Electrolux Design Lab has announced its 2012 theme. The 10th Anniversary of the competition for international design students celebrates Electrolux’s professional heritage in a theme titled Design Experience.

Photo: 2011 winners’ products, from Electrolux Design Lab’s photostream on Flickr

Just like in previous years, Electrolux Design Lab will encourage students and recent graduates of industrial design to compete for a six-month paid internship and prize money by submitting ideas that develop the sensory experience of home appliances. This year the jury will also take special note of the aesthetic qualities of the concept and the way textures and surface materials have been used.

According to Electrolux, experience is closely connected with senses. In the Electrolux Design Lab 2012 brief students are challenged to draw inspiration from professional experience creators (chefs, architects, interior designers, hotel designers etc.) to design home appliances that will provide a fuller sensory experience.

Entrants will also need to consider the heritage of Electrolux. Submissions should reflect Scandinavian Design values—as it is the the hottest trend now even in culinary—being sensitive to the environment, providing intuitive ease of use and aesthetic appeal.

“I believe the importance of our sensory perception is underestimated in a lot of today’s design. Too much importance is accorded to the visual. What if we could incorporate our other senses into design? Could we smell who’s calling? Or feel what’s on TV?” says Henrik Otto SVP of Global Design at Electrolux.

Eight finalists will present their individual concept to a jury of expert designers during a final event in the autumn of 2012 held within a European city (to be announced). The first winner will receive the prize of a six-month paid internship at an Electrolux global design centre and 5,000 Euros. A second prize of 3,000 Euros and third prize of 2,000 Euros are also on offer. These year’s finalists were announced in September.