“Alwaysone step ahead while being true to tradition“ It is according to this mottothat the Electrolux brand space at the IFA 2012 designed by D’art dedicates aninteractive exhibition to the premium brand AEG. The Electrolux brandcelebrates its 125th anniversary in 2012. This is why the AEG brand space atthe IFA in Berlin combines brand arrangement with a retrospective of thebrand’s history. In the fair stand’s centre there is a timeline that tells thestory of the brand’s milestones. Here, the visitors can move two screens on alarge table along the timeline to selectively access its contents. An LEDscreen on the ceiling above the exhibition module takes up the motive of thetimeline design-wise. The floor graphicsspatially perfect the topic.
Theover-dimensional 125 is present everywhere in the AEG brand space. Thetri-dimensional slogan on the walls “Perfect in Shape and Function” accompaniesthe fair visitor into the fair stand’s different topic areas.
In alltopic areas the contents are visualized by their colour tonality, inspiringmaterials and emotional scenography. In the Zanussi area, for example, fragantoils, crunchy breads and an olive tree create a Mediterranean flair. Yellowpots turned into lamp shades radiate a feeling of Italian zest for life.
The AEGappearance is embedded in the umbrella brand Electrolux via the spaciousentrance hall, which visually and spatially illustrates the difference betweenthe brands’ contents. On one side, warm colour hues and haptically emotionalmaterials disclose the AEG space, whereas on the other side, Electrolux offersa 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 interactiveproduct arrangement.