AEGatIFA2024

Facts
Brand: AEG - Electrolux Appliances AB
Tradefair: IFA 2024, Berlin
Date: 6. - 10. September 2024
Size: 3,000 m2
The AEG brand impressed not only with major product launches, but also with the premiere of Burgundy red tones that became a key element of the newly introduced brand language, reinforcing its positioning as an innovative premium brand.
Within the space, Burgundy red was used as a distinctive brand element—both in elegant materials and as a styling accent. Combined with atmospheric lighting and emotionally engaging visual content, this created a unique brand experience and a clear visual link to the new brand identity.
A new sense of transparency further enhanced the inviting atmosphere. Translucent, red fabrics indicated thematic areas and created zoning without separating the space. This made the holistic spatial experience tangible. The overall theme of the brand and trade fair presence was AEG Future, focused around an innovative kitchen range.
The spatial dramaturgy guided visitors on an immersive journey: from the appreciative LED welcome gesture at the main access point to the special AEG Future area, through to the launch of the new kitchen range across three zones within the Taste Area.
An special AEG Future kitchen was staged as a media sculpture with LEDs and projections in the special exhibition area. This visual language was adapted and extended to the large-scale LED feature in the entrance area, as well as throughout the stand’s interior, forming a cohesive overall scenography across the three “AEG Future” zones.
Three kitchen environments from the new range were presented, each dedicated to one of the themes: Design, Assisted Cooking, and Sustainability. This architecture-driven sales journey invited visitors to continue exploring the Wellbeing (cleaning/ventilation) and Care (washing/drying) areas.
The refined atmosphere conveyed a sense of appreciation down to the smallest detail. Product walls and exhibits provided in-depth information, complemented by media-based and interactive product presentations. Visitors especially highlighted the exceptionally high quality of stay.
After the trade fair, parts of the installation were transferred to the AEG showroom in Germany, where they have been staged as a permanent exhibition.