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Happy Birthday AEG - ‘Perfekt in Form und Funktion’ for 125 Years
AEG celebrates its 125th birthday in 2012. The company has a rich and diverse heritage that began with the production of light bulbs back in 1887.
125 years of design and innovation
One of AEG’s most pertinent achievements is the application of a design philosophy that accompanied the appointment of Peter Behrens in 1907. Behrens is widely credited for the invention of industrial design – not only did his thinking concern product design but also company buildings, literature, reports, logo and branding as one entity. This subsequently became the blueprint for the way in which companies would distinguish themselves across the globe. Peter Behrens’ legacy to AEG is captured in the slogan "Perfekt in Form und Funktion" which still to this day is the barometer applied to AEG thinking.
AEG Revolutionises Home
AEG has introduced some of the greatest innovations in household appliances – leading the way with pioneering advancements, including the domestication of automatic washing machines in 1950, (the Lavamat), the first heat-pump tumble dryer and the first induction hob in 1987. The ÖKO green range was introduced by AEG in the ‘80’s and was the first application of “green thinking” within the appliance industry. AEG appliances were also the first to be designed for built-in use, with the AEG Santo refrigerator designed to fit within kitchen furniture as early as 1935.
Award Winning Appliances
In 2011 the AEG ‘Neue Kollektion’ range of appliances was launched. The range was critically acclaimed and duly recognised for its functional and stylish design by iF who bestowed nine awards to appliances within the collection in 2011. “AEG has a strong design heritage and we carry that on by creating products with pure lines, innovative functions, quality materials, and elegant form that also offer innovative touches that consider actual use.” says Hans Strohmeier, AEG Global Design Director.
Further awards have been awarded by iF in 2012, specifically recognising AEG products for their ‘simply excellent’ design credentials. The awarded products include maxi-sense induction hobs, combination fridges, ‘Lavamat’ washing machines and ‘Lavatherm’
Design for the future
“Future technologies are already influencing a lot of our products.” says Hans Strohmeier “Especially user interfaces that simplify complex functionalities.”
These future technologies allow AEG to continuously drive perfect results. The AEG Protex range of tumble dryers have a Woolmark ‘Gold’ certification because they ensure clothes last longer. Strohmeier continues: “Even though AEG products perform increasingly complex tasks, the interaction with the user needs to be as intuitive and simple as possible through intelligent design. One could argue that my role as the designer is to act as the translator in the man-machine dialogue”.
AEG’s 125th birthday celebrations will span the whole of 2012 with a series of events and promotional giveaways to mark the achievement. To find out more visit www.aeg.co.za