BelOga comes with a big “O”, and an even bigger circular touch-screen which replaces the usual scheme of buttons and controls. This sewing machine concept was designed by Kristine Brückner, an industrial design graduate from the Munich’s University of Applied Sciences with an impressive portfolio.

Apart from its less than ordinary shape, the belOga makes sewing more fun. By laying in a spool of thread the machine automatically conducts the thread through the machine - all you have to do is put the thread through the needle to get started. The centre display allows you to see what the stitch will look like in advance, this means less unpleasant stitching surprises. You can even enjoy the inner life of the belOga through two little lenses on the side of the body.