Design Subject: a vertical vacuum cleaner inspired by the «Nothing» brand
The goal of this project was to embody the DNA of the «Nothing» brand within a household appliance, maintaining a balance between technological sophistication, honest construction, and recognizable visual purity.
CONCEPT
Vertical cordless vacuum cleaner In Nothing’s visual language, this is a piece of home appliance design where function becomes integral to aesthetics.
The product is conceived as an object that is not hidden after use: transparent casing elements, strict geometry, and a minimalist composition transform the device into an integrated part of modern interior design.
Core idea: the visual honesty of the construction—engineering becomes an element of design.
TECHNICAL SPECIFICATION
Develop a mid-range upright vacuum cleaner with an emphasis on:
• Minimalist form factor • Transparent structural elements • One-handed operation convenience • Modular attachments • Visual integration into interior design
The functional design must ensure:
• Cyclone filtration + HEPA • Removable Li-ion battery • Quick container emptying • Vertical stability
OBJECT ARCHETYPE ANALYSIS
A stick vacuum cleaner is a household tool designed for quick, everyday use, where design directly impacts operational comfort.
Core Archetype Properties: • Lightness • Portability • Maneuverability • Compact Storage • Quick access to cleaning without setup
The modern archetype is evolving toward reduced weight and increased autonomy.
MARKET ANALYSIS
Three key trends are currently shaping the vacuum cleaner market:
• High suction power • Weight reduction • Visual premiumization of the product
Market leaders: • Dyson • SharkNinja • Samsung
Cordless models are particularly in demand for urban apartments.
ANALOGUES
Model: Shark Stratos
Pros: + High ergonomics in attachments and accessories + Clean Sense IQ system automatically adjusts power + Comfortable operation with fur and long hair + Good user adaptation for everyday scenarios + Flexible folding design of the tube
Cons: - The body appears visually cluttered due to the large number of functional zones - Complex geometry reduces the visual purity of the shape - The motor unit appears bulkier than competitors - Less coherence in the visual language
Model: Dyson V15 Detect
Pros: + High suction power and stable operation on various surfaces + Highly readable engineering composition of the housing + Laser illumination of dirt enhances user control + Thoughtful cyclonic system and HEPA filtration + Advanced modularity of attachments
Cons: - The upper motor block appears visually heavy - Pronounced engineering complexity makes the form overloaded - Strong technical aesthetics integrate poorly into interior design - High cost places it in the premium segment
MODEL PROBLEMS
Key User Pain Points:
• The heavy top bar causes hand fatigue • Difficult container cleaning • The technique appears purely utilitarian visually • Most models do not integrate well into interior design
TARGET AUDIENCE
User Profile:
• Age: 25–45 • Urban resident • Interest in technology and interior design • Sensitivity to the aesthetics of the domestic environment
This is a user for whom home appliances are an integral part of the home’s visual culture.
The product is designed for environments such as:
• Minimalist apartments • Modern studios • Lofts • Tech-forward interiors
The vacuum must be perceived as an object that can be stored openly—a sort of art piece.
DNA ANALYSIS NOTHING
Core Brand Principles:
• Transparency of structure • Minimalism • Emotional technology
Distinguishing Features:
• Transparent panels • Strict geometry • White-gray palette • Open composition of internal elements • Light indication as part of the form
The Glyph approach is integrated into the product through status lighting.
The essence of the brand is that it reveals the structure rather than concealing it.
STRUCTURE
Project Concept