Our Industrial Design team gained vast knowledge, experience, and ultimately SVP Worldwide’s trust when developing their SINGER Visual Brand Language, so it was no surprise when the company called on Optimal Design again to design their top-of-the-line PFAFF admire™ air 7000 serger. This premium serger is the perfect supplement to a regular sewing machine. It is specially designed to sew, overcast, and cut in one operation using multiple threads, and creates a neatly finished, beautiful edge of threaded fabric that prevents unraveling. With the PFAFF admire™ air 7000’s one-touch air-threading feature, a user can effortlessly thread the machine loopers with the simple push of a button. Its sophisticated ease-of-use features and capabilities will help anyone achieve an expert finish and beautiful results with every stitch.
SVP Worldwide’s engineering group had already put great effort into the inner workings of the machine, yet it was very much a work-in-progress; so our team needed to design around a moving target of complex internal structures and mechanisms, all while maintaining the well-established PFAFF Visual Brand Language. The PFAFF admire™ air 7000 had to visually complement PFAFF precision sewing machines and perform at the same level to give consumers the high quality user experience and interaction that they’ve come to expect. Optimal Design explored multiple form, color, material, and finish variations with the goal of being in complete harmony with the current PFAFF family of products.
Perfection is central to PFAFF’s brand story, so the design needed to communicate this aspirational theme. With the addition of easy-to-access storage compartments, precision touch points, and improved component interactions, we were able to elevate the user experience and cater to creators who are willing to pay a premium for tools that assist them in reaching the highest levels of their craft.
