Daikin develops its air-conditioning systems outside Europe. When the company set out to create a product specifically for the European premium market, it needed a deeper understanding of customers it had little direct contact with through product development.
We conducted research with consumers, retailers and installers in France, Italy and Spain. One insight stood out: while people valued the comfort of air conditioning, they often disliked the appliance itself — describing conventional units as a “toaster on the wall.” For customers who put considerable thought into their interiors, technology needed to become a quieter part of the living environment.
This insight became the starting point for the design. Instead of emphasizing technology, we developed a calm, architectural product designed to integrate naturally into contemporary interiors — turning market understanding into a product specifically conceived for European expectations.
