Reduced to the essentials

Our fundamental design philosophy is once again evident here with particular clarity. Precise lines, a understated design language and a deliberate focus on intuitive usability create a product that strikes a balance between functionality and aesthetics.

The result is a timeless design that endures beyond short-lived trends.

As a first step, we conducted a market analysis to examine consumer behaviour in China in great detail. Ventilation proved to be a major challenge for a design intended to blend into living spaces.

This is a problem familiar in Germany too: to prevent mould from forming, the machine’s loading flap must remain open when it is not in use. It’s not a pretty sight, even in Central Europe, where humidity is generally not as high as it is between the Pacific and the Yangtze.

It was also important to us that the design be as minimalist as possible. Not only for aesthetic reasons, but also because having as few switches, buttons and gaps as possible is advisable for the maintenance and cleaning of the machine. The result of our analysis: in some areas, this otherwise well-designed product offers scope for improvement.

First, we turned our attention to the loading door. After the wash cycle, this protrudes by two centimetres, thereby signalling that the wash or dry cycle has finished. Furthermore, the resulting opening allows the ventilation process to begin immediately, without the annoying ‘open-door effect’.

To minimise the number of controls, a TFT display is used, complemented only by a rotary knob and an on/off switch. Both the display and the filling and cleaning flap sit extremely flush with the front panel and follow the curves of the machine, creating a particularly minimalist look.

The exclusive, extrusion-like appearance is complemented by the use of brushed stainless steel and an elegant, injection-moulded plastic cover.

As a result, Panasonic has replaced almost all components to achieve a timeless design and has completely overhauled its production processes compared to its mass-market products. This is precisely why the project inspired and motivated us: because, together with the client, we were able to completely rethink design from a functional perspective.