Florian Seidl is a successful Austrian designer with several years of professional experience. Currently he is working as Lavazza's design manager at the Innovation Center in Turin. Before that he was part of the design team that developed the Fiat 500 successfully into a whole range of different models and several other projects that can now be seen on the road. He has also done work at Kiska for KTM and as freelancer for various other non-automotive brands. Always with a strong feeling for brand identity and the bigger picture beyond the project as a mere product.

Kateem trail running shoe by Florian Seidl A light weight trail running shoe that uses innovative materials and production techniques but also builds on traditional know-how to create a new running experience. The upper is made from semi-rigid panels like a stretchy exoskeleton - robust, water repellant and breathable. It has a carbon toe cap and precisely defined flex zones. Traditional lacing is easily adjustable, the sock-like inner and custom 3D printed insole guarantee perfect fit. The midsole is thin and has variable tread inlays. Feet are well protected and supported - empowering runners to perform better.

Lavazza Desea Coffee Machine by Florian Seidl A friendly machine designed to offer the complete package of Italian coffee culture: from espresso to authentic cappuccino or latte. The touch interface arranges the selections in two seperate groups – one for coffee and one for milk. The drinks can be personalized with boost functions for temperature and milk foam. Necessary service is indicated in the center with illuminated icons. The machine comes with a dedicated glass mug and applies Lavazza’s form language with controlled surfacing, refined details and special attention to colors, materials & finish.

Lavazza Idola Coffee Machine by Florian Seidl A perfect solution for coffee lovers looking for proper Italian espresso experience at home. The touch sensitive user interface with acoustic feedback has four selections and a temperature boost function offering a tailor made experience for every taste or occasion. The machine indicates missing water, a full caps container or the necessity for descaling through additional illuminated icons and the drip tray can be adjusted easily. The design with its open spirit, quality surfacing and sophisticated detailing is an evolution of Lavazza’s established form language.

Lavazza Tiny Espresso Machine by Florian Seidl A small, friendly espresso machine bringing authentic Italian coffee experience to your home. The design is joyfully Mediterranean – composed of basic formal building blocks – celebrating colours and applying Lavazza’s design language in surfacing and detailing. The main shell is made from one piece and has soft but precisely controlled surfaces. The central crest adds visual structure and the frontal pattern repeats the horizontal theme often present on Lavazza products.

Lavazza MilkUp Milk Frother by Florian Seidl MilkUp lets you enjoy authentic Italian cappuccino at home. Quietly and efficiently preparing different recipes using magnetic induction. The elegant design is composed of bold, colourful, and simple elements with high-quality surfacing and materials. The backlit "stop and go" button is emphasized visually by a coloured ring. The jug is made from brushed Inox and has no internal moving parts. This makes it easy to clean by hand or in the dishwasher. It has clear marks for minimum and maximum levels on the inside and an ergonomic handle. The whisk has a dedicated storage area on top of the lid.

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Lavazza Elogy Milk Coffee Machine by Florian Seidl This coffee machine with integrated milk frother offers the complete package of Italian coffee culture: from espresso to cappuccino or latte. The design takes inspiration from Italian coffee shops and bars and is an evolution of Lavazza's existing form language. It is characterised by a big, seamless shell with three-dimensional Lavazza logo on the side. Metal accents underline the main touch points like lever, drip grid and UI. The Lavazza in Black system also offers peel-able coffee pods that can be recycled more easily. A lot of work went into reducing noise level and energy consumption.

Lavazza Voicy Coffee Machine by Florian Seidl Voicy is the first espresso machine with built-in voice assistant. A smart product combining quality coffee with functions provided by Alexa, all in a well designed and innovative device. The user can interact through the UI, voice commands, or use the app to check status, consumption, order coffee and, above all, make espresso. Innovation, functionality, and aesthetics in harmony to meet the needs of users who experience their coffee ritual in an increasingly personalized way.

Lavazza Inovy Mini Coffee Machine by Florian Seidl Inovy Mini is part of a a new range of espresso machines developed by Lavazza especially for the professional segment. It is the smallest of these machines and mainly intended for small offices and hotel rooms. The design is an evolution of Lavazza's form language in this business channel. It has a more serious, professional colour scheme but is still recognizably Italian in execution and finish. In some markets the product is also known as Classy Mini and Elogy Mini is a special version for home use.

Lavazza Classy Plus Coffee Machine by Florian Seidl Classy Plus is an all in one espresso and coffee brewer designed for the North American market, offering the complete experience of Italian coffee culture from espresso to cappuccino or latte. In addition, the machine also has a filter coffee selection and a double shot function to cater for specific preferences of this market. Classy Plus is Ideal for small offices and conference rooms. Its slim design is building on Lavazza's established form language in this segment. It is characterised by a contrasting exterior shell enveloping the main body and embossed Lavazza logos on the sides.

Lavazza Tiny Eco Espresso Machine by Florian Seidl Lavazza continues its commitment to sustainability by launching Tiny Eco, it's first coffee machine made from recycled plastic and compostable coffee capsules. Overall life cycle assessment, energy consumption and noise level were important aspects in the product development process. Designed with lots of love in Italy, it celebrates its Mediterranean identity with attention to detail, colours and finishes. The shape is made from intersecting volumes to reduce visual mass. It is simple and easy to use. Only one touch and just a few seconds. Enjoy!

Klix Advanta Vending Machine by Florian Seidl Klix Advanta matches clean design, a modern user interface with a wide selection of drinks and Lavazza at its heart! Advanta is designed to redefine the vending machine experience. Giving shape and expression to technology and brand values through exceptional taste and a balance of efficiency and elegance. The patented in cup technology delivers drinks without any cross contamination. Ingredients are sealed in the innovative eco cup. Made with sustainably sourced paper and coated with water based barrier it is the first paper cup without plastic lining.

Flavia C300 Workplace Beverage System by Florian Seidl The Flavia C300 is a midsize workplace beverage system, a professional yet sensual product. The compact footprint and smart technology relate to specific needs of modern workplaces and the intuitive user interface makes it simple to craft delicious drinks with perfectly balanced flavor every time without any cross contamination. Together with the Chill Refresh this all-in-one beverage system offers hot and cold drinks that will keep everyone satisfied.

Florian Seidl

Florian Seidl is IAD member since 2016, with 26599 IAD rating.