The Idea Behind

  • Communication
  • Electrolux
  • IFA 2017

IFA appearance 2017 for Electrolux as activated
brand world

What does the world's largest home appliance manufacturer Electrolux and its premium brand AEG stand for? One year after the launch of the new corporate design, D'art Design Gruppe at IFA 2017 focuses on the company's sustainable way of thinking and acting. Not stoves and washing machines, but the conscious handling of food and clothing is staged with the active involvement of the visitors.


Under the motto "Do not overwash", the Care Label Project initiated by AEG forms the center of the stand activation. The fashion studio with cutting table and fabric rolls serves as a platform for conversation and creativity and invites to interact with young, up-and-coming slow-fashion designers. From here, the “Care” theme shines with appropriate decoration and colour in the adjacent booth areas.


As with Taste, the advantages of the latest AEG innovations are made tangible for the visitor by means of proof points. This effect is underscored by the typographic wall design, which emphasizes not so much the specific features of the product as the desired result: energy-saving, longer durability, better laundry. AEG, Electrolux and Dart - a long-term creative partnership that step by step transforms the trade fair appearance into a brand stage.

Striking messages: eye-catching Statements about the effect catch the eye, product name and brand, on the other hand, take a back seat.
"Seeing is believing": Illuminated side-by-side displays on the dark walls visualize the benefits of AEG products.
Sustainability as a creative workshop: Design and interaction pay close attention to the aim of the Care Label Project not to over-wash clothes - and visitors can help shape the "fashion atelier".
Contemporary Scandinavian decoration picks up visitors and encourages them to try out products and experience their quality - in this case, scents to freshen up the clothes.
    • ProjeCt
    • Electrolux, IFA 2017
    • Location
    • Berlin
    • Category
    • Communication
    • Photography
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