Trendy “Color Passion” products make their debut

Fancy a deep gold dishwasher, orange washing machine, purple tumble dryer or a green refrigerator to spice up your home? In its War on White, Electrolux launches a limited edition “Color Passion” range.

The series includes selected top-of-the-range and environmentally friendly washing machines, tumble dryers, refrigerators and dishwashers. Products chosen include the Iron Aid, large frost-free fridge freezer, intelligent and energy efficient dishwasher and the Electrolux Time Manager washing machine.

All the “Color Passion” appliances come in four bold colors – Deep Gold, Orange Spice, Velvet Lilla and Frosted Green – with trendy patterned worktop designs. The colors and matching patterned worktops are the brainchild of award-winning Electrolux designer Gina Gonzalez. The range has been designed to illustrate new and upcoming interior design trends.

Color triggers passion

“Color triggers emotion and sensation. The word passion means something that is desired intensely. With the ‘Color Passion’ line, I wanted to design products that create a powerful emotion with the consumer, products that trigger desire,” says Gonzalez.

“Color Passion” made its debut at the Maison & Objet fair in Paris, September 7-11, 2007. Leading trend forecaster NellyRodi showcased the products as part of the agency’s “Reduce, Recycle, Rethink!” trends forum at the fair.

“The Electrolux ‘Color Passion’ range is right in step with the interior design tendencies we see,” says Vincent Gregoire, Lifestyle Director at NellyRodi. “Consumers want to celebrate the forces of the natural world’s vibrant and luxurious colors, and that desire extends – of course – to household appliances. The appliances combine groundbreaking design and environmental performance”.

Daring attempt to end boring, white appliances

In 2005, Electrolux declared a War on White and embarked on a daring campaign to end the era of boring white appliances. To identify designer trends, Electrolux turned to the fashion industry, taking inspiration from the world’s catwalks, focusing on provocative colors and patterns.

“With the ‘Color Passion’ range, we wanted to stretch the boundaries of appliance design to show that household products do not have to be boring and white. Instead we want to give consumers the opportunity to express their own individuality and style through colors and patterns,” says Steffen Entzeroth, Product Marketing Manager.

The limited edition range of 800 “Color Passion” appliances will be launched in selected retail outlets across Europe in the first quarter of 2008.

For more information, please contact Electrolux Press Hotline, +46 8 657 6507 or