Y1, the Iperespresso coffee machine dedicated to Generation Y wins the “best of the best 2011” reddot design award

Y1 FrancisFrancis for illy, the illycaffè coffee machine for Iperespresso dedicated to the new generations, hits the annual mark at the International reddot design award, by winning the “best of the best 2011” prize in the household appliances category. The Y1 machine has been selected by a distinguished jury of design experts, well known at international level, among other 4,433 products presented at the reddotaward, one of the most prominent international product competitions.

«As always, our jury has cast a very careful eye over the submitted products. Design quality has asserted itself clearly in the judging process, with genuine and new creative solutions also being rewarded. Both of these criteria are not just yardsticks for good design, but also for the potential success on the market» saysProfessor Dr. Peter Zec, the inventor of the reddot design award.

Elegance, minimalism and function, combined with a breakthrough design, put Y1 on another plan with respect to all other coffee machines. The project was developed by illycaffè Art Direction, while its technical features have been set up by illycaffè Research & Development Department. The MM Design Studio has authored the new design.

Y1 was designed with the intention of adopting a new technology and a new configuration in terms of look and function. This led to a new architecture in which all the internal parts are enclosed in the platform that supports the cup tray.

The excellence of the espresso is granted by illy Iperespresso method, a technological innovation with 5 different registered patents, entirely designed and developed by illycaffè Research & Innovation laboratories, in order to provide the perfect extraction of all coffee aromas and a cup of “new generation espresso”, delightful, full bodied, aromatic, enriched by a velvety and extremely persistent crema.

The so-called Generation Y, to whom Y1 is addressed, is attentive and sensitive to the rational and emotional messages that products evoke, also through research and development that made them unlike any other and unequalled. Francesco Morace of Future Concept Lab, a strategic research and counseling institute, has drawn a list of  the main traits of this emerging public and of its relationship with the world of brands, in a study ordered ad hoc by illycaffè.

On July 4th, in Essen (Germany) more than 1,000 guests – among whom renowned representatives of design, industry, and media – will celebrate the winners of the reddot design award 2011. The awarded products, including Y1 FrancisFrancis for illy, will be on display for 4 weeks, at the “Design on stage – winners reddot Award: product design 2011” exposition,  in the red dot design museum, located in the  Zeche Zollverein Coal mine Industrial Complex, a site of the  World Heritage list in Essen.

Y1 was on display also at the Milan Design Week 2011 in the Poltrona Frau area at the Milan Design Village (Via Savona, 56) and at the exclusive Brera Design District press area, in the Valcucine showroom (Corso Garibaldi, 99).

Y1 can be purchased at illy bars, design shops and at  illyusa.com

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