Reinforced brand relaunch
The AEG brand relaunch, initiated atthe IFA 2010, is reinforced at the IFA 2011. 80% of the Electrolux exhibitionspace is given over to deepening the AEG branding through the heightenedemotionalisation and individualisation of the product areas.
The redesigned brand appearanceunderlines the premium positioning of AEG and mirrors the desires of the targetgroup: clear and focused design combined with emotionality. The brand space’sconcept translates that approach at the IFA by architectonically concentratingon comfort and design innovation.
The spatial shell of the hallsupports the self-contained brand world. Isolated from the hustle and bustle ofthe fair the visitor discovers a spacious entrée – the centrepiece of the brandspace. The media displays on the ceiling and walls accompany the visitor intothe inside of the brand world. Soft shapes float over the illuminated ceilingin the rhythm of the stream of visitors. LED-backlit walls covered with fabricenhance the multimedia displays. The play of lights mirrors in the high-glossblack floor and thus suffuses the whole entrance hall. An avenue of chestnuttrees, cherry trees and linden leads into the single product areas. Here, theemotional brand orientation in combination with the innovations is highlightedthrough material diversity and pictographic examples. The whole brand worldinvites to touch, understand and pause: warm woods and soft materials indialogue with walls with media displays visualize the makeover with inspiringelements and the respective dynamics.
The redesigned brand appearanceunderlines the premium positioning of AEG and mirrors the desires of the targetgroup: clear and focused design combined with emotionality. The brand space’sconcept translates that approach at the IFA by architectonically concentratingon comfort and design innovation.
The spatial shell of the hallsupports the self-contained brand world. Isolated from the hustle and bustle ofthe fair the visitor discovers a spacious entrée – the centrepiece of the brandspace. The media displays on the ceiling and walls accompany the visitor intothe inside of the brand world. Soft shapes float over the illuminated ceilingin the rhythm of the stream of visitors. LED-backlit walls covered with fabricenhance the multimedia displays. The play of lights mirrors in the high-glossblack floor and thus suffuses the whole entrance hall. An avenue of chestnuttrees, cherry trees and linden leads into the single product areas. Here, theemotional brand orientation in combination with the innovations is highlightedthrough material diversity and pictographic examples. The whole brand worldinvites to touch, understand and pause: warm woods and soft materials indialogue with walls with media displays visualize the makeover with inspiringelements and the respective dynamics.
Photography
Tobias Wille
Tobias Wille
