About Global Consumer Design

Step inside Whirlpool Corporation’s Global Consumer Design studios. Learn about our design vision, culture and innovation processes. Experience the creativity and depth of research and analysis that accompanies design and product development.

Inspiring design projects, concepts and real products are all part of a strategy to deliver outstanding products to the marketplace. Cutting-edge design, innovation and technological excellence are hallmarks of our work. Satisfying customers’ needs and aspirations is our aim

A constant investment in design is proof of our confidence that well designed products make an enormous difference to the lives of our consumers.

This is the face and voice of the creative spirit that lives at the heart of Whirlpool Corporation  a multicultural team of designers, usability experts, anthropologists, behavior psychologists, color experts and interactive designers.

Whirlpool Corporation's Global Consumer Design Studios are based in four locations - North America, Mexico, Europe and Asia - reflecting strong connections with the Company’s global vision “Every Home, Everywhere” and its truly global approach to design. Global Consumer Design’s four design centers are led from Whirlpool Corporation's headquarters in Benton Harbor, Michigan in the U.S.

Monterrey: Northern Mexico’s largest city
Benton Harbor: purpose-built facilities at the company headquarters, close to Chicago
Cassinetta: located in Northern Italy, close to Milan, a hub for design and fashion
New Delhi and Shanghai: bridging two of Asia’s centers of gravity


Innovation is the life-blood of Whirlpool Corporation's brands – namely, Whirlpool, Bauknecht, Ignis, Laden and Polar in Europe – and Global Consumer Design is dedicated to developing projects that promote a diversity of ideas, independent thinking and above all, innovation. Global Consumer

Design acts as an open conduit for influences into the company, and a catalyst for innovation and cultural change. Taking a “global but local” approach, Global Consumer Design tests the relevance of its design vision and concepts to reflect local influences and market diversity. Projects are driven by innovation, yet they are also balanced by understanding emerging consumer trends, analyzing consumer experience and seeking out “real-life” insights.


The Brand Studios envision and deliver powerful product experiences for our brands. Simply speaking, it's where everything comes together: brand strategy, industrial design, graphics and interaction design....with the outcome being winning products that drive business results. Additionally, each Brand Studio plays a major role in defining both the architecture and visual identity of its brand together with the business leadership team. Brand Studios are medium-sized teams typically comprised of experts in design and product development.