Berlin (Germany) – Sun is shining in Berlin. Already at 10 AM happy families and way happier kids make their way to the Messe Berlin. It’s Saturday, the day always known to be probably the most crowded one since it’s the day where most of the consumers decide to visit IFA 2022. However, from a corporate point of view, Saturday and Sunday are the best days to get true consumer insights…but this is another story that we can keep for later.
Overall impression
The 2019 crowd level seems to be very far from today, however, the big halls occupied by LG and Samsung register very high traffic with some queues around the gaming experience offered by LG. The more pavilion I visit, the more I notice that sustainability is definitely the keyword for the big companies with messages that are focused around different connected topics (circular economy, energy savings …).
LG: when technology meets design
Also for this year, LG confirms itself as a direct competitor of Samsung from all points of view. The Hall offers different unique experiences that span the different areas of interest of the Korean tech giant.
The recently announced first bendable OLED screen and the queue to visit it in the Arcade area are proof that there is interest in the topic. Despite the skepticism of some, this flex screen offers a great gaming experience showing how it is possible to offer different viewing experiences based on the different contents consumers are playing with.
The floorshow hero is the “MoodUP” refrigerator thanks to the capability of having different color light settings for its door. The design looks very clean and premium while the price ($6.000) seems to be a bit much for this category positioning this kitchen appliance in the premium-design segment. The MoodUP refrigerator offers a combination of Lux Gray and Lux White for a more traditional look in the kitchen
Next to the Gaming and Kitchen Appliances, a huge space has been given also to the LG x Mood partnership, where design and technology meet to offer a unique experience that elevates the different devices and the interior spaces. The way materials, colors, and shapes blend between themselves is again the confirmation that technology and interior design can coexist in the home of tomorrow.
And if this is not enough to visit the LG booth, don’t miss the world’s largest OLEL TV, measuring 97” or the 4K 132” TV which proves again that the age of the big screens is not over.
Smart Home Hall: How homes will look in the future?
Let’s start to say that the house of the future will be smarter and more secure than ever. The amount of innovation that companies like Ring, Arlo, and Yale are bringing to consumers is really amazing and it will have definitely an impact.
Ring proudly showed off its portfolio made of cameras, floodlights, and doorbells. They also featured some accessories like the changeable plates for your doorbell and the Ring Siren. This last one it’s a great product in terms of quality and it has a very likable touch feeling. Another reinsurance that they are taking smart home security systems seriously and so to the next level.
Yale is also bringing interesting angles when it comes to peace of mind propositions, showing the Linux lock to a wider audience and different integration, including the one with Philips Hue where your lights start flashing in case someone is trying to break into your home.
“Sustainability” is also THE world of the smart home pavilion where almost all brand tries to link it to their core proposition.
Big teasing also for Matte,r the new standard promoted by the CSA, but on top of a few demos, not many words were spent on the topic. What is key is the fact that devices operating across different platforms will be able to talk to each other. More to come.
White goods: greener than ever
One thing is clear when you wander in the white goods hall: energy consumption is the focus of this year. All brands are showing big attention in that field, remarking how their products can be beneficial not only for the daily life of their consumer but also for the energy bill. From Miele to Haier, passing through Bosch and AEG, the buzzword is one: energy consumption.
It is also remarkable that all of these, on top of very futuristic designs, are including the connectivity topic. From an AI algorithm that understands the pictures of your food, dishwasher, and washing machine and suggests what to do (Candy) to a more integrated approach where the sensors and the app are directly enhancing your experience via the app. Miele and Bosch and the two brands that pushed the “green topic” more in their pavilion, while the smart component was more prominent in the Haier family across the Candy, Haier, and Hoover brands.
Tip of advice: check the IFA app for the cooking show to try to score some free high-quality food that will make your experience better.
And you? What did impress you more? Let us know via our social media channels.
Author note: For obvious reasons, I won’t comment on any smart lighting product since I don’t think it’s fair to express public judgment without having a counterpart that can reply.
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