Lavazza Desea Coffee Machine by Florian Seidl is a highly esteemed winner of the very prestigious 2020 Platinum A' Design Award in Home Appliances Design Competition Category.
PlatinumHome Appliance· 2020
Lavazza Desea Coffee Machine
Client: Lavazza
Platinum A' Design Award Winner in Home Appliance Category
Verified Award Winner
Verify Award Status for #104729The Design
About Lavazza Desea Coffee Machine
A friendly machine designed to offer the complete package of Italian coffee culture: from espresso to authentic cappuccino or latte. The touch interface arranges the selections in two seperate groups – one for coffee and one for milk. The drinks can be personalized with boost functions for temperature and milk foam. Necessary service is indicated in the center with illuminated icons. The machine comes with a dedicated glass mug and applies Lavazza’s form language with controlled surfacing, refined details and special attention to colors, materials & finish.
The Recognition
About the Platinum A' Design Award
Lavazza Desea Coffee Machine is a Platinum A' Design Award winner, an extremely prestigious recognition granted to truly exceptional, elegant, and magnificent designs. Platinum winners are marvels of creation, testaments to the limits of intellectual creativity, and demonstrate the unmatched professionalism and genius of their designers. These designs are expected to be the most renowned works that define the aesthetics of an era, contribute to the well-being of society, and push the boundaries of art, science, design, and technology. Lavazza Desea Coffee Machine exhibits a transcendent level of excellence and unequivocally makes the world a better place with its advantageous and worthwhile characteristics. Lavazza Desea Coffee Machine is a Platinum A' Design Award-winning work that triggers desires, inspires, excites, delights, and sparks great joy.
Where to Get It
Strategic Industrial Design Services
We bring award-winning expertise in consumer product design to your project. With experience spanning automotive to home appliances, we create innovative solutions that balance aesthetics, functionality, and brand identity.
Contact UsInterviews
Design Interview
What is the main principle, idea and inspiration behind your design?
A friendly and sophisticated machine designed to offer the complete package of Italian coffee culture: from espresso to authentic cappuccino or latte. All while being a natural extension of the Lavazza A Modo Mio product line.
What has been your main focus in designing this work? Especially what did you want to achieve?
We were looking for a high end user experience and translated this into a open hearted and well resolved design.
We also worked hard to visually contain the overall dimensions of the product. This is evident in the lowered shoulder profile and the black base of the appliance.
What are your future plans for this award winning design?
At the moment the product is on the market and quite successful.
Grand Interview
Your innovative approach to the Lavazza Desea Coffee Machine's touch interface, organizing selections into distinct coffee and milk groups, represents a significant advancement in user experience design - could you elaborate on the research and insights that led to this intuitive arrangement?
I think every user interface should have some sort of visual hierarchy in order to facilitate user interaction. The user interface of Deséa is quite complex for a coffee machine and it really seemed quite natural to arrange the selections into two distinct groups: one for coffee and one for milk based beverages.
The Lavazza Desea Coffee Machine's form language, with its controlled surfacing and refined details, appears to draw inspiration from diverse sources including vases and automotive controls - how did these varied influences shape your design decisions and contribute to the final aesthetic?
We were looking for inspiration in many different areas when designing this product. The pronounced shoulder line is indeed inspired by a vase that I came across during the design process. I realized how the specific section would help us to achieve a lower perceived height. While the automotive controls have been an important reference for the development of the user interface.
As the design manager at Lavazza's Innovation Center, how did you ensure the Lavazza Desea Coffee Machine maintained brand identity while pushing boundaries in both functionality and form?
I think it is important to design a new product in a way that it remains an expression of the values, the identity and the established form language of a brand while evolving in order to stay relevant and contemporary. Every new product should be part of the family, but still have it's very own personality and soul. This is not easy. A tricky thing.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- A friendly machine designed to offer the complete package of Italian coffee culture: from espresso to authentic cappuccino or latte. The touch interface arranges the selections in groups – one for coffee, one for milk. Drinks can be personalized with boost functions. Necessary service is indicated in the center. The machine comes with a dedicated glass mug and applies Lavazza’s form language with controlled surfacing, refined details and special attention to colors, materials & finish.
- Dimensions & Packaging
- 145mm / 380mm / 280mm
4,5 kg - Tags
- Lavazza, Coffee, Espresso, Cappuccino, touch interface
- Production Technology
- injection molding (ABS/SAN), glas, steel grid, painted main shell
- Design Challenge
- Much effort went into developing a shared common platform for two machines (Idola and Deséa) at the same time.
- Research
- conceptual and formal research, 3D modeling, mock-ups, prototyping
- Inspiration
- The product was designed to be a natural extension of the Lavazza A MODO MIO product line. The shoulder profile of the main shell lowers the perceived height of the product and the overall design was inspired by a series of different products - examples include a vase and automotive interior controls.
- Project Duration
- Turin, Italy
- Operation Flow
- Patented milk foaming technology, intuitive touch interface with acoustic feedback, quiet operation
- Team Members
- Florian Seidl
Angelica Rella
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
