Novel Delights

Swiss brand V-Zug produces sleek appliances that celebrate the joy of cooking while complementing the daily needs of modern life

- Hong Xinying

It’s estimated that one in every two households in Switzerland owns at least one V-Zug appliance; over four million of these machines are currently in use in the country. Headquartered in the town and canton of Zug since 1913, the family-owned company was manufacturing galvanised tinware before it ventured into the production of hand-operated washing machines in the 1920s; the V in its name stands for verzinkerei, the German word for galvanising plant.

The Swiss industrial manufacturer started expanding its reach beyond the Swiss borders from 2008 and in Singapore, its flagship showroom opened recently at Scotts Square. Even though it has over a century of history documenting top-notched Swiss engineering and an innovative spirit, the brand does not rest on its laurels; it continually seeks to improve and refine the functions and the design of its appliances.

“The way we live, work and wash changes all the time, so it’s important for us to analyse how people will do these activities to solve problems for them in the future,” shares V-Zug user experience designer Julia Borger, who was visiting Singapore with head of design Martin von Freeden. “Our products are not only tested internally, but we also film and observe how customers react to the products.”

CREATIVE SPARK

The design process for each product begins with preliminary sketches, moodboards as well as research into the practical needs of homeowners and professional chefs. “We try to identify what their needs are and how we can address needs such as safety and cooking competence, and how we can support that with our product,” shares Borger. “Sometimes new innovations and ideas result from that.”