Rooted in the world port city of Rotterdam, our industrial design studio operates at the crossroads of innovation and international trade. One of WAACS’ key collaborations is with Midea, one of the world’s largest home appliance manufacturers. After Midea acquired Eureka in 2016, one of North America’s earliest and most established vacuum cleaner brands, WAACS was brought in to help define and implement a new design DNA tailored specifically for the U.S. market.
Over the past decade, WAACS has designed a range of vacuum cleaners for the Eureka brand, including upright, cordless, canister, stick, and handheld models. These designs blend strong visual identity, ergonomic performance, and consumer-focused innovation to meet the expectations of American households while honoring the brand’s legacy.
Design as a strategy
In today’s complex political and economic climate, some companies are hesitant to invest in new developments. However, WAACS believes that brands that commit to forward-thinking design now will be the ones leading the market in the near future. For global manufacturers looking to strengthen their position in the Americas, design is more than an aesthetic choice, it is a strategic tool.
