glm springsummer 08

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.”

GORENJE LIFE STYLE MAGAZINE

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

GORENJE LIFE STYLE MAGAZINE

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.

GORENJE LIFE STYLE MAGAZINE

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