Fisher & Paykel collaborate with Wundaire for DishDrawer 20-year anniversary

Fisher & Paykel tasked Public Relations agency Sherson Willis with the responsibility of coming up with an innovative way to highlight their ongoing commitment to design and innovation for the 20th anniversary of the pioneering DishDrawer.

The result was a limited edition handcrafted 20th-anniversary dinner set, which juxtaposed the two decades of refinement of innovation and design of the Fisher & Paykel Dishdrawer with perfectly imperfect ceramics.

Knowing that there has been a rise in interest in handmade homeware, Sherson Willis set up the collaboration between Fisher and Paykel and Wellington-based ceramicist Felicity Donaldson of Wundaire.

Donaldson makes Wundaire ceramics using stoneware clay which is rolled out like pastry and then bisque fired to 1000C. What results are handmade earthy ceramics which are stamped on the back with the Wundaire logo.

“The Wundaire collaboration was inspired by the Wabi-Sabi trend of handmade pottery which is centred around seeing the perfect in the imperfect,” said Amy McKenzie, Associate Director of Sherson Willis.

“Small-batch ceramics are popping up in trendsetting boutiques everywhere and clay-making studios are seeing a rise in enrolments.

“The trend represents a yearning for a more down-to-earth experience to counterbalance the technology-centred world we inhabit and we thought this was the perfect backdrop for a collaboration.

“Although on the surface they both seem very different products, both Wundaire and the DishDrawer are both made for real people leading real lives,” Amy continued.

Only fifteen limited edition dinner sets were created to commemorate the DishDrawer anniversary. Twelve were sent out to design and cooking influencers and the rest were given away on Fisher & Paykel, and media outlets Viva and Urbis.

“The trend for getting back to something more real and tactile, like the handmade Wundaire dinner set, aligns with our brand story,” commented Chief Designer of Fisher & Paykel, Lauren Palmer.

“Fisher & Paykel have a long history of Kiwi innovation and design, especially with our ground-breaking DishDrawer. However, at the centre of our business is the desire to create useful objects for everyday tasks, just like Wundaire,” Ms Palmer concluded.

Fisher & Paykel 20th anniversary of DishDrawer.

About the DishDrawer™ Dishwasher

The DishDrawer™ put Fisher & Paykel on the world stage over 20 years ago and caused quite a stir when it was launched in 1996. News of this revolutionary product spread fast and it earned itself a place on Oprah Winfrey’s show and a spread in Time magazine.

Two decades down the track, this innovative appliance is in its prime; its original benefits honed. The new models are quieter and more energy and water-efficient than ever, with some models incorporating clever features like flexible racking and quick, extra dry and sanitise modes. It is also now more durable, thanks to Fisher & Paykel’s rigorous testing for 20 years’ continuous use. Over 1.25 million DishDrawer™ Dishwashers have been manufactured and sold in more than 20 countries worldwide. It has cemented its reputation as a design classic with its emphasis on sleek lines, has scooped numerous top industry and consumer choice awards, and continued to build global market share.

Fisher & Paykel 20th anniversary of DishDrawer Stop Motion.


Client: Fisher & Paykel

Brand Manager: Louise Hancock

Agency: Sherson Willis

Directors: Trish Sherson / Rewa Willis

Associate Director: Amy McKenzie

Associate: Thalia Stronge

Production Associate: Lisa Webb

Junior Associate: Issie Hallwright

Designer: Richard Munro

Media agency: MBM