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”.
Swiss design has long been associated with precision, clarity and a kind of disciplined restraint. Perhaps most importantly, it’s also marked by a sense of timelessness, unaffected by trends and cycles of change.
But what exactly is it that makes this the case?
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