RETHINKING PROFESSIONAL

The Electrolux design team was tapped to completely redesign the Frigidaire Professional product range to appeal to an untapped market segment known as the PROFESSIONAL ASPIRER that takes up 15% of the appliance market. This group of people aspire to own “professional” style appliances such as Viking or Wolf but can’t afford them. Therefore, design cues were borrowed from those companies such as large knobs, tight radii, vertical controls, and maximized cooking surfaces and applied to appliances that are half the price. Ultimately, a simple rectilinear design was created that hides any venting behind full-width grates, swaps a touch based oven control for a knob-based control, and employs an innovated dual simmer/griddle burner. The Frigidaire Professional freestanding range is the centerpiece of the professional line, and beautifully brings a high-end aesthetic within the grasp of everyday consumers.