The objectives of the project are to advance into the European super premium market and strengthen our brand image. We eliminated the cold and mechanical image of existing washing machines and imbued a new element of elegance. We elevated the position of its drum 30 mm higher than existing washing machines, made its porthole wider and put “optimal wash” in place to enhance the ease of use. In addition, we offered a full touch screen to provide users with an intuitive interface. In short, we designed the machine to have users consider laundering “a fun experience”, not “a household chore”.