Electrolux announced the theme for the 2012 Design Lab. The theme of the 10th anniversary competition is Design Experience.
The brief for Design Lab 2012 challenges design students to draw inspiration from professional experience creators - such as chefs, architects, interior designers, or hotel designers - to design home appliances that will provide a fuller sensory experience. This experience may come about through state of the art technology or it might be through a clever blend of textures and surfaces.
Entrants will also need to consider the heritage of Electrolux. Submissions should reflect Scandinavian Design values by being sensitive to the environment, providing intuitive ease of use and aesthetic appeal.
"I believe the importance of our sensory perception is underestimated in a lot of today's design," said Henrik Otto, SVP of Global Design at Electrolux. "Too much importance is accorded to the visual. What if we could incorporate our other senses into design? Could we smell who's calling? Or feel what's on TV?"
Eight finalists will each be invited to participate in a final event in the autumn of 2012 held within a European city to present their individual concept to a jury of expert designers. The jury will consider entries based on intuitive design, innovation, aesthetic qualities and consumer insight when awarding the first prize of a six-month paid internship at an Electrolux global design centre and 5,000 Euros. A second prize of 3,000 Euros and third prize of 2,000 Euros are also on offer.
Deadline for entries is June 1, 2012.