To commemorate the wedding between the Swedish Crown Princess Victoria and Mr Daniel Westling on June 19, Electrolux has developed the new “Swedish Crowns” design concept. Some of Electrolux best and most popular products have been covered with the blue and yellow “Kronor” (crowns) pattern, a retro design that is very famous in Sweden.
The products included in the concept are the Ergorapido and UltraOne vacuum cleaners, the Real Life dishwasher and the Source & Glacier fridge/freezer. The blue and yellow UltraOne vacuum cleaner will be manufactured in one copy and auctioned to the highest bidder on eBay auction site. The money will go to Kronprinsessan Victorias Fond, a charity initiated by the Crown Princess to support chronically ill and disabled youth in Sweden.
The original design was created in 1972 by Wanja Djanaieff for the Swedish team for the Olympic Games in Munich .
“This is our way to commemorate the wedding and show that Electrolux is a company that combines innovative products with designs rooted in the Scandinavian design tradition” says Henrik Otto, Senior Vice President of Design in Electrolux. “It was very inspiring to cooperate with Wanja Djanaieff, one of the most prominent figures in the Swedish textile design.”
“I’m really happy that Electrolux wants to use the pattern in this way,” says Djanaieff. “Putting the blue and yellow Kronor pattern on today’s modern products shows that the design itself is timeless.”
Electrolux has also made a donation to The Crown Princess Couple’s Wedding Foundation, a charity to promote good health among children and adolescents in Sweden and combat social exclusion.
About Wanja Djanaieff
Wanja Djanaieff (born 1941) has worked as design head for NK, the exclusive Swedish department store chain, and was professor of textile design at Konstfack, one of Sweden’s most regarded university colleges on arts, crafts and design. Djanaieff is today one of the most prominent figures in Swedish textile design. She creates her own exhibitions and television programs, designs stage sets, costumes and patterns and gives lectures. The “Kronor” pattern was originally designed for the Swedish participants’ uniforms at the Summer Olympics in Munich in 1972, which was also the occasion when the Crown Princess’ parents first met.
About the products
UltraOne has since the launch 2009 received a prestigious iF product design award and “Best in test” in consumer reviews in at least five countries – Sweden, Denmark, Norway, Finland and Czech Republic.
Ergorapido is an Electrolux style icon and a design object that has been launched in many inspiring colors. Ergorapido is a cordless vacuum cleaner that is always at hand.
RealLife is the world’s most flexible dishwasher. The extra space and flexibility in the RealLife dishwasher make it possible to wash large pots and plates, which saves even more water and energy.
Source & Glacier is a combined fridge and freezer. The refrigerator provides you with carbonated water in the door, so that you don’t have to carry home bottles from the store. The freezer gives you ice cubes from the door.
About the Swedish Royal wedding
The Crown Princess became engaged to Mr Daniel Westling on February 24, 2009. The wedding will take place in Storkyrkan (The Great Church) in Stockholm on Saturday June 19, 2010. The celebrations are expected to be followed by millions of TV viewers all around the world, as well as by hundreds of thousands watching the procession from the church through central Stockholm.
For high resolution images and further information
Please contact Electrolux Media Relations +46 8 657 6507 or press@electrolux.com
