Outstanding design: BMW Group DesignworksUSA develops new design language for Saeco.

Outstanding design: BMW Group DesignworksUSA develops new design
language for Saeco. Unique, holistic, and sophisticated: Strategic
partnership helps manufacturer of fully automatic coffee machines
acquire a new design identity and win a red dot product design award
2007. Munich. Coffee is booming. Whether "to go" or enjoyed
within an exclusive atmosphere, the pleasure of drinking this
stimulating hot beverage is becoming more and more popular. This
new-found lust for coffee is also increasingly wetting people's
appetite for exceptional products. This significance is underlined by
the Saeco company's latest product statement. In collaboration with BMW
Group DesignworksUSA's Munich studio, the leading manufacturer of fully
automatic coffee machines for domestic use has revised the look of its
entire product portfolio. The brand's passion for coffee making is
reflected in the appearance of the three new product lines: Primea,
Talea, and Odea. The high demands made on each individual product have
been translated into a clearly differentiated and unique design
language. The integrated approach to the product experience and the
high quality of design have now also been honored by the
internationally renowned red dot award for outstanding product design.
The new model Saeco Talea Touch has been presented with the red dot
design award 2007. The coveted award for one of the first products
boasting the new design underlines the success of the joint
collaboration between Saeco and BMW Group DesignworksUSA. In order to
unfold its entire brand potential, the Italian premium manufacturer has
opted for a comprehensive reorientation in the design of its automatic
coffee machines, and has chosen a partner offering competence in design
strategy, product design, interface design as well as colour and
material design. Experts at BMW Group DesignworksUSA were deeply
involved in the entire product development process in order to utilize
the new design language in asserting the qualities of the newly
developed automatic coffee machines and the fundamental values of the
Saeco brand. BMW Group DesignworksUSA: Multifaceted competence. The
global design consultancy and BMW Group subsidiary with studios in
Munich, Los Angeles and Singapore, partners with a number of leading
organizations, in the field of IT and consumer electronics, lifestyle
and sport as well as in the yacht and aviation industry. Unique to BMW
Group DesignworksUSA, they have both an automotive and industrial
design studio, enabling the transfer of collective knowledge and
inspiration from automotive design to product design and vice versa.
Thanks to the multifaceted experience of BMW Group DesignworksUSA, it
was possible to fulfill the high demands expected of an integral and
premium quality brand identity for the Saeco company. The basis of the
close and extensive cooperation was a mutual approach in strengthening
design as a crucial instrument in achieving Saeco's corporate goals.
During a process lasting several years, an integral and sophisticated
design language was developed for use on all new product lines. A
harmonious combination of design and technology. The complex and
far-reaching concept required that the various aspects of reorientation
were brought together. During intense consultation and coordination the
project's objectives were determined, derived from the brand, and
geared towards each target group. The harmonious interplay between
technology and design was a very special challenge. The objective of
Saeco's project demanded the strengthening of the product identity in
all respects: including product architecture, gesture, color, material,
surfaces, operation and interface. Coffee drinking as an experience:
This demand on automatic coffee machines was implemented with respect to
quality, functionality, and polarization. A high degree of
individuality, emotion, and easy-to-operate technology are
characteristics of the three new product lines Primea, Talea, and Odea
by Saeco. They put on a convincing show with the superior presentation
of a new generation of fully automatic coffee machines. Even the
brewing of a simple espresso with a Saeco automatic coffee machine does
full justice to today's demands on hospitality and ambience. Let it
flow: The contour lines symbolize the flow of coffee. With this
unmistakable design theme Saeco wishes to express its passion for
coffee making and the unique positioning of the product. The prominent
two color tone and the animated enclosing surfaces encompassing the
round control elements in the middle of each coffee machine are a
supplementary and prominent design feature. Convenience of operation
right from the word go: The interface concept combines the advantages
of direct operation, direct selection of a desired type of coffee, with
extensive possibilities of individualization and different types of
specialty coffee. Additional outstanding features of the new models are
a clear, intuitive user interface and distinctive user semantics.
Symbols and instructions are elegantly styled and easy to understand.
Striking appearance: Thanks to the sophisticated design, the beholder
perceives every one of the new generation of Saeco fully automatic
coffee machines as a gem equally as beautiful as a sculpture. The
interplay between the inner and outer housing creates a unique frontal
view. High-finish surfaces, elegant flow of lines, refined details and
high-quality execution characterize the new models' impressive
appearance. Special features such as Saeco Brewing System (SBS) are
accentuated by additional visual and technical highlights. Three
product lines, one brand identity. Each of the model series Primea and
Talea features four different versions with the Odea line comprising
three variants. The design of all three lines of automatic coffee
machines follows a consistent design language; its concise basic
elements creating a brand identity. Consequently, each product is
instantly recognizable as a Saeco coffee machine. The visual
differentiation of the product lines corresponds with a model-specific
orientation towards each customer group and its individual
requirements. Primea: The new generation of fully automatic coffee
machines is spearheaded by the Primea Cappuccino line. It is the most
exclusive product line, capable of brewing the most varied coffee and
milk specialities at the push of a button. Optimized mixing is
facilitated by the direct addition of milk from an integrated
container. The outstanding character of this product line is reflected
in its design by distinctive styling and exceptionally high-quality
materials and contrasting colors. Talea: Typical attributes of the
Talea line are elaborate and subtle design as well as convenience of
operation: including a touch-screen display for the model Talea Touch
and a milk island, an additional milk frothing system. The design is
recognizable through exclusive and distinctive styling and a
well-balanced combination of colors. Odea: The compact Odea line is
both simple and dynamic. The Odea line's modern character excels
through concise styling underlined by an eye-catching use of color.
Authentic design as the factor of success of premium brands. With
their commitment to the development of the new Saeco product identity,
experts at BMW Group DesignworksUSA have once again given proof of their
outstanding conceptual and creative know-how. This know-how is based on
long-standing experience with premium products and leading brands. The
cooperation with premium manufacturers from various industries places
the highest demands on design quality. A design language is necessary
to express the uniqueness of the brand and provide the customer with an
exceptionally high-quality product. Therefore, the desires and needs of
consumers are emphasised not only when designing a product, but also
when developing design concepts and strategies. As a result of these
capabilities, BMW Group DesignworksUSA provides its clients with
valuable incentives for product conception, a factor of success in
achieving corporate goals. When designing the new line-up of automatic
coffee machines by Saeco, both the growing design affinity of the
target group and the technical characteristics of the products as well
as the values of the brand were taken into consideration. Modern
automatic coffee machines serve their users as a symbol of their
lifestyle. They enrich everyday life not only in terms of
functionality, but also through an eye-catching design. In this way
coffee enjoyment and excellent design both blend together into an
integral product experience. The design language of the new Saeco
automatic coffee machines is characterised by a close relationship with
their product attributes. Flowing lines separate the inner housing from
the protective casing and direct attention to the central elements
situated one above the other; these being the coffee bean container,
control unit and dispenser. The sight of the flow of coffee then
becomes a magnificent experience, perceptible even when the machine is
not in use. In this way the product is also making a brand statement.
Focusing on the passion for coffee is an elementary part of Saeco's
corporate philosophy. The design of the new automatic coffee machines
immediately reflects this demand authentically and comprehensibly. The
premium character of the products is not only based on individual
elements but on the coherent overall concept. Design development: Five
phases on the way to market readiness. The synthesis of authentic
design, optimised functionality, and emotional elements matures only in
an elaborate and painstaking process. From the initial idea to the
finished product, this process can be described as including five
phases: product identity, design concept creation, design development,
design refinement and design implementation. Product identity: In order
that the design should reflect vital statements pertaining to the
product and brand, it is vital that objectives are first thoroughly
examined. The designers must acquire a concise understanding of all
design-relevant factors. These include crucial basic conditions from
the field of marketing, sales, and production, but also other factors
such as functional and technical requirements as well as
production-related premises in context with the product. These are
complemented by the competitive position and corporate goals, core
competences, and brand values as well as product and brand history.
Complex tasks include the translation of brand attributes into design
characteristics. The meaning of brand characteristics is defined and the
interpretation transformed into product-distinguishing attributes.
Likewise, the desires and needs of the consumer world are analysed, its
lifestyle comprehended and conveyed to the overall character of the
product. This process includes the presentation, evaluation, and
refinement of various alternatives. The visual characterizations and
references derived from this search process serve as design criteria
and are essential in taking further action. This fundamental phase can
last from just a few weeks to several months. The interplay between
technical concepts and necessary basic product architectures, and the
product's appeal and design direction is one of the most challenging
tasks. After all, it is essential that all available technical
innovations are realized in such a way as to enable the potential user
to experience them as perfectly functioning, sensible, and visually
appealing features. Even at this early stage decisive factors are
initiated. For example, the design of control elements depends to a
large extent on how diversified the new product's functions are
intended to be. This all leads to design-strategic considerations
disclosing future options. The aim at the end of this phase is to obtain
a convergent and coherent image of all influencing factors and
potentials and their effect on the design of the product. The results
of this process are developed in collaboration with Saeco marketing.
Design concept creation: Phase two of the design process leads to a
contention of different concepts for the new product design. Knowledge
gained from the first phase is implemented within a spectrum of design
themes, whereby design becomes a tightrope walk within a creatively
intuitive and at the same time profoundly methodical procedure. The
maximum spectrum of ideas is demonstrated using design sketches.
Finally a concept is chosen which, under consideration of all relevant
criteria, provides the best representation of the aspired product
perception. When designing the new Saeco models, the shared
characteristics of all three product lines were conceived and the
scaling of the design theme defined for the positioning of each one.
Design development: The chosen concept is then developed using a 3D
Computer Aided Design (CAD) model. On the computer the designer
deconvolves the design concept through the presentation of all
design-relevant surfaces. This step is crucial to the final
form-finding and design quality. During this stage the designer
specifies the shape and theme of the product by means of the exterior
geometry and in close compliance with the engineering concept. The
virtual model serves the designer as a basis for the physical
validation of the selected design concept. During this phase technical
requirements and design intention are brought together. Detail
development: During the next stage on the way to series production all
aspects regarding details including: control buttons, textures, color
scheme, and product graphics are considered and the design
specifications harmonized with the product requirements. In order to
fulfill ambitious design intentions, innovations in the manufacturing
process and in production methods are also often necessary. It is at
thjs point that the product begins to take its final shape. Thanks to
the constant communication between designers, engineers, and production
specialists, it is ensured that the design can be employed for series
production in as many details as possible. Therefore, even subtle
details such as the dynamic design of the drip tray or the perfectly
modelled transitions between inner and outer housing surfaces also
correspond with the designers' vision of the finished product. At the
close of this fourth phase, the final design is defined in a so-called
"design freeze". The design data (3D CAD) is then handed over
to the engineers. Design implementation: During this phase certain
adjustments are necessary due to modifications made in the manufacture
of the product. In the final phase the main emphasis is therefore
placed on a minimum in modification in order to achieve maximum design
and surface quality. The structure and design process clearly
demonstrates how the intensity of the collaboration between BMW Group
DesignworksUSA and Saeco has affected the design quality of the new
fully automatic coffee machines. The integral design language and the
realization of the premium standard in all product details are a result
of this exceptionally close and significant cooperation between both
partners. For questions, please contact: Corporate Communications
Dirk Arnold, Product Communication Cars Tel: +49 89 382 22723, Fax: +49
89 382 20626 Kristina Weith, Product Communications Cars, Design and
Concept Cars Tel: +49 89 382 26707, Fax: +49 89 382 20626 Media
website: www.press.bmwgroup.com E-mail: presse@bmw.de BMW Group
DesignworksUSA's website: www.designworksusa.com.com