Product and Protagonist

For the already sixth time in a row, D’art Design Gruppe arranges the brand architecture for Electrolux at the IFA (International Technology Exhibition) 2013. This year, Dart created a scenographic arrangement with a stage-like setting, which prominently puts the AEG highlight products in the brand architecture’s spotlight. An illuminated boulevard invites visitors to stroll over the fair stand with its in total 2,971 square metres. Here, they are attracted by typographic announcements on walls and objects and encouraged to step closer and discover the different product areas with their various innovations. Integrated into the room, there are in total six stages, which focus on the AEG fair highlights. With great typographic skill, richness in detail and material diversity, product characteristics turn into the arrangement‘s story.

An impressive ceiling design with media arrangements highlights the AEG focal products and ensures that they are noticed from afar. It is also the design context, in which Electrolux as a premium brand and the Italian label Zanussi are presented. In their studios, they present their national design strengths: Swedish purism and culinary Dolce Vita.