PFAFF Convention

Objective

Our PFAFF dealer convention provided an opportunity for design to interact with the brands top sales representatives.  We wanted to understand what they and our customers desired from future products.  To enable this, we developed a prototype, and discussed it with our dealers at the event.  To draw attention, features like the sustainable bamboo housing and transparent OLED screen were intentionally polarizing.

Machine Details

Subtle backlighting is applied to elements like the logo, ruler, tactile speed slider icons and capacitive touch controls. Light illuminating the sewing surface is filtered through a corrugated diffuser to ensure even distribution.  Sustainable materials including bamboo, aluminum and plant-based plastic alternatives were given aesthetic treatment in line with modern yet timeless interior design trends.

Magnetic Guide

The magnetic guide provided an interactive “hands on” tactile element to break the ice with some of our dealers.  From here, we were able to steer the conversation toward feedback for materials, lighting, design language, functional features, and subtle details. 

Dealer Reactions

The reactions from dealers included a healthy blend of excitement, curiosity, optimism, skepticism and constructive feedback.  We gained a clearer understanding of what matters to our customers regarding digital and tactile functionality, legibility, lighting, materials, and aesthetic appeal.  These valuable insights will help to inform the development of PFAFF’s future products.