An immersion blender designed attending to the personality of a specific lifestyle group -young and minimalist urban men- through the use of memes -or cultural genes. The purpose of this project was to further explore in the material culture of users and its power to affect on their aesthetic preference and purchase decision.

DESIGN PROCESS

NOT A TARGET GROUP BUT A LIFESTYLE

Cosmopolitans. From Copenhagen, Tokyo, Berlin or New York. Social networks are an extension of themselves and fashion, design or architecture is their day-to-day. They get inspired by Van der Rohe, Tadao Ando, Picasso and any form of urban art. They move by subway or ride a bike.

I wanted to give them a kitchen appliance with which they identify themselves and get inspired, since foodies, cooking and responsible consumption have become the latest trend.

INSPIRED BY MEMES

But how? I paid attention to the material culture of them in order to identify elements and features that could be translated to the blender and ensure capturing their taste and interest. This is, the so-called memes.

BLEME

The final result is Bleme. A simple and modern blender that combines materials and textures in the same way as its target group does with his wardrobe. Iconic clothes like the biker jacket or the Dr Martens' stitching have been used to break the robustness of its main body. All these results in a product with as much character and personality as the lifestyle it represents.