EDITORIAL
A dvanced Technology — Changing Lives for the Better ALEKSANDER URANC, Gorenje Marketing Director
T
echnology is evolving at a rapid pace. Advances in
machines offer consumers new cooking and washing
technology have changed our lives, some of them
experiences, opening up numerous opportunities to
in a more aggressive manner than others. However, it's
adapt to every consumer individually. If they are wash
hard to point to a specific technology and identify it
experts, there are numerous programs they can use;
as responsible for the major changes in a person’s life,
first time users can access simple selections of the most
because every one of us is influenced by many other
important automatic programs.
things. The same goes for baking and cooking: predefined recipes Nevertheless, one thing is certain: technology will
allow for near fully-automatic baking, but by the same
completely transform the way we use home appliances.
token also allow near-professional baking experiences
Sounds too bold, too ambitious? We have seen many
with unique STEPbaking. All of this – and more – is
industries (especially consumer electronics) where
enabled by advances in the technology employed. The
technology completely changed the user experience and
new revolutionary Gorenje IQcook induction hob is a
with it the very industry itself. Of course the household
strong example how wireless technology can and will
appliance industry is a far more conventional one: a
simplify the cooking process by enabling automatic
washing machine just has to wash laundry – fast and
cooking with sensors communicating with IQ electronics
efficiently. And a cooker just cooks. Where is the place
on the hob and on the cookware lid and automatically
for high technology in all of that? In fact, it has an
and optimally adjusting key cooking parameters.
impact, in many ways; and it raises important questions – how will technology transform the user experience in
And there’s still a lot of room for high technology to
our daily chores, in our cooking, washing and more.
occupy and develop, and bring yet more improvements, first and foremost in offering far more simplified
Advanced technologies behind user-friendly interfaces
solutions to consumers. And all this will happen soon.
like the full touch displays in Gorenje ovens and washing
Very soon.
GORENJE LIFE STYLE MAGAZINE GORENJE MAGAZINE AUTUMN - WINTER 2011, ISSUE 8 PUBLISHED BY Gorenje, d. d., Partizanska 12, SI–3503 Velenje, Slovenia, www. gorenje.com EDITOR-IN-CHIEF Aleksander Uranc EXECUTIVE EDITOR Greta Kokot Rajkovič CO-EDITORS Jeff Bickert, Manca Krnel Hess CONTRIBUTORS Elizabeta Biluš, Franjo Cesarec, Mika Cimolini, Ruth Ferguson, Irena Knez, Tjaša Kobal, Petra Krajnc, Urška Kupec, Uršula Menih Dokl, Urška Ojsteršek, Vesna Petkovšek, Jerica Živa Puterle, Andrej Ramšak, Ines Ravnjak, Jonas Sonnenschein, Maja Vardjan, Maja Veithauser PHOTO MATERIAL AV Studio, Gorenje Design Studio, Foto Bobo, Jasmina Cibic, Sebastjan Kurmanšek, Pininfarina Archives, Peter Marinšek, Mateja Jordovič Potočnik, Marta Lamovšek, Saša Hess for Cirkus, Studio Breg, www.masdar.ae, Kerry Properties, Zeos and Gorenje Archives TRANSLATION Lingua Service, d. o. o. DESIGN Sara Jassim, Jerica Živa Puterle PRINT Gorenje I.P.C., d. o. o., Velenje, Partizanska 12 AUTUMN 2011 ISSN 1855-8771
autumn – winter 2011
3