Chinese electronics group Haier had a much more “closed” look at the 2017 IFA as in previous years. The wide range of white and brown goods was this time “hidden” behind the typical blue branded strip, which ran strikingly along the exhibition booth’s facade, making the Haier label visible from afar – in keeping with its corporate identity. This continued inside the booth, where things were decidedly more open. The various lavish, prominently placed product islands and themed islands stood alongside one another, while still maintaining a fitting degree of creative autonomy thanks to skilfully co-ordinated material changes, floor marquetry, accessories and lighting solutions, which, despite their own individual focus, played second fiddle to the clear, coherent, uniform lines of the exhibition booth’s design. The open, modern lounge area adjoined onto this in a virtually seamless transition.
Dealers had their own reserved presentation space, while cooking demonstrations whet visitors’ appetites for the state-of-the-art Haier kitchen in the truest sense of the word. No matter where you looked from the open marketplace inside the booth, there was always a Haier product to be seen: Be it a screen on a colourful wall, a washing machine on a high-gloss stand, or in-built or free-standing refrigeration and cooking equipment, Haier displays were omnipresent, perfectly embedded in a setting tailored to the products. As the brand space! Haier once again entrusted DISPLAY INTERNATIONAL to take care of the concept, design and implementation!