IFA 2023 Review
The best of the rest… Highlights from across the rest of IFA 2023
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German TV and audio brand, Loewe, announced at IFA that it’s bringing customisation options to its flagship iconic TV made from Syno-stone. Customers can choose from three new finishes: midnight marble, diamond dust and ivory sands, in addition to the existing graphite grey, pure white and bronze. “IFA was extra special for us for a number
of reasons,” UK MD, Alan Whyte, told ERT. “This year is the 100th anniversary of Loewe, so playing such an active part of IFA, as a founding member, felt rather poignant. Using beautifully bespoke designed trucks, acting as mobile showrooms, we were able to showcase our brand in a very unique way versus the standard hall space model. “Our most prominent display was right
outside the South entrance of the Messe, and our branding was seen throughout IFA and beyond as we gave away thousands of Loewe chocolate bars and sustainably bottled water. “This particular show was significant in that it was the first to feature Loewe since 2019 and we wanted to put our stamp on it. We engaged in a lot of meaningful meetings which has so far resulted in new business, with more to come. “Elsewhere, I was blown away by the
robotics hall. Having seen the evolution of Boston Dynamics over the years it was incredible to see this technology in person. With the latest boom in AI, it’s easy to see how this technology will continue to advance very quickly in the future.”
Samsung underscored its vision for the future of home living. Key figures from the company and its partners outlined plans to drive positive change through innovation, “impacting the individual lives of users as well as the world around them,” they said. Amongst the brand’s new product launches, Zeena Hill, Marketing Director at Samsung UK (pictured), introduced Samsung Food – a new AI-based application that gives users access to thousands of recipes. Samsung plans to link Samsung Food to Samsung Health by the end of this year, allowing users to better keep track of their health and dietary goals.
Electrolux used the IFA stage to put the spotlight on energy efficiency. It introduced the AEG EcoLine range of appliances – designed to be used at their top efficiency every day while meeting the brand’s strongest energy label ratings. Chris Braam, CEO of Europe at Electrolux Group (pictured),
said: “We chose IFA
2023 to present the EcoLine selection to an international audience because of
its
important role in highlighting innovation. It is a significant step forward in making resource- efficient models stand out when people are looking for an appliance in-store or online.” The EcoLine Washing Machines claim to have a better energy rating than the best ‘A’- rated machines on the market, with resource saving features such as AutoDose and UltraWash, which saves 30 per cent energy. Similarly, the EcoLine Tumble Dryers feature heat pump technology, which can save up to 68 per cent more energy compared to a traditional dryer.
Also on show was AEG’s new 7000 cordless vacuum cleaner – which is made with up to 70 per cent recycled plastic. When in use in Auto Mode, it can save up to 47 per cent energy and offer a prolonged running time.
The tech giant is also revamping its home entertainment line-up with new releases. “We’re excited to be bringing our complete line-up of Micro LED screens to Europe,” shared Ms Hill. In addition, other new products included the 98-inch Neo QLED 8K TV, plus a very special limited-edition version of The Frame TV for Disney lovers – it’s called The Frame-Disney100 Edition in partnership with Disney of course. Elsewhere, the company showcased at IFA its latest gaming gadgets,
including a new
gaming monitor, plus The Freestyle 2nd Gen portable projector.
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