Dry Storage + Pedestal
Designed a low cost “dry storage” pedastal for Whirlpool Direct Cool Refrigerator which not only increases the height of the 190L refrigerator, the additional 10L of dry storage space for non-refrigerated items like options and potatoes ensures hygiene and proper space utilization in the kitchens. Designed and developed with R&D Center at Whirlpool of India. Available since 2005.
Market Scenario
Customers of single door refrigerators wanted to increase the height of the refrigerator and therefore purchased plastic fridge stands. These stands did not gel with the overall exterior aesthetics of the refrigerator and were of inferior fit, feel and finish leading to a very unsophisticated look. Definitely there was a scope for design intervention to improve the aesthetic of the plastic stand, but the question was how would Whirlpool market this product and compete with the cheap plastic stands sold by local traders.
On-site Observation
Design research for us is more of a hunt to unearth latent needs. We believe in qualitative research over quantitative. During one such home visit to the customer of 190L target segment Paul Sandip made a simple observation that a lot of kitchen space was occupied by these plastic storage racks which were being used to store onions and potatoes. These items required dry storage hence could not be kept inside the refrigerator.
The Idea
What if the stand could have an additional utility?
The idea was to design a stand that could increase the height of the single door refrigerator without hampering the overall exterior aesthetics as well as provide storage space for onions and potatoes. In this manner the customer will not have to buy two different items but only buy a refrigerator with utility drawer for dry storage.
The Team
Industrial designer Paul Sandip teamed up with Structural Engineers and Mechanical Engineers from IIT Mumbai to build the prototype and check the functionality of the proposed design idea at the Whirpool factory in Ranjangaon, Pune. The project was executed in 2004.
The Prototype
Several prototypes were built to check the functionality of the proposed design idea. Thanks to the mock-up making staff at the Whirpool factory.
Customer Feedback
The selected prototype was tested with potential customers to take their feedback to understand further scope of refinement in the dry storage pedestal.
Final Product
The final product was designed in plastic to match the overall aesthetics of the refrigerator exterior. It added an additional dry storage capacity of 10L at a very marginal cost. Thus, providing the customer with a product with enhanced aesthetics plus unique functionality.
Iconic Best Seller #designedbypaul
Iconic Best Seller #designedbypaul
The original product idea has been design registered by Whirlpool of India. However, this innovative concept has now become a standard utility in almost all the brands of Refrigerators selling in the Indian market since 2005, making it an “Iconic Best Seller”.
