Florian Seidl's Lavazza Classy Plus: Redefining Coffee Culture

Award-winning design combines Italian aesthetics with North American preferences

Classy Plus stands out for its slim, sleek design, characterized by a contrasting exterior shell that envelops the main body and embossed Lavazza logos on the sides. The user interface, placed prominently in a circular element at the front, is simple and intuitive, with main touchpoints emphasized by metal accents. This design is a testament to Seidl's ability to balance aesthetics and functionality, resulting in a product that is both visually appealing and user-friendly.

What sets Classy Plus apart is its versatility. It offers the complete experience of classic Italian coffee culture - from espresso to cappuccino or latte. Catering to the specific needs and preferences of the North American market, the machine also features a special filter coffee selection and an innovative double shot function. This ability to cater to a wide range of coffee preferences makes it an ideal choice for diverse office environments.

The design process for Classy Plus involved conceptual and formal research, 3D modelling, physical mock-ups, and prototyping. Despite the project's short timeframe and the challenge of staying true to Lavazza's established form language, Seidl successfully delivered a product that is both innovative and aligned with the brand's identity.

Classy Plus is not just about aesthetics and functionality; it also prioritizes user convenience. The machine is easy to clean, and its removable parts are dishwasher safe. The water tank is large and transparent, making it easy to know when it's time to refill. The height of the drip tray can be adjusted effortlessly, adding to the machine's user-friendly design.

With its award-winning design, the Lavazza Classy Plus is a testament to Florian Seidl's innovative approach to design. It successfully combines Italian aesthetics with North American coffee preferences, offering a unique coffee experience that caters to a diverse range of tastes. This design is a perfect example of how thoughtful design can enhance everyday experiences, making the simple act of brewing coffee a pleasure.