A generic whiteboard says nothing about the company using it, and for a business built on product design, that is a missed opportunity rather than a neutral choice. At its AEG Experience Center in Brussels, Electrolux asked Chameleon for a whiteboard that would feel unmistakably like an appliance brand’s own space. The result is a custom Curve whiteboard whose top edge is waterjet-cut into the silhouette of a washing machine, an oven and a hob, hung in the Crealab, a room dedicated to working on the future of those same products.
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1
News
Case study: how Electrolux AEG shaped a custom whiteboard around its own products
Project overview
- Client: Electrolux AEG Experience Center
- Location: Brussels
- Room: Crealab, a dedicated space for collaborative work on future products
- Solution: Custom SatinTones Curve whiteboard, waterjet-cut into an appliance silhouette
- Products: Curve whiteboard (SatinTones Sage), Curve Wall Acoustic (9 mm PET felt)
- Application: Co-creation and innovation space
Why a standard whiteboard undersells a company built on product design
Most whiteboards are chosen for size and surface quality, then mounted wherever a wall allows. For most offices, that is a reasonable trade-off. For an appliance manufacturer whose entire business is product form and function, it is a missed opportunity: a rectangular board looks exactly the same at Electrolux as it would anywhere else, and says nothing about what the company actually makes.
The brief for the Crealab, Electrolux AEG’s dedicated space for collaborative work on future products, treated the whiteboard as a chance to reflect that identity directly, rather than add it afterwards through signage or branding on the wall around the board.
A whiteboard cut into the silhouette of the products it exists to support
Rather than printing appliance icons onto a rectangular panel, Chameleon waterjet-cut the top edge of a SatinTones Sage Curve whiteboard into the outline of a washing machine, an oven with a visible grill rack, and a hob with four burners. The icons are not applied to the surface. They are the surface’s own edge, so the shape reads as part of the board’s construction rather than as decoration added to it.
Recognisable product silhouettes are a distinctive form of shape branding for a manufacturer specifically, since the shapes double as a direct reference to the products the room’s work is actually about.
Built for the Crealab, not a generic meeting room
The whiteboard hangs in the Crealab, a room Electrolux AEG set up specifically for collaborative work on future products, not a general-purpose meeting space. The same room includes a Curve Wall Acoustic panel, a 9 mm PET felt acoustic wall printed full colour with a forest scene, chosen as part of the same brief to give the space a considered, non-corporate atmosphere rather than a standard-issue meeting room feel.
The two products serve different functions: the whiteboard for writing and ideation, the acoustic panel for sound absorption and atmosphere. Both sit in the same room as part of one design intent, a space that feels distinct from anywhere else in the building.
The material behind the shape: ceramic steel with a lifetime warranty
Behind the shape is the same material as every Chameleon whiteboard: ceramic steel, an enamelled, magnetic top layer on a water-resistant MDF core. The Sage colour comes from the 15-tint SatinTones range and is part of the surface itself, not a coating applied on top, which keeps the board scratch-resistant and chemical-resistant right up to the edge of the cut.
Chameleon gives a lifetime warranty on the writing and dry-erase performance of ceramic steel, including when it has been waterjet-cut into a custom shape as at Electrolux AEG. The warranty applies to the material itself, not only to a standard rectangular board.
Looking to shape a custom whiteboard around your own brand?
Discuss your project with our specialists, or visit our custom whiteboards page to see the range of waterjet-cut shapes and SatinTones finishes available.
Need immediate help and advice with your choice?
