To celebrate its 70th anniversary, Columbia-based commercial appliance manufacturer Haceb is launching two lines of appliances it co-designed with Latin fashion designer Daniel Hoyos, which feature non-traditional materials such as Swarovski crystals.

The collection also features aluminum profiles handles, crystal mirror doors, LED lighting and indicators, and new printing technology to fill the product doors with color.

“This product line is intended to satisfy all consumers that find the home appliance portfolio a little monotonous and boring; for all those that don’t feel fulfilled with the stainless steel, black or white colors that are now exhibited at the electronic stores,” says Nicolas Osorio, marketing manager.

Haceb hopes the concept will help it tap into new markets.

“We have launched two main product lines in this quest to merge fashion and industrial design: “Deseos” (Desires) and “Recuerdos” (Memories); [which are] two concepts that will target very different segments,” Osorio notes. “With Deseos, you’ll find a consumer that is very luxury-attracted, probably trendy young couples that want something outstanding and different in their kitchens and home. In Recuerdos, the consumer is a youthful person, someone fascinated by graphic design and color, mainly independent and art oriented.”

Each line features two refrigerators, a mini bar, a recessed oven, an extractor fan, and recessed cover and microwave. Two hundred refrigerators were initially manufactured for an August 2010 launch, an amount that is subject to change based on demand. The new lines are priced at about 12% more than typical Haceb products.

The line will eventually appear in Venezuela, Ecuador, Peru, Mexico, Bolivia, Panama and other Central American countries.