review: IFA
An impressive comeback
for IFA in 2022 Brands, retailers and the public returned in force to the world’s top consumer and home electronics event in Berlin. Simon King reports
A
ſt er a three-year break, IFA Berlin made a strong return as the world’s
top event for the consumer and home electronics industry. Despite the lockdowns and other restrictions that continue to aff ect parts of Asia, exhibitors took up more than 80% of fl oor space at the Messe Berlin fairgrounds, with brands keenly taking up the opportunity to fi nally reconnect face-to-face with retailers, media and the public. Overall attendance at IFA 2022 was strong as
well, especially considering the ongoing travel restrictions in Asia – more than 161,000 people attended IFA Berlin during the fi ve days of the show; compared to pre-pandemic years, industry professionals and trade visitors made up a higher proportion of all attendees. Once again, IFA attracted a strong media
presence; more than 2,500 journalists headed to Berlin and around half of them – including me – were representing international media organisations.
Positive feedback from global brands and retailers Despite global challenges, including ongoing supply chain disruption and infl ationary pressures,
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the exhibitors at IFA 2022 recorded a huge order volume. Dr Sara Warneke, gfu’s managing director, said:
“After the pandemic-related break, IFA made an impressive comeback with the most important trends for products and solutions in the fi elds of consumer electronics and home appliances as well as related industries, especially in the area of sustainability. “It was once again the proven meeting place for
industry and trade, trade visitors, the media and, of course, consumers.”
On the show fl oor After three years without IFA, manufacturers across consumer electronics and domestic appliances returned to Berlin with a number of product launches. Here’s a snapshot of key innovations unveiled
at IFA 2022. LG Electronics had a big presence at IFA 2022 to
show off televisions and display advancements. The company announced the launch of the 97in LG G2 Evo OLED and the LG OLED Flex, the fi rst bendable OLED TV. It also previewed the MoodUp fridge, with colour-changing LED door panels. TP Vision, which operates the Philips brand
in the UK and Europe launched the OLED+ and Mini LED TV sets, all of which feature Ambilight backlighting. It also expanded some of its audio off erings under the Fidelio brand, including the Philips Fidelio FS1 speaker, which can integrate with Ambilight systems. Miele focused range of new products and
innovations in smart home appliances at IFA 2022. The Miele App now features a new
Consumption Dashboard, which records how much water and electricity is used by dishwashers and washing machines during each wash cycle, guiding users on how to use appliances more effi ciently. Miele also showcased the K4000 generation
of free-standing refrigeration. One feature is PerfectFresh Active, an innovative system which keeps fruit and vegetables fresher for longer. Miele also presented an entry line of ovens with
automatic programmes and connectivity. “All the models mentioned are tested to last 20 years,” said Miele co-proprietor, Dr Markus Miele. The company also launched induction hobs with an integrated downdraft extractor, which, it said, are more powerful and more quiet. Fully featured ovens combined with steam cooking, now also off er a self-cleaning function,
October/November 2022
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