Designed to make a difference, Braun is a premium German brand for electrical appliances. Some associate Braun with design, based on the pioneering industrial design led by Dieter Rams and his successors. Others think of German engineering and innovation: Braun's invention of the Plexiglas lid for turntables or discovery of two-component moulding, or its innovations in metal surfaces or plastics moulding. Many simply consider the indestructible nature of Braun appliances, renowned for their reliability, longevity and sustainability. All are true and relevant facets of the Braun brand. But Braun is more than this. Braun wants to go "beyond design." This does not mean design is no longer important to us - today it is more important than ever. Going beyond design means viewing design in the context of consumer experience.