Electrolux was looking at a relaunch of an existing line of vacuum cleaners and wanted a re-positioning that focused on versatility.

We collaborated with a Swedish artist for a design piece that best communicated the product's benefit of flexibility and versatility. Common items found in a living room were compressed everything neatly into a flat wall, as a creative expression for the vacuum's flexibility that nothing gets in the way when you vacuum.

Sales for the relaunched Flexio vacuum cleaner at the Expo event were up 40%, with all available units sold out during the Expo itself and pre-orders placed. Store sales reported a 15% hike in sales figures.