Morphy Richards, established in 1936, is the UK's largest home appliance company.

Before this brief came to Tianshuiyuan(where the Pica company is located), people's understanding of the aesthetics of home appliances still lies in industrial design. Whether the joint-designed model can only copy the original, no one can be sure.

Without our experience of servicing the world's top 500 for more than 10 years, Morphy would have spent years to find this idea. The British thinking is stuffy and a little black humor, and high-end home appliances are currently a bottleneck. For more than 70 countries and regions of the world's consumers, who can give their high-end home appliances a little bit of interest?

When the client talked about this collaboration with the British Museum's Majorica collection, Pica realized that it seemed to be a completely different creation.

The joint design with the museum is different from the cooperation between two commercial brands, which sells the trend of 700 years ago into contemporary life. How can consumers buy it so easily?

Small household appliances are also scientific and technological products. The compatibility of modern science and technology and medieval culture is limited, if not handled properly, the product will become a large-scale advertising space.

When the cooperation with the British Museum was determined, Morphy found that the boutique sense pursued by the brand and the handmade sense of the pottery plate itself was really difficult to fit, and if the ultimate goal was to create a home good like art, the operation of "pasting a big plate" was really difficult to convince the public.

In the past, 99% of all the joint names of Mayorica pottery plates were directly affixed to the product.

Midea refrigerator, perfect diary, Xiaomi... In the face of the strong museum, big companies have become a weak side, and there is nothing to do in the face of the "no change again" treaty.

The bigger difficulty lies in the British Museum's strict vetting system, which requires several days of vetting for each joint product to protect the originality of the art. After much discussion within Morphy, it was decided to give the problem to a professional team with a "crazy" physique to solve, and they soon found us.

It has to be admitted that any professional team if it has the works of the top creators, will have awe.

The Mayorica series has a total of more than 40 themed pottery plates, and the Pica found that although the problems were many and complicated, the difficulty was in the early stages.

Many of the obstacles will be solved by the ability of the creator to solve the basic problem of initial material processing with passion.

The difference between high-end services is that designers will fine-process the raw materials in their hands to make the final performance more "exquisite".

The process of sifting the pottery plates did not go as smoothly as expected. A large part of the reason for the single choice of co-branded ceramic plates on the market is the lack of background information - it is a very large workload to accurately grasp the theme of the ceramic plate, which makes the major brands have to choose conservatively.

Facing more than 40 theme pottery plates, Pica first excluded the samurai plate and animal plate, in order to better fit the "exquisite female" users of Morphy. Pica selected several female theme pottery plates, conducted in-depth background and cultural research work, and finally selected Bella Donna.

Mayorica is a hand-painted pottery plate. After 700 years, the texture on the plate has also changed, and the changed texture is the most valuable part of the whole plate. If we find someone to paint it again, it will completely lose the value of the art.

In order to maximize the quality of hand-made pottery, Pica did not consider using illustrators for comparative creation and instead has been looking for a solution that can obtain non-destructive patterns.

The difficulty is that the pattern was originally created by medieval craftsmen directly on the disc, and the sense of rhythm is very stable, but if it is just roughly pulled from the plate to the plane, it will inevitably be deformed.

In the face of human's outstanding human technology, a designer on the spot proposed that you can try to pick off a piece of recovery, and then copy and paste it to complete the secondary creation. The head of the Pica, however, said:

After repeated technical testing, the designer finally used modern 3D technology to achieve "lossless fragmentation" of the contents on the disc. Every piece of pattern is guaranteed to be authentic medieval art.

In order to ensure the sense of life in art, the first condition for the selection of pottery is to ensure that the texture can be completely separated.

In the second round of screening, the fit of the theme became the key. Mayorica flourished in the Renaissance, when people pursued beauty and advocated breaking the shackles, and brave thinking, and this expression is also in line with Morphy's concept of "creativity lights up life".

In order to ensure that the overall design gives full play to the value of Majorica, so that consumers can understand and appreciate it, Pica mainly selected the Renaissance more warm human themes. After several rounds of screening, the Pica settled on the theme of Bella Donna's display plate.

There are not many co-branded models on the market based on the Bella Donna display plate, because it is extremely difficult to explore the theme background. After several sources of research, Pica found that the Bella Donna theme has a "romantic/beautiful gift" meaning, and romantic inscriptions written on the "nothing in the world for nothing" wise motto.

During the Renaissance, aristocrats paid attention to giving plates as gifts to young women or friends, which also coincided with Pica's customer Morphy's pursuit of "Making life casual and simple".

One plate is beautiful, but what if you melt three plates together? With more than 40 plates, there may be a few elements fitting with each other, and they can collide into a more wonderful combination.

A lot of people are thinking that will work. But the key to innovation is to break the prejudice, and finally, the Pica carefully selected three plates, and integrated their elements into a surprise, showing a wonderful and colorful classical print effect.

The high-end customization of top packaging can cost millions of money, why is it expensive? Because its design process is delicate and complex, the details that need to be taken care of are high in granularity, time-consuming, and laborious. Rough pattern treatment, the larger the proportion of non-fit, the more prestigious it will look.

The final printing is not overwhelming, the outline of the layout is delicately staggered, the visual effect is very gorgeous, and the brand display area insists on the white space to ensure the effective exposure of the brand.

The final plan passed the review very smoothly, and the British Museum highly praised the art appliances of this "food art revival" not only completely retained the essence of art, but also led people to dream back to the medieval luxury scene through the theme creation of structural restructuring, and integrated art into life.

"The cross-border combination between the 'classic home appliance brand' and the 'classic Museum' is not only a retro aesthetic review and renewal but also a deep dialogue between life and art." Spanning 700 years, the classic table aesthetics of the two eras, the Morphy × British Museum joint art series, will set off a new trend of high-end literature and art of small household appliances. "