For the already sixth time in a row, D’art Design Gruppe arranges the brand architecture for Electrolux at the IFA (International Technology Exhibition) 2013. This year, D’art created a scenographic arrangement with a stage-like setting, which prominently puts the AEG highlight products in the brand architecture’s spotlight. An illuminated boulevard invites visitors to stroll over the fair stand with its in total 2,971 square metres. Here, they are attracted by typographic announcements on walls and objects and encouraged to step closer and discover the different product areas with their various innovations. Integrated into the room, there are in total six stages, which focus on the AEG fair highlights. With great typographic skill, richness in detail and material diversity, product characteristics turn into the arrangement‘s story.
An impressive ceiling design with media arrangements highlights the AEG focal products and ensures that they are noticed from afar. It is also the design context, in which Electrolux as a premium brand and the Italian label Zanussi are presented. In their studios, they present their national design strengths: Swedish purism and culinary Dolce Vita.
Alexander Buehl, Director 360° Market Activation Europe, Middle East and Africa, Electrolux Appliances AB
“With its design and implementation, this year’s IFA appearance highlights the high standards of the brands AEG, Electrolux and Zanussi. Thanks to the transparent and open brand architecture with a clear focus on products, the current innovations are communicated clearly and with due elegance”.
Britta Amara, Marketing Manager Cluster Germany/Austria, Electrolux Hausgeräte GmbH
“This year the IFA concept evolves on the basis of the highlights and the AEG product world receives particularly great space. The arrangement’s basic principal was to have a focus, which made it important to have one product innovation in the centre of the detailed scenographies. Thus, the fair appearance strategically continues the brand orientation’s style”.