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The Focus
· Symphony wanted to expand their portfolio and enter the Tower Fan category with an offering of their own
· A deviation from their usual portfolio, this product needed to embody Symphony’s brand promise
· Product design needed to focus on resolving air-throw issues that often occur in these slim-profile, distinctively modern-looking fans
The Design
· The team at Elephant experimented with several structural designs, all of which retained the slim profile but attempted to maximize air throw
· Symphony ultimately decided to refine the design path termed ‘Blast’, which was a bold deviation from standard tower fan models in terms of both design and function
· The final product – i.e. the Symphony Surround, comes in the form of a sleek tower fan that integrates a blade-like top profile and bower assembly seamlessly; remedying conventional air throw issues as it can throw air up to 25 feet
The Story
Symphony is the go-to brand for those who seek high quality cooling systems – specifically air coolers – in Indian markets. With a global presence in 60 countries and a long, fruitful history of delivering highly coveted products, Symphony caters to all kinds personal and industrial requirements. While their core competency was and continues to be the development of air coolers, they’d set their targets on the tower fan space.
As a cooling device, tower fans can seamlessly blend into today’s modern assortment of gadgets with their emphasis on sleeker, minimalistic forms. However, everything isn’t as rosy as it seems – tower fans come with their own set of drawbacks. They lack the power that accompanies typical box-type or pedestal-type high speed fans. Most tower fans are also of the oscillating variety, but don’t come with tilt-capabilities.
“Symphony identified the need for indigenously manufactured tower fans in India. They approached the team at Elephant so that our team would devise a structure for Symphony’s very own tower fan. This structure needed to remedy existing issues with these fans, while also being extremely differentiated in the aesthetic sense.”
Symphony identified the need for indigenously manufactured tower fans in India. They approached the team at Elephant so that our team would devise a structure for Symphony’s very own tower fan. This structure needed to remedy existing issues with these fans, while also being extremely differentiated in the aesthetic sense. The air throw needed to be better than the few imported products that were doing the rounds; and the lack of an organized market meant that we weren’t limited when it came to making bold, innovative forays in that direction.
A Blast from the Future
Tower fans are a marvelous invention for the contemporary age. The term is pretty straightforward – you have a fan that resembles a tower because of its vertical structure, with inlets at the back and vents on the front. In a world dominated by air-conditioners that often consume a significant amount of power, a tower fan is a potent alternative for those who don’t seek that level of cooling.
“Dynamic lines and active shapes dominate this design. The mechanism plays into the inherent verticality of the tower fan, where the blower assembly sits at the bottom, conducting air at the top and throwing it out from there itself…but the most potent result is that of the air throw, which has been dramatically increased to around 25 feet”
Our team began developing concepts keeping these typical benchmarks in mind. We also had to factor in material considerations, where Symphony wanted to emphasize the use of recycled plastics. The team also worked with functional considerations like: the fan needed to be easily and rapidly assembled, with minimal moulds and changeable parts.
All of these factored to create a host of structures that Symphony sifted through. These were designed for the best possible air throw, while accommodating for a host of tech features to heighten appeal. Eventually, the ‘Blast’ design path was finalized for the structure.
Dynamic lines and active shapes dominate this design. The mechanism plays into the inherent verticality of the tower fan, where the blower assembly sits at the bottom, conducting air at the top and throwing it out from there itself. It uses economical, recycled PP with the outer enclosure being made of ABS.
“There are a variety of additional features that accompany the Surround. Replete with a control panel that rests on the angular top edge (both knobs and remote-control variants exist), compact front chamfered edges and provisions for carbon/antibacterial/dust filters, it comes with the promise of providing a powerful alternative to imported tower fans in Indian markets.”
The swivel-type base also houses the motor, and Hive patterning on both sides not only adds to the design concept but also allows for rapid air intake. But the most potent result is that of the air throw, which has been dramatically increased to around 25 feet; remedying the biggest pain point with tower fans at large.
An Integrated Tower-Fan Lifestyle
The final product – termed the Symphony Surround – boasts of a number of additional benefits due to our product design considerations. It has one of the most compact footprints due to the integration of the top blade and bottom blower assembly. The look and feel is extremely differentiated due to its sleek, sharp design enclosed in body panels; while also perfectly integrating into the modern ecosystem of gadgets that often dominate tech-savvy homes.
“The function of design, is letting design function.”
There are a variety of additional features that accompany the Surround. Replete with a control panel that rests on the angular top edge (both knobs and remote-control variants exist), compact front chamfered edges and provisions for carbon/antibacterial/dust filters, it comes with the promise of providing a powerful alternative to imported tower fans in Indian markets.
Being familiar with the product, the team also worked on the pack graphics to showcase the ‘modern tower-fan lifestyle’, where the Surround provides the perfect examples of a tower fan that has truly suited for modern consumer needs and comforts.
All in all, the team managed to accurately translate aesthetic, material and market-oriented concerns into a cohesive product design offering that was taken up for implementation. The product also fell in line with Symphony’s historical reputation for innovation, despite them foraying boldly into a new, unfamiliar space.
