I hate wrinkles. I also hate ironing my clothes. So I'm probably not the target audience for the more-than $1,000 smart ironing system that a Swiss company debuted at an international trade show. Yes, you read that correctly.
The Laurastar Smart was on display last week at the IFA trade show in Berlin. The Laurastar Smart, which will start at $1,400 (roughly £1,050 in the UK and AU$1,825) when it comes to the US in the coming months, includes an ironing board with a built-in water tank and filter and a Bluetooth-enabled iron.
The iron connects to an app that provides ironing tutorials and real-time guides to improve your ironing technique, just in case you've reached that point in your life when you can afford a $1,400 iron but don't know how to use it. The app also gives you statistics about your equipment, such as your water levels, how much your ironing board cover is wearing and information about how much time you really spend ironing, a fun tidbit you can throw out at cocktail parties whilst wearing a crisp button-down that you ironed yourself.
Laurastar has spent more than 35 years making high-end ironing systems, some of which cost as much as $3,000 (about £2,250 and AU$3,910), according to the company's website, so the shocking price isn't new to its product line. Some features of its products include "a blower and vacuum system to prevent unwanted creases" and an integrated steam generator. And it looks like real-life people have not only bought, but like their expensive ironing system.
The casual ironer won't need such an involved and expensive system as the Laurastar Smart or the brand's other products. But maybe folks who iron a lot like seamstresses and tailors would find it useful? Honestly, I'm struggling to come up with a worthwhile reason to buy an iron that costs as much as an oven.