38
www.thedesignermagazine.com
For
an appliance manufacturer that evaluated I think. one is to experiment with
has come a long way in a short different materials, instead of being stuck
space of time, it is refreshing to hear that forever with a combination of glass and
the chief executive has managed to retain his stainless steel.
enthusiastically direct approach to the design “The other is to consider how
principles on which the business is based. technological changes inside the oven might
Enzo Balestrazzi is perhaps unusual in be able to unlock new possibilities for its
being a company head that takes something outer appearance. Technology can heavily
of a hands-on role in the design of the influence the aesthetics of a product and
products his company produces. “There has this will be a factor of growing significance
been – and still is – a strong link between moving forward.”
the design of our products and myself on As part of the quest to find that ‘next
a personal level. In the early days of the big thing’, Baumatic also works with
company, it was perhaps more so, but now students to tap into a young source of
we are bigger, I’m not so often involved in potential creativity and whose thought
the whole process from start to finish.” processes are hitherto untainted by the
“Now, it is more typical that the ideas constraints that those working in the
that I come up with I will submit to my industry can tend to be restricted by.
design team to develop and take on to Separate initiatives working with students
the next stage. I will then not get involved both on a design level and a technical level
again until further along the process, when enable the company to cover both of these
computer renderings and other drawings key areas and undertake ongoing dialogue
have been made. When decisions need to be which could, one day, uncover a new way of
made about the positioning of functions and looking at kitchen appliances.
the overall aesthetics of a product then that’s It all comes back down to that age-old
the other main stage in which I look to take question, says Balestrazzi, of ‘what is design?’
an active role.” “In its simplest terms, it’s about making a
Since its formation in 1992, Baumatic’s product that is appealing but which also
approach to design has been to utilise a solves a problem. It is hard to say whether
combination of internal skills of its own one is more important than the other. In
Italy-based design team, as well as the reality, good design combines the two.”
external input of an independent design And yet whilst successfully achieving
studio – Studio Solari, headed by Italian a high degree of functionality is a difficult
architect Alberto Solari. challenge in its own right, making a product
“our approach is quite polarised which appealing is perhaps tougher still, he says,
we find provides the broadest possible range because to do this well it has to appeal to
of ideas.” different parts of the human brain – the
Attention to design detail is not just the preserve of the top-end appliance manufacturers, as
Baumatic President Enzo Balestrazzi explains to Martin Allen-Smith
Some of the ideas that are put forward emotional part that sees the product and
for Balestrazzi’s consideration are, he says, desires it, and the rational part that considers
very interesting, but sadly too ‘immature’ the cost.
from a product development point of “The emotions of the consumer are not to
view. “Some of the suggestions contain an be underestimated and neither can you take
element of risk which is simply too high for for granted the level of rational thought that
that particular point in time. For the future will go into a purchasing decision. Further
though, who knows?” complicating this process is the fact that of
Coming up with the next big thing in course some people are more emotional than
the world of kitchen appliances is of course others and some are more rational than others.”
the big challenge facing all manufacturers. Baumatic considered all these factors
“As we go on, it is getting increasingly in producing its Dance Partners range of
difficult,” Balestrazzi says. “If you take the brightly coloured appliances, and Balestrazzi
core product – the oven – on a 60cm x admits that there is something of a ‘Marmite
60cm square, there is a limit to what you can effect’ at play here. “Some consumers will
do. If you look at the industry as a whole, love it and others will not. But even those
everyone is just playing at how the controls that love it may be a little scared and decide,
are arranged around the glass, the shape of in the end, to opt for something a little
those controls. There comes a point however ‘safer’.
where we need to start re-visiting some of “Thankfully, not everyone
the main design principles that first came wants ‘safe’.” designer
about 5 or even 10 years ago.
“In this restrictive 60cm x 60cm space, Baumatic UK
there are two elements that have to be re-
www.baumatic.co.uk
Enzo Balestrazzi p.indd 38 24/7/08 10:20:53
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