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I chose to do this work because I believe that today?s industrial designprofessionals lack in their task of creating aesthetic experiences and aestheticdiversity.With my work, I want to question why the majority of today?s technical, massproducedeveryday products have such a similar design expression, andwhy alternatives are so few. Most of all, I take a critical attitude to today?sstereotypical industrial design aesthetics that I would describe as technical,masculine, and unnecessarily complex.I have designed a number of products that show alternative aesthetics in thissegment and as such I have chosen the vacuum cleaner. The idea is that mydesign will serve as an eye opener and demonstrate that there are alternativesto today?s homogeneous market.The result is three vacuum cleaners claiming three alternatives to currentofferings. All three proposals are given a simplified design with a purpose tofit better into a home environment.The reason behind today?s mainstream design is partly a result of the fact thatthe companies? goal is not to create progressive design, but to make as muchmoney as possible. The problem for us industrial designers is that we currentlydo not have a position where we can change this, which is something I findvery troubling and something I think we need to debate within the industry.