Platinum Home Appliances Design · 2021
Lavazza Elogy Milk Coffee Machine
- A' Design Award 2021 Platinum Winner in Home Appliances Design
- Awarded April 15, 2021
- CLIENT: Lavazza
- Estimated Number of Design Views: 518,137
- Verification code 4800BF54C5 · Verify this award
About Lavazza Elogy Milk Coffee Machine
This coffee machine with integrated milk frother offers the complete package of Italian coffee culture: from espresso to cappuccino or latte. The design takes inspiration from Italian coffee shops and bars and is an evolution of Lavazza's existing form language. It is characterised by a big, seamless shell with three-dimensional Lavazza logo on the side. Metal accents underline the main touch points like lever, drip grid and UI. The Lavazza in Black system also offers peel-able coffee pods that can be recycled more easily. A lot of work went into reducing noise level and energy consumption.
Florian Seidl's Lavazza Elogy Milk Coffee Machine emerges from the tradition of refined domestic appliance design that seeks to elevate everyday rituals through considered form and sophisticated material expression. The work participates in a broader contemporary movement wherein kitchen equipment transcends mere functionality to become objects of aesthetic contemplation, worthy of prominent placement in living spaces. The designer demonstrates particular sensitivity to surface treatment, orchestrating a dialogue between glossy control panel, matte body housing, textured ventilation zones, and transparent serving vessel that rewards close examination. The interface design merits attention for its intuitive iconographic system, where beverage options radiate outward from a central status indicator in a configuration that balances visual elegance with operational clarity. This arrangement suggests the designer's understanding that user interaction with such appliances constitutes a form of daily ritual deserving thoughtful choreography. The horizontal ribbing introduces architectural rhythm reminiscent of modernist facade treatments, lending the compact form a sense of substance and visual weight appropriate to its premium positioning. One observes how the chrome frame surrounding the control panel creates a jewelry-like setting that elevates the interface to focal prominence while establishing quality benchmarks through material refinement. The included glass vessel, with its graceful proportions and comfortable handle, extends the design consideration beyond the machine itself to encompass the complete beverage experience. Viewers might contemplate how such objects shape domestic routines and how design choices communicate values of precision, care, and elevated daily experience through material and formal decisions.
Press Kit
- Unique Properties
- This coffee machine with integrated milk frother offers the complete package of Italian coffee culture: from espresso to cappuccino or latte. It is characterised by a big, seamless shell with three-dimensional Lavazza logo on the side. Metal accents underline the main touch points like lever, drip grid and UI. The Lavazza in Black system also offers peel-able coffee pods that can be recycled more easily. A lot of work went into reducing noise level and energy consumption.
- Dimensions & Packaging
- Dimensions: 160mm / 418mm / 302mm
Weight: 5,5kg
Removable parts are dishwasher safe
Power 1500 W
Voltage 220-240
Frequency 50 Hz
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/SAN), finishing textured/glossy,
logo: pad printed
glas mug
steel drip grid
rubber feet - Design Challenge
- Much effort went into developing a shared common platform for the different versions of the machine. The product is commercialized as Classy Custom Milk and Inovy Custom Milk in different business channels/markets.
- Project Duration
- The project was designed in Turin, Italy. The complete product development process for all different versions took about 20 months.
- Operation Flow
- The touch sensitive UI arranges the main selections in two groups: one for coffee, one for milk-based beverages. Drinks can be personalized with boost functions and required service is indicated in the centre. The machine comes with a patented milk frothing system and a dedicated glass mug. The cup rest can be adjusted, placing smaller cups closer to the spout. This reduces splashes and has benefits for coffee temperature and crema. The big water tank is easily accessible.
- Research
- Development process through conceptual and formal research, 3D modelling, physical mock-ups, prototyping.
- Inspiration
- Aimed at domestic home use and at small and medium offices the machine delivers a unique, professional and easily accessible coffee experience in a relatively compact footprint. The design takes inspiration from the world Italian coffee shops and bars and is an evolution of Lavazza's existing form language in this segment. Slightly more serious and professional, but still recognizably Italian in surfacing, details and finish. Many different recipes can be prepared with the innovative and patented foaming mechanism. The complete range of Italian coffee culture comes to life. La vita è bella!
- Image Credits
- Lavazza
Colors of Lavazza Elogy Milk Coffee Machine
Get Lavazza Elogy Milk Coffee Machine
Design Interview about Lavazza Elogy Milk Coffee Machine
An elegant design offering the complete package of Italian coffee culture: from espresso to authentic cappuccino or latte. All while being a natural extension and evolution of the current Lavazza form language.
We were looking for a high end user experience and translated this into a sophisticated and well resolved design.
We recently launched a minor product update offering new colours and material finishes also introducing the use of post consumer recycled plastics.
The complete product development process for all different versions took about 20 months.
Lavazza needed new products to complete the range and compete in a slightly different market segment.
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. There were several different design proposals at the beginning. After selecting the design theme the proposal was further developed and brought into production.
The appliance is designed for a slightly more professional settings and also small and medium size offices. Everyone 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. Italian design with incredible attention to detail. The directly integrates milk frother is a unique feature.
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 is a unique aspect.
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. The touch sensitive user interface with acoustic feedback is probably the most evident part.
The design was developed based on market analysis, the target group and relevant trends.
The design had to allow for some diversification to respond to the needs of different markets and business channels.
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.
This project represents an important step as we had to gradually evolve our form language.
That's all.
Grand Interview about Lavazza Elogy Milk Coffee Machine
Energy consumption and noise level were important aspects in the development process. Most of the noise and vibrations generated come from a few specific components. Most prominent amongst them the pump. So it's important to study the orientation of these components within the technical package of the appliance in order to reduce the noise level. And that's exactly what we did.
This big shell is an important design feature. It allows us to minimize the number of external pieces and thus reduces panel gaps and the impact of assembly tolerances. This leads to a clean and well controlled design and improves the perceived quality of the product. The three dimensional Lavazza logos ont he side play an important part regarding the machine branding.
Lavazza's whole design language is inspired by automotive design. This ranges from volumes and proportions to high quality surfacing. But also colours, material and finishes and also the whole aspect of user experience. In this case we created a touch sensitive user interface incorporating a visual hierarchy and highlighted this touchpoint with a precise chrome ring. This metal accent highlights this important touchpoint.
The great thing about that milk frothing system is that you can make the whole preparation directly in the provided glass mug. You just have to fill the milk to the required level, put on the frother lid and slot the whole vessel into place. The machine does the rest. It prepares the milk foam and also brews the coffee directly into the cup. And you're ready to go.
Italian coffee culture is always at the heart of what we do. It is our reference point and our benchmark. But everything leads also kind of back to it. Of course there are some adjustments here and there, when it comes to domestic and office products, but our inspiration is always there.
From a user experience point of view we struggled a bit initially. There are many different functions and it wasn't easy to keep the user interface truly intuitive. But then we started to arrange the different functions into groups, in order to create a visual hierarchy, that would allow the user to better understand what the different selections and functions are it all started to fall into place quite naturally.
This is the result of a close collaboration between the design team and the colleagues from technical development. We have a shared vision and understanding of what we want to achieve. So fortunately we were able to optimise the internal layout of the components together, and guarantee all the functions while still achieving the compact dimensions.
Sustainability is becoming ever more important. And while capsule machines are extremely convenient and offer a great taste experience with guaranteed consistent in-cup quality, they also have a significant environmental impact. For this reason, Lavazza developed a peelable capsule. Alle the components can be separated and recycled easily.
Yes, the adjustable cuprest is an important feature. There are two different positions: up and down. Putting the cuprest in the upper position brings smaller espresso cups closer to the spout. This reduces coffee splashes and has important benefits for coffee temperature and coffee crema.
We'll have to see how a more professional machine is performing on the market. Hopefully the innovative features of Elogy Milk will prove successful as a whole and also have an impact on future products.