Electrolux Zanussi. The development of the OZ refrigerator

The Oz Zanussi refrigerator represents one of the first examples of a rising trend in product design in mid-Nineties, as it marked a change towards “post-natural” design, when artificial features (square shapes, white or metal colors) gave way to more natural ones (soft and rounded shapes, pastel colors and satin surfaces). Its development followed an atypical path with respect to normal products. The presentation of the first prototypes gained worldwide attention and considerable recognition for the product and the company from the press and all the actors in the industry. When the product was finally launched on the market, however, its sales lagged behind projections. The case traces the development of the Oz refrigerator at the Zanussi Industrial Design Center (Electrolux group), from the initial idea to its commercialization, and can be used to discuss interrelations between design management and brand policies in new product development.