Lavazza Classy Plus Coffee Machine by Florian Seidl is a highly esteemed winner of the very prestigious 2022 Platinum A' Design Award in Home Appliances Design Competition Category.
PlatinumHome Appliance· 2022
Lavazza Classy Plus Coffee Machine
Client: Lavazza
Platinum A' Design Award Winner in Home Appliance Category
Verified Award Winner
Verify Award Status for #139457The Design
About Lavazza Classy Plus Coffee Machine
Classy Plus is an all in one espresso and coffee brewer designed for the North American market, offering the complete experience of Italian coffee culture from espresso to cappuccino or latte. In addition, the machine also has a filter coffee selection and a double shot function to cater for specific preferences of this market. Classy Plus is Ideal for small offices and conference rooms. Its slim design is building on Lavazza's established form language in this segment. It is characterised by a contrasting exterior shell enveloping the main body and embossed Lavazza logos on the sides.
The Recognition
About the Platinum A' Design Award
Lavazza Classy Plus 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 Classy Plus Coffee Machine exhibits a transcendent level of excellence and unequivocally makes the world a better place with its advantageous and worthwhile characteristics. Lavazza Classy Plus Coffee Machine is a Platinum A' Design Award-winning work that triggers desires, inspires, excites, delights, and sparks great joy.
Where to Get It
Industrial Design Consultation and Strategy
We bring extensive experience in consumer product design with a strong focus on brand identity and user experience. Our expertise spans from coffee machines to automotive design, creating products that combine Italian craftsmanship with market-specific innovation. We offer strategic design consultation and creative direction.
Contact UsInterviews
Design Interview
What is the main principle, idea and inspiration behind your design?
Classy Plus has been designed especially for offices and the North American market.
What has been your main focus in designing this work? Especially what did you want to achieve?
We focussed on the creation of a compact office coffee machine for the american market.
What are your future plans for this award winning design?
The product is currently on sale and successful on the market.
Grand Interview
Your innovative approach to combining Italian coffee culture with North American preferences in the Lavazza Classy Plus Coffee Machine has earned prestigious recognition - could you elaborate on how you balanced these distinct market requirements while maintaining the authentic Italian espresso experience?
In the beginning of the project we really tried to understand the user needs and the specific preferences of the North American market. We then set out to integrate and weave these findings into our own development process and make sure the actual product resonates with the users. That's how we were able to balance the market needs with our own Italian identity.
The slim, professional aesthetic of the Lavazza Classy Plus Coffee Machine features a distinctive contrasting exterior shell with embossed logos - what inspired this specific design language, and how does it reflect both Lavazza's heritage and contemporary office environments?
Classy Plus has a compact footprint and a very elegant, well structured volume. The form language is very much in line with other Lavazza products developed previously for the European market. Especially elements like the embossed logos on the sides and the chrome ring around the user interface link Inovy Plus to the rest of the product family.
How did the development of the Lavazza Classy Plus Coffee Machine's patented milk frothing system address the specific challenges of creating authentic Italian milk-based beverages in an office setting?
The great advantage of this unique feature is the preparation of all the espresso based beverages like cappuccino or caffè latte directly in the dedicated glass mug. There is no extra chiller that takes space or milk container that someone would actually need to clean afterwards. In the office you can just get a series of extra mugs and they can just be put into the dishwasher.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Classy Plus has been designed especially for offices and the North American market, offering the complete experience of classic Italian coffee culture - from espresso to cappuccino or latte. In addition, the machine also has a special filter coffee selection and an innovative double shot function to cater for specific needs and preferences of this market and its users.
- Dimensions & Packaging
- Dimensions: 164mm / 376mm / 332mm, Weight: 5,9kg,
Power: 1250W, Voltage: 120, Frequency: 60 Hz.
Removable parts are dishwasher safe. It comes nicely boxed along with a Quick Start Guide and a more detailed instruction booklet. - Tags
- Lavazza, Coffee, Espresso, Cappuccino, Latte, milk frother, touch interface
- Production Technology
- main shell: plastic (ABS), finishing textured/glossy
water tank: plastic
drip grid, lever: metal
feet: silicone rubber - Design Challenge
- The project was developed in a short time frame on an existing platform. It was important to stay true to the established form language of this business channel and consider specific user needs of this specific target market.
- Research
- Development process through conceptual and formal research, 3D modelling, physical mock-ups, prototyping.
- Inspiration
- Classy Plus is ideal for small offices and conference rooms. Its slim, sleek design is inspired by professional Italian coffee equipment and is building on Lavazza's established form language in this segment. Slightly more serious and professional but still recognizably Italian in surfacing, details, and finish. It is characterised by a contrasting exterior shell that envelops the main body and shows embossed Lavazza logos on the sides. The simple user interface is placed prominently in a circular element at the front and main touchpoints are emphasised by metal accents.
- Project Duration
- The project was designed in Turin, Italy.
- Operation Flow
- Classy Plus is an all-in-one espresso and coffee brewer. Simply lift the lever, insert a capsule, place a cup on the grid and make espresso. Or use the dedicated glass mug to easily froth your favourite milk-based beverage. The machine is easy to use, and the touch interface offers six selections: Espresso, Lungo, Coffee, Macchiato, Cappuccino and Latte. It also has a double-shot function. The height of the drip tray can be adjusted effortlessly. The water tank in the back is big and transparent, so you will always know when it is time to refill. Classy Plus is also easy to clean.
- Patents
- Design patent/registered design, Patented Milk frothing System
- Team Members
- Florian Seidl
- Image Credits
- Lavazza
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