If you go into a shop that sells vacuum cleaners, there are a large number to choose from in various price ranges from different factories. But apart from price and performance, there is very little that distinguishes them from each other. They have the same basic shape, they are all made of plastic and they all try to convince the customer to a purchase by a technical and masculine appearance. If you then go into a shop that sells furniture, you will probably find chairs in every material and style possible.

This phenomenon does not only apply to vacuum cleaners, but also to most traditional industrial design products. This project questions why the majority of today’s technical, mass-produced everyday products have such a similar design expression, and why alternatives are so few. Most of all, we take a critical attitude to today’s stereotypical industrial design aesthetics that we would describe as technical, masculine, and unnecessarily complex.