list of sustainable value of European industry research Advance Project
OUT LOUD 27
act green Anica Pavlič Head of environmental protection projects The shape and energy
Drago Merva Head of development projects and member of CECED
Jure Fišer Executive Director of ecology and energy division Our objective is to keep
European domestic equip-
Peter Kovač Head of energy and environment protection projects Everybody can help keep
efficiency of household ap-
ment manufacturers have
the world healthy. Therefore
the Earth, its natural beauties
pliances can be seen at first
joined our efforts within the
we continuously invest into
and treasures. This is the pur-
sight. However, the construc-
project of introducing a new
environment friendly produc-
pose of legislative pressures,
tion requirements, which
‘Beyond A’ label to mark an
tion, products and recycling
but in Gorenje we see them
have to be met already in
open system of classifying
and look for improvements.
as business opportunities
the stage of product design
the energy efficiency of the
We have also developed an
rather than a burden.
so that we can talk about an
appliance by a number scale
integral waste management
environment friendly prod-
without upper limitation. In
system, where we take care
uct, are hidden. In addition to
this way we would like to pro-
about all kinds of waste, deal
energy efficiency and con-
vide consumers more detailed
with ecological projects, re-
struction of the appliance,
information about energy ef-
search and advisory services.
which ensures easy disas-
ficiency, which will help them
sembling after the end of
choose an appliance.
useful life, a special attention is paid to building in materials and components which do not contain hazardous substances.
on efficient treatment of environment, European Union
2005 - EMAS award in the category of big companies, European Union
2005 – European environmental award for sustainable development, European Union - new generation of washing machines and tumble dryers, Slovenia venia
2004 – Ecological product of the year
2003 - Award for the best environmental company, Slo-
2002 - Award for the most energy efficient company in Slovenia with a special award to the energy manager, Slovenia
2001 - Award for the best environmental company, Slovenia Slovenia
1999 – Ecological product of the year - new generation of cookers,
1997 – Ecological product of the year - washing machine Simple&logical, Slovenia
SPRING-SUMMER 2008, ISSUE 1
28 WISE & SMOOTH
GORENJE LIFE STYLE MAGAZINE
WISE & SMOOTH 29
LESSER CONSUMPTION, GREATER EFFECT ADVANTAGES OF CONTEMPORARY TECHNOLOGICAL SOLUTIONS
Contemporary consumers are increasingly aware
Experts on energy efficient dishwashing
that price and appearance can no
According to calculations, regular use of dishwasher results in over 20 additional days of spare time per year, saving enough water to fill a bath tub each week, and saving enough electricity to power another household appliance for the entire year; not to mention the impeccably and hygienically clean dishes.
longer be the sole criteria for deci-
A dishwasher, yes or no, is no longer
sions regarding the purchase of a
a pending question. It has been estab-
household appliance; appliance’s
lished time and again, that a dishwasher
impact on the environment should
may be one of the most valuable house-
also be considered as a major as-
hold appliances that relieves us of time
pect. Every household consumes
consuming manual dishwashing and
a lot of power to provide a good
saves both water and power. Manual
and comfortable life. Electricity
dishwashing requires considerably more
powers the appliances that enable
water and detergent, thus imposing a
such life. These appliances allow
more sever load on the environment. A
us to prepare and store food, pro-
dishwasher can easily remove fat, inac-
vide heating and air conditioning,
tivate bacteria, and provide impeccably
provide water of just the right
clean dishes. On average, water tem-
temperature, etc. Such way of life
perature in a dishwasher reaches 65°C,
results in a major share of indirect
compared to a maximum reached in
greenhouse gas emissions from
manual dishwashing, which – due to the
households. One way to reduce
sensitivity of our skin – hardly reaches
this share is to purchase energy-
40°C. Dishwashers of the A energy
efficient and technologically per-
class, which includes all dishwashers by
fected appliances, such as the
Gorenje, use approximately 1.05 kWh
ones manufactured by Gorenje – a
of electric power and 10 to 15 litres of
company ranked among the best
water per washing cycle; this is a major
manufacturers of modern app-
improvement over manual dishwashing
liance for the home.
which on average takes between 40
washing time as a result of optimiza-
and 80 litres of water.
tion of each phase of the washing cycle.
Models with integrated innovative
The quick program automatically ad-
UseLogic® sensor technology automa-
justs the temperature and the quantity
tically perceive the amount of dishes
of water to deliver excellent washing
loaded and how soiled they are; hence,
and drying results in the shortest pos-
selecting a washing program is no lon-
sible time. Some Gorenje washing ma-
ger required. The most advanced mo-
chines also enable setting the start of
dels offer an automatic program that
the dishwashing cycle up to 19 hours in
offers washing in two different was-
advance. Washing during the reduced
hing zones. A short intensive program
rate will result in additional savings, and
– Quick’n’Shine enables halving the
this function facilitates them.
SPRING-SUMMER 2008, ISSUE 1
30 WISE & SMOOTH
Optimum use of water, power, and detergent
nology of air flow optimization and recycling of hot air generated during drying, the new generation of condenser dryers is
In a contemporary household, a wash-
classified in the B energy class. Compared
ing machine is an indispensable appli-
to C class, previously the highest class
ance. Particularly families with children or
reached by any dryer, this means a con-
families whose members often engage in
siderable 13-percent power saving with
sports tend to run their washing machines
significantly shorter drying times.
daily; in such cases, it is even more impor-
By setting the spinning speed to 1,600
tant to use a washing machine that uses
revolutions per minute instead of 1,000,
water and power efficiently.
up to 30 percent of power used for dry-
Before choosing a washing machine
ing can be saved.
one should certainly check the energy label; also important is the machine’s capacity. A
Large, yet more economical
is among the most energy efficient appliances and ranks in the A energy class.
cooling program recommended after major shopping trips. A contemporary
washing machine with a 7-kilogram load Larger volume does not necessarily
consumer with a fast pace of daily life will
imply greater power consumption. In ad-
also appreciate the simplicity of use and
Compared to their predecessors from
dition to excellent heat insulation, modern
the functional design that enables high-
ten years ago, the new generation washing
refrigerators feature improved door seal-
quality food storage and saves some
machines consume 16 percent less power
ing, the most advanced cooling system
time. One such function is undoubtedly
and 38 percent less water; the most effi-
components, and electronic regulation;
the NO FROST system which prevents
cient washing program consumes as little
when combined, these features reduce
the accumulation of frost and ice in the
as 39 litres of water per washing cycle.
power consumption to the minimum.
freezer to enable full usage of space, and consequently saves some power.
The most advanced washing machines are
Additional savings are also enabled
fitted with a load sensor that enables cal-
by numerous functions like the economy
Another feature that can boost your
culating the optimum detergent quantity
program, holiday program, and the rapid
savings is the electronic control system;
and automatically sets the optimum water quantity. Shorter programs and selection of lower temperatures for less soiled laundry or smaller loads, as well as the option of delayed start for running the washing machine during the reduced rate, additionally increase the savings. Gorenje washing machines also boast a special system that prevents waste of detergent while adding water to the drum. This system, both economical and environment-friendly, reduces detergent consumption by up to 20 percent, thus contributing to preservation of our natural environment. Just like washing machines, Gorenje dryers are also among the most efficient in the market. Owing to innovative tech-
By setting the spinning speed to 1,600 revolutions per minute instead of 1,000, up to 30 percent of power used for drying can be saved. GORENJE LIFE STYLE MAGAZINE
Power-efficient refrigerators of the A+ or A class can save up to 25 percent of power.
WISE & SMOOTH
31
and has established itself as serious competition to conventional glass-ceramic and gas hobs. The key advantages of induction hobs include up to 30 percent faster coo-king compared to gas hobs, and up to 40 percent of power savings; however, savings are not restricted to power only: since the area around the pot or pan heats only
Another environment-friendly novelty
slightly, any spilt food will not stick or burn
in the market is the 45-centimeter high
to the hob surface, making the maintenance
compact ovens. These appliances match
easy, quick, and environment-friendly.
the Premium line ovens by design, while their reduced dimensions make them far modern refrigerator models constantly
more economical as they heat to the de-
monitor the temperature, thus efficiently
sired temperature much faster. For exam-
managing the use of power. Flashing
ple, if heating to 200°C takes 20 minutes
of temperature display in the refrigera-
for a conventional oven, the compact
tor and freezer warns about unwanted
oven will be ready and set after only nine
changes; this can be coupled with audible
minutes. Gorenje ovens also feature safe
signals. Normal temperature in a refrigera-
and power-efficient CoolDoor (CD) tech-
tor is between 0 and +5°C; for a freezer,
nology. Cutting-edge models additionally
normal temperature is -18°C or lower. If a
feature a three-layer temperature-reflect-
power failure or any other reasons causes
ing door glass called UltraCoolDoor (UCD).
the freezer temperature to rise above
Excellent door insulation, combined with
-13°C, the appliance shall warn you of such
heat-reflecting layers on the door glass,
change. If required, audible signal will also
enhances the oven performance and si-
warn of refrigerator or freezer door that
multaneously reduces power consump-
has been open for too long.
tion. The most power-efficient cooking ap-
Smart ovens and powerefficient induction
pliance is the induction hob which brought about a revolution in cooking technology
Compact ovens with a height of 45 centimetres take less time and power to heat to desired temperature. They are excellent for smaller households and for cooking semi-prepared food. To heat an already finished meal, we recommend using the microwave oven which does not require preheating. Power savings can amount to as much as 70 percent.
Gorenje’s prime goal in development and manufacturing of cooking appliances was as low power consumption as possible; in the previous decade, power consumption has already been reduced by over 30 percent. The year 2000 saw the introduction of electronic control ovens which enable optimum setting of temperature and heating system for a particular type of food; this in turn leads to extra savings. Some models enable cooking with the use of a fan. Such ovens reduce total power consumption by 10 to 15 percent, compared to conventional ovens where the cooking temperature is lower due to air convection. Appliance interior is protected by the EcoClean enamel coating which uses its own heat to enable cleaning the appliance without the use of aggressive detergents. The Premium and Exclusive line models also offer the simple cleaning solution called AquaClean, which only requires the use of water.
SPRING-SUMMER 2008, ISSUE 1
32 BREAKING NEWS
Revolution in the kitchen 10 9
Also contributing to power savings Boost function that enhances the ap-
consumption are only two of several
pliance performance by 50 percent.
arguments to support the introduc-
Rapid heating and cooling of the
tion of induction hobs – appliances
hob will save both energy and time,
that are ranked among the most eco-
as the food is ready much faster than
nomical, advanced, and safe cookers
on a conventional electric or gas
in the market.
cooker.
However, saving does not end
Gorenje induction hobs operate
with power. Since the area around
up to 30 percent faster than conven-
the pot or pan heats only slightly, any
tional radiation heaters. An electric
spilt food will not stick or burn to the
hob would take 9.5 minutes to heat 2 litres of water to 95 °C; induction hob would only take four minutes, with over 40 percent less energy consumed!
6 4.46 4
2
0
Gas cooker
and efficiency is the additional Power
8.18
8
Minutes
Up to 30 percent faster heating and up to 40 percent less power
9.5
Electric cooker
the bottom of the pan or its contents.
Glass ceramic
current which in turn directly heats
Induction
THE POWER-SAVING INDUCTION
2 l water
UP TO 40 PERCENT OF SAVINGS Gorenje induction hobs operate up to 30 percent faster than common radiation heaters. Bringing two litres of water to a temperature of 95 °C would take 9.5 minutes on an electric cooker; induction cooker does the job in just over four minutes, with 40 percent less power!
Furthermore, Gorenje induction hobs are fitted with a heat sensor
350
to the cooking zone will be cut off.
250
Similarly, if the content of the pan
200
evaporates, the sensor will detect
270 225
150
hob surface, making the maintenance
overheating and restrict further heat-
easy and quick – and completely
ing of the pan. Owing to this feature,
safe even during cooking. Induction
induction is classified as one of the
50
cookers operate by generating high-
most safe kitchen technologies to
0
frequency fields that induce electric
date.
GORENJE LIFE STYLE MAGAZINE
320
100
2 l water
Gas cooker
is becoming too hot, power supply
300
Electric cooker
bottom. For example, if oil in the pan
390
Glass ceramic
ing, either for the food or for the pan
W/h 400
Induction
that detects any danger of overheat-
BREAKING NEWS 33
RECYCLED HOT AIR EQUALLY EFFICIENT FOR DRYING Gorenje launched a new generation of condenser dryers of B energy class. The introduction of B energy class is a result of almost a year of development work; compared to the C class that was thus far considered as the highest class these appliances could reach, the most recent generation brings a considerable improvement: 13 percent of energy savings, coupled with shorter drying times. The transition to the higher class is enabled by the innovative airflow optimization technology and recycling of hot air generated during the drying cycle. Furthermore, Gorenje dryers excel with a high level of condensation, which puts them on the top of the list when compared to other appliances in the market.
GORENJE SLIM WASHING MACHINE LEADS THE PACK IN COST EFFECTIVENESS The German Consumers Association rated the Gorenje Slim washing machine as the most cost effective in the category of 4.5 to 5-kilogram load washing machines. The appliance took the first place based on the calculation of cost per washing cycle, which includes the estimation of appliance purchase cost per washing cycle, use of power and water, energy efficiency, washing effect, spinning effect, and number of revolutions per minute during spinning. With Gorenje Slim washing machine, a washing cycle at 60 째C only takes 0.85 kWh of electric power and 37 litres of water. In addition to water and power, this appliance will also save some space, as its depth is no more than 44 centimetres. Gorenje Slim washing machines are classified as Exclusive models which boast special programs and features, low consumption of water and power, spinning with up to 1,400 revolutions per minute, and the option to control the functions and operation via an LCD screen.
36 IN PERSON
Mission: Energy! Dr. Romana Jordan
Last autumn you received
a goal, our reaction is not one of calm
Cizelj holds a Ph.D. in nuclear phy-
a prestigious award “MEP of the Year
satisfaction, saying “we have attained
sics. She is a Slovenian Member of the
2007 in the Field of Energy Policy”, pre-
this, now we can rest”. The world rests
European Parliament, deputy chair-
sented annually by “The Parliament Mag-
on economic growth, not on attaining
man of the European Energy Forum,
azine” monthly. Congratulations! Experts
and maintaining a stable level. Thus far,
coordinator of the Climate Change
and politicians are proposing various ini-
economic growth has been related to
Committee, and a member of nu-
tiatives to change the wasteful consumer
increasing power consumption. Auto-
merous groups active in the field of
conduct. What do you believe to be the
mation is a result of the industrial revo-
nuclear energy and environment pro-
major problem with regard to increasing
lution. Humans create increasingly less
tection. She is also the mother of two
energy consumption?
by their labour, i.e. their bioenergy, as
teenagers.
GORENJE LIFE STYLE MAGAZINE
it is being substituted with machines. The problem is exactly the increased
This implies greater use of sources and
consumption. People constantly strive
supplies of energy. The challenge of the
for development, and when we reach
present generation is to attain economic
population. I spend most of my time in the premises of the institutions I work for, and I can hardly learn about the habits of the population. It is, however, by rough estimate, that Slovenians are conside-rably aware of and sensitive to environmental issues. I feel we have done more with regard to recycling and curbside collection than in Brussels. Taking such path, and preserving the nature, is after all a reflection of the conscience of our population.
IN PERSON 37
is a result ”ofAutomation the industrial revolution. Humans create increasingly less by their labour, i.e. their bioenergy, as it is being substituted with machines. This implies greater use of sources and supplies of energy.
”
Could the MEPs set an example with their conduct? Even before the adoption Members of the European Parliament
of this package, it had been criticized by
do our best to propose consistent mea-
both environment protection organiza-
sures that will form a better legislation. It
tions (e.g. Greenpeace) and independent
should be admitted, though, that the EP
experts. The former submit that cutting
has several deficiencies that could hardly
greenhouse emissions by 20 percent is
be a positive example. For instance, the
insufficient, the latter argue that such
entire parliament – and, as a result, a good
goal is not consistent with the commit-
part of the European Commission and
ment made in Bali, according to which
Council – moves once per month from
the developed countries would slash the
Brussels to Strasbourg, which involves
emissions by 25 to 40 percent by 2020.
huge additional energy consumption.
Was the decision about the decrease rate
Furthermore, the parliament buildings in
affected by its anticipated effect on the
Brussels and Strasbourg are not particu-
economy, particularly in major countries?
larly energy-efficient, although a lot could be done in this respect as well. There have
The EU adopted its commitments con-
been several initiatives by the MEPs, but
sistently with what was desirable. Our goal
unfortunately, in European politics some
was to limit the temperature increase on
things take much more time than one
Earth to a maximum of 2 °C compared to
would have wanted.
the pre-industrial age. According to our estimations, this would require decreasing
What does the new cli-
the emissions in the developed countries by
growth and simultaneously decrease en-
mate-energy package bring for the Eu-
20 %, by the year 2020. If the commitment
ergy consumption. I believe this will be
rope? Which are the key issues that will
is fulfilled on the global level, we will up our
very difficult. Firstly, it is very deman-
be the most affected by the package?
commitment from 20 to 30 percent.
ding from the technological aspect, and secondly, it is impossible to expect the people to self-restrict their needs.
The climate-energy package involves
One of the priorities of
the fulfilment of commitments adopted
Slovenia’s presidency over the EU is the
last year at the European level. We stated
adoption of the package on energy and
Can you see any diffe-
our goal to reduce the greenhouse gas
climate change. To what extent, and by
rences in energy saving conduct between
emissions by 20 percent, and to increase
which means, can Slovenia actually in-
France, Belgium, or any other country
the share of renewable energy sources
fluence these decisions? For example,
– given your frequent travels between
from 7 to 20 percent by the year 2020.
the press is very much interested in how
Brussels, Strasbourg, and Slovenia? Do
This applies to the European level. Need-
these challenges are tackled in Slove-
you feel any of these countries is appa-
less to say, the countries assume a part
nian economy. The result of this interest
rently more aware of the problem?
of the commitments themselves, and it is
was the whole-page article in the major
subject to their decision how these com-
French daily paper Le Figaro on Gorenje
I’m afraid I will disappoint you here.
mitted are assumed; due to the so-called
and ecology, published on January 1st
I work in Brussels and Strasbourg, but I
subsidiary principle, this is beyond the
this year. The article in turn triggered the
do not have any contact with the local
EU’s direct influence.
interest of international TV networks.
SPRING-SUMMER 2008, ISSUE 1
38 IN PERSON
To begin with, I congratulate Gorenje on attaining such media coverage with regard to this issue; this will surely benefit Slovenia’s pursuit of what was once referred to as our vision: to establish Slovenia as a quality brand. The companies operating in this territory are certainly deeply involved in these activities. Energy-climate package was announced on January 23rd this year. It deals with measures that will pave the way for attainment of quantitatively defined goals referred to earlier. During its EU presidency, Slovenia is carrying out all those tasks that are normally performed by the presiding countries, whereby it follows the so-called inherited agenda. However, these activities can be conducted in such way to emphasize certain issues. I find it very important that particular attention will be devoted to sustainable development. A lot can be done: one such desirable activity is increasing the awareness of the issue: I feel there is a lack of information with regard to climate change. It is my personal opinion that this is still viewed as a challenge to be dealt with by the politicians. But this is not the case. The politicians are in charge of defining
Ecology-conscious house-
All this predominantly per-
the strategy, common goals, and coordi-
hold appliance manufacturers have long
tains to manufacturers; what about direct
nating the activities; but there are other
strived for production of power-efficient
incentives for customers?
communities that should also respond
appliances. Gorenje, for example, has
accordingly. These definitely include the
been offering energy-saving appliances
Considering the environmental as-
research sector, economy, industry, en-
for a number of years; however, it is the
pects when purchasing a new appliance,
trepreneurs; it is up to them to seize the
customer who decides in the last in-
which is a long-term investment, is by all
opportunities offered. Last but not least,
stance on what appliance to buy. How
means desirable. What can be done at
every individual should be involved.
can the European Union influence the
the level of the EU? The EU contribution
consumer habits? How can it motivate
in this regards takes the form of defin-
Gorenje’s experts have
them to choose and use more energy-
ing and adopting goals, commitments,
proven that the selection of appropri-
efficient appliances, those less harmful
ate household appliances can save a lot
to the environment?
of energy in the households. What, in your view, should the manufacturers be
It should be noted that some of these
particularly careful about? What are the
issues are subject to decisions made by
global trends that should be followed?
each respective member state, due to the subsidiary principle already referred to.
On a global scale, a lot of attention is
However, even where this principle ap-
drawn by efficiency, efficient use of en-
plies, incentives and measures to promote
ergy. Both in the EU and other countries
awareness can be introduced. To this end,
I have visited as a member of the delega-
the commission has a special commissioner
tion, like China, I witnessed special plans
for consumers. Furthermore, the EU has al-
and strategies on the improvement of the
ready adopted some legislative measures
use of energy; this is where I believe the
with regard to efficiency and related stan-
future lies.
dards, e.g. the Eco Design directive, etc.
GORENJE LIFE STYLE MAGAZINE
I often submit that ”someone who has taught their children to turn off the light as they leave the room has done a lot for the environment. But everyone should start with oneself. Not with others, not with the children, but with oneself.
”
IN PERSON 39
and recommendations on the pursuit of
Sometimes one must suppress the temp-
others, not with the children, but with
these commitments. Quite often it is the
tation to view from a national perspective
oneself. I myself became heedful of tur-
parliament who demands that respective
and rise to the level of the EU, to find out
ning on and off the lights, separating
states prepare their action plans. National
what it takes to make another step for-
waste, and I carried these habits on to
action plans on how individual countries
ward. Such approach is, I believe, required
my workplace. I was often the last one
would improve efficiency, particularly in
from every MEP with an ambition to make
to leave the office, and as I left I walked
use of energy, were also demanded by
a difference and take part in conducting
down the hallway and turned off the
the parliament. Such plans then consti-
politics.
lights in all the offices. I knew this was a tiny detail, but I also knew I contributed
tute commitments that must be fulfilled by the respective member states. As a re-
In conclusion, I would like
something. It is a bit more difficult with
sult, the citizens of the EU countries are
to ask you a personal question. How do
children; despite of that, I do insist they
compelled to reflect on their conduct and
you contribute to the improvement of
not only turn off the lights, but also the
respond appropriately. The responses
energy-efficiency in your private life, in
television, radio, or the computer, when
can be quite varied; one example is tax
your household? Is there a secret ap-
they are not using it; to choose bicycle
reliefs, another is standardization etc.
proach to educating your children in this
over a car as means of transport; and to
Energy classes have been introduced
spirit, which has proven successful with
collect recyclable waste separately. As for
throughout the EU, which is very positive
your two adolescent sons?
me, I extended my environmentally sound habits: when I go to the grocer’s, I always
both for the manufacturers and for the consumers, as it facilitates communica-
When aggregated, the seemingly
take a bag with me, thus avoiding buying
tion between them regardless of which
miniscule and marginal efforts that each
a new one; when buying products, I pay
country one or the other is from.
individual invests during the regular
attention to their energy efficiency, and
course of life amount to a considerable
to the redundancy of packaging which
You hold a Ph.D. in nu-
impact. I often submit that someone who
is discarded in the last instance. As most
clear technology, and you are currently
has taught their children to turn off the
MEPs work in tall buildings, we often use
a member of the Committee on Industry,
light as they leave the room has done
elevators. I have decided to use the eleva-
Research, and Energy of the European
a lot for the environment. But every-
tor only when I don’t feel well; otherwise, I
Parliament. Can you briefly describe your
one should start with oneself. Not with
prefer walking to the third floor.
role and the mode of work in such bodies? How much can you, as an individual, contribute to the quest for new solutions to energy-related problems of our planet? It all depends on individual MEP. In the beginning, during the EP election campaign, I have often been asked why I even bother to be elected, given that I would become one of the MEPs of then 25 member states among which our country would be one of the smallest, which in turn implies the minuteness of my influence. Even back then, I decisively rejected any such notion. The EP does consist of MEPs from various member states; but individual contribu-
THE FUTURE LIES IN RENEWABLE SOURCES OF ENERGY
tions are subject to each MEP’s personal choice. Each one has knowledge from a
Gorenje heat pumps are an ecologically sound response to the increasing
particular field, personal experience, and
heating costs; they make use of up to 80 percent of the energy stored in your
vision of the integration and further de-
immediate environment. Heat accumulated in the earth, soil water, or the air, is
velopment, and each one acts consistently
always freely at our disposal, which enables our independence from the rising
with these aspects, regardless of whether
prices of oil and natural gas. At the same time, the economical heat pumps are
an MEP cones from Germany, Slovenia, or
more than adequate to meet our requirements for comfort and convenience.
France. Everyone can contribute by em-
A heat pump can actually be used both for heating and for cooling, or air con-
ploying and lending his or her knowledge.
ditioning, especially when combined with a ventilation system; such solutions
It is important to invest as much effort as
provide a pleasant atmosphere in your home throughout the year. Furthermore,
possible, to prepare the arguments, and
they are well suited for heating sanitary water or even a swimming pool.
to pursue a common goal at the EU level.
SPRING-SUMMER 2008, ISSUE 1
40 WISE & SMOOTH
EVERYBODY CAN CONDUCE Just a couple of years ago environmental responsibility meant dolphin tagging and tracking scarce animal species on their mysterious ways of survival. Today, this interpretation is completely different in all its elements except for this survival part. The nature has already showed its attitude to this issue by various Katrinas and not-sleeping bears, and the time has come for people to show theirs.
Kyoto Treaty may be called more or
global competition game had to change
Coming down from industry and
less successful, but it has to be given a
their processes. Today some EU govern-
business to small social groups and
credit for being one of the first global
ments decided to offer various subsidies,
even individuals, significant positive
awareness bells of environmental prob-
bonuses and refunds to buyers of A+ en-
synergy effects on friendlier environ-
lems. Nations’ attention then turned to
ergy class products. Many producers of
ment are also possible. Abandoning
the fuel efficiency of automobiles, fac-
home appliances have improved their
usage of plastic bags that are present
tories improved their production pro-
products to fit A, A+ and even A++ en-
in most of households and that take
cesses, air transport industry innovated
ergy rating features, become members of
one thousand years to organically fall
more in the reduction of harmful freon
associations dealing with energy issues,
apart, would save 60 million barrels of
gases. In general, solving environmental
but some of them have taken it seriously
oil that is used for their production per
issues on state level is unquestionably
indeed and decided to commit them-
year. Should we just turn off the light
valuable, but it would be much more
selves profoundly to responsible treat-
when leaving our office and switch off
successful if supported by social groups
ment of the environment. When talking
the computer when going home or for a
and individuals through their everyday
about sustainable development, Gorenje
leave, we would significantly contribute
living. Origins of this lack of individual
decided to follow the idea of »cleaning
to energy saving and reduction of costs.
support can be found in a misleading
its own garden first«. Gorenje centre for
Similar contributions can be made at
belief that »one can’t do much«, and
recycling is constantly searching for new
home as well. Turning off the tap while
that is exactly where it all can start, and,
and innovative recycling possibilities.
brushing teeth can save as much as 6
(un)fortunately end.
Gorenje Design Studio creates its master
litres of water a minute. Depending on
Many states have changed their
pieces with respect to eco design princi-
the type of appliance, replacing an out-
regulations, imposed new restrictions
ples. Apart from technical improvement
dated washing machine can typically
and standards to industry in general and
of its best energy class products that
halve electricity consumption, reduce
producers that wanted to stay in the
made those products real eco-savers,
household carbon emissions by some
Gorenje has also recognized the poten-
180 kilos and reduce water consump-
tial in its company size for significant
tion by a third.
Coming down from industry and business to individuals, significant positive synergy effects on friendlier environment are also possible. GORENJE LIFE STYLE MAGAZINE
contribution to the environment. Given
Having in mind all this, does it still
the fact that Gorenje employs approxi-
make an individual incapable of making
mately 11,500 people, then small positive
any difference? If as in the Great Num-
changes in everyday’s working habits of
ber Theory, small numbers multiplied by
corporations like Gorenje would create
big ones make big numbers as well, then
multiple benefits. These multiple benefits
in Gorenje’s firm decision to walk-the-
are multiplied further if employees trans-
talk, small contributions multiplied by a
fer those new habits to their nearest sur-
big number of contributors will create
rounding, families and neighbours.
big results as well. And we go for it.
WISE & SMOOTH 41
The future of the planet we live on is in danger. The temperatures are rising, skin problems are on the rise, we find it more difficult to breathe, natu-
EMPTY REFRIGERATORS HEAD THE LIST OF POWER CONSUMERS
6 Poor sealing of refrigerator door allows energy leaks. Tightness of the seal may be tested by inserting a piece of paper between the door and the refrigerator
ral disasters occur ever more fre-
casing. If the paper is difficult to pull out,
quently, etc. The environment is
1 Optimum temperature in a fridge is ap-
the seal is satisfactory. To maintain a good
changing because of us – and it
proximately 4 °C; power consumption in-
condition of the seal, clean it regularly with
is making us change as well. The
creases more than proportionally when a
a wet cloth.
time is now, and the place is right
lower temperature is maintained.
here, be it at home, at work, du-
7 Gorenje refrigerators feature doors that
ring leisure time. There are no more
2 Standard temperature for freezing is
can think by themselves; thus, they emit an
excuses; anyone can help preserve
–18 °C. A lower temperature setting will
audible signal to warn you when they have
the Earth, its natural wonders, its
increase power consumption. Setting the
been opened too long. Some models will
resources. Here is some green ad-
temperature only 1 °C lower then required
close automatically if the door is open by
vice for everyone who cares about
will increase power consumption by up to
an angle lesser than 20 degrees.
tomorrow:
5 percent. 8 If a refrigerator is out of use for a longer period of time, e.g. during the holidays, it is recommended to switch it off, or to activate the holiday program function offered by some modern refrigerators.
3 Installing the refrigerator of
INDUCTION IS THE MOST POWER EFFICIENT
freezer next to a kitchen range, radiator, oven,
9 If you are using an electricity powered
dishwasher, or in direct
cooking appliance, switch off the hob a
sunlight, is not advisable.
few minutes before the end of cooking, as the hob as accumulate enough heat to
4 Only dried and cooled food should be
complete the cooking. When the water
placed in the refrigerator and freezer.
boils, reduce the hob or gas burner level
Warm food in the refrigerator will cause
to a point when water is still moderately
ice build-up which increases power con-
boiling.
sumption. 10 Cover your pots and pans with lids with 5 Ice deposits in the freezer consider-
a good seal. This way, energy consumption
ably reduce the efficiency of cooling and
can be reduced up to three-fold. The size
increase power consumption. This means
of the pan should correspond to the quan-
that even a class A freezer will operate
tity of food. Use pans with a flat bottom
with the efficiency of a class B or class C
and high thermal conductivity.
appliance if it is not properly defrosted. However, in a Gorenje refrigerator with No
11 Select the cooking zone that will best
Frost system, ice does not build up at all.
fit the diameter of the pan. If a small pan is
SPRING-SUMMER 2008, ISSUE 1
42 WISE & SMOOTH
placed on a large zone, the
much as four times the amount of
part closer to the circum-
water used by a modern dishwasher.
ference of the zone remain unused, causing waste of en-
18
ergy. Smart induction hobs will
Switch on the
THE WARMTH OF YOUR HOME – WITHOUT WASTING ANY ENERGY
dishwasher during
recognize the pan diameter auto-
the reduced
24 Use the water heater at its economy
matically and only heat the contents
rate
peri-
setting, meaning that the water is heated
of the pan while the remaining part of
ods. Some
to a temperature between 55 and 60 °C.
the cooking hob remains cool.
models offer
We normally use water at 40 °C; therefore,
delayed start
water from the heater is mixed with cold
function.
12 Switch off the electric oven approximately 10 minutes before the end of coo-
water. One full heater of hot water supplies almost twice its capacity of warm water.
king, as it will contain enough hot air to
19 In a washing machine, up to 90 percent
finish the dish.
of power is used to heat the water. Use
25 Heat from the environment is free. A
energy-efficient programs to save: e.g.,
heat pump is a refrigerator operating in
13 If your oven is fitted with a fan, use it
for normally soiled white cotton laundry,
the opposite direction. It is ecologically the
as often as possible, as it enables prepar-
use a special program at 60 °C. A washing
most sound, as well as the most inexpen-
ing your food at temperatures 20 to 40 °C
cycle at 60 °C may take up to 50 percent
sive method of heating sanitary water and
lower than usual. If possible, cook several
less power than when temperature is set
home. Two thirds of all energy required to
dishes simultaneously; this is surely en-
to 90 °C.
power the compressor can be obtained at
abled by the three-level cooking option.
no cost from the environment. 20 Do not overdo with the detergent as
14 Do not open the oven doors unless
this will impede the operation of your
26 The sun is the cheapest source of light
necessary; opening doors reduce the tem-
washing machine and cause increased
and heat; therefore, let it into your apart-
perature in the oven and increase power
power consumption. Gorenje washing
ment. During the day, keep the curtains
consumption.
machines feature a special green saving
and the shades open. In the cool days of
system that prevents waste of detergent
early spring and late fall, the sun may help
15 Lesser dimensions of compact ovens
during water intake. It enables up to 20
raise the temperature in the apartment by
allow them to heat to the desired tem-
percent lesser detergent consumption
several degrees.
perature much sooner. Therefore, they are
and, as a result, protects the environment
highly convenient for preparing smaller
more efficiently.
meals, as they consume less power for the same amount of pleasure.
27 During the summer, a contemporary air conditioner cools the air and operates
21 Start the washing cycle only when the
like a refrigerator with a cooling system;
drum is full! Otherwise, select the half-load
a refrigerant is flowing through this sys-
16 To reheat the food, use a microwave
program. Up to 25 percent of power can
tem, extracting the heat from the room
oven that does not require preheating. The
be saved.
and transferring it outdoors. However, in
food is cooked sooner: cooking time may
the cold days, the same appliance may be
be up to 70 percent shorter than in a con-
22 Leave out the pre-wash phase. This will
used for heating; in this case, we are dea-
ventional oven.
reduce power consumption by at least 10
ling with a heat pump. Particularly in spring
percent.
and autumn, air conditioner is the cheapest method of heating.
ENERGY-EFFICIENT PROGRAMS FOR WASHING THE DISHES AND LAUNDRY
23 A dryer uses less energy if the laundry is thoroughly spun. Therefore, a washing
28 When cooling rooms, thermal insulation
machine should enable spinning with at
is even more important than with heating,
least 1,000 revolutions per minute. Spin-
particularly if the adjacent rooms are not
ning at 1,600 instead of 1,000 revolutions
cooled.
can save up to 30 percent of power subse17 Use a dishwasher. Comparison between manual and machine dishwashing shows that manual dishwashing may require as
GORENJE LIFE STYLE MAGAZINE
quently consumed by the dryer.
WISE & SMOOTH 43
32 Use motion sensors that automatically turn off the light when no motion is detected in the room.
CLOSE THAT TAP – IT’S WORTH IT!
33 Install smaller lamps at workplaces,
37 A lot can be saved by installing a qua-
which will only illuminate the work surface,
lity water tap. A tap that only allows one
and not the entire room.
drop of water to leak each second, causes waste of water equivalent to 16 bath tubs
34 Make use of the daylight, but be care-
per month.
ful not to overdo with the window size, as oversized glass surfaces enable the
38 Closing the tap while washing your
transfer of summer heat and winter chill
teeth can save several litres of water per
into the interior.
day.
29 Central air conditioning appliances in39 Use a toilet cistern with water saving
stalled in larger buildings may save up to
“STAND-BY” IS OUT
50 percent of energy, as well as provide constantly humid and clean air, as these
flushing mechanism; this can save up to 12 litres of water per day.
appliances are fitted with filters that not only dry the air, but also remove odours,
35
cigarette smoke, pollen, mites, some bac-
switching them to standby mode. If all
teria, and electrostatic charge.
users switched off the appliances, e.g. con-
Turn the appliances off, instead of
PLANT A TREE
sumer electronics, instead of leaving them
FROM CONVENTIONAL LIGHT BULBS TO ENERGY SAVING LAMPS
in the standby mode, this would consider-
40 One tree in its lifetime absorbs a ton
ably decrease the carbon dioxide pollution
of carbon dioxide; in addition to that, it
and save a lot of power – which would also
will contribute a pleasant shade in the hot
appear as credit to users’ budgets.
months to come. Intensive forestation in major cities could significantly improve the
36 Turn off the computer after pausing
quality of air. Start in your hometown and
from work for a longer period of time;
plant your first tree today, for cleaner air
30 A conventional light bulb only trans-
when taking shorter breaks, turn off the
and a natural sunshade tomorrow.
forms five percent of energy consumed
monitor; this alone will save up to 50 per-
into light. An energy saving lamp uses
cent of power.
up to four times less energy for the same amount of light. An energy saving lamp with nominal power of 11 watts, is therefore equivalent to the conventional 60-watt light bulb. Energy saving lamp also emits less heat, leading to lower carbon footprint. These lamps are not only easier on the environment, but also on your wallet, as they last ten times as long as conventional “bulbs. 31 There is potential for additional savings in selecting lamps with translucent shades, use of less powerful lamps, use of reflector lamps that attain higher luminance at lower lamp power, and – last but not least –in turning off the lights when they are not needed.
SPRING-SUMMER 2008, ISSUE 1
44 GLOBE TREKKER
The revolution has already taken place World Trade Center, Bahrain
Eco is not only envi-
CATCH THE WIND AND THE SUN
ronment-friendly; it is also pleasing
dard of civilization; the same applies for the consumers waiting for their eco moment.
to the eye. Eco cool products with
The World Trade Center in Bahrain is
Automobiles appear as ideal flagships for
daringly distinctively design are
the world’s first building whose architec-
both sides. Ardent supporters of national
the new trend. There are no more
ture includes three wind turbine blades
security and those more concerned about
excuses; everyone can – and there-
with an impressive diameter of 29 me-
global warming would probably agree on
fore must – embrace environment-
tres. The blades are installed on support
one point: our dependence on oil, perhaps
friendly solutions. This is hardly a
bridges spanning between the complex’s
even oil addiction, is dangerous and ex-
problem, given the abundance of
two 240-meter towers. Through positio-
pensive. It also appears such addiction is
products offered in the market,
ning and unique aerodynamic design of the
quite avoidable. 68 percent of all oil is con-
which promptly translate “being
towers, the prevailing on-shore Gulf breeze
sumed for transport; hence, automobiles
responsible” into “being trendy”.
is funnelled into the path of the turbines,
not fuelled by oil and its derivatives would
Although some of these products
helping to further enhance efficiency.
have been the right solution. Electric power
are still in the prototype or exclu-
Meanwhile, London low-carbon com-
drive seems the most clean and efficient;
sive phase, they are just around
pany XCO2 launched a silent revolution.
however, it has thus far been restricted to
the corner. Eco cannot imply a
More precisely, they launched the Quietre-
short relations, and the design of automo-
compromise; it is perfection and a
volutionTM, a wind turbine that looks as
biles with such drives was hardly inspiring,
trademark.
good as it sounds – or better yet, does not
which led to rather poor sales record. Es-
sound, as it is actually silent and free of vibra-
tablishing electric cars as a viable alterna-
tion. Despite this fact, it has already caused
tive requires a vehicle that is exciting to
a great deal of noise in green architecture,
drive – and exciting to look at. Tesla Mo-
as it foretells a bright and quiet future.
tors has done just that by introducing the
GORENJE LIFE STYLE MAGAZINE
The manufacturing sector has been
Tesla Roadster, an uncompromising sports
aware that the use of renewable energy
car that accelerates from 0 to 100 km/h in
sources, such as wind, has become a stan-
four seconds and whose top speed is way
GLOBE TREKKER 45
Eco is not only environment-friendly, but also pleasing to the eye. Cool eco products with daringly distinctive design are the new trend.
Solar-powered scooter by SunRed
hub; a touch screen LCD will be featured on the dashboard, displaying all required information. The scooter certainly seems ideal for a sunny summer day; however, SunRed will have to show even more creativity to ensure enough power during the night, or on a cloudy day, when being left high and dry in the middle of the road is the last thing you need. beyond anything permitted. It can cover up
If photovoltaic cell drive seems viable
to 400 kilometres per one charging, and
in cars and yachts due to their consider-
the charging process is as easy as plugging
able surface, developing a sun-powered
it into a socket – like a cell phone. The car
scooter took a bit more smarts. The Span-
If gizmos like the one just described
is visually and technologically flawless. The
ish company SunRed will soon unveil their
should fail, there is always the bicycle. The
exclusive roadster will soon be joined by a
prototype of a solar-powered scooter that
problem with these is that they are very im-
more affordable model.
MODERN DAY COURIERS
already won an innovation prize at the Bar-
practical for transporting our XL bags, let
On the other hand, the hydrogen-pow-
celona Motor Show. The solar scooter will
alone their XXL contents. This is where the
ered Honda FCX Clarity is a car that emits
run for 21 kilometres, reaching a maximum
new models of the cult brand Freitag come
nothing but steam and heat into environ-
speed of 50 km/h; when parked, sliding
in. F17 Joe and F18 Rex were designed in
ment. A system of special fuel cells was
panels will automatically form a cocoon of
cooperation with professional mailmen. The
manufactured especially for this vehicle.
photovoltaic cells around the scooter, pro-
prototypes had to show their strength at
The engineers, thus freed from all restric-
viding three square meters of exploitable
the 2006 Bike Messenger Competition in
tions of the previous drive systems, de-
surface. The scooter will also charge while
Basel – and they did, by winning.
signed a new shape of car, and made sure
driving, although at a reduced rate. The en-
The “urban couriers” also long for a
we wanted it even more.
gine will be mounted into the front wheel
bag that is indestructible, comfortable, and
SPRING-SUMMER 2008, ISSUE 1
46 GLOBE TREKKER
Tesla Roadster, Tesla Motors
friendly towards the bike and the environ-
an iPod, a cell phone, and a plastic bottle
kaging manufacturer Sidel only weighs 9.9
ment. Freitag’s philosophy remains un-
of water – which brings us to another issue
grams. Weight reduction was made possible
changed: the bags are made of used truck
that deserves our full attention. In 2006, we
by employing highly flexible plastics with
tarpaulins, bicycle inner tubes, and safety
drank a total of 160 billion litres of water,
shape-memory, which lets the bottle bounce
belts.
tossing at least as many plastic bottles. By
back into shape after being gripped or other-
A special lining makes F17 Joe and F18
2010, these volumes are expected to rise by
wise compressed. Hence, the NoBottle is
Rex particularly comfortable to wear on
5.7 percent annually. A common half-litre
not only friendlier to the environment, as
shoulder, and sufficiently spacious to ac-
PET bottle weighs 13 to 16 grams, while a
it reduces the requirement for plastics, but
commodate our favourite items: a laptop,
new one developed by the French pac-
also more attractive for the user.
Cut Vase, Artecnica
Beak Vase, Artecnica
Double Vase, Artecnica
GORENJE LIFE STYLE MAGAZINE
GLOBE TREKKER 47
Freitag bags made of used truck tarpaulins, bicycle inner-tubes, and safety belts
Ardent supporters of national security and those who are more concerned about global warming would probably agree about one point: our dependence on oil is hazardous and costly. Highly flexible PET bottle – NoBottle, Sidel
yesterday’s party; in the top compartment, there is also room for newspaper and glass jars and bottles. Trash has never been so neatly packed and fed into the recycling chain. And those of you who are still do not contribute to the recycling chain will surely be convinced by the new tranSglass® collection made of recycled bottles. The collection includes unique vases, candlesticks, drinking glasses, and jugs of exciting design. Artecnica managed to combine the craftsmanship of Guatemalan artisans with the design of artists Emma Woffenden and Tord Boontje to create what we call sophisticated recycling. Another item that may enchant you is the Wet wash basin made of 100 percent recycled PET (polyethylene) with a special Teflon coating; with this piece, your bathroom will be given a touch of the disco atmosphere. Two 20-watt halogen lamps playfully illuminate the entire bath-
Ecopod, BMW Design Works USA
room; a set of water resistant loudspea-
And if you are looking to further de-
bins. But don’t be fooled by the elegance
kers are installed underneath the basin will
crease the load you impose on the environ-
– Ecopod is a serious recycling canter spe-
provide the beat, while the surface enables
ment by discarding PET bottles, you should
cialized in pressing the PET bottles and alu-
projection of various images.
check out the first professional waste recy-
minium cans. All you have to do is step on
cling machine for domestic use, developed
the pedal. The storage compartment holds
by BMW Design Works USA. Say goodbye
approximately 50 bottles, which is more
to taking the trash out to the curbside dust-
than enough to conceal all the evidence of
Is there still someone claiming that eco isn’t cool?
SPRING-SUMMER 2008, ISSUE 1
48 HIGHLIGHTS
Green houses Green houses
We’re all being urged to do
Two years ago, the International
but she is far from simply paying lip
what we can to reduce our ‘car-
Climate Change Task Force warned:
service to green theories. She has
bon footprint’ but most are still a
“We have only a brief window of op-
implemented many of the ecohouse
long way from making carbon re-
portunity before climate change could
principles in her own home – one of the
ductions a way of life. We report
devastate our planet.” While climate
UK’s first ecohomes – in Oxford.
from the UK to find out if eco-
science is complex, the crux of the mat-
Roaf believes that her house should
homes could change our future
ter is that human activity is expelling
serve as the blueprint for the future of
domestic mindset?
twice as much carbon dioxide into the
house construction and that its features
atmosphere as nature can absorb.
could bring particular benefits to city
GORENJE LIFE STYLE MAGAZINE
What makes this all the more rel-
living. Perhaps the biggest issue in all
evant to us individually is that half of all
of this is energy consumption. Energy
carbon emissions come from the home –
bills in the ecohouse are around £240
so it’s not the case that the big factories
per year, but fuel prices are predicted
are responsible for doing the damage.
to double by 2015.
One person who knows more than
Roaf explains: “It’s not so much
most about the importance of taking
about what energy costs today – it is
a more eco-friendly approach to do-
a question of how much it will cost you
mestic life is Dr Susan Roaf, Professor
over the next 10 years.
of Sustainable Architecture at Oxford
“What we need to do now is to
Brookes University and Director of the
‘futureproof’ our lifestyles by making
Low Carbon Cities Initiative. Roaf is au-
good investments which are likely to
thor of the Ecohouse series of books
see returns even in the short term.”
HIGHLIGHTS 49
We know it will be ” a challenge for all new homes to be zero carbon within ten years but we think the industry can rise to it.
”
The starting point, she says, is to get the ‘thermal mass’ of the housing right – using good quality materials to protect the internal environment from the external elements. Spending money on good windows, double insulation and quality building materials will lead to low energy bills. Speaking at an event for leading architects and building suppliers in London last year, Professor Roaf said that the im-
is where suppliers, including appliance
portant realisation that had to be made is
manufacturers, need to play their part –
million tonnes of CO2 in 2004 and energy
that the change has to come from us as
ensuring energy-efficient products pro-
use in buildings accounted for nearly half
individuals: “An eco-society can only be
duced within a sound sustainability policy
of these emissions. More than 20 per cent
built from the bottom up.”
are available to both consumers and new
of this energy comes from appliances and
homebuilders.
cooking.
Earlier this year, the UK Housing Minister Yvette Cooper met with the UK Home
Suppliers to the building industry have
Builders Federation (HBF) to identify
a key role to play. In Europe, electricity
how best to achieve zero carbon homes.
used for appliances accounts for approxi-
states that the UK emitted more than 150
TECHNOLOGICAL DEVELOPMENT
“We know it will be a challenge for all new
mately 4 per cent of total CO2 emissions.
homes to be zero carbon within ten years
Specifying energy-efficient appliances
Energy efficient appliances – espe-
but we think the industry can rise to it,”
which have been produced within a sus-
cially for refrigeration and laundry - are
said Cooper.
tainability framework can make a signifi-
gradually becoming standard in a way
cant impact on the reduction of carbon
that they not, until recently, widely avai-
emissions in the home.
lable – at least at the middle and lower
But as HBF Executive Chairman Stewart Baseley pointed out in a recent press statement, this is something the home
The UK government’s consultation
building industry cannot do alone. This
document ‘Building a Greener Future’
Energy efficiency For heating up 2 litres of water up to 95 °C 390 W/h of energy is needed using an ordinary gass hob, compared to an induction hob where about 40 percent less energy is needed (225 W/h).
end of the price ranges.
It is time to scare the ”public and say ‘you won’t be able to afford your energy bills by 2015’.
”
SPRING-SUMMER 2008, ISSUE 1
50 HIGHLIGHTS
ECOHOUSE There are a number of key factors that make Dr Roaf’s ecohouse in Oxford,
UK, so environmentally friendly and cost-
“Clever developers understand this
efficient. Bills are significantly reduced
and can see where the market is going.
by a photovoltaic integrated roof sys-
Buyers are increasingly prepared to pay
tem which provides power to the home
a premium for sustainable homes. They
for three-quarters of the year. Roaf be-
will have no problem selling this kind of
lieves that developers need to catch on
building.”
to this principle now – and not just for
Other key attributes of the house are
altruistic reasons. “If a developer building
the energy-efficient white goods which
a new house in London spent £1,000 on
all have an ‘A+’ energy rating. “It costs
solar heating and £1,000 on low-energy
more at the outset to put in these ap-
lighting and A+ appliances, it would put
pliances,” admits Roaf, “but the running
£5,000 on the sale price.
costs are much lower.”
A greater push on induction hobs
compared to 225 W/h or 40% less for
“It is time to scare the public and say
from many manufacturers will also
induction, plus additional energy sav-
‘you won’t be able to afford your energy
have a big impact. With more and more
ings due to faster heating.
bills by 2015’,” she warns. “Given that 50
manufacturers experiencing significant
Many will argue that talk of rapid
per cent of greenhouse gas emissions
uplift in demand for induction, lower en-
climate change and carbon emissions
come from our homes, and we use 50
ergy consumption is likely to be as im-
that are growing out of control can be
per cent of all energy in the domestic
portant as the usability benefits in the
alarmist or over-exaggerated. Roaf be-
environment, it is the most important
customer’s purchase decision.
lieves that not only do developers and
challenge in the world.”a svetu.”
Hob energy consumption when
designers need to do all they can to de-
Martin Allen-Smith
heating two litres of water to approx
velop the eco-market, but that the time
This article first appeared
95ºC is 390W/h for a Gorenje gas hob
is right to worry consumers into action.
in Designer magazine
BedZED is a mixed-use, mixed-tenure development that incorporates innovative approaches to energy conservation and environmental sustainability. It is built on reclaimed land owned by the London Borough of Sutton and sold to Peabody at below the market value because of the planned environmental initiatives. The development pushes the limits of conventional approaches to housebuilding and shows that creating communities can deliver a wide range of benefits to developers, residents and the wider community. Completed in 2002, the buildings are constructed from thermally massive materials that store heat during warm conditions and release heat at cooler times. In addition, all buildings are enclosed in a 300mm insulation jacket. BedZED houses are arranged in south-facing terraces to maximise heat gain from the sun, known as ‘passive solar gain’. Each terrace is backed by north-facing offices, where miniBedZED
mal solar gain reduces the tendency to overheat and the need for energy-hungry air conditioning.
The Beddington Zero Energy Development (BedZED)
Among the features of the development are an on-site
claims to be the UK’s largest carbonneutral eco-community
combined heat and power plant which is powered by off-cuts
and the first of its kind in the country. BedZED was developed
from tree surgery waste that would otherwise go to landfill.
by the Peabody Trust in partnership with Bill Dunster Archi-
Wood is a carbon neutral fuel because the CO² released
tects and BioRegional Development Group, environmental
when the wood is burned is equal to that absorbed by the
consultants.
tree as it grew.
GORENJE LIFE STYLE MAGAZINE
HIGHLIGHTS
GREAT BOW YARD One of a number of developments by
51
the tank will be automatically topped up
to each house. There is also scope to add a
by the mains supply.
domestic-scale wind turbine to supplement the sun’s energy over the winter months.
Ecos Homes, the properties at Great Bow
WATER HEATING The solar thermal panels mounted on the
Yard in Somerset in the West of England
south facing elevations of the North Wing
KEEPING WARM The Great Bow Yard properties have been
go about the process of being energy
can reduce water-heating costs by an es-
built with double the insulation currently
efficient in a number of ways:
timated £100 per year at current prices for
required by building regulations. Whilst
gas/electricity, assuming average domestic
residents should not need a background
WATER The average two-person household flushes
use for two people. There are few things that
heating system, the psychological need to
can go wrong with a solar thermal panel - it
have a visible source of heating has been
14,000 litres of drinking water down the
uses the sun’s energy to heat a separate coil
addressed with the installation of a small
toilet each year. With water restrictions
in the hot water cylinder, which in turn heats
but efficient condensing boiler that oper-
becoming more and more frequent it
the rest of the cylinder.
ates off the mains gas supply. In some of
seems logical to use rainwater from our
ELECTRICITY The technology for using the sun and the
the houses this heats standard wall ra-
roofs to cut back on this waste. The North Wing houses on the development each
wind to provide an alternative source of
under-floor heating. Wood-burning stoves
have their own 1,500-litre rainwater tank
power is developing quickly and Ecos
have also been fitted for one or two ow-
- enough for over 300 flushes - to store
Homes have fitted the town houses at
ners who wanted the option to reduce the
filtered water from the roof to supply each
Great Bow Yard with ducting for photovol-
demand on their boiler and have the focus
toilet. In the event of a prolonged dry spell
taic panels to provide up to 1.5kW of power
of a real fireplace in their living room.
diators. In others, owners have requested
Cutaway perspective through typical house in north wing shown
Existing vegetation buffers cool north winds
Highly insulated building envelope Rooflights for good daylight
Solar shading (to reduce sun penetration during summer months)
Sedum roof absorbs CO2 and dust and produces oxygen Passive solar design south facing sun space pre-heat entering adjacent rooms
Good daylight
Easily openable windows thermal chimneys & open plan layouts aid natural ventilation
Reduced openings on north face
Efficient appliances
Efficient heating
Materials with low embodied energy eg. timber
Double glazed facades
Ecological planted landscape absorbs CO2
SPRING-SUMMER 2008, ISSUE 1
54 EXTRAVAGANT
GORENJE LIFE STYLE MAGAZINE
EXTRAVAGANT 55
Fiona’s world of glittering luxury It goes without saying that the name Swarovski has stood for the most enticing glittering gems for as long as we can remember. But who is the vibrant jet set lady behind the world of crystals; who is Fiona Swarovski, who boasts not only her beauty, enviable fortune, and a renowned name, but also her own empire of design?
Life of Fiona Swarovski, the heir of a magnificent crystal empire, who started her own conquest of the wide world from the Austrian town of Wattens, is much more than travelling around the globe to fight off boredom, and attending notorious jet set parties. As the owner of an impressive business empire, the statuesque long-haired mother of three and wife of the most handsome former Austrian minister Karl-Heinz Grasser, has other things on her mind. The vigorous cosmopolitan lives and works between Milan, Vienna, Madrid, and Kitzbühel; she often jokes that her workday should last at least 48 hours. As a designer, her signature appears on a prestigious clothing line, collection of shoes, and on a line of home decoration products; the common feature shared by all is lavish embellishment with Swarovski crystals. And believe it or not, Fiona’s precious creations sell like hotcakes.
SPRING-SUMMER 2008, ISSUE 1
56 EXTRAVAGANT
Exclusive yacht for the jetsetters
crystals. The master cabin walls and pan-
leather-coated bed head and the silk pil-
els are covered with coral-coloured silk,
lows are bejewelled with turquoise stones
adorned with agates, corals, fossil stones,
and countless Swarovski crystals.
But this is only the beginning of our
and countless crystals, evoking the aura
Unveiling a new field of interest, Fiona
story. One of Fiona’s recent accomplish-
of an enchanted underwater grotto. In
teamed up with the renowned Viennese
ments was the presentation of the first lu-
contrast, turquoise is the leitmotiv of the
porcelain workshop Augarten to create her
xury yacht that she has designed. “Yaretti by
magnificent VIP cabin. Inspired by the
own set of maritime tableware, exclusively
Fiona”, launched in the captivating ambient
Scheherazade’s shrine, both the iguana
for “Yaretti by Fiona”. The Augarten porce-
of Venice, is one of the most exclusive and extravagant maritime beauties. The price tag on this unique vessel, whose interior is exuberantly decorated with Swarovski crystals, fossils, and semi-precious stones, is 2.3 million euros. “Yaretti by Fiona” was handcrafted in the course of over one year’s cooperation with Yaretti Motor Yachts, Austria’s largest luxury yacht manufacturer. What makes this yacht so special is its combination of traditional know-how and sophisticated technology with the creativity and irresistible esprit of the designer Fiona Swarovski. The yacht interior immediately thrills and impresses with a refined mix of the dark matte Wenge wood and a very rare light-colored wood from Indochina, mysteriously dubbed the “Black Pearl”. The choice of wood, however, reaches beyond the mere aesthetics; it also holds a symbolic value, as “Black Pearl” is cherished by the Buddhists as a special energy wood. To emphasize the sophistication and chic of the exclusive yacht and to endow it with a brilliant sparkle, the precious wood was embellished with semi precious and precious stones, and glancing Swarovski
GORENJE LIFE STYLE MAGAZINE
EXTRAVAGANT 57
The price tag on this unique vessel, whose interior is exuberantly decorated with Swarovski crystals, fossils, and semi-precious stones, is 2.3 million euros.
lain, also referred to as the white gold, has
The price tag on this unique vessel,
long been intimately associated with luxury
whose interior is exuberantly decorated
and the feel for the beautiful side of life. It is
with Swarovski crystals, fossils, and semi-
handcrafted and has always met the most
precious stones, is 2.3 million euros.
stringent criteria of craftsmanship and art-
Cooperation with the company Yaretti
work. Cooperation with Fiona Swarovski
is new testimony of the fascinating myriad-
thus resulted in an exclusive coffee and
mindedness and the expressive power of
dinner service, comprising hand-made and
the Austrian designer who was presented
hand-painted dinner plates, soup plates,
the prestigious Madrid Creatividad award
matching trays and bowls, as well as coffee
in Madrid in 2006. Fiona Swarovski won
cups, sugar bowl, and a milk jug. This unique
this award for her crystal designs, as an
set has pushed the standards of craft and art
acknowledgment of her creative freedom
even higher. The focus is on three elements
and fruitful combination of style, elegance,
of style: wood, choral, and platinum on por-
and continuous innovation. Apart from
celain that is world-famous for the clarity of
Fiona Swarovski, this award was presented
its white hue. These elements are combined
to the highly acclaimed British architect Sir
to establish a bridge between the yacht in-
Norman Foster, and the French superstar
terior and the marine ambient. Four inter-
designer Philippe Starck.
mediary firing processes, 3,200 minutes of
And what is the motivation that fuels
painting work, and 540 minutes of painting
Fiona’s work? Quite simply, it is her every-
the edges purple, chestnut brown, turquoise
day: the numerous travels, books and
blues, violet, grey, yellow, snow-white, plati-
magazines she reads through, as well as
num, or black, took up to seven work pro-
her own vault of experience and memo-
cedures for each element, in addition to the
ries. “Although my style is very modern, it
processing of pure platinum.
is intertwined with elements of the classi-
And here is how Fiona Swarovski sees
cal period and the antiquity. Whatever the
her work on the luxurious yacht: “I worked on
style, handcraft, semi precious stones, and
this project with great enthusiasm and car-
Swarovski crystals, understandably, are al-
ing attention to each detail; I have learned a
ways at the forefront of my designs. I am
lot, while having excellent fun. Above all, it
fascinated by contrasts. I am a woman of
was a captivating challenge to work again as
opposites, I do not shy away from contra-
an interior designer, especially in view of my
riety and sparks generated by a clash of
ambition to engage seriously in this particu-
opposing views; on the contrary, I feel they
lar creative activity in the future; among other
are what makes life full and interesting.”
things, I would like to devote my time to designing top-class hotel interior equipment.”
Petra Kancler ONEYEphotography.com
SPRING-SUMMER 2008, ISSUE 1
THE COOL GALLANT Gorenje,
Europe’s
most original household appliance manufacturer, teamed up with the company Swarovski to create an outstanding product that reinforces Gorenje’s position among the providers of the most prestigious home products. The two-meter tall black beauty adorned with several thousand Swarovski crystals belongs to the Gorenje Premium Touch family; it boasts superior touchcontrol technology and the highest energy-efficiency class A+. Furthermore, it is embellished with two vertical strips of glittering Swarovski crystals, which probably makes it the world’s most extravagant refrigerator – and irresistibly seductive ... for those that appreciate crystals and properly cooled champagne in the right moment.
GORENJE LIFE STYLE MAGAZINE
60 WHAT’S IN
GORENJE LIFE STYLE MAGAZINE
WHAT’S IN 61
On a new path Gorenje Design Studio
innova-
Design studio, which was
resources. Gorenje is expecting this design
tion, linking and cooperation are
Creativity,
operating within Gorenje, has become
core to grow and become stronger, and
expressions, indispensable in main
an independent company. What were
open operation will result in higher quality
European Union development doc-
the reasons for this decision?
and competitive services. It is expected
uments. The last two have led four
that a higher volume of designers and
leading Slovenian companies Gore-
Gorenje Design Studio is coming from
more market-oriented organisation will
nje, Trimo, Riko houses and Pristop
design department within Gorenje and
contribute to the development of Gorenje
from the field of the first two – crea-
it has brought its 40-year-old tradition
design competence on the market.
tivity and innovation – to found
in design. We have also assumed Gore-
Co-founders, who are minority ow-
another company Gorenje Design
nje and its design core business attitude
ners of the company, also see the new
Studio. Its mission is to employ
as Gorenje is our first, biggest and at the
Gorenje design company as an ambition
its 40-year-old industrial design
beginning also the only customer. The
to accomplish their own development,
tradition in Gorenje and other co-
reasons can be found in Gorenje strategy
and at the same time it is also the be-
founder’s professional and business
itself, based on the vision to become the
ginning of a new design cluster. The op-
ambitions and enter the European
most innovative, design-oriented pro-
portunity to act on the market is mainly
and global market of leading design
ducer of home appliances. And if loo-
pooling of a sufficient scope of resources
studios as an equal player. We have
king for top design, it means that it wants
and knowledge, which will allow for mas-
talked about the future plans of the
to enhance this mission, and at the same
tering complex development processes.
company with its director Jurij Gia-
time take the opportunities the environ-
The decision to found an independent
comelli.
ment is offering and utilise and strengthen
company was supported also by the in-
them more rapidly with the existing
novation environment in Gorenje itself,
SPRING-SUMMER 2008, ISSUE 1
62 WHAT’S IN
We want to act ”cohesively. We are not entering the market as a competitor, but we perceive other players in our direct environment as long-term partners.
”
Jurij Giacomelli, director of Gorenje Design Studio
of our top design knowledge core, by which we ensure design perfection, upto-date and innovative products of our partner companies and customers, who have recognised value added of our design in their products. In the new company Gorenje has a 52-percent share while other partners have a 16-percent share each. The fundamental mission of Gorenje Design Studio is to provide comprehensive solutions in the field of design – from industrial, architectural and graphical. At the moment prototype workshop, electronic com-
we work at two locations. In Gorenje
ponent development unit, company for
Design Center in Velenje and in Gorenje
the development of packaging, etc. The
business premises in Ljubljana. We are
knowledge within Gorenje has already
in Velenje because Gorenje production
been concentrated. This means that we
activities and other activities are concen-
can join any stage of the development
trated there and we can be involved in
process in any industrial company and
development processes and make use of
offer comprehensive solutions for all
the rich innovation environment. At the
stages of the industrial process.
same time we are also in Ljubljana, where the departments are focused on opera-
What is Gorenje Design
tion with other customers.
Studio identity card? What is the current GoreIn the field of household appliance
nje Design team of designers like? Are
design Gorenje has been established for
you going to recruit more staff in the
several years not as a follower but as a
future?
company which introduces novelties by its aesthetics and innovation and has
By all means. This is our next logical
found out that design is one of key fac-
step. In next eighteen months we would
tors of business performance. Tradition,
like to attract five or six designers with
experience and abilities are also the basis
top references. We have employed more
GORENJE LIFE STYLE MAGAZINE
Janez Smerdelj Gorenje Design Studio Creative Director “Foundation of Gorenje Design Studio is a reasonable upgrading of Gorenje strategic policy to become the most original, design-oriented creator of products for home. More independence will provide the design an opportunity to develop and utilise all its potentials. We would like to offer a design challenge to all young, talented designers to realize their ideas to the satisfaction of customers and for their own personal growth. We would like to link top knowledge, which will ensure the best combination of creativity and experience for managing comprehensive design solutions, essential for the innovative breakthrough of Slovenia in accordance with European policy, supported by Lisbon Declaration.”
WHAT’S IN 63
”ofFoundation Gorenje Design Studio is actually pursuing of the vision, Franjo Bobinac, President and CEO of Gorenje, defends, communicates and personalizes.
”
people on the market side, who are currently engaged in intensive project management and attracting and development of new customers and business. Franjo Bobinac, President and CEO of Gorenje, has been active in the field of industrial design institutionalisation for quite a long time. Are you going to continue his work or are you going to be present on the market independently and with your own views?
Of course. We are not prejudiced against any nationalities. We expect to operate internationally and Gorenje
Foundation of Gorenje Design Studio
trademark can contribute a lot to that.
is actually pursuing of the vision, President
In the international environment we are
and CEO of Gorenje defends, commu-
also going to expand our knowledge,
nicates and personalizes. It is not about
abilities, employees and other external
getting independent of something, on the
partners who can help us in that. We are
contrary, we are just pursuing Gorenje
open to all sides and we find this a natu-
vision. Franjo Bobinac also participates
ral way of operation.
in the company formation by chairing the supervisory board, and as the representative of the biggest founder he has
What would you personally like to emphasise at the end?
contributed substantially to the creation and independence of its operation. This
I would like to add that our ambition
is pursuit of the vision, not separation or
is to become a top-level company. We
secession from what Gorenje is doing at
would like to be the creators of design
the moment.
guidelines of new living cultures, particularly in our reference environment, and World design studios are
where it is realistic to expect the achieve-
going in the direction of internationali-
ment of such leadership, e.g. in Central
sation. Are you thinking about having
and Eastern Europe. We also want to as-
designers of different nationalities in
sume our part of responsibility for the de-
your design studio?
velopment of design, linking of industrial
Franjo Bobinac President and CEO, Gorenje “Gorenje Design Studio should be the core of Slovenian top design knowledge, which will ensure design perfection, up-to-date and innovative products of our partner companies and other interested parties, who have found out the unique value added of their products in design. In this way it will achieve complementary effects at different levels: it will contribute to better reputation of design, enhance the competitive ability of participant companies and industries, which are mainly mature in Slovenia, and consequently contribute to the growth of Slovenian economy. I am sure that identification, difference, innovation and creativity bring results, which add a permanent cultural and living value also to wider surrounding.”
SPRING-SUMMER 2008, ISSUE 1
64 WHAT’S IN
companies in the field of design, and for the improvement and renovation of their products and services. We want to be extremely cohesive. We are not entering the market as a competitor, we perceive other players in our direct environment as long-term partners. At the same time we are going to emphasise the needs and some fundamental changes, such as population trends, environmental protection issues and fundamental changes in the availability and selection of input raw materials and materials. In short, we are entering the market as a comprehensive provider of design know-how, operating in a very interdisciplinary way. Irena Hlede
Tatjana Fink
Janez Škrabec
Primož Pusar
Director of Trimo
Director of Riko houses
Director of Pristop
“Design and Trimo are natural allies, enhancing its cooperation in different areas. Trimo has been developing its design mainly in cooperation with Slovenian and some foreign designers. We have involved also students of design. We aimed at more intensive development of design. That is why we decided to participate as partners in the newly founded company Gorenje Design Studio. As a buyer Trimo expects innovative design solutions for its existing and new products. We also expect the newly founded company to join demand and supply at one place, as both, designers and customers, and above all our customers and the environment would benefit from that.”
“Design does not optimise only the appearance but also the function, and last but not least also the value of the building, its production factor has a high value. In Riko this was proved in the best way in the project of 160 houses in the surrounding of Oxford, designed by Phillipe Stark, Jade Jagger and Yoo studio, and we would definitely like to include this into our own practice. As the design will contribute to the value added of Riko house, we are supporting Gorenje Design Centre and we are full of expectations. We see it as a precious platform, which will develop the excellence of design, place for networking, sharing of experience with the best in this field as well as entrepreneurial prospects. Finally, we hope for excellent design solutions which will be integrated into our construction system as value added.”
“Pristop has decided to cofound Gorenje Design Studio because we believe in the power of design in all of its forms (industrial, graphical or digital) in the operation, development, and last but not least, reputation of companies. All four cofounders are characterised by regional and global orientation where design is often one of the key factors for success. The fundamental idea of the company foundation is to raise the awareness of the importance of design, its effect on the achievement of premium prices, and our ambitions arise from that. Our aim is to become an internationally recognised company, established on the demanding design market because of its top offer and solutions.”
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66 DARING
QUBE, THE AMBIENT OF THE FUTURE The conceptual project of freestanding appliances Qube, a result of Gorenje’s inhouse development, anticipates a revolution in contemporary residential interior design, as its hidden plumbing and power circuitry hubs concealed in elevated floors or suspended ceiling constructions allow the rooms to fully live up to their purpose. The authors of two related innovative concepts in white and black are the young designers Tina Jerabek and Lidija Pritržnik, from the Gorenje Design Studio.
Future: Total freestanding
“Qube excels with perfect ergo-
White freedom of space
nomics and alluring roundedness. It is an ideal concept for furnishing
Freestanding kitchen furniture ele-
open attics, garrets, or mansards of
ments introduce an original touch in in-
old bourgeoisie mansions, lofts, and
terior design. The wall no longer poses
originally redecorated apartments in
a limitation. The rooms of the future are
former industrial facilities where the
ones of free, unhindered view, open-
ambiance is not defined by rooms
ness, and freshness. The vivid completely
restricted by walls. The kitchen thus
opened or partly closed residential and
becomes a free, open space that by
commercial premises set the scene for
itself motivates creative and innova-
full expression of appliances that are me-
tive solutions. Completely freestand-
ticulously designed from all sides – an ap-
ing household appliances Qube,
proach dubbed “all-around design” by its
combined with the freestan-
author. Innovatively designed appliances
ding storage furniture will create
are wrapped in white matte glass with
a floating kitchen anywhere in the open
‘ice effect’, while the rounded aluminium
space of a con-
frame serving as the
temporary home
support structure furt-
of a creative and
her stresses the soft-
trend-aware indi-
ness of design and the
vidual”.
floating impression of airiness. The new hab-
Tina Jerabek
itation culture Qube anticipates a total re-
Author of the
volution of minimalism.
White Qube concept
Freestanding cooker with electronic touch control screen
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and induction hob
DARING 67
Black sculptures of freedom In our everyday environments, we seek challenges. As a result, we alter the trends, discover new horizons, and open new spaces. Upon the introduction of appliances designed in the “all-around design” style, lively completely open or partly closed spaces, or lofts, are immediately endowed with a new character. Regardless of the angle of your view, they attract your gaze and create in the space a dynamic network of points that define a virtual field which allows free movement – more than ever. The metallic white frame made of composite materials evokes a sensation of softness and freedom, while the black glass core of the appliances ap-
Vision: 360° AEsthetic
peases the sculpture with a functional, “The Qubes act as modern
horizontally emphasized geometrical
functional sculptures; the handle
aesthetics. The black cubes on slim legs
illumination colour can be se-
are innovatively designed appliances with
lected to match the environment
superior functionality and new geometri-
in which they are installed – and
cal aesthetics of living. They embody an
displayed. The product line com-
originality that is worth pursuing.
prises four appliances with several user-friendly aesthetic novelties. The freestanding oven, installed at an ergonomic height, proudly features touch control operation on the oven door; the freestanding kitchen range is operated centrally from the glass-ceramic cooking hob. The refrigerator excels with convenient access to food in two pull-out drawers, while the most revolutionary element is surely the cooking hob with a kitchen hood, which is simply folded after use, like a laptop computer. This results in considerable saving of kitchen worktop space, as well as an attractive minimalist sculpture on the wall.” Lidija Pritržnik Author of the Black Cube concept Foldable cooking hob with hood SPRING-SUMMER 2008, ISSUE 1
68 WHAT’S IN
REDESIGNED GORENJE BRAND IMAGE
Gorenje is among the very few manufacturers that turn commonplace items of our day-today lives into objects of desire, thus exciting our everyday and turning it into a thrilling experience. How do they do it? The answer is: with design; innovative and convenient form of technologically perfected appliances that inspire our home and the life in it. A good year ago, Gorenje defined a daring vision “to become the most innovative designminded creator of home appliances in the world!” The redesigned brand image, both in terms of contents and appearance, is consistent with this vision, as well as with the most recent design trends. To appease any worries: our distinctive logo has stood the test of time and it shall remain our warranty of quality. Before we set out to redesign our brand, we had to define exactly what the its new incarnation should communicate. The foundations of the Gorenje brand is based on over half a century of tradition and international integration that blends
or without a signature. The brand ad-
like they shape their homes. Gorenje’s
Germanic quality and functionality with
dresses the free, sociable individuals with
advantage is that they understand this.
a Romanic sense for beauty. It is a brand
a sense of aesthetics, who will only set-
The refreshed appearance of the Gore-
that offers innovative and perfectly de-
tle for the best – yet different; for those
nje brand, which will further distinguish
signed products for the home, the qua-
that do a myriad of things simultane-
the brand and elevate its image in the
lity and functionality of which is further
ously, and need some time for small, yet
European market, will be implemented
enhanced by an unmistakable form
memorable experiences; for those that
gradually throughout the year 2008.
that seduces and inspires. With unli-
follow the trends, yet maintain a distinc-
We are surely in for a pleasant sur-
mited imagination it combines what was
tive individual style; for those who are
prise. As always. Yet we shall always ask
once incompatible: pleasant to behold,
aware that the future belongs to them,
for more.
easy to use and affordable in price. With
and tend to shape it accordingly – just
GORENJE LIFE STYLE MAGAZINE
THE COMFORT OF BEAUTY. THE BEAUTY OF TECHNOLOGY. DESIGN IS BOTH. THE ADVANTAGE OF BEAUTY IS THAT IT
works. The advantage of excellence is that it is affordable. The advantage of Gorenje is that we understand this. Open to new ideas, we transform everyday household items into desirable objects. Using state-of-the-art technology we form attractive shapes into sources of new comfort. Dedicated to user-friendliness, we enhance the understanding modern people's needs. Strategically dedicated to superb yet accessible design, we outline new perspectives in the art of living.
www.gorenje.com
70 HIGHLIGHTS
YOUR PERSONAL OASIS Let the new range of bathroom equipment Oasis seduce you with rounded lines, consistent with the contemporary vibe of aluminium and the smooth door without handles. Oasis from Gorenje will be available in two colours: white or anthracite.
IN PERFECT HARMONY A modern kitchen of the upper price range, made of exotic veneer with high-gloss finish. High-quality door hardware is complemented with contemporary handles designed to match those of the Gorenje Pininfarina appliances.
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HIGHLIGHTS
71
CRAZY ABOUT GORENJE THE WORLD’S MOST EXPENSIVE A challenge for Gorenje – how to attain a record-breaking price for a refrigerator? In the elite Moscow night club Dagilev, they hosted a charity auction for the unique Premium Touch fridge freezer made with 7,000 CRYSTALLIZED™ - Swarovski elements. Gorenje’s prestigious ‘toy’ was taken home for an amazing price of USD 110,000 by the Russian millionaire Rustam Tariko, the owner of the company Russian Standard. The funds thus collected were donated to the pan-Russian organization ‘The Circle of the Sun’ which aids homeless children. The funds raised and donated to charity by sale of Gorenje fridge freezers made with CRYSTALLIZED™ – Swarovski elements have reached over EUR 150,000. Gorenje, on the other hand, is proud that what is probably the world’s most expensive refrigerator bears its name. www.gorenje.com/inspires
SmarTable – The new convertible Smart and beautiful – SmarTable can easily be both – and this is only the beginning of our story! It is both a table and a refrigerator. Concealed in its central foot is a refrigerator with glass shelves for storing food and drinks, which can be simply lifted or lowered to desired height using a remote control. Thus, the table can be instantly converted from the heart of a party into a conference table that provides a perfect setting for a business meeting, as the lid of the fridge blends seamlessly with the table surface. Just like your favourite piece of clothing, where transformation from daily elegance into a cocktail dress is only a button away. SmarTable is fabricated using a combination of precious materials, the choice of which is left to the customer: the finest stone, glass, or wood; hence, the table bears a clear message of innovativeness, business excellence, and luxury, which makes it perfectly suited for the most prestigious ambiances of hotels, clubs, salons, conference or meeting rooms, and private villas. www.smar-table.com
SPRING-SUMMER 2008, ISSUE 1
72 HIGHLIGHTS
THE VAGABOND KITCHEN The futuristic kitchen is wandering around the world, finding its home wherever it arrives. An excellent young French designer Ora-Ïto, designed for Gorenje a trendy collection of kitchen appliances in black; following his concept, Gorenje manufactured a special monolith kitchen in the shape of a rounded cube. Gorenje futuristic kitchen was conceived of as an outdoor gallery in which the new collection of appliances, designed in cooperation with Ora-Ïto, are displayed. The white kitchen made of an advanced composite material, is designed in Ora-Ïto’s distinctive minimalist style called ‘Simplexity’; it foretells in a visionary manner the new trends in kitchen design. The material is resistant to all kinds of weather, allowing the kitchen to dwell outdoors; this has been tested thoroughly throughout the 10,000 kilometres of the kitchen’s journey
CATHERINE DENEUVE WOULD BUY A GORENJE REFRIGERATOR
through Europe. The places where it has
Catherine Deneuve is a timeless beauty. When asked about her next shopping, im-
been displayed include Belgrade, Istanbul,
mediately after the inaugural presentation of the new Gorenje Pininfarina line in Moscow
Vienna, Kiev, Split, Budva, Vilnius, and Bu-
in 2005, the French film diva replied she would buy a Gorenje Pininfarina refrigerator. We
dapest.
could not agree more. Superior quality and lasting design – for a diva who has been on the
This year the kitchen is setting out on
scene for many years, and who still thrills with her everlasting beauty and charm.
another journey ...
THE FASTEST 2,000 REVOLUTIONS PER MINUTE More than we have ever wanted. Gorenje Premium Touch with a 2,000 rpm spinning cycle is among the appliances with the fastest and most thorough spinning in the market. After the end of the washing program, the remaining moisture content in the laundry amounts to no
GORENJE LIFE STYLE MAGAZINE
more than 42 percent; as a result, drying
gentleman. A special SCS electronic sys-
takes less time, saving a considerably on
tem with gradual startup and multi-level
energy. Despite the high speed, this wash-
spinning control provides perfect stability
ing machine is very gentle to the laundry;
of the machine even at this enviable spin-
the spinning rate adjusts automatically
ning speed. Strong, yet gentle. And they
to the selected washing program. A true
said this kind no longer exists...
HIGHLIGHTS 73
GORENJE, MY HOME Let us admit: we all occasionally dream about a customdesigned apartment. Therefore, we should not forget that Gorenje signature, in addition to from household appliances, is also borne on kitchens, bathrooms, ceramics, furniture, water heaters, radiators, air conditioners, small household appliances, and consumer electronics.
AMONG THE MOST ECONOMICAL IN EUROPE
A WINDOW INTO THE FRIDGE
The German Institute of Applied Ecology
No longer will you
(Ă–ko-Institut E.V.) placed the Gorenje RB 4139 W
have to stand in front
refrigerator on the top of the EcoTopTen list of
of an open refrigerator,
most ecologically sound appliances. With total an-
wasting power and thus
nual costs amounting to no more than EUR 51, it
imposing more burden
is the most economical among the free standing
on the environment. By
refrigerators with height of up to 88 centimetres.
a touch of the screen on
The EcoTopTen list only features appliances that
the Gorenje Pininfarina re-
meet the criteria of the A++ energy class, which
frigerator, a square glass
means up to 45 percent of power savings. Gore-
surface in the middle of
nje household appliances met the most stringent
the black strip is lit from
criteria of the EcoTopTen list for the third con-
the inside, thus becoming
secutive year.
transparent and turning into a window that enables you to peek inside the refrigerator without having to open it.
SPRING-SUMMER  2008, ISSUE 1
74 HIGHLIGHTS
THANK YOU, GRANNY! It has often been wondered, when did Ora-Ïto, the renowned designer of the younger generation, first heard of Gorenje. Now we know that his first encounter with these appliances took place in his grandmother’s kitchen. Perhaps his visionary genes are also inherited from her?
THE CULT COLLECTION GORENJE PININFARINA Due to their distinctive design, Gorenje household appliances are nearly collector items. The author of the Gorenje Pininfarina Black collection Paolo Pininfarina places it right next to the designs from the eighties and the nineties: the revolutionary table lamp Artemide “Tizio” by Richard Sapper, and the six-CD changer by Bang & Olufsen.
GORENJE LIFE STYLE MAGAZINE