At this year’s IFA in Berlin AEG presents itself in a new premium look and their trade show appearance created a sensation in the segments kitchen and textile care.

As defined by AEG’s Vision – Always an idea ahead – the premium brand is consistently further developed. And the result can be admired at the IFA.

While the exclusive Mastery Range promises a unique and tailored customer experience with innovations for the kitchen – not only for cooking – washing machines and dryers redefine the careful care of cloth and fabrics.

A traditional brand, newly aligned in a modern manner, this is how AEG presents itself at the IFA 2016. The sophisticated and innovative realignment aswell as products that set new standards, ensure a strong and prominent brand experience with appealing and inspiring story telling.

The national and international top-clients of AEG could see (and experience) this new brand for themselves prior to the trade show. Together with the Berlin office of VOK DAMS, agency for events and live-marketing, a superlative event was designed and implemented. The motto “AEG Reloaded” immersed guests in a unique event experience.

First, guests were taken to the event location by boat, travelling on Berlin’s beautiful waterways. At the location of the former AEG factory a special event venue was created – the first event ever to take place at this historic site.

After the presentation and instruction into the new product developments in textile care, dishwashing and cooking, guests could get into action themselves. Here, everybody was able to experience the new technologies first-hand and as closely as possible.

The evening culminated in a cookery show with a leading London-based celebrity chef.

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