For Swiss luxury appliance brand V-ZUG, timeless design comes from reduction, says head of corporate design Martin von Freeden. This, he explains, entails “fewer parts and production steps, simpler shapes, a limited palette of colours and materials, minimal graphic elements”.
This is seen across V-ZUG’s product offerings, which all feature a clean look unique to the brand. “Beauty comes from material quality, finishes, soft shapes and a well-designed user interface,” von Freeden explains. “Our ovens, for example, are both timeless and emotionally engaging because we focused on the materials, engineering and details — like the handle and CircleSlider.”
Originally from Argentina, von Freeden is now based in V-ZUG’s hometown of Zug, where he leads a team of industrial designers and UX specialists. Together, they define the V-ZUG design language, working to create new products that push the boundaries while retaining the minimalist look that the brand is known for.
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Asked about V-ZUG’s approach to design, von Freeden simply says: “For us, form equals function.” Rather than looking at aesthetics in isolation, von Freeden’s team collaborates with chefs such as Andreas Caminada and Tanja Grandts to refine the functionality of the brand’s products.
Citing the Excellence Line as an example, von Freeden says engineers and chefs collaborated through “thousands of hours” of testing. “They baked about one or two football pitches’ worth of apple cakes to find the perfect solution,” he quips.
V-ZUG’s appliances are also subjected to technical stress tests and trials with cleaning products. Such stringent standards, von Freeden says, confirm that each appliance meets top quality and durability standards.
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This pursuit of quality doesn’t come about overnight, he adds. “There is a kind of meticulousness that is only earned with time and dedication,” he continues, noting that it takes years of experience in design experience and product development to get there.
A big part of the design process involves pulling from the brand’s heritage and history. “Influence plays a large part in the Swiss design DNA,” von Freeden notes. In the Excellence Line, for instance, the team drew from the approaches of Swiss designers such as Valerio Olgiati, Peter Zumthor and Max Bill, who is probably known for the multifunctional Ulmer Hocker.
From a visual standpoint, von Freeden notes that the brand’s aesthetic refinement allows its products to fit well in a multitude of design environments, from rustic to modern and avant-garde. “That’s the difference V-ZUG brings to the kitchen stage,” he says.
To showcase this versatility, V-ZUG collaborates with artists and designers such as Elisa Ossino, Henry Timy and Patricia Urquiola.
At this year’s Milan Design Week, the brand’s studio in the Italian city played host to an installation by Ossino. Centring around a bespoke light installation and sculptural dining table, Banquet Echoes also turned V-ZUG’s appliances into functional sculptures.
Ultimately, von Freeden returns to the idea of simplicity as key in V-ZUG’s design aesthetic. By focusing on a sleek look underpinned by technical performance, the brand ensures its biggest statement lies in performance, not bells and whistles. “Less,” von Freeden concludes, “gives you more.”
Visit the V-ZUG showroom at ION Orchard, #02-07B, or speak with the V-ZUG team via WhatsApp at +65 6926 0878 to learn more about the brand and its offerings
