AEG IFA 2022 – for JMW

During the trade fair IFA 2022 in Berlin, the guests are diven into a tour of the AEG and Electrolux highlight products.

This year the central isle of the booth is showing the hero products of each product group: Care, Wellbeing and Taste. Through each of these activations, the visitors are redirected to more precise features of each product range. The central isle forms an anamorphosis of a house pictogramm when you enter the space, and unveils as a home leitmotiv from one end of the booth to the other.

Synchronously animated LED panels with brand and product content open up the visit and serve as backdrops for the press conference.

In the adjacent area, Electrolux is presenting itself in its own brand space as a strong parent company with high technological standards. Central to this space is a real tree and a greenery wall that let’s one enter a green and natural area.

Amongst all the highlight products, the appliances made of recycled plastic bring the discussion of sustainability to a high level. Also the microplastic filter installation with its plastic bag in the water shows very directly what kind of impact we have on our planet, and how we can tackle it. More than 70% of the stand materials , and greenery have been reused and repurposed.

With the ~ 2,800 m² appearance of AEG and Electrolux at the IFA 2022, Jack Morton is staging the premium products and values that drive the company, like sustainability, connectivity and quality. My role on this project has been the design direction and creative planning, as well as the communication with the client.

Specs:

• Area: ~2800 m²
• Product showcase: + 200 items
• Brands: 2
• Role: design direction and creative planning
• Production: Uniplan
• A/V: NIYU
• Material second life: Material Mafia