Our relationship with PFAFF began in 2011 with a competition. Our winning design pitch set the foundation for a long term collaboration, that has resulted in some of our most iconic work as a design studio. From PFAFF’s brand we developed the design values that applies onto all the machines.
360 ° design - a new visual expression focusing on giving the whole machine the same attention from all angels, by linking all surfaces and elements in smarter ways, making sure the front and back holds the same visual quality.
Imaginary room - we highlight the most interactive parts of the machine. This combined with a clean backside and a large corner radius creates an imaginary room between the user and the machine.
Precision cut - every part line is cleverly placed and integrated in the form, as well as all smooth surfaces are combined with precise cuts.
Sophisticated - A combination of surface treatments. With both gloss and matte surfaces we enhance the visual expression and strengthen the tactile experience in a subtle way.
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 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.
A few years back the most ‘aggressive’ shaped PFAFF machine was 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 latest collaboration with SVP’s other brand, Husqvarna Viking and their ‘Designer Epic™ 2’.
The concept of 360-design has been a true success factor. Caring for the small details and seeing all sides of the machines as potential fronts, having elegancy as a part of every view is not just a design element - it is a sales argument.
Another innovative expression is Imaginary Room. This involves creating a fictive space between the user and the machine. On PFAFF's passport 2.0 the curved white back embraces the space and contrasts with a black front area to emphasise the creative interplay between the sewing enthusiast and the sewing machine. PFAFF's award winning Creative Icon has the same feeling of connection between the machine and the user - a feeling of a personal bond. It is just you and the machine.
Our long-term collaboration with PFAFF has resulted in some of our most iconic work as a studio, and testifies as great showcases for updating brands without compromising their strong heritage and values.