Experiential Tour

  • Fair
  • Electrolux
  • IFA 2017

Dart develops IFA appearance for AEG and Electrolux

For the appearance of the world's leading home appliance manufacturer Electrolux and its premium brand AEG at the International Consumer Electronics Fair (IFA) 2017 in Berlin, the D’art Design Gruppe continues to further develop the spatial aesthetics. In front of a theatrically appealing backdrop, the Neuss’ creatives take the brand experience to a new level.


The trade fair guests immerse into the AEG product worlds “Taste” and “Care” and are taken on an experiential tour to selected highlights of the parent company Electrolux, which underlines its high technological standards with its own brand space. The new visual identity of the traditional brand AEG, which was presented last year, is being intensively expanded. Dark, warm colours and dramatic lighting draw the attention to the hero products, realistic presentations with a deliberately reduced number of exhibits encourage the visitors to interact. At the same time, integrated screens on the Hero walls together with a social media station ensure a lively, communicative atmosphere.


With the 2,850 m² appearance of AEG/Electrolux at the IFA 2017, Dart is staging the premium technologies even more focused and dramatically than in the previous year. The weighting of digital and social networking has been significantly intensified - with this, the designers achieve a genuine evolution of the brand space.

Facts
    • Project
    • Electrolux, IFA 2017
    • Location
    • Berlin
    • Category
    • Fair
    • Photography
    • Lukas Palik
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