Platinum Home Appliances Design · 2022
Lavazza Classy Plus Coffee Machine
- A' Design Award 2022 Platinum Winner in Home Appliances Design
- Awarded April 15, 2022
- CLIENT: Lavazza
- Estimated Number of Design Views: 2,365,974
- Verification code 3AB19BDC7D · Verify this award
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.
Within the contemporary landscape of domestic object design, Florian Seidl's Classy Plus Coffee Machine emerges as a particularly refined meditation on the intersection of sculptural presence and quotidian functionality, positioning itself within a lineage of considered home appliance design that elevates everyday rituals to aesthetic experiences. The work demonstrates exceptional command of form language, employing a compressed vertical silhouette that maximizes countertop efficiency while projecting an architectural confidence rarely achieved in the appliance category. The designer's decision to crown the composition with an arched carrying handle transforms a utilitarian element into a defining visual gesture, one that simultaneously references classical portal forms and introduces an unexpected gracefulness to the machine's otherwise rectilinear vocabulary. The circular control interface represents a masterful compositional choice, establishing a focal point that organizes the surrounding form while suggesting the cyclical nature of the coffee ritual itself. The chromatic restraint exhibited throughout, limiting the palette to deep blacks and brilliant chromes, demonstrates sophisticated understanding of material semiotics in premium product design, where reduction of color allows attention to focus on surface quality, proportion, and formal articulation. The transparent vessel positioned within the dispensing cavity creates a moment of visual transparency within the otherwise opaque mass, a window into the machine's function that also introduces material variety through glass against polymer contrast. Technical execution appears impeccable, with seamless transitions between surfaces suggesting precision manufacturing and careful attention to detail resolution at every joint and junction. The overall effect positions this appliance not merely as a kitchen tool but as a considered object worthy of visual appreciation, one that enriches the domestic environment through its presence and invites the user to contemplate the aesthetic dimensions embedded within functional design.
Press Kit
- 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.
- 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.
- 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.
- Image Credits
- Lavazza
- Patents
- Design patent/registered design, Patented Milk frothing System
Colors of Lavazza Classy Plus Coffee Machine
Get Lavazza Classy Plus Coffee Machine
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.
G0E2 ShopDesign Interview about Lavazza Classy Plus Coffee Machine
Classy Plus has been designed especially for offices and the North American market.
We focussed on the creation of a compact office coffee machine for the american market.
The product is currently on sale and successful on the market.
The product was designed quickly in a rather streamlined process.
Lavazza needed a new product specifically for the North American market.
The appliance has been developed by Lavazza in Italy and is currently in production. It is an important part of the product range.
The main product architecture was based on an existing product and updated to fit the new specifications.
The product was designed and developed internally. The design theme was quite clear from the very beginning and then the proposal was further developed and brought into production.
The appliance is designed for the North American market. Anyone looking for good authentic, Italian coffee - be it espresso or milk based beverages like cappuccino or latte macchiato - is part of the target group.
A well resolved design within the Lavazza range for more professional products and the North American market. Italian design with incredible attention to detail. The directly integrates milk frother and the double shot selection are unique features.
The name was developed by colleagues from the marketing department.
The design process involved everything from analog and digital sketching to 3D modeling, a series of physical mock-ups and prototypes.
The design is sophisticated and well resolved with a lots of attention to detail. And again, the integrates milk frother and double shot feature are unique aspects.
The design was developed by the small in-house team in collaboration with colleagues from the technical department.
Technology allowed us to create a solid and pleasant user experience that puts convenience at the center. The touch sensitive user interface with acoustic feedback and the integrated milk frother are probably the most evident areas.
The design was developed based on market analysis, the target group and relevant trends.
We had to adapt our design approach for a different market with different needs.
Design competitions play an important part in communication. They help in product and brand positioning. This is why we submit our products to these competitions.
We learned how quirte a lot about the needs of the North American market.
That's all.
Grand Interview about Lavazza Classy Plus Coffee Machine
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.
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.
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.
We already had strong evidence from the North American market that a feature like this would bring a lot of added value to the product. So once we had identified this need we had a clear direction. During the following product development process we just had to find a way to make it work from a technical side as well.
From a formal point of view the circular user interface was very important as it is a super iconic design element we had already used on several other products before. The interface itself is capacitive and the layout of the selections and the icons have a clear visual hierarchy to enable a truly intuitive user experience.
Well, this is what we do, isn't it? As designers, here at Lavazza Group, we always have to make sure our products can handle the proper preparation of really excellent coffee on a professional level, while also guaranteeing that the products are widely accessible and extremely easy to use. I'd say, i's simply our job. Wouldn't you agree?
Having a clear vision and a shared idea of what you want to achieve certainly helps. Communication and collaboration within the team is key. You'll have to have a certain flexibility in interpreting the circumstances and adapting to immediate technical needs or requirements. Always while keeping the bigger picture in mind and steering the overall outcome in the right direction to make sure the original design intent remains intact.
We use differences in surface finishes partly for functional reasons like cleanability and also to visually guide the user and structure the product. In this particular case the main body is textured and the side panels are glossy. Then inside the cup area we applied a precise horizontal pattern, as we do on all our products.We use the metal accents to emphasise areas of direct user interaction, like the user interface, the lever or the cuprest.
Small offices have one thing in common: they are small. So, "kitchen counter real estate", if you will, is rather limited. This is the reason why a compact footprint is such an important requirement for small appliances in this context. Other than that it's all about an intuitive user experience and reliability, easy serviceability and maintenance.
With Classy Plus we have a great and innovative new product available on the North American market. This is also a great learning opportunity for us and we'll be able to better understand what works there and if there are any critical points. Each specialized market has its peculiarities and every future product development needs to take this into account.