Bangkok--22 Jun--Grayling (Thailand)
As part of its global strategy to integrate “Sustainability” more deeply into its business, Electrolux, the global leader in home appliances, will host an exclusive showcase of the ‘Vac from the Sea’ collection along with the futuristic ‘Shine’ concept washing machine in Thailand.
The prototypes will be displayed at the Electronica Showcase to be held later this month at Siam Paragon. The key feature of the concept appliances has been the central role of design in responding to environmental change and challenges.
“We live in a fast-changing world with a growing middle class, increasingly constrained resources and climate change. In these challenges, Electrolux sees opportunities”, says Sutti Manokitjarunman, the General Manager of Electrolux Thailand.
“One key opportunity is to raise Green consciousness and promote eco-friendly lifestyle through sustainable home appliance solutions.”
To illustrate the potential of trash-turned treasure, Electrolux designed five unique concept vacuum cleaners, using plastics found in each of the world’s ocean. The initiative is designed to highlight the growing issue of marine debris and its impact on marine life and the environment around the world to Thai audiences.
The plastic refuse from the Indian Ocean was collected from beaches, corals and the underwater seabed just off the Phi Phi Islands in Thailand. It consisted largely of fishing gear such as nets and plastic ropes. The divers had to cut the nets and plastic bags loose from the staghorn coral reef. There were also large chunks of styrofoam drifting in the waters and large amounts of household garbage, plastic bags, buckets, drink bottles and detergent containers.
The Vac from the Sea initiative won a number of PR awards in 2010 including gold medals in the European Excellence Awards for Best International Communication and Best Campaign. It was also presented at the UN climate conference COP16 in Mexico in December.
The ‘Shine’ compact washing machine, launched at last year’s Eurocucina kitchen fair in Milan, was inspired by ongoing changes in urban lifestyles which is expected to see around 74% of the world’s population living in an urban environment by 2050. Responding to this trend of smaller living spaces, the Electrolux design team in Porcia, Italy came up with the Shine concept appliances to seamlessly integrate the washing machine into a bathroom environment.
“Electrolux has a long tradition of caring for the environment, responding to change, and bringing these concerns to the very centre of the design process,” says Sutti. “
“These two prototype models show just how much is possible if you think ahead clearly and respond with designs which show your commitment to the principles of sustainability in your business. They demonstrate that even everyday home appliances can be part of the choice consumers make to improve the world’s environment and their own urban space.”
Mr. Sutti said only five models of the ‘Vac from the Sea’ had been produced. “We are especially delighted to have brought three of them to Thailand so that Thais can also see first hand how we bring advanced technology together with care for the environment.”
The sustainable use of the world’s natural resources was a longstanding practice within Electrolux he said. Since 2005 the company had achieved an accumulated 25% global reduction of energy use, in line with the Group’s target of 28% by 2012.
“Electrolux already offers Green Range vacuum cleaners with up to 70% postconsumer recycled plastic and the products are doing well in Thailand. Our ambition is to continue to increase the recycled plastic ratio with the eventual goal of manufacturing sustainable vacuum cleaners made entirely of recycled materials.”
Worldwide Sales of the Electrolux Group’s green ranges, the most energy and water efficient home appliances, have steadily increased and accounted for 22% of sold units in 2010.
Through streamlining its operations, producing efficient and smart products and actively participating in the global community to address emerging issues, Electrolux was recognized once again as leader in the consumer durables industry sector in the prestigious Dow Jones Sustainability World Index in 2010. This is the fourth consecutive year the company has achieved this recognition. As a result Electrolux ranks among the top 10% of the 2,500 largest companies for social and environmental performance.
For more information, please contact
Grayling (Thailand)
Pimpailin Teeraleela and Nannapat Sukpreedee
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