Everything but the kitchen sink

Source : Business Times – 24 Sep 2009

More and more home appliance manufacturers are now melding functionality with aesthetically pleasing looks

WITH function the lowest common denominator among audio-visual (AV) equipment and home appliances, manufacturers are increasingly leaning towards aesthetics in the battle for precious consumer dollars. The end-result is a dizzying array of gadgets that are capable of melding seamlessly into your home’s concrete or wooden facade.

‘We’ve found that Singaporeans have become increasingly selective about their choice of audio-visual solutions. Naturally, performance is the foremost consideration, but design and aesthetic appeal is a close second,’ says Michael Tien, managing director of premium AV product re-seller Atlas Sound & Vision.

Arthur Huang, corporate marketing director of LG Electronics Asia, shares this view. ‘Consumers are demanding more products that merge style and function,’ he says. ‘We understand that good design is one of the most important aspects for consumers when choosing home appliances.’

This mantra is literally being incorporated into everything but the kitchen sink. Samsung, for example, has extended its tie-up with Giorgio Armani beyond mobile phones to LCD (liquid crystal display) TVs. ‘We believe a well-loved product needs to be holistic – it must look good and work well,’ says Irene Ng, director of strategic marketing at Samsung Asia

At the higher end of the price spectrum, brands such as Bose and Loewe continue to tempt shoppers with premium products that incorporate state-of-the-art functionality. Besides the promise of audio nirvana, these gizmos blend with the decor of their fussy owners – and can at times even be showcased as a decorative work of art. For example, the Bose Lifestyle 48 home entertainment system boasts speakers that are ‘virtually invisible’, says Atlas Sound & Vision’s Mr Tien. ‘Only their noteworthy performance will remind you they are there,’ he adds.

Loewe’s Art SL high-definition television, on the other hand, is so slim it can be mistaken for a picture frame. It promises to be more eco-friendly, and acts the part by allowing users to control its power consumption.

While these products come at a price, the good news for consumers who want more bling for their buck is that more mainstream brands are tuning in to the design revolution. LG’s LH70, for instance, backs up its claim to be a top notch LCD television with a combination of sexy curves, scarlet accents and the ability to deliver video content in full high-definition (HD) glory. Also throwing its hat in the beauty pageant ring is Samsung’s full HD B7000 LED televisions.

LCD TVs typically rely on fluorescent backlight for illumination, but this inhibits their colour depth so audio visual buffs cannot see the deep black achieved by plasma screens. The incorporation of LED technology not only fixes this problem but it has given birth to a new line of Samsung televisions claimed to be among the slimmest and sexiest available.

While the designer’s touch used to be confined to gadgets in the living room, the make-over is slowly being extended to home appliances such as washing machines and refrigerators.

LG, for example, has engraved flower patterns and affixed Swarovski crystals to its GR-P227ZCB fridge line, an appliance typically associated with function but never form. ‘This year, the combination of flower-patterns and Swarovski crystals will be expanded to our built-in appliances for a more modern and vibrant kitchen area,’ says LG’s Mr Huang.