Hotpoint has created a new range of digital irons: four indispensable companions that combine unique design with features, performance and technology to deliver a unique experience.

The Digi Iron collection is the flagship of the brand's aesthetics and functionality and is presented in blue and white with metallized elements.

Elegant and flowing lines complete the style of the appliances, showcasing the speed and ease of ironing through aesthetics, while the soft grip handle ensures comfort and convenience.

The initial concept was developed by the legendary design studio Makio Hasuike & Co, then the design was handed over to me and the design manager overseeing the project.
We worked on the project until it was released and started selling in Europe and Russia.

Purpose

The goal of the project was to take the basic concept of a line of irons from a leading Italian studio, refine the design and bring the products to mass production.

Mock-ups of the first conceptual design:

Implementation and research

After receiving information on the status of the project, the relevant materials and issues were analyzed and all gaps were identified.

The internal components and electronics don't fit within the dimensions of the conceptual design.
Some solutions are unsuitable for industrial production. The design should be enriched with details.

We conducted market research online and in e-stores, looking at ironing trends and best sellers. The research determined the difference between irons and steamers.

Model development

Developing new 3D models, improving their proportions, taking into account ergonomics and internal components. Carrying out modification and detailing of the concept until the product is fully developed.

Determining the position of all infographics and logos on the irons. Developing a design from several considerations describing the specific functions of the irons.

Interfaces

Working on product interfaces, creating missing icons, optimizing graphic composition.

Layouts

Prepare files and materials for prototypers, oversee layout development.

Design and production

Working diligently to deliver high quality and reliable products. Several iterations of engineering reviews in collaboration with a Chinese manufacturer.

Comparison between the first engineering 3D model and the final result:

Engineers work on complex surfaces covered with the Hotspot brand's three-dimensional patterns. We design them and transfer them to the factory for integration into production CAD models.

Result

As a result, all industrial design challenges were addressed, right down to the series produced.
The surfaces are adapted to accommodate internal components and electronics without aesthetic and ergonomic losses.

The design is worked out in every detail, including the placement of graphics and the development of some icons.
Photorealistic visualizations for packaging and retail sites are created and widely used.

A stylistic unity between iron and steamer is achieved. Even their overall and detailed dimensions are completely different, and there are no repeating surfaces.

Designs are refined and adapted for production.
Working on the mock-ups as well as design and production led to an excellent result.

Participants

Designers                       Makio Hasuike & Co. / Rodion Usaev
Design Director              Giuseppe Netti
Design managers           Filippo Matarazzi & Patrizio Cionfoli
Head of Technical Department            Melania Cannuccia
Marketing managers         Valentina Monaci / Anna Semyonova
Project Manager                Marcello Riderelli Belli
Photos and videos     Marketing project
Visualizations                      Rodion Usaev