Reinventing Vacuuming.

Electrolux have for many years owned the stick cleaner market. However, today there is stronger competition and many players to compete with. This project was carried out in order to launch the first cordless main cleaner and increase the reputation as the number one vacuum cleaner brand on the market.

PURE F9
The initial scope of this project was all about flexibility in order to really be able to take care of all different cleaning situations you can face. At the same time the company didn’t want to be a follower to other brand but instead create their new unique archetype of a powerful cordless stick cleaner. In order to meet all consumer needs a thorough research phase was applied that included a variety of data collection methods. 

THE PURE RANGE
PURE F9 is part a natural part of the range with its distinct design cues.
The telescopic tube makes the storage size of the cleaner very compact. The sliding main unit makes it easy to optimize the cleaner to each situation. The main unit in its bottom position creates a low center of gravity which is optimal for floor cleaning. When reaching under the bed and sofa you slide up the main unit to get the center of gravity in you hands. The telescopic tube makes it easy to adjust the height depending on the length of the user.
Removing the nozzle transforms the cleaner to a hand held product with a two hand grip to enable easy cleaning above the floor. The flex hose takes care of all you tricky areas behind your vulnerable objects.
The sliding main unit makes it easy to optimize the cleaner to each situation. The main unit in its bottom position creates a low center of gravity which is optimal for floor cleaning.
The movable main unit enables easy access under furnitures such as sofa and bed which is key for a main cleaner. This innovation combines the best from two worlds and make the Pure F9 unique on the market.
This project was carried out when I was working full time as a designer for Electrolux and all rights belong to the company.
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