Technology serving humanity, not the other way around
It was quite important that this vast amount of technology in use would be there to serve the users, instead of having them follow the technology, ensuring that the concept aligned with the core philosophy of Siemens Home Appliances, that building a product should make the life easier and free time for the important things in life. The result is an innovative and experimental brand identity experience showcasing technological excellence, staying true to the idea that the medium is the message.
