GORENJE MAGAZINE SPRING — SUMMER 2011 …...SPRING – SUMMER 2011 3 EDIToRIAL GORENJE LIFE STYLE...

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


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


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.”


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


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


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.


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


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.


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


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.


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.


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-


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.


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


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.


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.



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


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


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.


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


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+).


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.


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.


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.


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!


MARKET WATCh

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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


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


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


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


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


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


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.


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.


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


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


hoW ITS DoNE

on-lInE —With refrigeration technoLogy


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.


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.


hoW IT’S DoNE

03

04


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.


hoW IT’S DoNE

07

09

08


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


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


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


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


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


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


ShoWRooM

sPray of sPring

A delicious blend of festive colours carefully picked and sharply tailored. GOrenje b600b bLenDer


ShoWRooM

More fish than just a fishless is more, only when you grind it right. GOrenje Mg2000tjW Meat grinDer


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


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


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.


INSIDE TRACK

bEST SMART KITChEN ACCESSoRIES 2010 CoNTEST ChoICE


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


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


My job is to make the

client and designer

pleased with the

outputs throughout

the whole project.

PRoFILE


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


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


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


PRoFILE

01

02


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


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


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.


TEChNoLoGY & TEChNIQUE


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


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


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


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.


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.


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


"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


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


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


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


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



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.



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



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

GORENJE MAGAZINE SPRING — SUMMER 2011 …...SPRING – SUMMER 2011 3 EDIToRIAL GORENJE LIFE STYLE...

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