Designer Epic™ 2

Reduced by time

Challenge

The challenge given to us by Husqvarna® Viking® was to completely rethink their sewing and embroidering flagship machine called The Designer Epic™. We were to find a balance between contemporary design, the Husqvarna® Viking® brand while making a new product more approachable and intuitive than its predecessors.

Result

Besides a renewed expression, the machine also holds new features such as integrated dual feed and a laser guide function. The Designer Epic™ 2 is the new sewing and embroidery flagship of Husqvarna® Viking® and was launched by SVP Worldwide in 2019. In 2020 it was awarded with a Red Dot Design Award.

Challenge

The challenge given to us by Husqvarna® Viking® was to completely rethink their sewing and embroidering flagship machine called The Designer Epic™. We were to find a balance between contemporary design, the Husqvarna® Viking® brand while making a new product more approachable and intuitive than its predecessors.

Approach

The approach, from a product design perspective, landed in a deep analysis of the existing 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.

Result

Besides a renewed expression, the machine also holds new features such as integrated dual feed and a laser guide function. The Designer Epic™ 2 is the new sewing and embroidery flagship of Husqvarna® Viking® and was launched by SVP Worldwide in 2019. In 2020 it was awarded with a Red Dot Design Award.

Story

Imagine an object standing outside in harsh conditions for a thousand years. Everything which isn't essential has been reduced by time.


With this narrative in mind, the design team started out by reducing the number of colours, materials, surface finishes, housing parts, etc. This was done in order to decrease the feeling of complexity and to make the product feel more approachable and joyful, which are key values of the Husqvarna Viking brand. To make this theme really stand out throughout the design, a direction which meant utilizing scalloped surfaces and tensed lines to create an overall hollowed expression was chosen. The Kannesteinen Rock was a big source of inspiration in the early phases of the design process. This is a stone on the coast of Norway, which has been partially consumed by wind and water through time. The pattern implemented on the Designer Epic 2 also derives from the inspiration of organic layers of time, such as the, layers of sand in the desert of Arizona or the age rings in the cross section of a tree. This pattern mirrors the feeling of fabric flowing in dynamic ways when making creations with the Designer Epic™ 2.


Water curved stone in Norway and age rings in Arizona desert
From left: Kannesteinen Rock, Norway, Antelope Canyon, Arizona, USA
Collage of design sketches for Designer Epic 2
Concept sketches

Colour themes & patterns

The color themes of Designer Epic 2 range from subtly sophisticated to strikingly bold and unique, enabling the consumer to choose the combination that best reflect hers or his 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. Pink and orange play off one and other, evoking feelings of optimism and energy. Customization is a 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.

To continue the hollowed reduced story and emphasise this mood even further, the pattern which appears on several parts of the Designer Epic 2 is also inspired by the effect time has on objects in nature. The organic yet somewhat structured pattern can be spotted in the layers of sand in the desert of Arizona or the age rings within a tree, telling a story of time passing by.

Burgundy themed collage in design process for Designer Epic 2
Moodboard for Burgundy Blush

Pantone color samples and sewing machine sketch on table
Color & Material selection process

Result

It takes a lot to grab our attention today and even more to keep it. The physical world around us is competing with the digital world in our phones and computers. The entertainment, retail, art and marketing industries are seeing positive results from building immersive brand experiences, such as virtual and hybrid events, exhibitions, trade shows, and pop ups. The next level of wow factor is using cutting edge technology tools to deliver multi-sensory experiences that appeal to all five senses, creating loyalty and building emotional relationships with consumers.

The Husqvarna Viking Designer Epic 2 is a sewing machine based on the mindset of a reduced expression, in order to illuminate what truly matters to the user. Focus has been put into creating a continuous 360 degree design and to creating a pattern which is in line with the story the product has to tell. To suit different users moods and personalities a range of four colour themes where created. The Designer Epic™ 2 was launched by SVP Worldwide in 2019. In 2020 it was awarded with a Red Dot Design Award.

The Husqvarna Viking Designer Epic 2 draws attention with both its reduced design language and its user-friendly functions and convenient touchscreen.
- Red Dot Jury Statement


 

Woman in yellow shirt sitting with burgundy Designer Epic 2 Sewing machine

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Want to know more?
Get in touch with:
Mårten Rittfeldt
Creative Director | Founder
+46 704 20 77 33
Want to know more?
Get in touch with:
Mårten Rittfeldt
Creative Director | Founder
+46 704 20 77 33

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