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LIFESTYLEGORENJE MAGAZINE SPRING — SUMMER 2011 ISSUE 7
• Gorenje+ ALL AboUT ThE PLUSSES • iChef+ TAKES RED DoT
• bRANKo APAT, PAINTING ThE bIGGER PICTURE • GLoUCESTER hoNG
KoNG • Olympic medalist petra majdič • GDS, ToTAL DESIGN
ThINKING • creative culinary art versatility •
EVER MORE PRECIOUS WITH TIME. Premium wine has a life of its own. In its nobleness it leaves no room for indiff erence. Those who really appreciatetheir wine will provide the optimum conditions for it to live, mature, and age. The constant and uniform positionof the bottles, precise temperature and humidity levels, as well as protection against light and other factors, allow the wine to preserve its nobility. Monarque wine stores allow connoisseurs to provide the right conditionsfor storing their wine collection and to serve it whenever the occasion dictates.
www.gorenje.com
Gorenje oglas Monarque ENG - GLM april 2011.indd 1 5.5.2011 12:45:26
3SPRING – SUMMER 2011
EDIToRIAL
GORENJE LIFE STYLE MAGAZINE GORENJE MAGAZINE SPRING - SUMMER 2011, ISSUE 7 PUBLISHED BY Gorenje, d. d., Partizanska 12, SI–3503 Velenje, Slovenia, www.
gorenje.com EDITOR-IN-CHIEF Aleksander Uranc EXECUTIVE EDITOR Greta Kokot Rajkovič CO-EDITORS Jeff Bickert, Manca Krnel Hess CONTRIBUTORS Elizabeta Biluš,
Mojca Čepič, Irena Hlede, Irena Knez, Tjaša Kobal, Hermina Kovačič, Alenka Kralj, Uršula Menih Dokl, Urška Ojsteršek, Vesna Petkovšek, Jerica Živa Puterle, Andrej Ramšak,
Boštjan Tadel, Maja Veithauser PHOTO MATERIAL AV Studio, Gorenje Design Studio, Foto Bobo, Sebastjan Kurmanšek, Louise Campbell Archives, Peter Marinšek, Saša
Hess for Cirkus, Studio Breg, Rune Boserup Jacobsen, Slovenian Olympic Committee, www.masdar.ae, Gorenje Archives TRANSLATION Lingua Service, d. o. o. DESIGN
Sara Jassim, Jerica Živa Puterle PRINT Gorenje I.P.C., d. o. o., Velenje, Partizanska 12 SPRING 2011 ISSN 1855-8771
ALEKSANDER URANC, Gorenje Marketing Director
Not so long ago, the Gorenje group had only one really
significant brand - Gorenje. It’s a brand we had built
within Europe over decades and has become established
as an important one in most European markets. Today, the
brand continues to expand its development beyond Eu-
rope’s borders to Asia and Latin America.
Design, unique ideas and acute awareness of emerging
trends have always played a vital role in the development of
the Gorenje brand, ever since the innovative Simple&Logical
washing machine was introduced. Through co-operation
with established designer names we’ve developed success-
ful collections of appliances: Gorenje ora-Ïto, Gorenje Pin-
infarina, Gorenje designed by Karim Rashid, to name but a
few; as well as original niche products, such as the Gorenje
refrigerator line Made with CRISTALLIZEDTM Swarovski Ele-
ments. All of this collaboration has had a very positive effect
on the strengthening of the brand and its originality and at
the same time, provided an opportunity to create something
new – the x-factor that turns ordinary objects into objects of
desire, generating demand from consumers.
The latest highly successful product line, Gorenje Simplic-
ity, signalled the future development of the brand as an af-
fordable brand with winning design and innovative technical
solutions that make our daily routines easier and our lives at
home as comfortable and enjoyable as possible. Recently
the Gorenje group has added new, established brand names
for its portfolio. These, in addition to the Gorenje brand
name, are becoming the driving force of the Gorenje group's
future development. Some of these brands target premium
classes, where we have not, for most intents and purposes,
been present. The leading role in this process will go to the
brand ATAG, a superior brand focused primarily on kitchen
studios, and ASKo, whose particularly sustainable product
solutions are embodied in the slogan “built to last longer”.
Another contribution to the company’s map of brand names
this year is the Gorenje+ concept, whose portfolio features
innovative products, such as the revolutionary iChef oven
control module than won the Red Dot Design Award this
year, which we will come back to later. With a price that re-
mains affordable for a wide circle of consumers, Gorenje+
will focus above all on the integrated kitchen appliances seg-
ment and will only be available in selected kitchen studios.
Certainly a wide portfolio of brand names poses different
challenges than managing a single pan-European brand.
one of the key questions is – how to provide enough in-
novative quality products across different price segments,
and how to manage the increasing complexity of the brand
portfolio. I am convinced, however, that Gorenje experts and
international support of the Gorenje group in all respects will
play their part well, and contribute to the success of both in-
dividual brands and the portfolio as a whole. More than ever,
successful brands with the Gorenje signature will continue to
draw interest and anticipation with their exciting innovations
and vision.
MORE SUCCESSFUL BRANDS – bY GOrenje
4 GORENJE LIFE STYLE MAGAZINE
NoW FEATURING
Gorenje+ / It'S All AboUt thE PlUSSES
Lavish choice and perfect harmony in the high-design kitchen.
22
ShoWRooM
DESIGN THAT LASTS
Gorenje Pininfarina Steel Collection high-tech Gleaming Steel.
20
INSIDE TRACK
PAINTING THE BIGGER PICTURE
Gorenje Management board Member branko Apat.
16
GREENER PASTURES
THE HEAT IS ON
Gorenje brings advanced heat pump solutions to a fast developing market.
40
PRoFILE
GOOD DESIGN SENSE
GDS – Total Design Thinking at Gorenje Design Studio.
68
07 MARKEt WAtCh, Red Dot for iChef Control Module
22 Gorenje+, Lavish Choice and Perfect harmony – It's All About the Plusses
12 PoWERFUL bRANDS, InnovAtIvE PRodUCtS & nEW MARKEtS
16 bRAnKo APAt, Painting the bigger Picture
20 dESIGn thAt lAStS, Gorenje Pininfarina Steel Collection
32 MARKEt WAtCh, Gloucester hong Kong
36 MASdAR InStItUtE, harbinger of Zero Carbon Structures
38 hERE CoMES thE SUn, Saving with Gorenje Solar Power Plants
40 PUttInG hEAt to WoRK, Making Sense of the heat Pump
44 lIvInG Good, lIvInG GREEn
48 hoW It'S donE, on-line, with Refrigeration Technology
54 nEW SIMPlICIty, Logical Man, Meticulous Woman
56 objECtS of dESIRE, Spring Cook, Clean and Indulge
60 thE ARt of CREAtIvE CUlInARy vERSAtIlIty, with Gorenje kitchen appliances
68 GdS GoREnjE dESIGn StUdIo, Total Design Thinking
72 MAtERIAl GIRl, Copenhagen-based designer Louise Campbell
76 thE nEW GAS, The Power of Flame Lights Up
78 SUCCUlEnt SEASonAl, Flavours at Na Gradu
82 olyMPIC MEdAlISt PEtRA MAjdIč – Gorenje's PLUS star
86 tRAvElS, Lust for Life Copenhagen
90 lASt WoRd, boštjan Tadel, Everlasting New
22
16
20
78
6068
72
CoNTENT
POWERFUL AND STYLISHThis sleek and effi cient downdraft cooker hood with TouchControl is specially adapted to longer cooktops with cooking zones laid out side by side. Installed alongside the cooktop, it will extract odours and steam directly and evenly from the cooking area. It can be fi tted in kitchen islands or directly in the worktop against the wall. The perfect solution in tune with the architectural trends of modern kitchens.
www.gorenje.com
Gorenje oglas nape ENG - GLM april 2011.indd 1 19.4.2011 14:01:59
6 GORENJE LIFE STYLE MAGAZINE
MARKET WATCh
on a snowy December evening in Ljubljana, Gorenje took part at a
special celebrity event hosted by Diners Club Slovenia at the Ljubljana
Exhibition and Convention Centre.
GoREnjE joInS DINERS GALA SPARKLING WITh CELEbS FoR A GooD CAUSE
Playing special guest host for the event was actor, di-
rector, and two-time Academy Awards winner Kevin
Costner, together with his band Modern West. The event,
held by invitation for Diners Exclusive card members saw
more than 1,200 guests treated to an hour-long concert
pumping out the solid rock and country sounds of Cost-
ner's Modern West.
The prestigious event also included a charity auction in
which Gorenje played an active part by donating three
luxurious black beauties – Gorenje refrigerators Made
with CRYSTALLIZEDTM Swarovski Elements – that proved
particularly well-suited to the sparkling elegance of the
evening, along with a pair of special edition Elan skis and
Kevin Costner's guitar with his signature, all of which were
also auctioned that evening. Proceeds from the auction,
together with donations by Diners Club Exclusive card-
holders, succeeded in raising a total of €25,000, that will
be used by Diners Club Slovenia, in cooperation with the
Friends of Youth Association of Slovenia, to fund summer
vacations for more than 150 children from socio-econom-
ically disadvantaged Slovenian families.
Costner and his band arrived in Slovenia on Saturday for
the gala-gig, took Sunday to tour the coastal towns of
Portorož and Piran, and take in an evening stroll through
Ljubljana's historical centre.
Diners Club Slovenia has held similar events in the past,
last year playing host to former President of the United
States bill Clinton, and to guests that include former
american vice president al Gore, actor, screenwriter, and
director ben Affleck, supermodel Naomi Campbell, and
actor Andie MacDowell.
jeff bickert GOrenje arcHives
7SPRING – SUMMER 2011
MARKET WATCh
REd Dot for iChef ContRol ModUlE
Earlier this spring Gorenje's innovative iChef oven control
module received an honourable mention at the eminent
international Red Dot Design Awards in Essen, Germany. The
jury was impressed by the module’s particularly refined de-
tail solutions. The acclaimed electronic control module with
a large colour display introduces the most advanced elec-
tronic touch control for ovens to date and represents a major
step forward in home appliance development. It’s a complex
innovation translated into simple use and appealing form.
Gorenje's ichef oven control module, premièred this janu-
ary at the IMM tradeshow in Cologne, evokes a user experi-
ence now well known in consumer electronics, and relies on
a high-performance controller that operates as a standalone
computer. Carefully thought-out hardware is coordinated
by an operating system developed at Gorenje, which allows
fast, responsive and user-friendly operation.
“The idea of direct touch control in home appliances via
a colour display with moving images has been present in
Gorenje since the time the first touch screens were intro-
duced,” says Andrej Kaiser, development engineer and crea-
tor of the award-winning module's software. “however, only
a few years ago, it seemed quite impossible for technical
reasons and costs. Today, we prove again that we spearhead
the industry in development of appliance control.”
The award-winning control module is entirely the result of
Gorenje's in-house development and design, designed by
Matevž Popič and Lidija Pritržnik of the Gorenje Design Stu-
dio. “The iChef control module enables faster, easier deci-
sions. Control of the contents is clear, recipes are supported
by explanations of particular functions to replace the con-
ventional instruction manuals” offer the pair. “The focus is
on simple editing of the existing recipes and creation of
new, user-defined ones. And a wide choice of module col-
our schemes allows the users to personalise the appearance
of the display.”
8 GORENJE LIFE STYLE MAGAZINE
thE Pink knight In bUdAPEStNEw YORK-BASED STAR DESIGNER KARIM
Rashid dropped in to budapest in
early February to deliver an almost
90-minute full public presentation of
his work to an audience of 600 at the
MoME University of Art and Design.
here Rashid talked about how he came
to be a designer, and offered some in-
sight into his design manifesto and the
digital era.
During the visit he gave interviews to
well-known design magazines and
internet portals, put on a dj show at
Ötkert and met various figures of the
hungarian design scene. Following his
presentation the star of design evalu-
ated three student projects and as a
symbol of gratitude, received a pink
Rubik’s Cube offered up personally
from its designer, Ernő Rubik.
Rashid’s invitation came from a group
that included noteworthy professional
institutions like the hungarian Intellec-
tual Property office, the hungarian De-
sign Council, Design Terminal and the
Moholy-Nagy University of Art and De-
sign. When asked in an interview about
a possible hungarian design project he
offered: “I’ve never worked with a hun-
garian company so far, but I would like
to work in cooperation with a ceramic
or porcelain manufactur in the near fu-
ture.”
An accompanying exhibition at MoME
showing Rashid’s designs available in
hungary was open to the public, and
a “Design News” window exhibition on
Rashid’s vast body of work is being or-
ganised at Design Terminal in Erzsébet
Square.
01 Gorenje designed by Karim Rashid.
02 An exhibition at MoME of Rashid’s
designs.
03 Karim Rashid Alessi watches: the collec-
tion is symbolic of technology, the cos-
mos, and the cyclical nature of time – all
packaged in a signature Alessi gift box.
04 Instantly recognizable: candy colours and
digital op-art designs creating the so-
called digipop style.
MARKET WATCh
01
02
03 04
9SPRING – SUMMER 2011
MARKET WATCh
GoREnjE ShoWS ItS bESt At Livingkitchen In ColoGnEgorenje+ excLusive buiLt-in aPPLiances unveiLeD
JANUARY SAw GORENJE TAKE THEIR NEwEST AND BEST TO
Cologne, Germany, to the new international biannual trade
fair event LivingKitchen, which runs parallel with the annual
IMM Cologne. The event focuses on all aspects of kitchens,
offering both trade visitors and the general public an oppor-
tunity to experience the home interiors of the future. There
was something for everyone here, from specialists and ex-
perts, amateur chefs, gourmets, and design and technology
buffs.
Gorenje's exhibition area extended over 350m2, and pre-
sented a selection of novelties and innovations, with the
spotlight on the premiere of the Gorenje+ brand of exclusive
built-in appliances which include the oven with the unique
iChef+ module. here Gorenje showcased its iChef+ oven
module with large colour display, that allows selecting of
functions with just the slide of the finger across the screen,
and features the most powerful, patent-protected computer
control system ever used in an oven. And it comes come to
the European markets this spring.
Gorenje president and CEo Franjo bobinac pointed out that
the Cologne fair is one of the three most important trade fair
destinations in the industry, alongside Milan and berlin, and
was proud to be unveiling – for Gorenje’s business partners
and the general public alike – the company’s new Gorenje+
brand. Partnerships with select kitchen specialists is based
on the Gorenje Group's solid distribution network present in
70 countries on all continents.
In addition, part of the expansive exhibition area featured
the Atag brand, a leading Western European design brand
which has been a part of the international Gorenje Group
since 2008.
01 chef thomas jaumann and moderator britta Wiegand in action.
02 Gorenje's exhibition area also featured the Atag brand.
01
02
10 GORENJE LIFE STYLE MAGAZINE
after-saLes in bOsnia and HerzeGOvina
february in sarajevO saW GOrenje Open its first after-
SALES service unit in bosnia and herzegovina, which will
cover Sarajevo and nearby municipalities. Gorenje cur-
rently operates a well organised network of authorised
service centres in bosnia and herzegovina. back in De-
cember 2009, a call centre was launched with a single
number for the entire country. The recent opening of its
own after-sales service unit is a another new step in the
ongoing development of after-sales services.
MARKET WATCh
PARtnERInG UP – for reaLProject trigLav DeLivers first MoDeLkitchen stuDio
LATE LAST YEAR, GORENJE - REAL, SISTER
company of Gorenje spol. s.r.o., in the
Czech Republic, took over full distri-
bution of Gorenje kitchen furniture in
the country. No longer supplied by
an intermediary company there, they
are now supplied directly by Gorenje
Notranja oprema, d.o.o.
bigger news however comes in the
form of Triglav, an exciting and com-
plex new project that forms the basis
of a new business model, creating
what is in many ways a new company
in the kitchen business. both internal
resources and external expert consult-
ants have been mobilised to create
and structure the project.
In short, the company is looking to
build a network of branded profes-
sional kitchen studios in order to
boost sales of both kitchen furniture
as well as (built-in) home appliances.
The goal is to grow to become one of
the top three names in the higher-end
kitchen market there. Project plans
see the first phase of the process up
and running, upgrading a network of
32 kitchen studios – remodelled and/
or new from the ground up in line with
the model kitchen studio concept –
by end-2011.
The new model studio opened April
15, 2011 in city park jihlava, which
represented the premiere of the first
Kuchyně Gorenje-branded PoS in the
entire Czech Republic, as well as the
vysočina region, where their kitchen
business was not represented before.
here the design kitchens and top-
quality home appliances are presented
in timeless interior that underlines
their exceptionality.
The ambitious short-term plan fea-
tures six new kitchen studios to be
built by mid-2011. Next year they hope
to continue expanding point-of-sales
centres across selected locations
throughout the country.
11SPRING – SUMMER 2011
Looking gooD In thE nEAR EASt
NOVEMBER SAw GORENJE RECEIVE AN HONOUR IN THE FORM OF
the award for best looking exhibition area at the 6th Inter-
national Fair in Sulaymaniyah, Iraq. As an international fair,
and one of the biggest in Iraq, some 300 exhibitors from
iraq, iran, turkey, china, japan and beyond came and par-
ticipated at the Fair, presenting products from the fields of
food, drink and dining, home interiors, building and others,
to more than 9,000 visitors.
This marked the first time Gorenje was represented at
this young and exciting international fair, together with its
Iraqi business partner Zozan Co. Together they presented
SmarTable, the Monarch wine cooler, the Gorenje Simplicity
and Gorenje ora-Ïto collections other products.
Gorenje’s presence in Iraq stretches back to the late 1970s,
when they began selling Gorenje products there. Since
2007 Zozan Co. has served as Gorenje's exclusive sales
partner in the country, handling the distribution of a wide
range of Gorenje products across the country.
“Gorenje sold some 11,000 large household appliances in
Iraq in last year, most of them freezers and design lines. And
sales are increasing every year,” explains Tatjana Močenik,
Gorenje’s Manager for regional sales in the Near East.
Zozan Co. Director Shinwar bandi says he’s convinced
Gorenje’s sales in Iraq will continue to grow strongly, and
sees Gorenje as a quality company which is constantly de-
veloping and launching new ideas, designs, and technical
features across its entire range of products.
MARKET WATCh
rock ‘n’ Wash GoREnjE
THE ROSKILDE FESTIVAL IS ONE OF EUROPE’S FIVE BIGGEST ANNUAL
music festivals, held on the Danish island of Zealand, and
drawing more than 100,000 spectators and volunteers for
four days in late june every year. four days is long enough
for any outdoor music festival, but for the staff the whole
thing starts two weeks ahead of the festivities. So if there’s
something they value besides a quality bath it’s a store of
clean, nice smelling clothes.
Enter Gorenje, with a custom-made event put together ex-
clusively for the festival staff, helping them out with this
handy service. “The basic concept grew out of the classic
launderette service,” says Danish Marketing Manager Fred-
eric viking, “only here the washing and drying comes free
of charge. The tent’s also a place to get some welcome
shade from the baking summer sun. Last summer we of-
fered cold beverages from our iPod fridge, and of course
the sounds of some good lounge music to enjoy while wait-
ing for the wash to be done.”
here Gorenje’s SterilTub shared the spotlight with plenty of
cold wash cycles, seeing as Roskilde is big on sustainabil-
ity and environmental awareness. The cold wash detergent
was supplied free by one of the producers. In keeping with
the festival spirit the event’s main sponsor Tuborg provided
some beer in a friendly swap for some welcome washing
work. And a couple of Gorenje’s main Danish customers –
Euronics and Dixon’s – took part in the hospitality services
offered in this special tent.
“The plan for this year has us doing something similar with
roskilde this year,” says viking. “they actually came to us –
and not the other way around – because of its success, and
its popularity among their staff and volunteers. over the
course of the festival we did some 500 loads of wash plus
drying, using our six washers and six dryers, none of which
had any trouble keeping up.”
The Roskilde Festival operates as a non-profit organisation,
and has been running since 1971.
gorenje’s Wash & Dry hosPitaLity tent Proves a hit at the roskiLDe festivaL
gorenje Wins aWarD for Most attractive exhibition area
12 GORENJE LIFE STYLE MAGAZINE
INSIDE TRACK
&PoWERFUL bRAndS, innOvative products, NEW markets
Last year Gorenje celebrated its 60th
anniversary. In this milestone year, it took
some major steps to pave the way to success
for another 60 or more.
The company outpaced the
European home appliance market
in growth by 2.8 percentage points,
topping last year's sales figures by
16.5% – this despite the slow economy
in Europe, the source of the majority
of Gorenje's revenues, which is still
in recovery and its major appliance
industry has not yet bounced back to
2006 levels. In Western Europe, the
Netherlands and Germany were the
best-performing markets; in Eastern
Europe, it was Russia and Ukraine.
Serbia, home to a part of Gorenje's
manufacturing facilities, was Gorenje's
ELIZAbETA bILUŠ GOrenje arcHives
best market in the Western balkans.
Sales also rose in the USA and in the
Middle and Far East.
Last year’s business results are seen
as solid; however, as President and
CEo Franjo bobinac notes: "There are
still many challenges in all markets of
our operations. The key threat to our
industry this year is increased prices
for raw and processed materials.
Following the economic and financial
crisis from which the markets have not
yet fully recovered, home appliance
manufacturers were struck by the
raw material shock. but these are
inevitable facts that we must face
and find a solution to. Gorenje has
defined its formula: powerful brands,
development of the right products,
business in the right markets, efficient
business processes, and flexibility."
Pursuit of this formula also includes
the acquisition of the Swedish high-
end appliance manufacturer Asko,
renowned particularly for their top-
class washing machines, dryers, and
dishwashers. This was Gorenje's third
acquisition in the past six years.
13SPRING – SUMMER 2011
INSIDE TRACK
Gorenje is stepping
up its deliveries of
high-end appliances
to the promising
Asian markets.
GOrenje WelcOmes all tO
ThE IFA FAIR IN bERLIN, GERMANY,
SEPTEMbER 2 - 7 2011, hALL 1.1.
FRANJO BOBINAC, Gorenje president and CEO upon starting cooperation with Henderson Land
Development, Hong Kong
company is also pursuing the strategy
of covering all price ranges and all
distribution channels, including the
kitchen studios targeted by the most
recently introduced brand Gorenje+.
In 2010, Gorenje sold nearly 90% of
its total output under its own, in-
house brands, which is the highest
share to date. Such a share evidences
the power of the Group's brands, the
quality of its products, and the wisdom
of its sales strategy.
in-house DeveLoPMent anD the roaD eastbrand power will continue to be
founded on the company’s own R&D
efforts. Development of Gorenje
appliances is the responsibility of a
group of international experts working
in development competence centres
in Slovenia, Netherlands, Sweden,
and Czech Republic. And this year
extenDeD faMiLy of branDs only a few years ago, most Gorenje
home appliances shared a single brand:
Gorenje. Expansion through takeovers
brought diversity to the equation:
Atag, Pelgrim, Etna, Asko, Upo, and
Mora were added to the existing brand
portfolio. This year, it was further
extended by another brand: Gorenje+,
positioned in the upper-middle price
range, was developed particularly
for a breaking into the kitchen studio
market.
The brands and the products carrying
them are the company's ID card.
The current Gorenje Group brand
portfolio reflects the continuous
process of the company's growth and
transformation into an international
corporation present in 70 markets
from Scandinavia to the Middle and
Far East, and the USA. In addition to
geographical reach of its presence, the
Gorenje will address its customers
from all over globe with the latest R&D
and design novelties at the IFA fair in
berlin. The fair is a great opportunity
for Gorenje to consolidate existing
business partnerships and also forge
new ones.
on the heels of growing sales in the
European markets in recent decades,
Gorenje is looking to enter South
America, and is stepping up its
deliveries of high-end appliances to
the promising Asian markets. These
include hong Kong, one of top ten
markets in the world by purchasing
power. hence, Gorenje teamed up
this year with one of the leading real
estate investors in this seven-million-
strong metropolis, henderson Land
Development Co., in the development
of high-quality residential and
commercial buildings.
BENEATH THE SURFACE OF GORENJE'S NEW GENERATION BUILT-IN APPLIANCES NEW STORIES ARE COMING TO LIFE.
The stories from your home. Stories created with HomeMADE – a unique innovation allowing wood-fi red oven eff ects for perfect baking results. Stories endowed with elegant touch of the patented DirecTOUCH electronic programme module. These patented innovations are a fresh view of how we live: each in our own distinct way. The new generation of Gorenje built-in appliances is a perfect setting for your own private story. The story you experience: the inside story.
www.gorenje.com
Gorenje oglas dvostranski NGCA ENG - GLM april 2011.indd 1 19.4.2011 12:19:07
BENEATH THE SURFACE OF GORENJE'S NEW GENERATION BUILT-IN APPLIANCES NEW STORIES ARE COMING TO LIFE.
The stories from your home. Stories created with HomeMADE – a unique innovation allowing wood-fi red oven eff ects for perfect baking results. Stories endowed with elegant touch of the patented DirecTOUCH electronic programme module. These patented innovations are a fresh view of how we live: each in our own distinct way. The new generation of Gorenje built-in appliances is a perfect setting for your own private story. The story you experience: the inside story.
www.gorenje.com
Gorenje oglas dvostranski NGCA ENG - GLM april 2011.indd 1 19.4.2011 12:19:07
16 GORENJE LIFE STYLE MAGAZINE
INSIDE TRACK
MANCA KRNEL hESS PETER MARINŠEK
PAINTING ThE bigger PICTURE
Making sense of global conditions, regional developments, and
changing consumer demands in a fast-changing and fiercely
competitive global marketplace.
brankO apat, member Of GOrenje manaGement bOard
Gorenje is facing a number of global challenges and
changes in the production and sale of home appliances,
all of which require timely and carefully thought out
responses. Competition seems more and more relentless,
prices of raw materials are skyrocketing and the markets are
still suffering the effects of the economic crisis. In the past
year, Gorenje acquired a new company in Sweden and went
on to move part of its production to Serbia. on top of that,
the company has been assiduously engaged in developing
new products with which they are entering new distribution
channels. There’s plenty on the table – and plenty to talk
about with Management board Member branko Apat.
17SPRING – SUMMER 2011
INSIDE TRACK
in terms of sales volume the european white goods market is divided roughly 70 / 30 % in favour of the old european ladies. gorenje is the strongest in eastern europe, which accounts for about half the company’s sales. eastern europe was far harder hit by the crisis, and in turn your sales volumes dropped considerably. so which are the markets where gorenje is strongest today?the biggest and most profitable is the dutch market, mostly
owing to Atag. Second in size is Germany, and Russia in
terms of profit. Some of our most important markets in view
of size and profitability include Ukraine and Serbia. Generally
speaking, Eastern Europe is a highly profitable market and
these are the markets we are most heavily relying on this
year. Moderate growth is expected also in Germany and in
the netherlands. this year we recorded also a slight increase
in Ukraine, Russia, bulgaria and Romania.
the situation in Western europe then leaves something to be desired?Great britain is currently facing serious political turbulence.
In addition, our presence in this market has been limited to
freestanding appliances, where the competition is extremely
strong. At the moment we are working on restructuring
our sales from freestanding appliances to a larger share of
integrated appliances. the situation in france is very similar.
Unfortunately, we cannot afford a move to higher price
classes with the Gorenje brand name here, as a restructuring
of this kind would be too costly. We are therefore focusing on
integrated appliances and kitchen studios, i.e. into the higher
added value segment.
What are consumers today looking for? What are the trends gorenje has been following and pursuing?to answer that we should first take a look at the big picture,
the EU legislation and regulations. Some three years ago,
when Russia shut off gas supplies to Europe, the EU decided
to allocate enormous funds to all kinds of alternative energy
resources. Germany, for example, allocated some 80 billion
EUR for the promotion of new, eco-friendly products. these
include home appliances, heat pumps and home solar power
plants. new energy efficiency classes A+, A++, A-30, A-60 were
introduced and intervention money is earmarked also for
support in the implementation of energy independence
laws.
eco-friendly therefore inevitably implies trendy – as in in-line with emerging or prevailing trends?trends are the result of three points. the first relates to the
already mentioned reduction targets for the use of energy
imposed by the EU; the second are compulsory degradable
materials, and the third advanced electronics that enable
simple control. Appliances people were talking to in sci-fi
films a decade back have become a reality. tomorrow we’ll
probably say: “Wash this, cook that…” technological advances
aim for total simplicity of control.
Information technologies facilitate simpler control,
processors increase energy efficiency by switching on and
off as necessary and interconnect into so-called intelligent
systems. today, remote control, interconnectable systems
and intelligent homes are firmly grounded in reality. Gorenje's
development follows these trends. We’re highly competent
when it comes to cooking appliances and are introducing
increasingly automated cooking in terms of control over
what goes on on the stove, even in your absence. boil over
prevention systems on induction cooktops make sure that
milk no longer boils over and that cooking is logarithmised.
of course consumers won’t be aware of that, but they will
know they no longer need to wipe milk off the cooktop, even
if they don’t constantly watch over it.
one such step towards intelligent control is the latest programme module developed by gorenje – ichef.iChef has proved that Gorenje is a truly innovative company.
We were also the first to develop cooktop slider controls that
are very popular with all young users.
During the economic crisis you responded with a simple control, the gorenje simplicity line, which turned out to be the right decision.We were deliberating on what to offer to the market. the
logical and simplest answer was that it had to be a product
which is extremely simple for the merchant, producer and the
user. We tried to incorporate all three aspects.
the Simplicity project, brought up the old Gorenje Simple &
logic system. the system dates back to 1988 when I did my
own washing for the first time ever on a student campus in
the United States. this is so incredibly simple over there! Even
though I had been working for some three years at Gorenje at
the time and was, so to speak, an independent man, I could
not do my own washing. there was always some confusion
with the temperature! In the States we only had one button
for whites and one for colours. In Gorenje, we therefore
introduced one button for whites and one for colours, but
as we were born to complicate we added about five sub-
programmes.
Today, remote control,
interconnectable systems and
intelligent homes are firmly
grounded in reality.
Gorenje's development follows
these trends.
18 GORENJE LIFE STYLE MAGAZINE
INSIDE TRACK
i see, and deciphering these other five has been left to women!yes, in Slovenia, of course. (laughs). the Americans wash
everything at 60˚C.
so who does the washing in your home – simplicity or your wife?My wife; luckily I’m no longer on campus (laughs). but after all
these years at Gorenje I'm inclined to think I could probably
operate even the most complicated machine, if I had to
(laughs). In the Gorenje Simplicity line it was the easy control
system that brought us so close to users. the winning idea
was the simplicity of one single button. Consumers go for
Simplicity appliances because they are so easy to control.
the Gorenje Simplicity line turned out to be very popular in
the mid-price range, but Gorenje continues to try to establish
itself in the higher segments, also through designer lines.
our strategy to bring in name designers was very effective.
When you introduce an accomplished, aesthetically
functional product, you demonstrate competence and make
it clear that the horse for the first-class designer race is ready.
time is of utmost importance here, you must produce the
right trend at the right time. And it doesn’t hurt if you pose a
challenge here and there.
so if it's well designed, it's probably also time resistant, more than just a passing trend?our products are mainly subject to entirely different changes,
such as energy consumption, ecological trends, limited
water consumption and similar. A product whose design was
perceived as beautiful five years ago might retain its aesthetic
appeal. Unfortunately, however, the answer is not one-fold. to
really be part of the trend you must continue to improve the
functionality of the line, it's the only way to stay on top. you
must always offer something new, better, more efficient, with
better performance…
Why do we always go for the latest innovation?that's a philosophical question (laughs). So might the answer
be. one might ask why is it that birds sing? I daresay it's not
because they enjoy singing, but because the song is in them.
now think about why you’re always so excited by spring of all
seasons. When a company carries this spring, this youth inside,
it means it is research-driven, it goes forward, looking for new
challenges, and in doing so it cannot but do well. there’s a
culture within a company, an awareness, I'd call it playfulness,
a geniality that drives us to go on. And what is a company? A
company is its people and in turn our characteristic features,
our originality, our spirited spring – these constitute the vital
fluid of which the company is made.
and how do these springs deal with established consumer habits?Every consumer will go for the better, higher, more beautiful,
more attractive, more useful – anything that makes life easier.
When given a choice between products of the same useful
value you will probably go for the better design; and last but
not least, for the optimum ratio between the price, quality
and the brand you trust, because it hasn't and will not let
you down.
for some time now, gorenje has also been flirting with china, south america and africa. When can we expect gorenje to enter these markets with a real presence?to successfully enter these continents you need a horse
equipped for their environment, you need the right product.
the prerequisites are knowing their electricity and water
consumption standards and local regulations, which are often
subject to administrative restrictions or protective measures
favouring their own production. In the 1980s and the 1990s our
sales in South America did very well, although only in certain
niche segments. Exporting white goods to China has been
an interesting experience with China being the world's largest
producer of white goods. We therefore decided to compete
in that market by introducing the most competent, highest-
19SPRING – SUMMER 2011
INSIDE TRACK
both short-term
and long-term development
will go this way – from energy
dependent to fully energy
independent homes.
With its extended brand name portfolio, gorenje is entering higher price ranges without losing touch with the initial and middle segments.our brands were defined with consideration of price
positioning and sales channels policies. In terms of price,
Gorenje's volume is somewhere in the middle, but we'll try to
push some brands higher. We'll also keep the designer lines,
as they represent a significant share of the profit.
Which appliances do you personally find the most engaging?being an advanced technology fan, it will have to be the
new oven and the new cooktops. but of course you can't do
without a washing machine or a refrigerator. As head of the
home appliances division I must see to it that my appreciation
is shared equally between them all.
What can we expect in the realm of home appliances in the future?We will continue to invest in intelligent appliances. As regards
washing we can speculate about washing powder-free
washing, i.e. the introduction of ionisation, ultrasound, air
injection and similar, but I think that really revolutionary results
in washing won't be possible until we stop polluting water. the
refrigerator will always be, to quote the Americans, a cooling
box, but developments are expected in the use of surplus
energy produced during the cooling process. for example,
a refrigerator and air conditioner also provide hot water we
can use to shower. then there are advanced interconnectable
systems. A house or home must be seen as a self-sufficient
unit isolated from nature, and unless the energy it requires
is taken from the inside we'll burn out the world. both short-
term and long-term development will go this way – from
energy dependent to fully energy independent homes.
there's no need for a heater in the washing machine, dryer
or boiler, when you have a heat pump to heat water. It will
take another five or ten years before we become informed
and conscientious enough to build our homes as energy
independent from the start. this by no means belongs
the realm of futurism. It’s today, only because the existing
technologies are not yet sophisticated enough to make these
products sufficiently user-friendly. And this will surely be one
of our many future tasks.
quality designer products, signed with one of the prominent
designer names with whom we collaborate (Pininfarina). We
have succeeded in achieving first encouraging sales results
in taiwan, the Philippines and Malaysia. We sell only top-value
European products of the highest price range in all South
American and Asian markets. Unlike most of our competitors
we haven’t decided to build a factory in China and deliver
a typical Asian product. We believe there is plenty of work
for us to do in Europe. We therefore persist with European,
higher-quality products.
one of the key challenges this year are steeply rising prices for oil and raw materials. Will gorenje respond – like the competition – by raising prices?today, iron ore is controlled by three families, five families
control the world’s coke production, and the same applies
to gold mining. during this crisis, most global players have
shut down a number of mines, ironworks and factories
producing plastic products. It was a way of creating artificial
consumption. Everything we were able to get at a low price
in past years will be overpaid by a factor of two in the next.
then there are natural disasters, such as floods, earthquakes,
storms and similar. And on the other hand strikes at mines in
Chile and political unrest in the near East further contribute
to increased prices. however, our industry is saturated and
raising prices can backfire. you need to seize the right moment
and continue to adapt to global trends at all times.
20 GORENJE LIFE STYLE MAGAZINE
ShoWRooM
DESIGN THAT LASTS GORENJE
PININFARINA STEEL
COLLECTION
— hIGh-TECh
REFLECTIoNS oF
GLEAMING STEEL
RENAISSANCE
Gorenje’s Pininfarina Steel
Collection is starting a new
chapter in the two decade-long story
of cooperation between renowned
home appliance manufacturer Gorenje
and the celebrated Italian design
studio Pininfarina. The collection
is a perfect fusion of technological
perfection and smart design.
The Collection features several
innovative technological solutions:
the homeMADE oven excels with
its innovative arched interior that
yields, in combination with the
patented PerfectGrill two-level heater
placement, excellent results as it
mimics traditional wood-fired ovens.
Perhaps the most striking novelty
among hobs is the gas hob on a
glass ceramic plate with specially
designed cast iron support grid
and the unique advanced electronic
TouchControl feature. An upgrade to
the TouchControl feature on gas hobs
21SPRING – SUMMER 2011
ShoWRooM
is the automatic timer – an original
novelty in gas hob control – which
allows accurate setting of cooking
time independently for each burner.
If the flame goes out, electronic
regulation takes care of automatic
restart, while clearly laid out control
modules allow monitoring the status
of each burner.
In addition, the slide control function
for induction hobs has been upgraded
thanks to Gorenje's in-house R&D.
MultiSlider innovative slider control
technology allows perfect control
of power, cooking time, and other
functions independently for each
cooking zone, as every field features
a dedicated program timer and slide
control module.
And fans of superior design and
authentic materials like superior glass
and stainless steel that bring out the
timeless beauty of Gorenje's exclusive
appliances and designer collections,
will recognise the Collection as
the definitive answer to their
contemporary lifestyle needs.
The collection was designed by Paolo
Pininfarina, a globally renowned figure
in the world of design and President
of the entire Pininfarina Group, whose
extensive portfolio includes the
legendary Ferrari and the historic
torch for the 2006 Turin Winter
olympics.
22 GORENJE LIFE STYLE MAGAZINE
NoW FEATURING
The Gorenje+ brand of exclusive appliances, which premiered at
LivingKitchen 2011, is based on a comprehensive concept of exclusive
novelties selected to meet the most demanding criteria regarding
user experience and contemporary design. Gorenje+ appliances boast
numerous technologically advanced features, even global innovations.
23SPRING – SUMMER 2011
jeff bickert GOrenje arcHives
lavisH choice & Perfect hARMoNY Gorenje
exclusive built - in appliances
Gorenje+ is the first to offer ovens with the unique award-winning
iChef+ electronic programming module – a true revolution in simple
presetting. Gorenje+ kitchen appliances are based on clear principles
of enhancement. They excel with numerous innovative functions and
features that bring additional plusses to the lives of modern users.
NoW FEATURING
24 GORENJE LIFE STYLE MAGAZINE
PLus technoLogy: cutting-eDge innovationsGorenje+ appliances employ state-of-the-art technology.
Gorenje+ ovens are the first in the world to feature the
award-winning iChef+ electronic programming module
which allows simple choice of functions by sliding your
finger across the screen. This global innovation, inspired
by the world of consumer electronics, delivers impressive
preset choices and photographs of dishes that can be
prepared with a single simple touch.
Each Gorenje+ appliance boasts advanced features, and
the cutting-edge electronic oven module is a window onto
numerous innovations. These may be concealed at first
sight, but their results will definitely not go unnoticed. An
adjustable heating surface may seem a merely decorative
pattern on the cooking hob – but that’s just a façade. It
actually allows the cooking surface to adjust to virtually
any shape of cookware. Power-efficient LED+ lighting in
fridge freezers goes beyond respect for the environment
as it lights up tens of convenient features.
PLus Design: Different styLes, Lavish choicesMatching appliances can be found for every kitchen. but the
harmonious appearance of any Gorenje+ appliance blends
seamlessly with virtually any choice. Whether people love
contemporary minimalism or are looking for retro forms,
everyone will be equally thrilled about the same appliances.
Gorenje+ kitchen appliances comprise a wide range of
superior cooking, refrigeration and dishwashing appliances,
as well as a range of compact appliances that includes a
steam oven, a combined microwave oven, and a built-in
coffee machine. Appliances feature an inox finish, with most
of them also available in black, which adds another plus in
the form of power and harmony. Choice is always individual,
yet in the kitchen it comes together as a harmonious whole.
Each Gorenje+ appliance boasts
advanced features, and the
cutting-edge electronic oven
module is a window onto
numerous innovations.
NoW FEATURING
25SPRING – SUMMER 2011
NoW FEATURING
PLus Life: taking controL, With quaLity anD resPonsibiLityGorenje+ kitchen appliances are designed with an in-depth
awareness and understanding of the requirements of
modern lifestyles. They’re built for ambitious people living
a full life both at work and at home, demanding everything
they deserve. With Gorenje+ you can always expect better
cooking results and rich aesthetic experiences in the home,
through cutting-edge innovation, design for today and
tomorrow, for different kitchen furniture styles, simple use,
reasonable prices, and streamlined installation.
Gorenje+ appliances rated in the highest energy classes
meet and exceed the most stringent of environmental
expectations and standards. They also boast a super-
standard warranty; confident of their design and
manufacture, they’re guaranteed for years of reliability. A
wide network of after-sales services is there to make sure
all warranty promises are lived up to.
Choice is always individual,
yet in the kitchen
it comes together as a
harmonious whole.
26 GORENJE LIFE STYLE MAGAZINE
everyOne Wants tO dOn tHe cHef's Hat
It was bound to happen sooner or later. Computers are getting into
cooking in a big way. People felt that the taste of the dishes grandma
cooked could not be replicated even if the recipe was right, because
the touch of her hand would be missing. but now with a mere touch of
the hand you can achieve exceptional cooking results from iChef+ from
Gorenje+.
revOlutiOnary ichef+
MANCA KRNEL hESS GOrenje arcHives
THE REVOLUTIONARY iCHEF+ OVEN MODULE wITH THE LARGE COLOUR DISPLAY.
the Gorenje+ oven brings the
touchscreen paradigm to all your
baking needs. Kitchens of the future
often come complete with touchscreen
panels and home automation settings,
but you aren't just keying in the time
and temperature here. Much like the
automatic controls on a camera, it
doesn’t actually do anything you
couldn’t do manually, but it sure makes
things a whole lot easier.
It's got 65 preset dishes designed
by chefs and nutritionists it can
cook autonomously, nine simple
ones letting you cook basics such
as "roast potatoes", and 120 slots
for you to program your own, plus
an option that lets you bake in three
separate stages for perfection (or
bitter disappointment, depending
on your choices) inside and out.
It's all controlled through a colorful
screen filled with pictures of lovingly-
prepared food. The main menu serves
as a gateway to all the features, so
even a newbie can handle it without
prior experience.
A plus for cooking and gourmet
pleasures is also delivered by many
other Gorenje+ oven features such
as Space+ increased cavity volume
despite standard exterior dimensions,
the innovative shape of the cavity
Shape+, and Grill+, a new approach to
heating surface layout for truly even
cooking. And air circulation in Gorenje+
ovens mimics the principles of ancient
wood-fired ovens and renders the
dishes both juicy and crisp at the same
time.
To start, simply touch the display and
the icon-driven touch-screen fires up.
From here, you can go simple by just
finding the food you’re about to cook,
estimating its weight and pressing
“go”. or you can get fancy with the
SIMPLEbake, AUTobake, MYbake,
PRobake and STEPbake modes.
Fingers crossed!
NoW FEATURING
27SPRING – SUMMER 2011
NoW FEATURING
THE MAIN MENU DISPLAY
THE SIMPLEBAKE DISPLAY
THE AUTOBAKE DISPLAY
THE STEPBAKE DISPLAY
THE MYBAKE DISPLAY
your favourite Dishes siMPLy anD autoMaticaLLySIMPLEbake and AUTobake programs make cooking truly
simple. Select the dish on the photo, estimate the weight
and touch the START command – and the cooking begins.
The SIMPLEbake program offers 9 categories of the most
commonly prepared dishes, while AUTobake offers a
choice of 65 preset recipes including photos, checked with
and approved by chefs and nutritionists.
The AUTobake program asks about approximate amount,
desired level of doneness, and the time you wish your food
ready. All other adjustments are made automatically and
the program delivers reliable and tasty results at the time
specified.
Mastery in stePsPRobake choices leave chefs with all the creative freedom
they want, while elevating the reliability and accuracy of
cooking procedures to a new level. You may use the oven in
the conventional way you are used to – but the innovative
display allows even more. Now you can cook in several
steps: the revolutionary new sub-program STEPbake,
a unique and patented feature, allows you to set up to 3
stages with different, fully customized settings for heating
system, temperature and duration. This is a true revolution
in simple presetting.
The settings used in combination with your own PRobake
choices don’t have to be changed during the cooking
procedure; rather, you may define them in advance. For
example, you can start with a low temperature, then step
up to high, and finish with medium; you may want all heating
elements to work at the beginning, but only the upper one
from there on. or you may want the settings to change in
particular time intervals – it’s up to the user. The settings
currently effective in the oven are always displayed.
successfuL coMbos – anD More The MYbake program allows selecting preset recipes and
storing your own combinations to keep a cooking library of
settings for up to 120 dishes. The memory program offers 10
categories of food (such as meat, fish and clam, vegetables,
bread etc.) and 12 dishes and combinations used to cook
them within each category. hence, reliable automatic
repetition of the procedure is always available with just a
touch.
EXTRA choices allow automatic adjustment of temperature
for the task of your choice, such as rapid preheating with
the Preheat+ feature, keeping the cooked food warm with
Warming+, heating the plates before serving with Serving+,
etc. There are also convenient temperature presets for
defrosting frozen food with the Defrost+ feature. The EXTRA
choices also include settings for the meat probe (Probe+)
and simple cleaning with nothing but water (Cleaning+).
28 GORENJE LIFE STYLE MAGAZINE
NoW FEATURING
DishWashersPlus: first to handle 17 place settings – at once The XL dishwasher with surprisingly spacious interior Settings+
and three baskets allows washing as many as 17 place settings
at once. The machine featuring a revised interior layout and
carefully placed spray arms stands 86 centimetres tall. The
standard-dimension machine, too, features a special layout
Settings+ that allows washing an incredible 16 place settings.
Excellent washing effects are the result of nine spray levels
as well as efficient operation of the Twist+ spray arm and the
additional orbital+ rinsing arm.
Since the innovative UseLogic+ sensor technology allows the
machine to automatically perceive how dirty the dishes are,
individual programs do not require any settings. Its triple-A
label indicates optimum energy efficiency, and washing and
drying effects of the highest, A class. This class only includes
appliances that fully comply with the stringent European
guidelines on power savings and environmental preservation.
And a special LED lamp installed on the lower part of the
dishwasher door constantly indicates the current stage of the
dishwashing program.
coMPact aPPLiancesPlus: new comfort, upgraded featuresThe Gorenje+ steam oven, microwave oven, multi-system
combined oven, and coffee maker top off the kitchen with
new possibilities for the rapid cooking of favourite dishes
and beverages – and all, with standardized height of 45
cm, infused with an air of prestige.
The built-in coffee maker is controlled via an LCD display
as you choose between five different tastes of coffee. The
Gorenje+ steam oven with 8 preset programs, allows your
food to retain its full flavour, colour, and minerals. The Multi-
system oven, combining the advantages of microwaves,
convection cooking, and grilling, is a particularly notable
compact appliance. Microwaves speed up the cooking
process; convection heating browns and finishes your
dish, while simultaneous operation of grill and convection
opens up new dimensions for meat preparation.
29SPRING – SUMMER 2011
NoW FEATURING
friDge freezersPlus: better power efficiency A++Select models of Gorenje+ fridge freezers are in the elite
company of the most energy-efficient appliances to date.
They are rated A++ which means their power efficiency
is 40% higher than that of the A-class appliances. Such
characteristics are made possible by improved insulation,
door sealing, and cutting-edge refrigeration system
components. Smart placement of power-saving LEDs allow
optimum illumination of the interior. In addition, LEDs are
admired for their long useful life and power efficiency.
These Gorenje+ models feature two LED+ displays which
allow you to control the temperature in the refrigerator and
freezer compartment, as well as to control other special
functions. Gorenje+ refrigerators also feature the Snack+
container, appropriate for both storing and serving your
snacks. Furthermore, they’re fitted with a special bottle
holder for wine storage.
cooking hobsPlus: adjustable cooking zonesMultizone+ is a special feature of
Gorenje+ induction hobs. Combined
into larger heating areas, these cooking
zones allow the hob to adjust to
cookware of unconventional shapes
or sizes. The pride of Gorenje+ hobs
rests on their innovative Slider+ control
that allows perfectly accurate power
level settings for each cooking zone
separately, which further optimizes
induction performance and makes use
of special functions like boil control,
heating+, Melting+ and Lock+ even easier.
Not only induction, but gas burners,
too, have seen notable improvements
in efficiency. Innovative Gorenje+ gas
hob burners optimize the flame to
allow faster cooking and highly efficient
use of gas (A+ class). Their original
monolithic design also makes them very
easy to clean. Selected gas hobs feature
special high-performance Wok+ burners
for faster heating. Wok+ burners are
available on both glass ceramic and
stainless steel hobs with one, four, or
five gas burners.
The new option of an integrated
stainless steel plate takes its inspiration
from japanese cuisine. the name of
the Teppanyaki+ hotplate, which allows
grilling in your kitchen, is derived from
the japanese words teppan (steel plate)
and yaki (grilled). It’s intended for grilling
with minimum amounts of fat; thus, it
makes the perfect choice for anyone
looking to prepare a wholesome meal
– particularly meat and vegetables. Its
smooth surface allows simple cleaning –
normally its enough to simply wipe the
cooled plate with a cloth after use.
30 GORENJE LIFE STYLE MAGAZINE
NoW FEATURING
kitchen hooDsPlus: extra powerful air extractionEmploying modern ventilation technology, delivering high
performance and silent operation, and offering many smart
features, Gorenje+ cooker hoods are like a new window in
your kitchen. The boost+ function allows the Gorenje+ cooker
hood to deliver additional power without extra noise. The
revolutionary new P.A.S.+ system no longer extracts the air
only through the central part, but rather directs extraction
power to the edges as well, to reduce power consumption
and noise, and to improve extraction efficiency. There’s also
the option of constant ventilation Refresh+: the cooker hood
may be automatically switched on for a few minutes each hour
– even when no one is home. Another special advantage of
Gorenje+ cooker hoods is integrated LED lighting for optimum
and power-saving cooking hob illumination.
31SPRING – SUMMER 2011
IT'S aLL AboUT ThE PLusses
Hermina kOvačič GOrenje arcHives
NoW FEATURING
Granted, humankind has invented a plethora of home
appliances to make the household everyday easier. but
the truth of it is that over these many long decades, little
has changed: I still have to go to the grocery shop, store
the food in the fridge, prepare the food and place it on the
cooker or into an oven. I can deal with switching on the hood
to eliminate the odours; but arranging dirty dishes in the
dishwasher is more than I would hope to be bothered with.
We may not yet have robots toiling around the house while
I surf the internet or polish my nails (although I expect the
robot to do that as well), but a refrigerator is not a mere
cooling box, and a cooking hob is no longer merely a
hotplate. The oven, however, has already become the oven.
This is what I discovered, amazed and excited, during my
last spin around the Gorenje showroom and a subsequent
browse through their website. Even with the most common
and indispensable home appliances, the saying – what is
essential is invisible to the eye – holds true.
an aPPLiance becoMes the aPPLiance Gorenje's in-house and partner designers of global renown
never fail to surprise with the shapes and colours that at times
come close to works of art or installations that you would
be only too happy to have adorn your home. just check out
the Gorenje designed by Karim Rashid Collection that allows
you to choose between seven hues with which to colour the
vertical LED stripe! You can actually make the appliance adjust
and respond to your mood. Gloomy moods, however, were
simply ruled out by the king of colour.
but Gorenje products do not stop at colour. These appliances
surprise with their interiors, features and functions that
make the inevitable chores that much easier. here are but a
few examples: in addition to the nearly perfect interior with
functionally designed shelves, bins, holders, grids, and drawers
for every type of food (and make-up), the refrigerators delight
the user with lighting that affords a pure view to every corner.
Air circulation, accurately defined temperature zones, and
systems to prevent condensation and ice accumulation allow
the food to keep longer. Cooking hobs boast rapid heating
or simple engagement of additional cooking area while being
operated by the most delicate of touch. Knobs and buttons are
a relic of the past, even for the heavy-duty extractor hoods.
Dishwasher interiors reveal parts made of high-quality steel
and enough capacity to deal with 17 place settings at once.
oven Like a caMera And just when I thought I had seen it all, I was knocked off
my feet again. I have just come to master functions and
features like steam cooking, baking in homeMADE in an oven
that recreates the effects of a wood-fired oven, the meat
probe, plate heater, AquaClean, and the innovative patented
DirecToUCh electronic graphic control. Yet, Gorenje went
on to stun the global public with their unique, advanced and
revolutionary touch-control electronic program module
iChef+. Like all good cars today, the oven is supported by
a state-of-the-art computer control system which can turn
every user into a master chef – and in their own kitchen no
less.
I know I’ve become one – finally. And I've had fun doing it.
The oven reminds me of a camera on which I always twiddle
with the modes and functions, from full automatic through
semi-automatic, to – when I feel like experimenting – full
manual. When I can't be bothered to think about the cooking
process, I simply find the right photo of the dish I intend to
make in the SIMPLEbake program. And when I am bursting
with culinary creativity, I tweak the settings in the MYbake
program. If it works out well, I save the recipe for next time.
Simple as that!
32 GORENJE LIFE STYLE MAGAZINE
MARKET WATCh
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33SPRING – SUMMER 2011
MARKET WATCh
Early this spring the hong-Kong based henderson
Land Development Company introduced its latest
waterfront residence, ‘The Gloucester’, characterised by a
contemporary design aesthetic and stylish elegance. The
new development is furnished with innovative luxurious
kitchen appliances by Gorenje, with the developer work-
ing with renowned French designer ora-Ïto to create a full
suite of kitchen appliances that combine quality, style and
high contemporary functionality to create an exceptional
lifestyle experience.
The complete ‘Futuristic Kitchen’ collection of kitchen
appliances and utensils Gorenje ora-Ïto was on show
to give media in attendance an exclusive preview of the
exciting kitchens. Gorenje will equip the apartments in
the Gloucester high-rise building with appliances of the
Gorenje ora-Ïto black and White Collection, and other
high-end kitchen appliances. Designer ora-Ïto flew to
hong Kong as guest host where he unveiled the creative
concept behind his ‘Futuristic Kitchen’ and introduced the
special features of selected appliances. “by equipping the
kitchens of the residences with specially selected items by
one of the world’s most acclaimed designers, ora-Ïto, ‘The
Gloucester’ truly redefines urban living”, offered Thomas
Lam, General Sales Manager at henderson, “and pioneers
new concepts in luxury and style.
Similarly ora-Ïto offered – “I’m very honoured to partici-
pate in the designing of perfect kitchens for ‘The Glouces-
ter’. Situated on the waterfront in the heart of hong Kong,
‘The Gloucester’ is a prestigious development and the
ideal platform for us to showcase our unique offerings.
This truly marks a milestone in my design career.”
And Gorenje President and CEo Franjo bobinac offered
an overview of the larger picture, saying – "The Purchas-
ing power of hong Kong's population is above average
and Gorenje is looking to make use of it. It’s a promising,
but also very exacting market that opens the door to the
entire Far East. Working with the renowned real estate
investor henderson Land Development who operates in
hong Kong and other major Chinese cities is an important
step forward in the pursuit of our strategy in these mar-
kets where our operations are based solely on marketing
our premium appliances."
02
01 Architectural rendering of 'The Gloucester'.
02 ora-Ïto and Thomas Lam unveil the 'Futuristic Kitchen' before
the audience in hong Kong.
BLACK OR WHITE. A HEARTBREAKING DECISION, ISN'T IT?
Magic light. Mysterious darkness. Futuristic, provocative, outstanding. Inspiration of daring cosmopolitan designer Ora-Ïto. Special Gorenje Ora-Ïto Collection of household appliances in black and white colour off ers both: sparkle of light and power of darkness, simplicity and complexity at the same time. Associated with colour, design attains new signifi cance.
The choice is yours. Select which side of light you prefer to live in.
www.gorenje-oraito.com
GLM april 2011 ora-ito bw dvostranski.indd 1 21.4.2011 10:02:56
BLACK OR WHITE. A HEARTBREAKING DECISION, ISN'T IT?
Magic light. Mysterious darkness. Futuristic, provocative, outstanding. Inspiration of daring cosmopolitan designer Ora-Ïto. Special Gorenje Ora-Ïto Collection of household appliances in black and white colour off ers both: sparkle of light and power of darkness, simplicity and complexity at the same time. Associated with colour, design attains new signifi cance.
The choice is yours. Select which side of light you prefer to live in.
www.gorenje-oraito.com
GLM april 2011 ora-ito bw dvostranski.indd 1 21.4.2011 10:02:56
36 GORENJE LIFE STYLE MAGAZINE
GREENER PASTURES
MasDar instituteharbinger of Zero Carbon Structures
Despite sitting on rich oil reserves, the oil-rich countries
around the Persian Gulf are not basking in the comfort
of their geographical and geological positions. Quite
the contrary: they have been most actively involved in
sustainable construction and everything that goes with it,
and have taken the leading role in constructing structures
distinguished by energy efficiency. Last November, the first
energy independent building in the world was opened in
Masdar, the world's first zero-waste, car-free and carbon
neutral city. The building was the Masdar Institute campus,
the first solar powered building in the city.
The master plan, by Foster + Partners, incorporates centuries-
old wisdom embodied in traditional Arabian architecture.
At the opening, Norman Foster, one of the pioneers of
sustainable architecture, said: “Many have dreamed of a
utopian project that would be solar powered. Today’s official
opening of the initial stage of the Masdar Institute campus at
Masdar City is the first realisation of that quest.” The Masdar
Institute is the first building of its kind to be powered entirely
by renewable solar energy and will be also used as a pilot
for the sustainable solutions to be implemented in future
Masdar City buildings. The first resident community of the
campus will comprise its postgraduate students.
The campus master plan incorporates a 10 megawatt solar
field that provides 60% more energy than is used by the
campus, with the remaining energy being fed back to the
Abu Dhabi grid. The campus consists of the main building, a
knowledge centre and students' quarters. All these buildings
combined will use significantly less energy than buildings
of similar size and specifications built according to existing
standard baselines. The facilities will therefore use 54 % less
potable water and 51 % less energy, and will be fully powered
by renewable energy resources. Some 30 % of electricity will
be generated solely by solar panels on the roof which will
also be used to heat 75 % of the hot water needed.
The Institute represents the sustainable principles
underpinning the overall Masdar city’s master plan design.
The buildings have self-shading facades and are oriented so
as to provide maximum shade to both adjacent buildings
and pedestrian streets below. over 5,000 m2 of roof-
mounted photovoltaic panels provide power and additional
shading also to sand surfaces at street level. Windows in
residential buildings are protected with a contemporary
interpretation of mashrabiya, a latticed projecting oriel
window, constructed with sustainably developed, glass-
reinforced concrete, coloured with local sand to integrate
with its desert context and minimise maintenance.
IRENA hLEDE WWW.MASDAR.AE
01
37SPRING – SUMMER 2011
GREENER PASTURES
The perforations for light and shade are based on the patterns
found in the traditional architecture of Islam. The ratio of open
facades is varied between shaded lower areas and exposed
upper areas. openings in the facade vary according to their
position – the upper floors are more solid, with approximately
25 % glass, while the shaded lower floors have a greater
proportion of glazed area, around 45 %.
The laboratories are unusually flexible with ‘plug and play’
services to encourage interdisciplinary research. horizontal
and vertical fins and brise soleil shade the laboratories. They
incorporate ETFE, inflatable cushions with excellent thermal
insulation, which remain cool to the touch even under the
most intense desert sun. These have been specially designed
for this project so as to filter and reflect light into the street,
without radiating heat.
Cooling air currents are channelled through the public
spaces using a contemporary interpretation of the region’s
traditional wind towers. This system is conditioned primarily
by buoyancy-driven natural ventilation and the effects of
thermal mass. The ventilation strategy for the pedestrian
streets and night time cooling is further enhanced by wind
towers and courtyards. The public spaces are further cooled
by green landscaping and water to provide evaporative
cooling. Thermal camera tests on-site by Foster + Partners’
research team have already confirmed substantial drops in
radiant temperatures on campus compared with current
practice in central Abu Dhabi.
This building is the first of four planned phases that will
bring the eventual student population to 600-800. Four
residential blocks surround the central laboratory and the
Knowledge Centre, the first in a series of additional campus
buildings, which will include a mosque, conference hall and
sports complex. The second phase is due to start on site
by the end of the year to include further laboratories and
apartments. The Masdar Institute is accessed by 10 personal
rapid transit (PRT) cars that are being run as a pilot project
from the City perimeter to the undercroft below the building.
01 The architecture of Masdar Institute.
02 The Foster + Partners project was inspired by the architecture
and urban planning of traditional Arab cities, Masdar City incor-
porates narrow streets; the shading of windows, exterior walls
and walkways, thick-walled buildings, courtyards and wind tow-
ers; vegetation and a generally walkable city.
03 The exterior facade of the Masdar institute, inspired by tradi-
tional Arabic details, proudly stands side by side with the high-
tech construction of the Water Tower.
04 The electric vehicles at the institute are part of a planned pub-
lic transport system of electric buses, electric cars and other
clean - energy vehicles. In search of sustainable transportation
solutions, the city is piloting a Personal Rapid Transit system of
electric-powered, automated, single-cabin vehicles. 04
03
02
38 GORENJE LIFE STYLE MAGAZINE
GREENER PASTURES
Greta kOkOt rajkOvič
Gorenje's Solar program includes a comprehensive offer of
key-in-hand solar power plants, as well as photovoltaic
modules and other solar components by renowned
manufacturers. The Solar program was developed within the
Ecology, Energy, and Services Division which has seen notable
growth in recent years. The program is a logical upgrade to
Gorenje's activities in energy management and ecology;
at the same time, it represents the company's response to
the sweeping global trend of proactive orientation towards
environmentally sound products and operations – indeed, such
orientation is pursued by Gorenje in all aspects of the Group's
operations.
Anyone with the appropriate property or roof can become
the owner of a solar power plant. After examining the natural
properties of the location and technological characteristics of
the building, a Gorenje Solar expert team prepares a blueprint
including a simulation for the particular building. The blueprint
defines the mode of installation, peak power, and projected
annual power output. Simulation is prepared based on average
annual meteorological data for the relevant location and
components of the solar plant being planned.
soLar PoWer PLantA solar power plant is a system of devices that transform solar
energy into electric power. It consists of photovoltaic modules,
support construction, and inverters. Photovoltaic modules can
be installed anywhere. It is, however, highly advisable that they
are installed in a spot with an optimum amount of sunlight
throughout the year. Solar power plants can be installed on the
ground, or on roofs either, flat or inclined.
When installing on the ground, a construction permit is
required. Roof installation, however, does not require a permit
since rooftop solar plants up to an output rating of 1 MW are
classified as simple electric power generation devices.
return on investMentThe most important information for any investor is how
much power (in kilowatts) will be generated and channeled
into the power grid. based on this information, a schedule of
approximate income for a long-term period (some 15 years for
guaranteed net metering and feed-in tariffs), given the feed-in
power rate, can be compiled. Every investor's key interest is to
see their investment paid off as soon as possible and to earn
a profit. Let us take the example of a roof with an area of 400
m2, facing south. Such a roof allows the installation of a power
plant with a nominal peak power of 50 kWp. Such investment
would amount to approximately EUR 135,000, depending
on the choice of photovoltaic modules, inverters, and other
equipment. banks are normally willing to finance up to 80
percent of investment; subject to a mortgage, the investment
could be fully bank-financed. In such case, the investment
would pay off in approximately 8 to 10 years, depending on the
financing terms.
When considering the justifiability of such investment, it should
also be considered that this is also an investment into a cleaner
future, and an expression of the investor's environmental
awareness. Investment in renewable energy, including energy
generated from the sun, is all the more relevant at a time when
energy management issues are becoming an increasingly acute
challenge globally. According to forecasts, energy prices will
rise and the need to rationalise will be more pronounced. higher
prices will promote rational (pragmatic) behaviour which is also
environmentally friendly.
gooD to knoWDuring 2010, the Photovoltaic market has shown unprecedented
growth and widespread use of this environmentally friendly and
distributed source of power generation. on a global basis, new
pv installations of approximately 15,000 mW were added over
the course of last year, taking the entire pv capacity to almost
40,000 MW.
savinG tHe eartH and mOney,
WitH GOrenje sOlar pOWer plants
hERE CoMES ThE sun
B E C O M E P A R T N E R S W I T H T H E S U N .Consider your own solar power plant as a safe, reliable and profi table investment.For you and in cooperation with you, we off er a comprehensive service – from the initial idea and calculations, through planning and fi nancing, to fi nal execution and maintenance. Gorenje Group's Solar brand stands for quality provided in compliance with the most stringent European rules and regulations.
www.gorenje.com/solar
Gorenje Solar oglas GLM marec 2011.indd 1 1.3.2011 7:41:21
40 GORENJE LIFE STYLE MAGAZINE
GREENER PASTURES
PUTTING hEAT To Work
how can we convert heat into work? how can we extract
warmth from the cold; and use this warmth for our own
specific purposes? The answers to these and other similar
compelling questions are to be found behind the term “heat
engines”. Today, we can no longer imagine life without heat
engines of all sorts. We take the car or bus to work or school
in the morning, we turn to the fridge to prepare lunch; and
to make us feel more comfortable we have air conditioners
cool our rooms, or instead use them for to heat our personal
environments. but how do these heat engines work?
We can come closer to understanding the process by taking a
look at the basics of physics. Without getting overly (painfully)
technical, the law of energy says that the energy of one object
can be changed only through input (or output) of work and/or
heat.Work is the process by which energy is transferred from
one object to another through the application of forces. The
necessary condition for this process to take place is that the
point of application of the force with which one object performs
work on another moves at least to some extent in the direction
of movement of the object whose energy is being changed.
heat is a process too, and is equal in significance to work,
but the difference is that heat is the energy transferred from
one object to another because of the temperature difference
between them. heat is always transferred from an object of
higher temperature to an object of lower temperature.
heat confuseD With teMPerature
Work and heat are processes of energy transfer between
objects. Energy transferred by performing work is due to the
forces between objects, whereas heat is energy transferred as
a result of a temperature difference between objects.
As for energy, energy is a property of objects. Even though
it cannot be measured directly, it can be calculated based on
the various characteristics of an object (mass, speed, position,
temperature, charge etc.). We often come across explanations
claiming that energy is the capacity of an object to perform
work. A number of professional journals, however, have
demonstrated that at best the following can be ascertained:
an object that has energy can in certain conditions emit heat.
heat engine
Certain forms of energy can easily be changed from
one form to another, e.g. when dropping a ball downhill
potential energy changes into kinetic energy. on
the other hand, the internal energy of bodies, which
is related to temperature, can only be transformed
into kinetic energy with far more effort. This work is done by
heat engines. Unlike mechanical machines, such as windmills
which transform one form of mechanical energy into another,
heat engines employ a different mode of operation which
requires a constant supply of heat.
refrigerator as heat PuMP
According to the basic laws of physics, heat always flows from
regions of high temperature to regions of low temperature.
Even textbooks frequently explain the flow of heat from low
to high temperatures in the following terms: energy in the
form of work must be added to get heat to flow from a low
temperature region to a high temperature region.
If we take a closer look at the way a refrigerator works, the
inside of a refrigerator or the things in there that we want to
cool represent the source of heat flowing into the refrigerator.
The temperature inside the refrigerator is lower than room
temperature in the kitchen. A refrigerator emits heat through the
back wall whose temperature is higher than the temperature in
the kitchen. just try touching the back wall of your refrigerator
every now and then. basically, a refrigerator works on the
following principle: if you expand gas, it cools. Those who like
camping and have cooked with gas know this. When cooking
on a gas stove, gas expanding from the gas cylinder escapes
through the nozzles. The gas cylinder remains cool during
cooking and often condensation will build up on the outside,
even on a hot day.
Another example is the opening of a bottle of sparkling water.
The gas above the fizzy liquid is compressed and the plastic
bottle is usually very hard, but when you open it, it makes a
‘pop’ sound because in that instant the gas above the liquid
expands beyond the bottle. At the same time the gas cools
mOjca čepič, alenka kralj GOrenje arcHives
MAKING SENSE oF ThE PRINCIPLES bEhIND
tHe marvel Of tHe Heat pump
41SPRING – SUMMER 2011
GREENER PASTURES
and very often condensation will build up inside the bottle,
which means that the gas has cooled. This is how a refrigerator
cools. but only when connected to electricity. Electricity drives
the pump that expands special gas in the system on the back
wall of a refrigerator. Gas cools on expansion, bringing the
temperature in a refrigerator down to 0 °C and even –30 °C in
freezers. This cooled gas circulates around the back refrigerator
wall, cooling it to a temperature that is lower than the foodstuffs
being cooled in the fridge.
Meat and vegetables, whose temperature is higher than that
of the back wall of a refrigerator, emit heat to the back wall.
The heat therefore still flows from a high temperature region
to a low temperature region. The laws of nature leave no room
for exceptions. When the gas on the inside of the back wall
of the refrigerator warms up it flows into another pump which
compresses it.
What happens when gas is compressed? We know that a
bicycle pump becomes hot pumping up a tire. What happens is
this: the gas, which was very cold when it was directed against
the back wall on the inside of the refrigerator and received some
heat from the foodstuffs inside the refrigerator, is compressed
in the pump. As a result its temperature increases to some 10 -
20 degrees above room temperature. The gas now continues
to pass through the pipes on the outside of the back wall of
the refrigerator and the heat previously absorbed from the
foodstuffs is emitted into the cooler room. The entire time the
heat was flowing from high to low temperature regions. In order
to cool food, however, we had to add a special component –
gas, which was expanded and compressed according to our
needs and functioned as the receiver and emitter of heat. In
order to work, both pumps had to be connected to electricity.
the heat PuMP exPLaineD
Enter the heat pump. The functioning of a heat pump can be
explained in similar terms. only in the case of heat pumps we
are in fact talking about the reverse process. by extracting heat
from the ambient environment the pump, with the help of the
compressor, changes this heat into useful thermal energy which
can then be used for heating and even cooling.
once again there are no exceptions to the rule that heat
always flows from regions of high temperature to regions of
low temperature. A heat pump therefore pumps the higher
outdoor temperature (of water, ground or air) into the vaporizer
containing a refrigerant or the so-called working fluid, which
under these conditions naturally becomes gasified. The gasified
working fluid or refrigerant thus passes through the compressor
where its temperature rises (remember the bicycle pump –
temperature increases when you compress gas). This vapour
condenses in the condenser, emitting condensing heat to the
heating medium used to heat our rooms. To be able to absorb
heat from air, soil or underground water again, this working
fluid passes through an expansion valve which makes the gas
expand and thus cool (which brings us back to the gas cylinder
or fizzy drinks in plastic bottles). The conditions necessary for
the process have thus been restored.
DEMONSTRATION OF HEAT PUMP OPERATION
42 GORENJE LIFE STYLE MAGAZINE
GREENER PASTURES
While new for some, heat pumps are hardly a novelty for
Gorenje. As a renowned home appliance manufacturer
and one of the leading innovation - and development -
minded companies in this part of Europe, Gorenje has been
manufacturing sanitary heat pumps since the 1980s. back
then the energy crisis was making itself felt, and we were first
becoming acutely aware of the scarcity of fossil fuels. Today,
this issue is addressed nearly every day – certainly by anyone
undertaking the construction of a new house or the restoration
and refurbishment of an existing one.
Continually rising fuel prices alongside technological
advancements in heat pump technology (improved coefficient
of performance) have made them a justifiable and rational
choice. Increased environmental awareness has played a big
part as well. As a result, Gorenje launched the distribution,
planning, and sale of heat pumps by reputed German
manufacturer Dimplex more than a decade back, which have
proven durable and reliable.
Gorenje too, has been known for years as a provider and
manufacturer of sanitary heat pumps that contribute
considerably to savings at home. Employing the knowledge
and technology, various Gorenje departments and experts
were actively engaged in promoting a general awareness of
the advantages of the heat pump principle. Most presentations
were in the countries of the former Yugoslavia, where a new
market opened up for us. In other advanced European countries,
particularly in Scandinavia, heat pumps have long been well
established and widely used. While standard in Scandinavian
and other European countries for decades, heat pumps are only
gradually making their way into homes in SE Europe.
six DecaDes of exPerience in refrigerationParticular aspects of the development processes in refrigeration
and heat pump technology coincide. In this way, Gorenje, one of
the market leaders in large appliances, was able to build upon
60 years of tradition and experience in refrigeration technology
development.
"we drew on the knowledge and experience of our experts who have been involved for years in the development of new products for the Gorenje brand”, offers Darko Gorjup, head
of Gorenje NES, Advanced Energy Systems. “We designed a
cutting-edge measurement track that enables testing according
to European EN14511 standards for room heating heat pumps,
and EN 255/3 for sanitary heat pumps.
This measuring track for heat pumps is intended for the testing
and measuring of heat pump capacity and other characteristics.
An additional chamber is available for testing, providing
standard conditions for the testing of air/water heat pumps
with a capacity up to 30 kW, as well as for testing heat pumps
for sanitary water. A cooling power unit with an output capacity
of 100kW is used to simulate sources and loads, combined with
water from the building's heating system. The measurement lab
is designed according to all effective regulations and standards.
GOrenje brinGs advanced Heat pump sOlutiOns tO
a fast develOpinG market
GORENJE OFFERS ALL THREE HEAT PUMP SYSTEM VERSIONS: AIR/wATER, BRINE/wATER, AND wATER/wATER.
43SPRING – SUMMER 2011
GREENER PASTURES
What is the PerforMance coefficient? Moving energy from a lower to a higher temperature level
requires the input of work. Electricity therefore drives the
compressor which squeezes the vapour, raising it to a higher
temperature.
The ratio between the work input (electrical energy) and
subsequent thermal energy output is called the Performance
Coefficient. Typical values range from 3 to 5, which means that
one unit of energy input (electricity) yields as many as 3 - 5 units
of thermal energy. The higher the Performance Coefficient, the
higher the energy efficiency of the heat pump.
air/Water heat PuMPs Air/water heat pumps make use of the energy stored in the air
around us. They operate efficiently even at temperatures down
to -20°C. Relative to other versions, less construction work is
required and the equipment can be installed swiftly. The air/
water heat pump consists of an indoor and outdoor unit. Three
variations are available: façade panel, metal sheet, and wood.
brine/Water heat PuMPsbrine/water heat pumps make use of the energy accumulated
in the ground. Energy is extracted from the ground through a
ground collector installed over a suitably large area.
Water/Water heat PuMPsWater/water heat pumps are among the most efficient heating
systems available. The heat from groundwater is a highly reliable
and constant energy source with a temperature between +7°C
and +18°C.
THE AIR / wATER HEAT PUMP OUTSIDE UNIT, wOOD FINISH
As you can see in this graph compared to other heating systems,
heat pumps are highly economical as they use up to three times
less of primary energy than, for example, gas or oil burners.
44 GORENJE LIFE STYLE MAGAZINE
GREENER PASTURES
livinG gooD,livinG green
Green is becoming an increasingly universal trend.
Green is in. If you want to be positive, you need to
think green. Go organic and be eco-friendly! These are
some ways to sum up the fashion(able) clichés that shape
our daily routines. We all have to be at least a little green,
even if it means spending a little more. Green is a new
lifestyle that’s well worth following and pursuing. but
how do you separate the wheat from the commercial
chaff with which the market is flooded? We’ve looked into
some ways that will help you turn your good intentions
into better actions.
get a More fueL efficient carStart by considering the pros and cons of replacing your
old car with a new one. Find manufacturers of so-called
hybrids and electric vehicles. Keep track of comparative
tests in specialised media which measure consumption
and maintenance costs of different vehicles. In short
– use all the existing resources to get the information
and analyses that will help you decide on a vehicle with
maximum energy efficiency while at the same time
meeting a number of additional criteria to be considered
when replacing your old car with a more efficient one.
finD yourseLf a green jobSound like this idea hasn't yet come to life where you live?
It's an exceptional opportunity for a business idea and a
beginning of something completely new! In the United
States, for example, a number of newspapers and websites
already provide jobseekers with opportunities for “green”
employment. In addition to paid employment there are
also a number of opportunities for environment-conscious
volunteer positions or missions. The latter may not be
paid, but they offer exciting journeys into the remotest
parts of the world.
think about What you eatIf you have a chance, start yourself a garden. Exchange seeds
and save money. In addition to cutting costs, by exchanging
seeds you’ll also be contributing to biological and cultural
diversity by diversifying your own garden with new plants.
of course you mustn't forget to think about what you’ll use
to control and eliminate pests in your garden. Keep in mind
that nature has already created all the ingredients necessary
to control pests in a people- and environmentally friendly
way. Think twice before you go for expensive bottled water
when you have good tap water at home that’s of at least
comparable quality to the bottled. have at least one meat-
free lunch a week. buy local food. Fruits or vegetables that
travelled several thousand kilometres in stuffy containers
couldn't have survived the “strain” without the help of
chemicals that are often found to be toxic for humans.
recycLeFind out which materials are accepted by recycling centres.
You can get plenty of advice on how and what to recycle on
numerous websites (Earth 911, how Can I Recycle This? and
similar). but above all, try to make less waste in the first place.
A fine example of this practice is Denmark where more than
80 % of waste is burned. just imagine what this means in
terms of all the piles of waste that you see in landfills not far
from your home.
recycLe eLectronic equiPMentElectronic gadgets are becoming very affordable. So
affordable, in fact, that it is often cheaper to buy a new
gadget than to have the old one repaired. And the useless
old thing very rarely finds its way to the proper waste bin,
especially a recycling one.
Few people are aware that some of the metals used for
these gadgets are running low and their reserves are about
to be used up in the near future. before throwing away your
IRENA hLEDE
45SPRING – SUMMER 2011
GREENER PASTURES
sprays, and rubbing alcohol will clean steam- and dust-
stained shelves better and faster than the richly foaming
cleaner and will use much less water as well.
Last, but not least, replace the seat washer on dripping taps,
consult an expert on how to cut those electricity and gas
bills and consider other saving opportunities in your home.
furnish your fLat With nature in MinDAvoid furniture with formaldehyde glues and decide instead
for natural materials such as wood, metal or glass. Choose
natural fibre textiles and try to keep away from materials
made of petroleum derivatives. Even the varnish used by
joiners to protect wooden furniture takes some life from this
natural material. Flooring and furniture protected with wax
or oil stays warmer on the surface and is almost entirely dust
resistant.
The green lifestyle is a lot to think about and consider. but
it’s also a challenge that gives so many little instances of
satisfaction that come with good new habits, not to mention
the numerous positive effects on the environment.
Think green, act greener!
gadget think about what you can do to help reuse these
precious metals.
save energy in your hoMeTo begin with, lower the temperature on the thermostat
of your sanitary water heater and adjust that on your air
conditioner; wash your laundry at lower temperatures,
which should be easy with today’s washing machines.
Air dry your laundry outside when the weather allows,
turn off lights when you don't need them and switch off
your electronic equipment. These are some basic steps
towards reducing consumption. The more complex and in
turn more efficient include installing heating systems that
employ renewable energy sources (heat pumps), fitting a
programmable thermostat, additional thermal insulation or
water-saving shower heads and mixers. Do you have your
heating systems regularly checked, do you open the curtains
on south windows on sunny days to provide passive heating
for your home and close them at night and similar? Think
about the cleaning products you use and how much – just a
few drops will usually suffice. And you'll be surprised to find
that common vinegar works just as well as chemical laden
EDIToRIAL
TIMELESS ELEGANCEHigh technology harboured behind noble refl ections of genuine metal and alluring transparency of glass. A unique fusion of elegance and technological perfection opening up a new culture of living. Advanced technology and excellence of materials are the asset. Bold lines of the Collection Gorenje Pininfarina Steel are blended with the ambiance, providing its organic complement and elevating its true value. Gorenje Pininfarina Steel is more than just a collection. It is a story of symbiosis. Live the story. Time is on your side.
www.gorenje.com/pininfarina/steel
Pininfarina STEEL_oglas dvostranski ambient ENG.indd 2 19.4.2011 10:01:11
EDIToRIAL
TIMELESS ELEGANCEHigh technology harboured behind noble refl ections of genuine metal and alluring transparency of glass. A unique fusion of elegance and technological perfection opening up a new culture of living. Advanced technology and excellence of materials are the asset. Bold lines of the Collection Gorenje Pininfarina Steel are blended with the ambiance, providing its organic complement and elevating its true value. Gorenje Pininfarina Steel is more than just a collection. It is a story of symbiosis. Live the story. Time is on your side.
www.gorenje.com/pininfarina/steel
Pininfarina STEEL_oglas dvostranski ambient ENG.indd 2 19.4.2011 10:01:11
48 GORENJE LIFE STYLE MAGAZINE
hoW ITS DoNE
on-lInE —With refrigeration technoLogy
49SPRING – SUMMER 2011
Manufacture of refrigeration appliances is one of the most complex
and demanding procedures in home appliance production. In addition
to metal sheet processing technology, powder coating, and assembly,
it also involves thermo-forming and insulation using polyurethane
foam technologies, and assembly of injection moulded semi-products.
Intensive work on control procedures, staff education and training, and
certain construction upgrades have allowed the quality of appliances
to increase continuously, which in turn results in fewer repairs and less
servicing costs.
hoW IT’S DoNE
Greta kOkOt rajkOvič PETER MARINŠEK
TOMAŽ OSET, Production and Technology
Manager for refrigeration appliances
"MAXIMUM CAPACITY OF THE REFRIGERATOR FREEZER LINE IS
APPROXIMATELY 5,000 UNITS PER DAY. ACTUAL DAILY OUTPUT IS BETwEEN
2,200 AND 2,700, DEPENDING ON THE TYPE AND COMPOSITION. BASIC
PRODUCTS ARE REFRIGERATORS, FREEZERS, AND COMBINED APPLIANCES
wITH A REFRIGERATOR AND FREEZER COMPARTMENT. wE MANUFACTURE
BOTH BUILT-IN AND FREE-STANDING APPLIANCES wITH wIDTHS OF 54, 55, 60,
AND 75 CM; HEIGHTS RANGE FROM 88 TO 220 CM."
Assuming average daily production output at Gorenje's
refrigerator freezer line, approximately 80 tons of sheet
metal, 20 tons of insulation foam, 18 tons of extruded poly-
mer material, 20 tons of injection-moulded polymer mate-
rial, 5 tons of aluminium and copper, and 1,200 m2 of glass is
installed in the appliances each day. Material is stored in the
automated high-bay warehouse from which it is constantly
supplied to the work stations.
The basic semi-products for refrigerator freezers are the
housing and the door. An entire floor of suspended trans-
porters hovers over the entire factory to move vital parts be-
tween operations; they also work to provide buffer storage.
The sheet processing department includes two lines for
manufacturing housings, three lines for manufacturing
doors, flexible bending cell, and several smaller machines
for performing specific operations and assembly.
Metal material for doors and cabinets is delivered in rolls or
panels. The bottom of the compressor section and support
structure are welded or pressed and clinched onto the hous-
ing, after which the housing is automatically hung on the
hanging transporter. It’s then conveyed through the upper
floor to the powder coating line, or directly to the pre-as-
sembly line for materials that are not powder-coated.
Powder coating takes place in a powder coating chamber
with electrostatic application which is less harmful to the
environment. A nano-ceramic application is used for pre-
treatment.
Powder coating of housings and flat parts takes place in four
automatic and one manual chamber. In addition to black
and white, 15 other colours are currently applied for various
types of refrigerators and for serviced parts. The conveyor
carrying products to be coated travels at a speed of 5.2 m/
minute.
From the powder coating station, semi-products are trans-
ported to assembly and insulation.
50 GORENJE LIFE STYLE MAGAZINE
hoW ITS DoNE
01 02
In the PUR door department, various reinforcements, rims,
and other elements are added. just before the insulation
fitting procedure, the inner door liner is added. These are
extruded polymer panels vacuum-shaped according to the
mould. Insulation is added on four insulation machines.
Although small, the department for vacuum shaping of inte-
rior parts is very important. The intricate production process
for inner liners is similar to that of the inner door liners made
of extruded polymer panels. The panels are first heated in
machines. Then, pressure is used to inflate them, after which
they are vacuumed to the shaping tools required by various
forms of refrigerator freezer interiors. here evaporators are
assembled by gluing them to the inner liners for some types
of appliances. This procedure is very important. Solid attach-
ment of the evaporator to the inner liner is one of the neces-
sary conditions for efficient operation of the cooling system.
The housings and the inner liners are then assembled at the
pre-assembly lines. here, heaters and all cable sets are also
fitted to be connected later at the assembly station. Final
assembly of refrigeration appliances takes place simultane-
ously at 14 pre-assembly lines which then merge into 5 as-
sembly lines. These pre-assembly lines are heavy users of
sealing materials and adhesive tape: at 2,700 appliances
daily, some 75 km of adhesive tape is used.
In a computer-controlled housing insulation fitting proc-
ess, the cell is filled with polyurethane foam. The housing is
placed in the insulation mask where it is closed by the mask
side walls, remaining in the mask until the polyurethane foam
is polymerised, with time depending on the components
used and the thickness of housing walls.
Initially the appliance travels in a horizontal position. During
this time the thermostat, electronic components, wire and
dynamic evaporators, and doors are mounted on the appli-
ance. Then the appliance is manipulated into the upright po-
sition and is placed on a polystyrene base. The compressor
and condenser are mounted on the appliance; then, the cool-
ing system pipes are connected by welding.
After the welding process, the refrigeration system is cleaned
and emptied on the vacuum circuit. Appropriate vacuum and
integrity are basic preconditions for good performance of
the cooling system. When the appliances reach the appro-
priate vacuum, they are filled with the cooling medium – the
refrigerant.
01 Production of housings for fridge freezers.
02 Powder coating process in special powder coating chamber.
03 Transport of the semi-products from powder coating to assembly and insulation.
04 Intricate production process in department for the vacuum shaping.
51SPRING – SUMMER 2011
hoW IT’S DoNE
03
04
52 GORENJE LIFE STYLE MAGAZINE
05 After compressor and condenser are mounted on the appliance, cooling system pipes are connected by welding.
06 Robotic manipulation of some operations is fast, exact and efficient.
07 Safety characteristics and operation tests in the 100% clean chamber.
08 Full traceability is provided for each appliance through its serial number and technological code.
09 owing to its advanced technology, the new L1 line is destined for more complex production processes.
hoW ITS DoNE
06
05
This is followed by a safety characteristics test and operation
test in the 100% chamber. Special cameras are used here to
measure temperature.
A functionally completed appliance is then fitted with all re-
quired drawers and shelves to be conveyed to the packaging
unit and then, by special transporter, to the Navis warehouse
centre.
The new L1 line operates similar to other lines. however, due
to the complexity of the product here, capacity is ten times
less than on other lines. Moreover, appliances are tested for a
longer period of time. The refrigeration circuit emptying sys-
tem is also particularly innovative here: conventional vacuum
cycles are used alternately with nitrogen blowing cycles.
All manufacturing here is controlled by a production informa-
tion system. Full traceability is provided for each appliance
through its serial number and technological code.
53SPRING – SUMMER 2011
hoW IT’S DoNE
07
09
08
54 GORENJE LIFE STYLE MAGAZINE
PERFECT LAUNDRY CARE, WITh 30% LESS PoWER
NEW LoGICoNTRoL LCD DISPLAY
LoGICAL Man, MeticuLous WoMAN
It takes two for big things to
happen. For him, simple control via
a large LCD display offering total control at any given
moment; for her, a plethora of additional advanced options
and features. Gorenje’s WA73149 washing machine boasts maximum
washing efficiency and minimum environmental impact, together with
30 percent lower power consumption than specified for the A energy class.
This winning combination spells efficiency and savings! Users can boost
savings even further by selecting the 17-minute QuickWash program or the
ColdWash program at a mere 15°C. both are perfect for taking care of your less
heavily-soiled laundry, and it takes but a single touch of a button to run them.
This fast and thrifty machine also features a highly convenient SterilTub function
– a self-cleaning program that guarantees perfect hygiene inside your washing
machine. because your laundry only gets truly proper care if the washing
machine interior is also impeccably clean. The SterilTub self-cleaning
program lasts a full 90 minutes, at high temperature and the drum empty.
With twice the normal spin rate, large amounts of hot water reach even the
most remote corners of the tub and effectively destroy any bacteria
that may have accumulated there. This way laundry receives the
best and most efficient care available, even when you’re
working to observe the recommendations on low
temperature washes using environmentally
friendly detergents.
ShoWRooM
ShoWRooM
PERFECTION WITH LESS IRONINGNew SteamTech technology in laundry care employs steam to straighten every crease and wrinkle. Ironing your cotton and mixed fabric laundry will now be much easier – or even not required at all! Refreshment program will remove any unpleasant odours and make your clothes soft without washing. An independent remarkable steam drying program for shirts will particularly please those who strongly dislike ironing. Simply place up to fi ve clean shirts into the dryer to dry them and remove all creases by steaming; they will be ready to be stored in the closet with virtually no ironing. An excellent solution!
www.gorenje.com
Gorenje oglas SteamTech ENG - GLM april 2011.indd 1 19.4.2011 13:56:07
56 GORENJE LIFE STYLE MAGAZINE
Objects Of desire
SPRING / SUMMER ACCESSoRIZEd
thE ROOts of FlAvOuR And FRAGRANCEPure coaLWe do get a bit nostalgic when it comes to the
smell of an open fire. It probably has something to
do with father chopping wood for the makeshift
grill at the country getaway. but nothing affords
more pleasure than the perfectly burnt skin of a
fresh trout. It doesn’t get simpler than that, but
the secret is in the meticulously crafted pile of
fiery logs and coal. With 100% natural bamboo
charcoal, together with all of the necessities a
perfect roast needs, there’s just no excuse to hold
onto those nasty bags of briquets any longer.
www..winnieyuen.com
STARCh yoUR WhITESgreat exhibition croquet set You don’t have to be a flamingo keeper in order to play the Queen
of hearts’ favourite game. This exquisitely crafted deluxe set
comes not only with its own eight competition mallets, so that all
long-necked birds may be spared, but with everything required
for a serious garden play-off, cast in a sturdy stained pine chest.
All you need now is a glorious sunny summer day – that’s excuse
enough to show this coveted baby off.
www..jacqueslondon.co.uk
LIGHT My FIREWooDen Matches bLock of 100
It may be a bit of a burden to carry in your
pocket, but it will definitely come in handy
at your next bbQ party. This solid block
of 100 matches will probably prove itself
a worthy centrepiece for your pot-luck
table, but we’d actually encourage you to
stick a few of these here and there. They’ll
probably evoke some child-like curiosity
from even your most accomplished
guests. And you probably won’t have to
ask twice for a match to relight the fire.
www.fitzsu.com
57SPRING – SUMMER 2011
Objects Of desire
rooftoP PICNICcontact griLL kr2400gbWhen you just can't get outside to grill, try this excellent indoor
contact grill or even take it outside. This heavy duty die cast stainless
steel with sophisticated brushed inox design works as a panini
sandwich press, but also gives you the ability to grill anything from
steaks to fish fillets. It features a premium non-stick scratch resistant
cooking surface, adjustable grilling height control and variable
temperature control.
With a maximum 2400 W power it delivers real heat so you can
grill up almost anything in very short order. The cooking surfaces
are removable and dishwasher safe so you don't need to worry
about scrubbing the cooking surfaces. It’s the perfect solution for a
gourmet picnic out on the terrace, the rooftop – or just toasting the
morning bread.
www.gorenje.com
roLL OVER!kissing aniMaLs Picnic bLanketsIt’s not very practical, stuffing your boring old
wool blanket in a duffel bag, then bringing all
kinds of twigs, leaves and whatever back home.
These compact, lightweight picnic blankets
are not only cute – thanks to the bright prints
on the 100% cotton facing side – but cleverly
lined with nylon on the back, making them
washing machine-friendly. And thanks to the
adjustable nylon straps and handles, you can
easily grab hold of them and take it anywhere
at a moment’s notice.
www.anorakonline.co.uk
CONVEYOR of traDitiontefLon-coateD Linen WooD carrierAn object that may seem obsolete amidst today’s hectic lifestyle, but
a messenger of simple indulgences like toasting marshmallows over an
open fire. When so beautiful in it’s painstaking execution, how could
it not be? It’s crafted by belgian weaving artisans making linen since
1858 and officially granted the title of belgian Royal Warrant holders.
The teflon coated linen is reinforced with side panels and the leather
handles are double stitched and riveted. There’s definitely more to this
pouch than meets the eye.
www.dwr.com
58 GORENJE LIFE STYLE MAGAZINE
KEEP It TOGETHERtoPeak air backPack
This revolutionary cycling backpack
weighing less than 650g uses
pressurised air to fine-tune
personal comfort and fit. Multi-
channel air chambers located in
the hip belt and back contact
area inflate with an integrated
micro pump, and provide
continuous comforting airflow
across the back. There’s a
built-in, fold-out helmet holder
and hidden pull-out rain cover,
and a clip-in Gear Core keeps
gear like mini pumps, tools
and more in separate pockets
and can also be removed.
www.topeak.com
KARIM In green'bobbLe' Water bottLe by kariM rashiDAs an alternative to the drink-and-throw bottled-water
scenario, Karim Rashid's new 'bobble' water bottle
offers an eco-friendly and stylish way to satisfy your
thirst. Not only is it reusable and affordable, the bobble
is bPA-free, made from recycled plastic and available
in an array of bright compelling colours. Replacement
carbon filters are just €7.50, and remove chlorine and
organic contaminants from 150 litres of tap water. Who
knew Karim had a streak of green in him after all?
www.waterbobble.com
fIll It uPrace rocket MasterbLaster bicycLe PuMPThe Race Rocket is designed for
professional racers and serious
enthusaists alike. This sleek and
elegant mini pump features a full
aluminium body, head and pump
handle. An extendable hose take
stress off the valve stem (no breaks,
no leaks) and the dependable
single-action stroke fills tires fast
(thus the “rocket”). Its very compact
size easily fits in a shirt or jacket
pocket, and its low weight is highly
welcome, whether training, touring
or just tooling around.
www.topeak.com
ClEAn SPRING ClEAnMyMaDe 2in1 battery-PoWereD vacuuM cLeaner
This spring practical vacuuming has
been captured in this stylishly designed
battery powered vacuum cleaner by
Gorenje. This cordless, quick pickup
model offers around 20 minutes of run
time. keep the vck144r plugged into
its charger and you have an immediate
solution to unexpected spills and
messes. MyMade boasts a fine design, an
aerodynamic shape and three attractive
colours – red, black and silver.
The MyMade does an excellent job of
moving from hard floors to low pile
carpet surfaces; and a powerful 100-
watt motor and fast airflow makes for
some serious suction.
A TURbo brush tackle the little pieces
on the floor or furniture and a hEPA
filter enables multi-level air filtration. It
can even be attached to a handle and
vacuum head to convert it to a stick vac
for use on floors.
www.gorenje.com
Objects Of desire
59SPRING – SUMMER 2011
GOOD CLEAN INDULGENT funacqua Di ParMa PoWDereD soaPAcqua di Parma has come out with a powdered soap
as part of its well-known fragrance-line ‘Colonia’,
which offers a refreshing burst of bergamot, Sicilian
citrus, bulgarian rose and lavender. A light shake of
the elegant yellow tin offers up a soft smooth soap
powder which contains rice starch and softening
talcum powder. Use it straight up on dry skin or mix
with water to produce a luxurious creamy foam.
Audrey hepburn, Cary Grant and other shiny celebs
were devoted Acqua di Parma fans – as are we.
www.acquadiparma.it
SqUEEZE THOSE VITAMINSgorenje juicer jc805e It's never been easier to create fresh,
nutritious fruit and vegetables juices at
home. This Gorenje juicer features an
XXL feed tube that easily handles whole
fruits and vegetables. The adjustable
flow spout eliminates drips and spills
for clean countertops, and the speed
control knob is easy to operate. All of its
removable parts are 100% dishwasher-
safe. The specially designed filter basket
reduces foam, and these units are so
quiet you won't wake the family while
you're making juices for breakfast. Fine
contemporary design in stainless steel.
www.gorenje.com
Objects Of desire
jUdGInG A lAMP by ItS CovERLite2goThese neat little parcels bear a colorful secret: when the insides of each of these mini-lamps
is assembled, the packaging itself becomes
their shades. While minimizing waste and
showing us how smart design can incorporate
the stuff we carelessly throw away, everything
here is eco-conscious. The package includes
a recycled polypropylene plastic shade,
hemp twine for assembly, and the label and
manual are printed on recycled paper – using
environmentally friendly ink. ‘Nuff said.
www..knoend.com
60 GORENJE LIFE STYLE MAGAZINE
ShoWRooM
PhoToS Saša Hess
CoNCEPT & STYLING G-Team — sara jassim, jera Živa puterle, manca krnel Hess, jeff bickert
bLEND — thE ARt OF CREAtIvE CUlInARy vERSAtIlIty, wIth GORENJE kItChEN APPlIANCEs
61SPRING – SUMMER 2011
ShoWRooM
sPray of sPring
A delicious blend of festive colours carefully picked and sharply tailored. GOrenje b600b bLenDer
62 GORENJE LIFE STYLE MAGAZINE
ShoWRooM
More fish than just a fishless is more, only when you grind it right. GOrenje Mg2000tjW Meat grinDer
63SPRING – SUMMER 2011
ice anD sPice anD everything nice
building fresh-frozen culinary experiences rich in vitamins and aesthetics. CoMbINED REFRIGERAToR FREEZER, GOrenje retro coLLection
ShoWRooM
64
ShoWRooM
beta vuLgaris at its best
the very best of wholesome, vibrant nutrition, ready to wear. (love marks assured!) GOrenje r805a sLicer
GORENJE LIFE STYLE MAGAZINE
65SPRING – SUMMER 2011
Kitchen Magic — For KidsYou just know your mum will be ever so happy
if you experiment at home with some beetroot!
Maybe play with some other veggies instead.
Did you know the colour of tea changes if you
mix it with a drop of lemon. The colour of red
cabagge makes it a fantastic chameleon too. In
water, cabbage slices are purple, but if you add
a drop of something very sour – say vitamin
C, lemon, vinegar, citric acid – the colour of
the solution turns red. And if you add baking
powder or baking soda it will turn green or
blue.
ISN’T THAT JUST wONDERFUL?
FoR ThE MoST bEAUTIFUL CoLoUR
EXPERIMENT FoLLoW ThIS
PRoCEDURE
take a solution of red cabagge (cut the
cabbage or slice it in the slicer and pour
luke warm water over it, then strain it and
save the liquid in the glass).
In the other glass prepare a colourless
solution of citric acid, vinegar, or lemon
juice. now pour the colorless solution over
the purple one, and it will immediately
become red or green if you mix it with a
solution of baking soda in water.
HOw NICE!
ShoWRooM
66 GORENJE LIFE STYLE MAGAZINE
back in September 2010, Gorenje announced its international Gorenje Smart
Kitchen Accessories contest, and by end-october 78 authors from 10 countries
had submitted 95 concept projects. a month later Gorenje’s velenje Gallery
saw the opening of a twin exhibition – 'Gorenje Smart Kitchen Accessories
Designed in the Simplicity Trend' and 'Best of BIO 21' curated by Špela Šubic.
Design SIMPlICIty wITH A TwIST
I n something of a surprise, all winning entries as selected
by the jury – led by jury Chairwoman and GDS Creative Di-
rector Lidija Pritržnik – were from Slovenia. First prize went
to Darja osojnik for her hand dishwashing detergent dispenser
dubbed Deterball. Second prize was awarded to two projects:
Uroš bajt’s Eye Mixing mixer and the range of appliances Sim-
plicity hot & Simplicity Cold by Nina hercog and Mateja Martini.
brina Fekonja’s Cool'n'drink cooling stick took third, together
with the Magnetic Spices container by Matej Colja.
Deterball was noted for its originality, the simplicity and purity
of the solution, and being environmentally friendly in introduc-
ing control over the use of detergent. It’s also visually intriguing
and appealing, and has a considerable market potential.
With Eye Mixing form follows function, motivates healthy food
preparation and eating habits, and the idea allows room for up-
grade. And Simplicity hot & Cold combines refrigeration, heat-
ing and chopping functions.
overall winner Darja osojnik, a senior student of industrial de-
sign at the Academy of Fine Arts and Design in Ljubljana, ap-
proached her detergent dispenser as both designer and user:
“I find the detergent bottles quite awkward, both hands are
required for dispensing. I was looking for a clear, simple and
elegant solution to this.”
Second place winner Uroš bajt, also a senior student of indus-
trial design at the Academy of Fine Arts and Design in Ljubljana,
offered: “My biggest challenge adapting the mixing device to
allow use with all types and sizes of bowls or containers. I can
relate to the simplicity concept and to Gorenje's Simplicity line
with a single control dial that actually materialises it.”
“just as design belongs to industry, it is also a part of the realm
of culture,” Šubic offered at the exhibition opening. “Like archi-
tecture, design must meet certain basic human needs and both
are really good only when they also carry a cultural message.
This link between business, design as profession, and culture, is
seen at the two exhibitions at the velenje Gallery.”
Similarly, Gorenje head of Marketing Slovenia Aleksander Uranc
talked about the special place that design has at Gorenje, point-
ing to the company as a design-minded manufacturer and its
work with renowned figures from the world of design, together
with Gorenje’s own team of excellent designers.
Through the competition Gorenje gained a great deal of com-
pelling ideas, which as a rule worked toward simplifying users’
lives, from problems connected with ecology and sustainability
to the promotion of healthy eating habits, increasing personal
free time and making household tasks easier.
Though special in a number of ways, this was not Gorenje's first
international design contest. The first was held in 2005, call-
ing for proposals for Gorenje's visual corporate identity. And
nine design contests held in cooperation with the Academy of
Fine Arts and Design in Ljubljana have been held over the past
22 years, addressing small home appliances and concepts of
kitchen as technological hub in the home.
by opening up its competitions Gorenje has also opened its
doors to a wider range of input and ideas from outside, input
not burdened by the restraints related to everyday technical,
market and human resources issues. Similarly, new opportuni-
ties as regards staff, partners and channels for enhanced coop-
eration come increasingly out of open competition situations.
jeff bickert GOrenje arcHives
INSIDE TRACK
bEST SMART KITChEN ACCESSoRIES 2010 CoNTEST ChoICE
67SPRING – SUMMER 2011
INSIDE TRACK
01 brina fekonja – cooling stick Ice not only cools drinks but also melts and dilutes them. but these
Cooling sticks remain the same size. They’re easy to use and have a long use-life. Elegant and useful.
02 Darja osojnik – Deterball A ball for detergent is an aesthetic leap from the unsightly world of
plastic bottles, their instability, and uncontrolled dosing of detergent while pouring into the washing sponge. All these troubles are clearly, easily and elegantly solved with a dishwashing liquid dispenser – the winner of the contest.
03 uroš bajt – eye Mixing Mixer Eye Mixing Mixer enables the use on all types of bowls and dishes
regardless of their depth and width. And we can forget all that long and tiresome hand-mixing. Fresh and interesting idea.
04 nina hercog, Mateja Martini – simplicity hot and simplicity cold This is a brilliant idea how to upgrade a simple slicer with heating
or cooling, and offers the ability to make healthy meals outside the home. Encourages healthy and delicious lifestyles.
05 Matej colja – Magnetic spices container Magnetic Spices containers reduce the mess and clutter after cook-
ing. Magnets are also useful for attaching recipes, notes and post-cards. And kitchen? Always tidy!
01 02
0403
05
68 GORENJE LIFE STYLE MAGAZINE
ANA oSREDKAR
prOject manaGer
Gds, ljubljana
GOOD dESIGn SEnSE
What's your job?
I manage projects for key external clients in the ljubljana studio.
My job entails writing project proposals, communication with
clients and management of product, graphic and consulting
projects. I’m also in charge of developing the service design
competency within the studio and building network cooperation
with national and international professional networks.
What are the key issues and questions surrounding what you do?My job is to make the client and designer pleased with the outputs
throughout the whole project. Sometimes this means convincing
the client of the importance and added value that design brings
to the end customer; at other times it’s convincing the designers
that the client is limited by economies of scale and investment.
What particular tasks did you perform – as part of what you’re working on – today?
today, my colleague and I supervised the implementation of a
project at one of the post offices in Kranj, where I also made a
short presentation of the project to the employees. After coming
back to the office I wrote a workshop proposal for another client,
and the Red dot Awards application for our customer premises
equipment design for Iskratel.
What are you working on these days?Most of my time lately has gone to the Post office project,
finishing the pilot phase of implementation at 14 post offices
across the country. We hope the project will see follow-up
through implementation across the entire national network
of 400 post offices over the next three years. besides day to
day management of existing projects, I’ve been writing project
proposals for prospective clients with an emphasis on the service
design approach, which we believe is a good market opportunity,
and what we are developing as our main differentiation element
on the market.
W hile an accomplished operation in its own right GDS
– Gorenje Design Studio – was only established back
in early 2008. The competences of the studio, however, are
based on the more than four decades of design tradition in
the Gorenje Group.
Today GDS specialises in product- as well as service design,
communications design and architecture design, and
serves clients from both inside and outside the Gorenje
Group. The company’s expert capabilities are rooted in a
very tangible holistic approach to design and development
projects, from research and ideation to modelling and
prototyping; and further, to design implementation, tooling
and marketing support.
The studio’s interdisciplinary teams work as designers
as well as consultants and developers. In all facets and
at all levels of their work, GDS promotes design thinking
and applies a specific design approach and method
into innovative business models and strategies that are
translated into successful, award-winning projects.
The company operates two units out of two locations:
the studio in ljubljana, headed by rok jenko, serves
largely external clients with service, product, graphic
and advertising design, while the studio in velenje,
headed by Lidija Pritržnik, is dedicated almost
exclusively to internal projects developing products
and research projects for the Gorenje group. Effective
synergies between teams and units within GDS are
evidenced in a number of Red dot Awards, most
recently for their ArtMe facade cladding for Trimo in
2010, their CPE optical access for Iskratel, and for the
innovative Gorenje iChef control module in 2011.
gDs – GOrenje desiGn studiO
jeff bickert SAŠA hESS
PRoFILE
69SPRING – SUMMER 2011
My job is to make the
client and designer
pleased with the
outputs throughout
the whole project.
PRoFILE
70 GORENJE LIFE STYLE MAGAZINE
What's your job?
I'm a Senior designer at GdS, working in the field of industrial
design at the ljubljana studio.
What are the key issues and questions surrounding what you do?to be a good designer I have to be innovative, come to
work full of good ideas on a daily basis. I have to be able to
be critical about my work, and to be able to view my work
from a critical distance. Part of good design is the ability to
express one’s thoughts clearly; also to use own’s own head
in problem solving. As part of an inter-disciplinary team it’s
important to work well both independently and with other
team members.
And it’s important to be able to think both rationally and
emotionally and combine these – to create and apply
emotional intelligence. Part of my job is being familiar with
past design trends, following current trends, and being able
to forge new ones.
What are you working on at the moment?Currently I'm working on a few things: modular living units
for our client, the trimo company; a multi-functional WC
flushing cistern for the Kolektor lIv company; and on
modular customer premises equipment design for Iskratel.
I enjoy the different scales of the products and projects I'm
working on, and the different challenges that are part of
each. All of these projects are quite versatile – and should
stay that way. And they all employ very different materials
and types of technology – for entirely different customers.
To be a good designer I have to
be innovative, come to work full
of good ideas on a daily basis.
PRoFILE
david cuGelj
INDUSTRIAL DESIGNER
Gds, ljubljana
71SPRING – SUMMER 2011
matevŽ pOpič
INDUSTRIAL DESIGNER
Gds, velenje
What's your job?
I’m an industrial designer at Gorenje design Studio, where I’ve
been working for GdS since 2009. Most of my time is devoted
to work on our kitchen appliances program. Apart from that I
also work on other programs – refrigerators and freezers – as
well as on external projects, depending on the time I have at
my disposal and the size of the project.
What are the key issues and questions surrounding what you do?In my work, I focus on improving the current function and
performance of the object I’m working on; or on discovering
entirely new functions that allow users to complete their tasks
more easily. this applies to each project I develop. needless to
say, I also pay attention to the final appearance of the product,
as well as the user-handling experience, in terms of materials,
colours, emotional appeal and similar.
I think the most important part of designing a product is
finding common ground with both our R&d department and
marketing; this way we can produce a quality product which
will be useful and both the customers and we ourselves, will
be happy with it.
What are you working on at the moment?I’ve been finishing up this stage of a project working on the
the iChef electronic program module for ovens. It’s about
how to manage an oven using a high-quality display with a
touch screen and a slider, which allows easy and effective
operation of the oven. the module allows the user to choose
a dish from quality colour photo-icons to which recipes and
instructions are added. this is an ongoing project which will
see more applications. Apart from that I’m also part of a
project designing new refrigerators.
In my work, I focus on improving
the current function and
performance of the object
I’m working on.
PRoFILE
72 GORENJE LIFE STYLE MAGAZINE
MAtERIAl GIRL
Copenhagen-based designer Louise Campbell successfully strikes a
delicate balance between an unabashed attraction to the new and a
hands-on respect for traditional craft.
Maybe it’s the combination of Scandinavian ratio-
nalism and femininity, together with her dual (En-
glish and Danish) nationality and her playful approach
to disciplined execution that makes Louise Campbell
the compelling and accomplished designer she is.
With her own studio since 1996 (a large, old open-
space workshop in the heart of Copenhagen), Louise
Campbell designs products of all sorts in all sizes – some
more commercial, some more as creative experiments.
While her studio’s focus is on furniture and lighting
design, it is increasingly involved in product design and
interior design projects as well. And their work is based
on three simple rules: always start from scratch, find
the core of the issue, and dare to be different.
her list of clients includes Louis Poulsen, Zanotta,
Royal Copenhagen, holmegaard, Muuto, Kähler, hay,
Interstop and The Danish Ministry of Culture, among
others. The studio’s body of production and current
commissions include chairs, tables, storage units,
lamps, tableware, glassware, desktop accessories, and
urban installations.
her Prince Chair from 2002, for hAY, pairs a very personal
expression with extremely high-tech manufacturing
methods. In a curious mix of the contemporary and the
traditional (something of a distinct pattern in her work)
her most recent larger collaboration was a three-year
project with Royal Copenhagen creating the complete
Elements dinnerware collection.
And her Collage lamp, from 2004/5 for Louis Poulsen
Lighting, takes its inspiration from the way light in
a forest filters through thousands of layers before
reaching the ground. basing the pattern on a simple
abstraction of the ellipse creates depth of field and
shadowplay on the pendant itself. And nowhere does
the light source blind the eye in spite of the hundreds
of holes in the pendant.
jeff bickert lOuise campbell arcHive
PRoFILE
73SPRING – SUMMER 2011
PRoFILE
01
02
74 GORENJE LIFE STYLE MAGAZINE
your work seems an eclectic mix of contemporary, traditional, playful, practical, narrative, ironic and whimsical. Which or what what combination do you think best describes you as a person; as a designer?thank you, I take this description as a great compliment! I’m
afraid it is also necessary to add stubborn, but apart from
that you’re pretty spot on.
having just returned from a holiday, do you take inspiration or ideas from your holiday surroundings and circumstances? or do you just try and simply shut off?yes – on both counts! the more I shut off, the more it turns
out I’ve taken home with me. this last trip, which lasted a
full, glorious month for the first time in many years, was
just magic. And I came home more revitalized and ready
to go than I had dared dream of. now full of fresh images,
pulled out of the daily rut that all 40-year old hard-working
parents are usually stuck in whether they like it or not. I
have to accept that time out is increasingly necessary to
recharge the hard worn batteries.
What would you like to design that you have not already?A lot. but slowly, and one object at a time. I’m done with
racing, and have made a pact with myself that from now
on I set the pace; and that it will be a more comfortable
one than I have been set(ting) for the past 15 years. I’m
embarking on a new chapter, and looking forward.
you mention – in a recent video interview – sunlight as a starting or inspiration point when considering light and lighting; are there any other ‘fundamentals’ from which you draw particular inspiration or ideas?Materials, almost all of them, in hand, the more, the better.
Repetition. basic everyday life.
What (objects, rooms, spaces, other) in the household – or the studio – do you feel particularly close to?My pens and pencils. My duvet. All my Mac-stuff. My coffee
and my nicotine gum. these are the essential objects in my
life. All other items are extras.
how much do new technologies figure in or inform your approach to your design-thinking? are you on a friendly basis with technology?I very much enjoy flirting with technology, it opens so many
doors, but I will never abandon the craft side of my work.
It’s through hands-on experiments that most of my work
begins. technology comes later. new materials, however,
are fascinating, and I’m increasingly collecting all sorts of
strange samples of these, which are a wonderful source of
inspiration. but also challenging, because the newer the
material, the greater the battle to implement it in an efficient
and effective production process. this process often bites
itself in the tail. designers are attracted to the newest of the
new, but the industry needs time to adapt
03
I very much enjoy flirting with technology,
it opens so many doors, but I will never
abandon the craft side of my work.
PRoFILE
75SPRING – SUMMER 2011
01 Flora vase (by holmegaard, 2007) [previous page]
02 Elements (for Royal Copenhagen, 2008) [previous page]
03 Louise Campbell, with Fatso (for Louis Poulsen Lighting, 2004)
04 Collage lamps, floor and ceiling versions
(for Louis Poulsen Lighting, 2004)
05 Folda sofa (prototype, 2001)
06 Prince Chair (for hAY, 2001/2005)
04
04
05
06
PRoFILE
76 GORENJE LIFE STYLE MAGAZINE
thE NEw GAS ThE PoWER oF FLAME LIGhTS UP, WITh ENhANCED
CoNTRoL, FEATURES AND PERFoRMANCE
Gorenje’s innovative new electronic touch control is
a welcome feature on the gas hobs in the Gorenje
Pininfarina Steel Collection. This smart solution delivers
convincing functionality and efficiency, allowing fast
and accurate output adjustment. An upgrade to the
TouchControl feature is the automatic timer, which allows
fine control of cooking times independently for each
burner. And if the flame goes out, electronic regulation
takes care of automatic restart, while a clearly laid-out
control modules makes for easy monitoring of each burner.
Gorenje’s wide range of hobs includes a selection of glass
ceramic hobs fitted with gas burners. A glass ceramic
hob featuring a combination of gas and hiLight burners
is also available. In addition to offering control typical of
a professional chef’s, this combination boasts the extra
advantage of easy cleaning and fine design.
Glass hobs featuring four gas burners are available in three
different colours: black, anthracite and white. The cast iron
pan supports prove highly stable and highly temperature
resistant. optimal cooking performance is guaranteed, and
its smooth, sheer surface, makes cleaning simplicity itself.
PoWer anD PrePExtremely powerful gas burners heat pots at an accelerated
rate, which allows preparation of dishes within minutes.
vegetables are crispier and cooked just right, and retain
more vitamins, minerals and other nutrients compared to
conventionally-prepared foods. For improved safety in the
kitchen, gas intake valves automatically close in the event
that the flame is extinguished at any time during burner
operation.
Lovers of Asian and similar cuisines are well served by the
series of gas on glass ceramic hobs featuring improved
high-capacity wok burners available with several models,
including the striking horizontal “4-in-a-row” hob. A cast-
iron plate – half of which is smooth, the other ribbed – can
be placed over two of the burners to create a genuine grill
effect.
jeff bickert GOrenje arcHives
TEChNoLoGY & TEChNIQUE
77SPRING – SUMMER 2011
inDiviDuaL coMboshobs with two heating zones allows for creating custom-
made cooking combinations. The range encompasses
glass ceramic hobs with hiLight or induction burners, as
well as a hob with two gas or one wok burner.
The cooking timer is an original new feature in gas hob
control. Each burner has a dedicated timer that allows
accurate control of cooking time (up to 99 minutes) for
dishes whose cooking time is already known. once the
time has elapsed, the hob automatically shuts off, which is
also indicated by a handy beep.
And extra large gas burners enable highly accurate flame
control, and single-handed ignition makes things easy, and
turns the focus on enjoyment.
Innovative gas hob burners
optimize the flame, making for
faster cooking and maximum
efficiency.
TEChNoLoGY & TEChNIQUE
78 GORENJE LIFE STYLE MAGAZINE
SUCCUlEnt SEASONALWith the appearance of na gradu and their marvellous traditional
home-food fare with flair, ljubljaners are coming to discover what they
were so obviously sorely missing.
MANCA KRNEL hESS SAŠA hESS
flavOurs
79SPRING – SUMMER 2011
Ljubljana’s Na gradu restaurant opened its
doors just last August, putting on a spe-
cial trial run for as many as 700 guests who
enjoyed culinary treats like Kobarid frika and
frittata, crispy suckling pig, delicious home-
made pork cracklings, and cooked ham with
freshly grated horseradish; and no less than
an entire bull calf roasted up just for the oc-
casion.
Since then it’s become celebrated without
losing its mojo. And it’s become a must-visit
destination, but not just because it represents
a rather ambitious venture nestled in Ljublja-
na’s iconic castle overlooking the city below.
but because of the people behind it, and the
fan-base they deservedly enjoy: Ana Roš and
valter kramar from Hiše franko fame, and
Pope (Svetozar Raspopović) from Ljubljana’s
celebrated Gostilne As. The young chefs in
the castle have learned near everything from
these three masters, whose culinary creativity
has changed the way people think about (and
enjoy) food – both here and far beyond.
Pope will go down in history as the man who changed
the taste of Ljubljana diners forever. his gastronomic path
began in the Kras region of Slovenia, in Dutovlje, where
he enjoyed the honour of being the only former Yugo-
slav customs official to open a famous seafood restaurant.
After that he decided to take over the capital as well – and
did. Despite his brusqueness he’s become an indispensa-
ble, pivotal member of the Ljubljana culinary scene. And
his fans have been ready to swallow the occasional steep
bill, because he was – and still is – a great culinary per-
fectionist.
The other half of the winning gastro tandem are Ana Roš
and valter kramar, a source of inexhaustible culinary cre-
ativity, which they’ve used to elevate their hiša Franko
into the “extraordinary” category. At Franko, Ana’s daring
flavours and creations together with valter’s pragmatic
expertise combined to create something unique. Their
dishes are masterpieces, tributes to the seasons and to
nature: herbs fresh from their garden, "grasses" from the
meadows, cheeses from the hills. Adding both a contem-
porary and extreme touch to these primary flavours they
create magical culinary elixirs that satisfy even the most
demanding tastes.
Snagging a table at hiša Franko has become far more diffi-
cult since it became a member of the jeunes restaurateurs
d'europe (jre) culinary association. a source of frustra-
tion, surely, for the crowd who saw it as a good restaurant
in the middle of nowhere (in the mountainous north-west
near the Italian border) that happened to serve brilliant
food, but a clear sign that ana and valter are doing it right.
The dishes on offer at Na gradu appeal to every taste,
from grandmothers to grandchildren, from business peo-
ple to the it-crowd, yet they remain as extraordinary as the
creators themselves. The informal character of the place
extends to the menu, which is nicely unfussy. It’s short and
reads like a dream. on one hand it highlights provenance
as jota, a traditional soup made of sour turnips, beans and
potatoes; or roast leg of lamb from the country’s "bela
krajina" region, with celery root puré; on the other sea-
sonal side we find a dandelion salad with warm potatoes
and pancetta. It’s all served up alongside the right recom-
mended wines and local organic juices – all the ingredients
are organically grown and healthy healthy.
Prices come in (well) under what other well-fêted restau-
rants would charge, with a slew of dishes costing around
€7.00 – like pumpkin dumplings with sage and smoked
cottage cheese?
Inside a vast, high vaulted ceiling in raw stone curls down
to meet oak and glass. Creating an intimate atmosphere
in a cavernous space is no simple task – maybe it’s the hot
maroon and bright orange colours that contrast and com-
pliment. The bar/entrance end sparkles with traditional
local juices and homemade spirits in amphoras perched
atop dark wood shelving. bottles from Slovenian wine cel-
lars can be bought to take home, as can the bread, some
baked goods and a selection of jams, chutneys and other
yummy delights.
The tables may be topped with easy-wipe glass plate but the
classy cutlery, hessian napkins, quirky enamelware (water
jugs, coffee pots) remind us this is no casual cafeteria or
typical simple lunch place. Tables might get a bit squeezed
when bigger guest-groups converge, but there's always a
buzz of happy diners regardless, due in large part to the skill-
ful staff, who are always professional but never starchy and
help maintain the lively yet relaxed atmosphere.
Inside a vast, high vaulted ceiling
in raw stone curls down to meet
oak and glass.
flavOurs
80 GORENJE LIFE STYLE MAGAZINE
out front there’s a lovely alfresco courtyard, perfect for
summer lunches or for dinner just before an evening
screening at the open-air summer cinema just beyond.
Also perfect is a short stop after a walk up to the castle
for their one-and-only fried chicken wing take-away. Ei-
ther way, Na gradu’s eclectic mix of traditional nostalgia,
contemporary twists and personal touch make it a rare
culinary treat.
Their dishes are masterpieces,
tributes to the seasons
and to nature.
flavOurs
bruschetta (4 servings)
Ingredients
0.4 kg sweet ricotta
0.25 kg mini or cherry tomatoes
0.4 kg rye bread
1 dl olive oil
pinch of sugar
salt and freshly ground pepper
fresh herbs (basil, tarragon, fennel)
Mix together the ricotta cheese, salt, pepper and oil and
place in the fridge.
In the boiling water blanch mini tomatoes. Place them on a
baking tray covered with baking paper, then sprinkle with
salt, a pinch of sugar and add a bit of oil.
bake at 180 ˚C for 30 minutes then cool and chop.
Add your favorite combination of fresh herbs, salt and pep-
per.
Cut the rye bread into desired pieces, oil finely, and bake in
the oven at 180 ˚C for about 3 minutes. When warm, top
with the tomato mix, ricotta and some fresh herbs. To finish
drizzle with olive oil and sprinkle with fresh pepper.
81SPRING – SUMMER 2011
flavOurs
PuMPkin gnocchi (10 servings)
Ingredients0.9 kg soaked pumpkin (orange muscat pumpkin) 0.2 kg plain flour0.1 kg coarse flour1 egg80 g finely grated parmesan cheesesalt
Dressing0.1 kg butter5 g sage60 g smoked ricotta cheese
Preheat the oven to 140 ˚C. Cut the pumpkin into 4 sec-
tions stem to base, then remove seeds and pulp. bake in
preheated oven for 1 hour, or until tender. Scrape pumpkin
meat from shell halves and puree in a blender. Strain to re-
move any remaining stringy pieces. Store in the freezer in
freezer-safe bags overnight (3 days if possible, the longer
the better) so that the flesh releases most of its water. When
well drained add flour, egg, parmesan and salt. Stir well.
In the meanwhile, bring a large pot of lightly salted water
to a low boil. Divide the dough into 6 parts, and on a lightly
floured surface, roll each piece into a rope about 1 inch in
diameter. Cut the rope into 2 cm pieces and roll each lightly
along the floured surface. Continue to use up all the dough
in this fashion. Place on a lightly floured baking sheet.
Cook the gnocchi in lightly salted boiling water until the
gnocchi rise to the surface and float there.
Place the butter in a small saucepan and heat.
Add sage for extra flavour.
Remove gnocchi from the water, mix with the butter-
sage sauce, and serve topped with the freshly grated
smoked ricotta.
82 GORENJE LIFE STYLE MAGAZINE
dARInG to dREAM – And LIVE IT crOss-cOuntry Olympic medalist petra majdič –
GOrenje's plus star
urŠka OjsterŠek slOvenian Olympic cOmmittee & GOrenje arcHives
Petra Majdič, Slovenia's most successful cross-country skier ever,
won 24 races at the highest level of competition – three sprint overall
standings (sprint Crystal Globes), and an unforgettable olympic medal
in vancouver in 2010 which earned her a place in Olympic history as a
world sports phenomena. With the end of the season she’s wrapping
up her professional racing career and taking a step towards new
challenges.
01
PRoFILE
83SPRING – SUMMER 2011
"Dare to dream your dreams" would seem to be the maxim that has inspired you through 22 years of training and 13 years of competition in the World cup. What is your secret to the pursuit of a dream?the whole secret for me is not to let the people around
me influence my visions. I also don’t tolerate any rigid
boundaries and confining structures. We live our daily lives
within the framework of fictitious limits and obstacles that
we in fact invent ourselves. I suppose it’s a personal trait of
mine that I never give up and always look to achieve more.
When did you realise that cross country skiing could become the mission of your life? When I took up cross country skiing as a child, I spent a lot
of time by myself in the nature, in long training sessions; it’s
then that I had the time to think, to learn about myself and
my desires. At the time, I actually didn't want to become a
top-class athlete. however, I soon realised I appreciate the
freedom offered by cross country skiing – the freedom to do
what I want without being restricted. I was further motivated
to train because I liked to travel, so I oriented by challenges
in cross-country skiing in a positive direction.
When was the dream of a world-class athlete born?My dream did not come about on its own; it was born of
relentless effort and a willingness to work. I invested so
much energy in this that I am quite convinced I would have
succeeded at anything I put my mind to. At least three-
quarters of all people have this quality about them; the only
difference is whether they let themselves kneel before the
first obstacle or not.
how do you find motivation in moments of crisis?In times of crisis, I focus on my work. Work, work, and more
work. In the worst of times, my desire to work was the
strongest and I worked even more than normal. My worst
crisis came about after the Winter olympics in turin when
my coach parted with me. It was then that I set new goals,
assembled a new team, surrounded myself with new people.
I believed that anything could be achieved by hard work.
no goal in life is easily attainable, however. the higher the
goal, the more difficult it is to reach. I also believe that when
one is in greatest need of guidance, someone will appear in
one's life to provide the answer; or an event will point out
the solution.
What are your future challenges in the world of sports?I’m interested in working with youngsters, encouraging them
to exercise more. If one does not develop the feeling for
motion and grasp the importance of it, it is more difficult to
02
PRoFILE
84 GORENJE LIFE STYLE MAGAZINE
do so at a later age. Motion is what gives us more energy.
It’s been scientifically proven that running, for example,
makes a disheartened person feel better. I know that from
my own experience. doing what many people do today,
lying in front of tv and taking pills when they feel bad,
is the wrong way. the average weight of our children is
increasing with each generation and at this rate, our
healthcare system will collapse. I am also aware that adults
are role models to children; therefore, I intend to work on
promoting a love of exercise among adults as well.
What part of your life will you open up for the most?
A normal rhythm of work and leisure. And weekends for
myself. I simply look forward to being able to rest and
socialise with friends and family, maybe take a trip. Above
all, I’d like to do more cooking and household work as this
is something I did only occasionally; and I hope to avoid
always being on a schedule, especially on a tight one.
03
PRoFILE
85SPRING – SUMMER 2011
What will your dream be now? Spreading the awareness that life is a beautiful story. In my
heart, I carry a saying: "no dying person says that life was
beautiful or easy; but they all say it was worth living." this is
my story, too. It’s never easy in one's lifetime, but life itself
will not make you suffer. you only need to find what satisfies
you, what interests you.
What can you say about gorenje as your supporter? In Scandinavia and Europe, Gorenje is well known and
appreciated. furthermore, the Slovenian nordic ski team
is associated with Gorenje. to me, Gorenje is above all an
example of how to fight in one's life. Many things in life are
not given or free, and one has to work hard to get them.
this means we better appreciate things if they are earned
by hard work. Since Gorenje has been my general sponsor
throughout my career as an athlete, I know I worked hard
to earn it. And as I see, Gorenje too is working hard to be
a winner.
I invested so much energy in this
that I am quite convinced I would
have succeeded at anything I put
my mind to.
a gorenje gift for PetraFor 18 years Gorenje served as the proud sponsor of
cross- country skier Petra Majdič, whose competitive
career saw 24 wins over 13 competition years. Petra
always aimed highest and achieved most. At 13
competition years in World Cup Petra showed the
world something about overcoming limits, achieving an
excellent race result and proved herself to be among
the bravest, most self-sacrificing sportswomen in the
world. She has, with her story, become a role model for
many.
Petra’s efforts, success and honours are much
appreciated at Gorenje. For her brilliant results and
for their many years of fruitful collaboration Gorenje
presented her, at the conclusion of her competitive
career, with the company’s latest innovation – an iChef+
oven from the new Gorenje+ brand. So Petra will be one
of the first users of this highly contemporary oven. She’s
announced that from now on she’ll be devoting more
of her time to cooking – which was demonstrated in
a symbolic gesture at her last race in Falun, Sweden,
where she removed her race jersey and posed instead
in an apron. We hope her new Gorenje iChef+ will prove
a big help back home.
01 vancouver Olympics: Her fall in the qualifying round resulted in
five broken ribs and a punctured thorax. Despite the injury, she
made it to the finals and won bronze.
02 her last career race was in Falun, which will be remembered
forever by the quote printed on the back of her ski-bodysuit.
03 The end of the 2010/2011 Nordic ski season saw Petra Majdič
celebrate by crossing the finish line at the last FIS race in
Falun, Sweden by removing her starting jersey and donning
an apron.
04 A bronze medal for Petra Majdič, FIS Nordic World Ski
Championships in oslo.
04
PRoFILE
86 GORENJE LIFE STYLE MAGAZINE
LUST foR LIFE
jerica Živa puterle, with rune boserup jacobsen, young danish
architect, urban planner and project manager at copenhagen-based
architecture studio CobE.
MAKING ThE MoST oF CoPENhAGEN’S CoNTEMPoRARY
RENAISSANCE
jerica Živa puterle rune bOserup jacObsen, jerica Živa puterle
travels COPENHAGEN, DENMARK
87SPRING – SUMMER 2011
apart from h.c. andersen, the Little Mermaid and bacon, what would you say Denmark is best known for?I would say that Copenhagen is known for bikes; and perhaps
for Aqua (authors of the delectable barbie girl song).
What about design? Danish, and scandinavian design in general, is so renowned throughout the world. and right now, Danish architecture is big and getting bigger by the day. Why is that?you could say the danish design tradition is really strong, has
been for many years. but its richest days were back in the
50s, with Arne jacobsen and a lot of modernist architects
and very talented furniture designers. denmark has long
been feeding off that tradition, and maybe it got a bit tired,
so now there's a new optimism in architecture and urban
planing that is built on kind of the same design values but is
simply more pragmatic and bold. We’ve seen a new wave of
young architects, a change of generations with studios like
bIG (bjarke Ingels Group), and CobE on the urban planning
front...
in the past few years, we’ve seen a whole new buzz about the city. What started this? Why the sudden or renewed interest? Copenhagen was a rather poor city in the 80s and 90s, but
now it’s gained new momentum. the city has grown, a lot of
people are not only moving into it, but also staying. Maybe
because it’s so livable. It strikes a nice balance between a
kind of metropolis with the comfort of the suburbs. A lot of
international people have started to notice Copenhagen,
come to work here, and stay. Steady eco-nomic growth also
helps; and it’s very well connected with trains, the metro and
our bikes.
When you come to Copenhagen, you have to have a bike. If
you come as a tourist you can borrow city bikes for free – the
first city to adopt the free-bike system. And there's also really
good night life scene.
i think copenhagen is the only city in the world that has a party festival.yes, the distortion festival happens every year in june, and is
even supported by the municipality. It's a big collaboration,
revolving around parties and nightlife; even street parties,
where they block off entire neighborhoods, people spill out
onto the street, listen to music and dance.
(June 1 - 5, 2011; www.cphdistortion.dk)
What are the other little joys in life that only copenhagen has to offer; apart from beautiful people?Well, you get to see beautiful people on bikes... It's a very
safe and friendly city, easy to move around, with water so
clean you can swim in the harbor. It has lots of parks and is
extremely green. And it's a very inclusive place; people are
encouraged to use the public spaces, and they do – bring
your barbeque, have a drink. We danes love the sunshine
– because we don't get much of it, so the canals, sidewalks
and waterfronts overflow with people taking shedding their
jackets at the first sign of a possibly sunny day.
What's your perfect scenario for a work-free sunny day?It's summer, of course. August and warm. In the morning
I'd bike to Amager Strandpark, an urban beach with a view
of the windmills at sea, the suspension bridge leading to
Sweden and the planes taking off from CPh, to have a swim
and relax. then I'd bike back towards to the city through Am-
ager fælled, a wild green area wedged between different
neighborhoods. back in town I'd have lunch with friends on a
sidewalk cafe in the inner city before heading back home to
have a nap in my back yard.
In the evening I'd meet up with some friends again to go buy
travels COPENHAGEN, DENMARK
88 GORENJE LIFE STYLE MAGAZINE
meat, veggies, beer and wine to take to the side of one of
the canals for a barbeque, our feet dangling over the water.
We'd sit until sunset (around 23:00 in summer), before going
to a bar with a terrace and then on to a club in the meat-
packing district. next day, heavy-headed, I'd go to the Zoo
to watch the penguins.
finally, how well do you get around in the kitchen?I excel in making the renowned danish meatballs: frikadeller!
500 grams of minced veal and pork 3 tbsp. flour 1 egg 2-2
1/2 dl. milk 1 finely chopped / grated onion 1-1 1/2 tsp. salt
Coarsely ground pepper 2-3 tbsp. oil for frying.
Mix meat, flour, egg, onion, salt and pepper. Stir in the milk
until the mixture has the right (firm but lean) consistency.
let stand in the fridge half an hour for best results. fry the
meatballs, around 5 minutes on each side, on medium heat.
Serve with boiled potatoes, a knob of butter and mixed
green salad.
are you familiar with gorenje?yes, of course – my parents had a Gorenje fridge when I was
a kid. I think they’re very good at what they do. And it’s a
well known brand in denmark.
travels COPENHAGEN, DENMARK
89SPRING – SUMMER 2011
touristy things to Do...Take a tour on a canal cruise boat. It's kitschy and cute, with live commentary and basic info about the history of Copenhagen.
Go see the Little Mermaid – at least to see how little she really is. The real entertainment though, is looking at all the other people having their picture taken in front of her. After that, go to the tip of the Langelinie Pier for ice cream. ...anD traPs to avoiDStrøget, the main pedestrian street, is crowded by day; then packed with bottle-throwing bar brawlers by night. Nyhavn, the historical canal area in the inner city is pretty but don't line up for over-priced meals with the other tourists. hiDDen geMsThe Post & Tele Museum has a rooftop café known to few. Walk through the post office and take the elevator through the roof (literally). once there, you'll have your coffee with a view of the Copenhagen skyline and the Rundetaarn observatory from the 16th century. www.cagehovedtelegrafen.dk
Jægerborggade in the Nørrebro district is a great street full of basement galleries, cafés with organic food and benches on the sidewalk and vinyl record shops all weirdly mixed up with drug dealing gang thugs. Worth a visit. istedgade is something like jægerborgsgade (above), but with far more design shops. www.jaegersborgadde.dk
In the summer Kongens Have is worth a visit; pack a picnic basket or box lunch and the The Louisiana museum of modern art in Humlebæk, located just north of Copenhagen, is beautifully situated with views of Øresund sound; it also features exhibitions on design and architecture. one of the best.
fooD & DrinkFor a piece of authentic, smoke-filled atmosphere of journalists - meet the working class, meet design students, meet one-legged sailors, Eiffel bar in Christianshavn is a must-visit. The place has been a bar since 1736. And no, it's not just you – the floor is sloped. order the hancock beer. Nice prices. www.eiffelbar.dk
Adendum is a cosy wine bar with a good selection of wines and a simple but tasty menu. Located on Islands brygge, it's close to the harbour bath by Plot architects. With its relaxing atmosphere, it works as well as a place to wind as it does as a warm-up for a late night out. Mid-priced. www.adendum.dk
Ida Davidsens Smørrebrødsrestaurant is a must, featuring the longest list of different kinds of smørre-brød (Scando-sandwiches); known in Denmark as the Danish Smørrebrød Queen.
Noma features Nordic gourmet cuisine with an innovative take on tradition. Exclusive Greenland musk ox is mixed with simple ingredients like grains and pulses in new and unexpected ways. book well in advance – voted world's best restaurant in 2010, it carries two Michelin stars. Expensive!www.noma.dk
The meatpacking district is minefield of hip restaurants, galleries and nightlife. It’s currently in transition from actual butchers to hub for creative businesses, clubs, bars and restaurants. here mix butchers, truck drivers, designers and clubbers. Karriere bar features interiors by artist Olafur eliasson; jolene is run by icelandic hipsters; and Paté Paté and Kødbyens Fiskebar serve Frech cuisine on berlin benches and excellent raw fish, respectively. later the crammed dance floor at mesteren & lærlingen features the best underground dj's.
DesignFind Louise Campbell, for great furniture design, www. louisecampbell.com; AiAiAI, for nice headphones, www.aiaiai.dk and Illums Bolighus, www.illumsbolighus.dk, for a comprehensive tour of contemporary, classic, Scandinavian and international design and furniture.
fashion Henrik Vibskov www.henrikvibskovboutique.com, wood wood www.woodwood.dk, Norse Projects www.norseprojects.com, Paris Texas www.paristexas.dk and Frost Birgens www.frostbirgens.dk, just to name a few.
architectureTietgen Kollegiet (Lundgaard & Tranberg, 2006), Rued langgaards vej 10-18, 2300 københavn s
The VM-house (julien de smedt and bjarke ingels, 2005) and The Mountain, Ørestads boulevard 55, 2300 København S
8-House, richard mortensens vej 81 a, 2300 københavn s
Gemini Silos Havneholmen housing (mvrdv & jjW arkitekter, 2005), Havneholmen 68, 1561 københavn v
The Royal Danish Playhouse (Lundgaard & Tranberg, 2008), sankt annæ plads 36, 1250 københavn k
SAS Royal Hotel (arne jacobsen, 1960), Hammerichsgade1, københavn v
lsands Brygge, 32 2300 København S architectsAdept www.adeptarchitects.com; BIG www.big,dk; COBE www.cobe.dk; Effekt www.effekt.dk; JDS / Julien De Smedt www.jdsarchitects.com; Lundgaard & Tranberg www.ltarkitekter.dk; Vandkunsten www.vandkunsten.com
For more on Copenhagen go to www.aok.dk/english
TIPS & TRICKS
travels COPENHAGEN, DENMARK
90 GORENJE LIFE STYLE MAGAZINE
I n the not too grand (nor particularly) creative, yet for
better or for worse efficient realm of the (m)advertising
world, two words stand out. one is “free” – not the political,
with all its attendant socio-political implications but as in
price; or rather, the absence of such. The other is “new”. If we jumped far forward to the trade’s radical conclusion-
message – in an ideal world there would be an unlimited
supply of new stuff – for free.
The ideal world, however, is populated by characters
like Santa Claus and perfect parents; for some reason
perfect children do not seem to be among its citizens. Is it
because we adults are far too disillusioned about just about
everything to harbour flighty hopes for something which
is clearly the outcome of all that's come before (including
ourselves in several meanings of the verb); or is it the other
way around – we invest all of our hope for this ideal world
in the futures of our offspring?
When faced with such a powerful concept as “ideal”, it would seem to make sense to think back on its origins.
of course there are thousands of books on theories of
representation, construction of ideology, the repressive
power of the unconscious and whatever; but a fairly
common birthplace (one of them, at the very least) of ideals
is actually the cave. Not just any cave, however: Plato's
cave, in which we observe the shadows of things cast by
fire. These shadows of things are meant as metaphors, for
the poor relation these same things, i.e. the material world,
exhibit next to the realm of ideals – to perfection.
In short, by aspiring to such an ideal we are belittling
ourselves. We are submitting to some higher power,
surrendering authority over our lives, our tastes, our selves.
It may have made sense in a world that was run by gods (or
at least by their more or less reliable deputies), but it seems
outrageous in an era which has declared the individual the
sole and indisputable authority. The problem is that while
it was clear to the gods (and even clearer to their down-
to-earth deputies) that their sole goal is reproduction, it is
(far) less clear what the individual’s goal is. Reproducing
the state of being disillusioned with just about everything?
In our day-to-day lives we don't have the luxury of such
would-be clever wordings and pronouncements. We need
to be in control of our lives in order to take care of ourselves,
our kids and those others who depend on us in one way or
another. Every now and then we receive a little reward for
our trouble. I remember one December 31 when around
noon our refrigerator stopped working. It may not seem
like much, but imagine spending the holidays without it.
one phone call saved the day: the serviceman from Gorenje
arrived and solved the problem within a matter of minutes,
around 2:00 pm on New Year's Eve.
A couple of years later when I was working in advertising,
I felt immensely glad to be handed a brief for a campaign
to promote Gorenje’s after-sales operations. I felt this was
the best selling point for such a brand, as it addressed the
real customer needs: problem-free use. And if and when a
problem does occur – service, pronto. In anything less than
that ideal world, problems do occur – we must learn, with
the years, to expect them, and to take the most effective
and efficient steps to solve them.
I felt great about the campaign we had created: we
highlighted 20-year-old products that still worked great;
and if something happened, they could be fixed, pronto.
I'm sorry the campaign didn’t run longer. I think its message
was great. Such a message is more modern today than it
was back then. It may not point out the newest, flashiest
features, but it says a lot about the quality of a product
when you say, between the lines, that this purchase is for
(much of it anyway) life. The formula may or may not make
the shareholders happy in the short-term; similarly it may or
may not make the employees happy in the medium-term.
but it’s the best way to make customers happy for (well,
almost) a lifetime. And after all, what else is one in business
for – at least business that aspires to endure?
The writer is a Ljubljana-based dramaturge, writer and
Deputy Editor of the cultural bi-weekly Pogledi.
theEvERlAStInGNEw LIFE’S LITTLE REWARDS ARE NoT ShADoWS
– AND CoME IN SURPRISING PACKAGES
bOŠtjan tadel
LAST WoRD
Gorenje innovative technologies make every Gorenje cooling appliance a perfect place for any type of food. Advanced functions like SensoTech, ZeroZone, SuperCool, MultiFlow, MoistControl and FastFreeze customize the climate to preserve diff erent types of food fresh and healthier than ever. Besides the natural preservation Gorenje off ers outstanding design, top-level energy effi ciency and eco-friendliness.
WHERE FOOD FEELS GOOD.
www.gorenje.com
DO NOTDISTURB.WE ARE INPARADISE!
GLM april 2011 oglas HZA inox.indd 1 19.4.2011 12:13:38
Kitchen is a concept founded upon clear principles of enhancement. Kitchen appliances are its plus. Gorenje+. PLUS is a symbol of exclusive novelties selected to meet your most demanding criteria. Treat yourself to the concept of pluses that will give your life a good pulse. Expect more. Demand PLUS.
PLUS. PULSE.
www.gorenjeplus.com
GLM april 2011 gorenje+ printed ad general-2.indd 1 18.4.2011 9:57:27