This toaster is new innovative concept based on simplicity of control.Non-conventional concept focused on way how to don’t touch toastimmediately after baking because it is quite hot so we have to usuallywait for that. I was thinking how to take it out without need to catchit to the hand and also was thinking whish way could be acceptable. I thing out this flipping system, which allow you to workeasy. So With the way emptying toaster easily by flipping is reallyeasy to work. Also I was thinking about the controls on display aswell. How to do it user friendly and simple? So you just need put thetoast inside the toaster and you will set-up minutes and after touchstart, when it is ready it beeps and flash and you just put the platenext to machine, flip the toaster and it slides down on your preparedplate.