PFAFF Convention Concept

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 this convention piece, 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.

Spatial Harmony

A key design objective was grounding the convention piece in harmony with its environment. Reflecting PFAFF’s position as a cutting-edge premium brand, the interior space that inspired the concept balances geometric minimalism and warm, sustainable materials, softened by occasional rounded forms and elevated by premium details including borderless glass railings, brushed aluminum fixtures, and soft embedded illumination.

Theme Exploration

When exploring the theme of the convention piece, I began with broad geometric proportions, layering in material juxtaposition and geometric form intersections, followed by subtler details such as the glass panel attachment and functional touchpoints, both graphic and tactile, as the design progressed.

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 help inform the evolution of the PFAFF brand, and future product attributes.