Press release
29 August 2012
Kiwi Student in Top 30 as Electrolux Design Lab Semi-finalists Announced
What do a washing machine you use like a hula hoop and a refrigerator wall that stores food in pockets have in common?
Two things: They are both semi-finalists in Electrolux Design Lab 2012 and both look to change household tasks in new
and interesting ways.
From five continents, 30 semi-finalists have been selected to compete for a place in the final of Electrolux Design Lab
2012. Over 20 countries, including New Zealand, are now represented and from these, 10 designers will be chosen to
compete in the final to be held in Milan, Italy on October 25, 2012.
New Zealand’s own Ben de la Roche, of Massey University, is one of the semi-finalists with his “Impress” refrigerator
submission. Promising to change the way we refrigerate, he offers a sustainable and unique solution to food storage.
In the 10th year of the Electrolux Design Lab challenge, the semi-finalists - who best reflected the Electrolux design
philosophy - drew inspiration from experience creators such as professional chefs or interior designers.
October Finals in Milan
Ten finalists will each be invited to participate in a final event on October 25th, 2012, held in Milan, Italy and
present their individual concept to a jury of design experts.
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 will also be won by stand-out contenders.
About Electrolux Design Lab
Electrolux Design Lab is a global annual design competition inviting students and recent graduates of industrial design
to compete for a six-month paid internship and prize money by submitting ideas that develop the sensory experience of
home appliances.
Electrolux Design Lab’s 10th Anniversary challenge to international design students is tied to Electrolux professional
expertise in a theme that stimulates all senses.
The 30 semi-finalists can be seen in the attached PDF, Ben de la Roche’s Impress is number 27.
ENDS