Fisher & Paykel is continuing its marketing push as a proudly New Zealand operated business, with a strong focus on and investment in design.

At Grand Designs Live held in Sydney over the weekend, the goal for Fisher & Paykel was to  “start a conversation about design,” to reinforce its design pedigree, which has been a major focus in the years since the New Zealand brand was purchased by Chinese company Haier.

Fisher & Paykel at Grand Design Live Melbourne 2014
Fisher & Paykel at Grand Design Live, earlier this year in Melbourne.

Globally, all Fisher & Paykel products are designed at one of two New Zealand two design centres in Auckland or Dunedin.

Chief designer Mark Haydon said being based in New Zealand, the way Australasians live was an important part of the design process and was at the heart of Fisher & Paykel’s goal to be the “world’s most human-centred appliance brand.”

“What this looks like in practicality is really deeply understanding people’s lives and the lives lived around the product. We really want our drivers to get under the hood and understand how people live and how use the products that they are buying,” Haydon said.

The Fisher & Paykel team talk to customers, observe how they live and go shopping with them to gain insights into consumer behaviour which then drive the product development process.

Other strong influences across the brand’s appliances is the ‘designed to match’ aesthetic, and the freedom and flexibility to place appliances anywhere in the kitchen.

“The key ideas that Fisher & Paykel is interested in are about design freedom, and really this is about giving you the appliances that allow you to design the beautiful spaces that you envisage,” Haydon said.

Fisher & Paykel have also recently launched the Kitchen Tools website, a source of visual inspiration with helpful drawings and product specifications. Originally designed for architects and designers the tools and content are professional and detailed. However, consumers can also find galleries of how the appliances have been used for their own design inspiration.

During Grand Designs Live, Fisher & Paykel was also giving away an $80,000 kitchen renovation, which includes design consultation and management, trade work, kitchen cabinetry, bench tops and installation of Fisher & Paykel appliances. Another three entrants will win $2,000 in Fisher & Paykel appliances.

Fisher & Paykel at Grand Design Live
Fisher & Paykel at Grand Designs Live
Fisher & Paykel at Grand Design Live
‘We live out of drawers’
Fisher & Paykel at Grand Design Live
Appliances designed to match
Fisher & Paykel at Grand Design Live
The Fisher & Paykel laundry
Fisher & Paykel at Grand Design Live
A dishdrawer and freezer are hidden inside the wooden cabinetry
Fisher & Paykel at Grand Design Live
The drawer is an important form-factor for Fisher & Paykel
Fisher & Paykel at Grand Design Live
Fisher & Paykel’s new ‘mix and match’ gas and induction cooktop
Fisher & Paykel at Grand Design Live
Fisher & Paykel laundry ambassador Bunny
Fisher & Paykel at Grand Design Live
Wood paneling disguises an integrated refrigerator.