Everything which isn't essential will be reduced by time. With this narrative in mind, the design team started out by scaling back on the number of colours, materials, surface finishes and housing parts, to remove the feeling of complexity and to make it more approachable and joyful, which are key values of the Husqvarna Viking brand. To make this theme pop throughout the design, a direction which meant utilizing scalloped surfaces and tensed lines to create an overall hollowed expression was chosen.

The core inspiration for the design expression came from The Kannesteinen Rock, placed on the coast of Norway which has been partially consumed by wind and water through time. Same goes for the organic yet somewhat structured pattern as it can be spotted in the layers of sand in the Arizona desert or in the age rings within a tree, telling a story of time passing by.

The approach, from a product design perspective, landed in a deep analysis of the predecessor Designer Epic™ and generated four different design directions. From a color and material perspective, a trend analysis was executed along with several possible color themes.

The color themes range from subtly sophisticated to strikingly bold and unique, enabling the consumer to choose the combination that best reflects their mood and personality. The three more sophisticated themes build on a sense of empowerment and confidence. The boldest and most unique colour combination, Emotive Chroma, really grabs your eye as hot pink and orange plays off one and other, evoking feelings of optimism and energy.

Customization is key for the immersive physical experience. There is a need for uplifting, enlightenment and a new positivity. The use of color is not just a case of injecting these bolder newcomers in full, it is about understanding the mood and creating new combinations that will deliver to all sectors.