The concept was to dramatically change the image of home appliance by adopting the elegant and graceful look of the deep red-violet magnolia flowers that bloom in early spring. This new color was designed to be in harmony with high-grade interior and yet to have presence.

Hitachi premium home appliance products have gone beyond “white goods” creating a new trend from “Garnet” and “Chocolate”. Since then, Hitachi has launched chromatic products such as red cookers, brown refrigerators and champagne-color washing machines that received acclaim from the market giving Hitachi a successful position. However the market followed in the same direction making it difficult to differentiate from others. A new upscale color like “Garnet” that could make an impact was in need, and “Magnolia” was born.

We collaborated with the designers at Hitachi Design Headquarters and gave the products a more refined surface design – matte texture for rice cookers, gradation from black to “Magnolia” for refrigerators, combination of “Magnolia” and champagne-color for vacuum cleaners. The technology, design and pride of Hitachi as a manufacture delivered the ultimate quality that goes beyond the traditional home appliance.

More on showcase 1 / “Chocolat”