“Always one step ahead while being true to tradition“ It is according to this motto that the Electrolux brand space at the IFA 2012 designed by D’art dedicates an interactive exhibition to the premium brand AEG. The Electrolux brand celebrates its 125th anniversary in 2012. This is why the AEG brand space at the IFA in Berlin combines brand arrangement with a retrospective of the brand’s history. In the fair stand’s centre there is a timeline that tells the story of the brand’s milestones. Here, the visitors can move two screens on a large table along the timeline to selectively access its contents. An LED screen on the ceiling above the exhibition module takes up the motive of the timeline design-wise. The floor graphics spatially perfect the topic.
The over-dimensional 125 is present everywhere in the AEG brand space. The tri-dimensional slogan on the walls “Perfect in Shape and Function” accompanies the fair visitor into the fair stand’s different topic areas.

In all topic areas the contents are visualized by their colour tonality, inspiring materials and emotional scenography. In the Zanussi area, for example, fragant oils, crunchy breads and an olive tree create a Mediterranean flair. Yellow pots turned into lamp shades radiate a feeling of Italian zest for life.

The AEG appearance is embedded in the umbrella brand Electrolux via the spacious entrance hall, which visually and spatially illustrates the difference between the brands’ contents. On one side, warm colour hues and haptically emotional materials disclose the AEG space, whereas on the other side, Electrolux offers a clear contrast with a large and spacious brand space in Scandinavian Design. It is here that the “Inspiration Range” is first presented in Germany: bright, spacious areas in combination with warm wood hues disclose the interactive product arrangement.