Extraordinary Heroes and Unexpected Guests
You can easily assume that we all know and use the “stars” of IFA trade fair, in our daily lives. But who are these “heroes”? Let’s find out…
From September 6th to 10th, 2024, Berlin hosted the IFA 2024 consumer electronics and home appliances trade show. This is one of the oldest trade fairs in Germany, dating back to 1924 when it was focused on radio equipment. A particularly significant moment in the fair’s history was its grand opening in 1930 by Albert Einstein himself. This explains the presence of an extraordinary guest welcoming visitors to this year’s exhibition, celebrating its 100th anniversary. However, this time, the famous German scientist appeared as a colourful hologram.
Theme of the Trade Show
According to statistics, the fair was attended by 1,800 exhibitors and over 182,000 visitors from 139 countries. The main themes prevalent across all stands were artificial intelligence (AI) and environmental protection. Participants sought to explore how AI impacts not only the development of household appliances but also our daily lives as a whole. Environmental protection, climate change, and the sustainable use of our planet’s natural resources have been on the agenda for several years and continue to be among the most critical challenges humanity faces. Perhaps AI taking over more areas of our existence is the answer to some of these pressing questions. Alongside the omnipresent AI-powered devices, slogans and messages clearly echoed this theme. Notable examples include LG’s booth with the slogan “AI to the Core” and Samsung’s “AI for All.”
It would be nearly impossible to describe every stand erected in the Berlin exhibition halls, so we invite you to an “IFA 2025 in a nutshell”. To analyze the means of expression used in the exhibition presentations, we will focus on the largest and most innovative examples of stands.
Interesting Booths
TCL, one of the giants of modern technology, showcased its achievements under the slogans “Inspire Greatness” and “Live to Inspire.” Due to its significant size, the booth was divided into several sections, allowing for a thematic presentation of products, technologies, and ideologies such as environmental protection. Using traditional graphics and the latest multimedia, TCL highlighted issues like water resource management on our planet and the “Smart Home Energy Solution,” which focuses on the energy cycle in eco-managed households. This section was designed with a combination of light colours, vibrant greenery, and wooden accents.
A standout feature was a 3D “sculpture” created from pyramidally arranged illuminated boxes, which simultaneously served as screens displaying lush vegetation and ecological themes. In bright, almost sterile rooms lined with white display cases, TCL presented household appliances. However, a significant part of the booth was dedicated to an impressive display of TV screens, where dark tones like navy blues and graphite dominated. The carpeted floor featured lines that clearly guided visitors through the exhibition. A separate section was dedicated to gaming, where video game enthusiasts could sit at tables and explore the capabilities of TCL’s gaming equipment.
Another Chinese powerhouse, HISENSE, presented itself under the slogan “The Scenario-driven Future of Tech.” Its booth, impressive in size, was divided into various product zones, with TV screens dominating the space.One particularly interesting section was Gorenje’s presentation, a brand owned by the Hisense group. Alongside modern designs, the Retro line caught attention, with products inspired by the 1950s and 60s, reminiscent of the iconic SMEG brand.
The Time for Technological Innovation
We were pleasantly surprised by SAMSUNG, which transformed its booth into an improvised city with designated streets and houses, where the company’s products were showcased in various rooms. This setup allowed visitors to feel as though they were in their own home, while emphasizing the integration of AI-powered devices into every aspect of daily life. The Korean conglomerate, whose name means “three stars,” focused on designing products that adapt seamlessly to our needs, making life easier in today’s world. The Galaxy series has been expanded and refined, with products like the Galaxy Watch and Galaxy Ring capable of monitoring health or silencing household devices when we fall asleep. It seems the era is approaching when AI will effortlessly read our thoughts and desires. Could it be that the film “I, Robot” is shifting from science fiction to reality?
We noticed that transparent LED screens have become more common and are being used creatively, not just for multimedia presentations, but even for enhancing experiences. For example, METZ presented a virtual aquarium that looks so real. The flat screen perfectly created the illusion of a water-filled tank, hosting an underwater kingdom full of colourful fish.
Gateway to Technological Innovations
LG captivated all visitors with an incredibly impressive entrance to their booth. Its semicircular planes served as a giant screen, on which a presentation of the company and its products was displayed. No one could pass by LG’s booth without feeling intrigued and curious, like Alice stepping through the mirror into a new, enchanted world. The entire booth resembled an ideal home from a bright future.
LG also focused on how AI-powered appliances can enhance the quality of life for us and future generations. The large booth space was designed like bright, cozy home environments, each dedicated to different human activities. The “Second Youth Home” offered relaxation and entertainment, drawing visitors into interactive games. “Smart Green Home” taught the importance of coexisting with nature and protecting the environment, starting at home—reminding us that the values of caring for the planet should be instilled from a young age.
In the “Affectionate Home,” an adorable robot dog brought out our warmest emotions, while in the “Delightful Home,” a live cooking lesson was held. This wasn’t just a trade show booth; it felt more like a theatre inviting visitors to interact. The main slogans, “Affectionate Intelligence” and “Better Life for All,” were reflected in every square inch of the exhibit.
Tradition, Theatre, Art, and Many More Surprises…
LIEBHERR took us on a trip down memory lane with a timeline of their history on one wall of their booth. On the side wall, they showed off some of their most iconic products, like the ones that really put them on the map.
SIEMENS and BOSCH focused on presenting their new products, all controlled by AI, SIEMENS showcased, among others, the new iQ500 ovens with advanced features such as steam support, airFry, and a baking assistant, transforming cooking into a pleasure rather than a chore. Their iQ500 inductionAir Plus cooktops, which feature a built-in hood, perfectly combine elegance and functionality. Additionally, an innovative temperature control function prevents food from burning, while the diamond dust coating makes the cooktop scratch-resistant. It’s a practical nod to the classic line “diamonds are a girl’s best friend.”
In terms of booth design, SIEMENS opted for a classic simplicity that highlighted the innovative features of their products.
BOSCH, on the other hand, took a more theatrical approach, employing elements inspired by Pop Art and the world of Andy Warhol to showcase the qualities of their leading products. A giant column of 60,000 white and blue towels symbolized the durability of their washing machines, while a dishwasher placed on a giant red cushion emphasized its low noise level during operation. Additionally, a blender was inundated with a massive avalanche of green vegetables and fruits, highlighting its powerful functionality.
Was it worth visiting IFA?
Absolutely, YES. For the trade industry, it was an opportunity to explore innovative and creative solutions brought to life by designers, where various shapes, textures, and materials seamlessly blended into a harmonious whole. Smooth, transparent glass met with rough concrete, satin-finish paint, and the varied surfaces of wood. The color combinations ranged from bold reds and deep navies to refreshing greenery and solid, monumental whites, all enhancing the aesthetic experience and highlighting the products while evoking emotions in visitors.
However, what truly captivated everyone was the omnipresence of artificial intelligence (AI), which emerged as the driving force behind the showcased products, contributing to the creation of a better future for all of us. AI also powered new technologies in visual presentation—essentially, AI controlling the message about AI.
So, see you on the other side of the mirror!