Sewing is an artform that requires precision tools. Ever since 1862, when Georg Michael Pfaff built his first sewing machine and started the GM factory PFAFF®, the company has strived for the same thing: to constantly innovate and modernise sewing technology.

The challenge for Creative Icon was to update Pfaff's design language and highlight the interaction between the user and the machine, whilst at the same time providing optimal precision, perfect control and maximum customisation options, even for the most demanding users.

We applied the concept of 360-design, where we treated every side of the Creative Icon as potential fronts, enabling an intuitive and personal interaction between the user and the machine. Carefully handling the minimalistic but bold heritage in a soft and inviting way.

The Creative Icon opened doors to a greater and more diverse market, introduced intuitive seamless UX in a technically complex device and won the most prestigious red dot award ''the best of the best''.

PFAFF Creative 1.5 is a simplified alternative to the Red Dot ‘best of the best’ awarded 'Creative Icon' and targets the dedicated user. The challenge was to keep the ground design values and express user-friendliness while making it for a lower price class.

Realising your vision through the vender is one of many challenges as a designer, and can sometimes result in unwanted design alterations. Due to a good vender relationship and close dialogue, our designers could successfully stir the design process in their direction, making us extra satisfied with the Creative 1.5.

A new silicone button panel also created the tactile feel we desired. As shown by positive user feedback and the machine being awarded by iF Award 2016, we were not the only ones to love this machine. 

Realising your vision through the vender is one of many challenges as a designer, and can sometimes result in unwanted design alterations. Due to a good vender relationship and close dialogue, our designers could successfully stir the design process in their direction, making us extra satisfied with the Creative 1.5.

A new silicone button panel also created the tactile feel we desired. As shown by positive user feedback and the machine being awarded by iF Award 2016, we were not the only ones to love this machine. 

PFAFF observed that its customers were showing an increased interest in a sewing machine that is easy to bring along to sewing classes, on holiday or when meeting friends for a sewing evening. They decided to develop a sewing machine that is lightweight, high quality, attractive and one that offers a full range of popular features. It should also lay the foundation for future product development.

Passport 2.0 was awarded with a Red Dot in 2013 with the following jury statement: ''This portable sewing machine in black and white has an appealing design. Its panel structure is easy to understand''

PFAFF observed that its customers were showing an increased interest in a sewing machine that is easy to bring along to sewing classes, on holiday or when meeting friends for a sewing evening. They decided to develop a sewing machine that is lightweight, high quality, attractive and one that offers a full range of popular features. It should also lay the foundation for future product development.

PFAFF observed that its customers were showing an increased interest in a sewing machine that is easy to bring along to sewing classes, on holiday or when meeting friends for a sewing evening. They decided to develop a sewing machine that is lightweight, high quality, attractive and one that offers a full range of popular features. It should also lay the foundation for future product development.

PFAFF observed that its customers were showing an increased interest in a sewing machine that is easy to bring along to sewing classes, on holiday or when meeting friends for a sewing evening. They decided to develop a sewing machine that is lightweight, high quality, attractive and one that offers a full range of popular features. It should also lay the foundation for future product development.

The expression series is the most ‘aggressive’ shaped PFAFF machine launched, once described as ‘’the Rolls Royce of sewing machines’’. This model was made following the same design values, but had new mechanics and a sharper expression. This was also when we first introduced a 3D-print design pattern on the plastic which fades in elegantly with the other surfaces. A 3D-pattern was also implemented in our collaboration with SVP’s other brand, Husqvarna Viking and their ‘Designer Epic™ 2’.

The expression series is the most ‘aggressive’ shaped PFAFF machine launched, once described as ‘’the Rolls Royce of sewing machines’’. This model was made following the same design values, but had new mechanics and a sharper expression. This was also when we first introduced a 3D-print design pattern on the plastic which fades in elegantly with the other surfaces. A 3D-pattern was also implemented in our collaboration with SVP’s other brand, Husqvarna Viking and their ‘Designer Epic™ 2’.

The expression series is the most ‘aggressive’ shaped PFAFF machine launched, once described as ‘’the Rolls Royce of sewing machines’’. This model was made following the same design values, but had new mechanics and a sharper expression. This was also when we first introduced a 3D-print design pattern on the plastic which fades in elegantly with the other surfaces. A 3D-pattern was also implemented in our collaboration with SVP’s other brand, Husqvarna Viking and their ‘Designer Epic™ 2’.

Affordable and fun to use for the young. The Smarter by Pfaff sewing machine was developed for the young creator who has just embarked on their sewing adventures. By retaining the essence of functionality and a focus on ease-of-use, we helped VSM create an entry-level machine that is easy to carry and fun to use.

Affordable and fun to use for the young. The Smarter by Pfaff sewing machine was developed for the young creator who has just embarked on their sewing adventures. By retaining the essence of functionality and a focus on ease-of-use, we helped VSM create an entry-level machine that is easy to carry and fun to use.

Affordable and fun to use for the young. The Smarter by Pfaff sewing machine was developed for the young creator who has just embarked on their sewing adventures. By retaining the essence of functionality and a focus on ease-of-use, we helped VSM create an entry-level machine that is easy to carry and fun to use.