Friday, 8th October 2010, Ljubljana, Slovenia

BIO 22 – Biennial of Industrial Design kicks off

BIO 22 – Biennial of Industrial Design kicks off

Last night, the 22nd Biennial of Industrial Design (BIO 22) saw its grand opening at the Museum of Architecture and Design hosted by the Fužine Castle in Ljubljana. Gorenje has supported the event for a number of years and its products have been showcased there since the very beginnings. This time, Gorenje was featured at the exhibition with Simplicity line of home appliances. In addition, Gorenje held a design contest for smart kitchen utensils inspired by the Simplicity trend, leaving a notable impression on the BIO 22.

Gorenje has always been committed to sharing its knowhow, innovation, and products with the experts and the general public, interacting with and benefiting in turn from their knowledge and findings. Nurturing an international frame of mind in reviewing contemporary design for 46 years, BIO has pointed out time and again how the design professionals rate and rank individual achievements as well as the general development philosophy of manufacturers. This year's exhibition featured Gorenje's line of home appliances called Simplicity Light which has already won two coveted awards this year: the regional Golden SCCI Award for Innovation, and the Plus X Award 2010 for user-friendly washing machine operation. The line was designed by Lidija Pritržnik and Matevž Popič of Gorenje Design Studio (GDS).

The jury fastidiously reviewed the 503 applications from 34 countries to select the 132 works, from 24 countries, to be displayed at the BIO 22 exhibition. These products and solutions are a résumé of contemporary and innovative design and the inclusion of the Gorenje Simplicity line in the final selection is yet another proof that it is indeed a state-of-the-art and innovative achievement complemented by superior minimalist aesthetics and socially responsible design.

The key inspiration in conceiving and designing the Gorenje Simplicity products were its users whom we ultimately wanted to offer the option to control their appliances in a simple manner, consistent with the "Simplicity" philosophy. This means that the users are offered a sort of socially responsible design, and left with the decision to choose and buy only what they truly need: simple control and a set of essential functions, rather than a plethora of functions they may never use. Controlling an appliance with a single control dial includes a carefully thought out selection of functions and features that are accessed through straightforward graphical signs. In case of an oven, for example, the users are spared the selection of operation modes, temperature, and time; instead, they select in a single step, guided by graphic display on the dial, the dish they are preparing and the oven is up and running," explains the product line designer Lidija Pritržnik, creative director for Gorenje brands at GDS. "In addition to expert awards for design excellence, the fact that the line was embraced by the users is even more important to me."

The Simplicity trend, introduced by Gorenje in 2009 with the launch of the Gorenje Simplicity line, is a response to extensive research conducted by experts across the globe, who have perceived for several years a change in the lifestyle and a desire for a simpler, yet more fulfilling life. Many people are deliberately choosing a simpler life, opting for less decision-making and fewer tedious choices to make way for more pleasure – for more life. Although many may feel that this is effectively detrimental to the quality of life, being left with more time for what truly matters is the key gain in this case.

The BIO 22 exhibition will be open through November 7th 2010, every Tuesday to Sunday between 10 AM and 6 PM, Thursdays until 9 PM. Thursdays at 6 PM and Sundays 3 PM, a public exhibition guide will be available, and every Saturday between 3 PM and 5 PM, works featured at the exhibition will be presented in detail through their "behind the scenes" stories. Children-friendly program which includes children's workshops every Sunday from 11 AM to 3 PM makes visit highly recommended for families with children as well; in addition, documentary films on design will be shown Thursdays at 7 PM.