Expectation is building as AEG prepares to outdo itself at this year’s show with the launch of an all-new kitchen line, the largest in its history, and the brand’s re-imagined visual identity.
The premium appliances maker, founded in Berlin in 1887, continues to stand for innovation, quality, design and sustainability as it prepares to inspire visitors at IFA’s 100th anniversary edition. “What better place than Berlin to celebrate the unveiling of our new AEG kitchen range,” said AEG’s Managing Director of Germany & Austria, Michael Geisler, at the IFA Kick-Off press event in July. Mr Geisler emphasised the brand’s deep roots in Berlin, citing that a certain renowned physicist even worked for AEG in the 1920s – Albert Einstein. In 1926 he developed a fridge for the brand with a non-poisonous cooling liquid.
AEG will be providing visitors at this year’s IFA Berlin with a debut look at the biggest kitchen launch in its history: a newly created line that combines state-of-the-art technology, striking design and maximum functionality. While AEG has not provided details yet, the brand did reveal that last year’s SaphirMatt induction hob was an initial insight into the new series.
At IFA 2024, AEG will also be presenting a new visual identity that reflects the brand’s passionate and future-oriented ideas. Inspired by Peter Behrens, the founder of modern industrial design and Bauhaus pioneer, the new identity aims to combine strength and recognisability. The colour red, deeply rooted in the brand’s history, will be particularly striking while the confident palette is set to strengthen the brand’s premium image.
In commemoration of IFA’s centennial and marking AEG’s 130 years of developing innovations, the company is also participating in the IFA 100 Years Exhibition with historical innovations such as its Vampyr 100 vacuum cleaner from 1924.
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