IFA International Day 5 - 2018 Edition

DAY 5 

EDITION 

Tuesday 4 th 

September 2018 

Hall 3.1 / 102 

Hall 6.2 / 203 Hall 8.2 / 101 

CONTENTS 

03 > NEWS 

11 > IFA+ SUMMIT 

13 > IFA GLOBAL MARKETS 

15 > TRADE TALK 

16 > EXCLUSIVE INTERVIEWS 

19 > CLEAN LIFESTYLE 

28 > SPOTLIGHT ON NORTH AMERICA 

29 > WHERE TO GO IN BERLIN 

Future vision meets big deals 

IFA 2018 may have an eye to the future, but 

business is here and now 

THOUGHT LEADERS 

Wendell Wallach 

Consultant, ethicist, and scholar, 

Yale University’s Interdisciplinary 

Centre for Bioethics 

I focus particularly on risks and 

undesirable consequences and how 

we can ameliorate those through 

ethics, engineering and oversight. 

See page 11 

Anouk Groen 

Design trend forecaster, 

CMF blog 

Owner, RNA Design NV 

It’s time to rise up to the 

challenge of the changing markets, 

break away from old formulas and 

evolve. See page 13 

Karl Trautmann 

Member of the 

Management Board, 

ElectronicPartner 

With well over four billion 

euros in orders set to be 

signed again this year at 

IFA, this is the show where 

massive deals are signed 

and sealed. Last year, 

organisers report the figure 

amounted to €4.7bn. Yet 

again, the show sets the 

tone for the market for 

the years to come, but also 

for the next few months, 

when sales are at their 

peak. It’s thus no wonder 

that all the world’s top 

retailers and distributors 

are present to with one 

hand take the pulse of the 

industry, and with the other 

to sign the most important 

orders of the season. One 

such organisation that 

partners with IFA at an 

even higher level in order 

to optimise its presence 

here is ElectronicPartner. 

Karl Trautmann, Member 

IFA IS 

THE LEADING 

EVENT OF OUR 

INDUSTRY AND 

IN MY OPINION 

THE MOST 

IMPORTANT 

EVENT OF THE 

YEAR 

of the Management 

Board, explains that, “IFA 

is the leading event of our 

industry and in my opinion 

the most important event 

of the year.” 

Read our exclusive interview, 

page 15. 

CLEAN LIFESTYLE 

Harald Friedrich 

Managing Director, 

Robert Bosch Home Appliances 

The trend for the next few years 

is clearly connectivity – connectivity 

that goes beyond the kitchen into 

the whole home. 

See page 16 

Big is beautiful in domestic 

appliances, and sales of dishwashers, 

tumble dryers, vacuum cleaners 

and washing machines remain 

strong. According to GfK, washing 

machines with a capacity of 9kg or 

more grew by 15% in the first half 

of 2018, sales of cordless handstick 

vacuum cleaners jumped 56% in the 

first half of 2018, and dishwasher 

penetration sits at 75.3% in 

Germany, at 54.9% in France and as 

low as 43.1% in the UK. 

Read more from page 19.

NEWS 

EDITORIAL 

Richard Barnes 

Editor-In-Chief 

IFA: the ultimate 

social network 

With all the talk about social networks, there 

is no more effective place to socially network 

than here at the IFA. IFA serves as a linking 

element by bringing together brands, start-ups, 

developers, retailers, media and consumers. 

Exhibitors and visitors alike benefit from the most 

effective “social network” of all: the face-to-face 

encounter. 

Of course, face to face encounters can be 

organised at any time of the year, as the 

representatives of various players in the supply 

chain visit their clients and potential clients for 

informational and business visits. But to replicate 

the same number of top level visits one is able 

to organise in the space of just a few days here 

in Berlin would be so physically and mentally 

gruelling that it would of course be virtually 

impossible. The efficiency of a trade show is 

second to none in terms of enabling these all 

essential face-to-face meetings, but following 

this first level of efficiency, a layer of organisation 

such as that offered by Messe Berlin is the 

“magic” that makes it all work so well. 

The addition of two other Global IFA events, 

CE Week in the USA, and CE China, are also 

instrumental in enabling the world’s trade and 

supply chain to interact in the most efficient way 

possible. It’s all done to make your life – and 

business – so much easier 

An historic moment: 

Shift Automotive 

takes off at IFA 

Shift Automotive kicks 

off today as the inaugural 

convention designed to 

bring a meeting of minds 

between the automotive and 

electronic industries, with 

the goal of investigating and 

changing the way we think 

about mobility. 

A series of speeches and 

workshops will explore how 

both sectors are dealing 

with the challenges of new 

technology that is rapidly 

transforming the way we 

approach transportation. 

Professor Peter Wells of the 

Cardiff Centre for Automotive 

Industry Research, who will be 

participating in a discussion 

here at IFA, believes that the 

barriers to what we consider 

to be a car manufacturer 

are dissolving… even what 

constitutes a car. 

He says, “Shift Automotive 

is an historic moment. 

It is imperative that the 

automotive industry finds 

new ways of reaching out 

and communicating with new 

partners that have distinctive 

skills and capabilities. As the 

boundaries start to crumble 

the industry really needs 

strategies to manage the 

transition from product to 

service, from car to mobility 

and from Linear to circular 

revenue.” 

There will also be discussions 

on autonomous vehicles, and 

how to gain the trust of the 

public, as well as where these 

vehicles sit in the future of 

mobility. 

Ben Boucher-West, the 

Mobility Head at AppyParking 

will be here discussing the 

industries current approach 

to these subjects. “I will be 

giving input into the vehicles 

relationship with cities and 

consumers on the street. I'm 

excited to share thinking on 

this point as there is still much 

to be considered before mass 

vehicle integration.” 

IFA Executive Director Jens 

Heithecker adds, “Amazing 

things happen when 

researchers and experts 

from two different industries 

face the same challenge. 

With Shift Automotive, we 

want to work out how new 

technologies are changing all 

our lives, thinking and driving 

habits.” 

This event will surely provoke 

some fascinating discussions 

as the sands shift within the 

automotive industry 

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IFA International • Tuesday 4 th September 2018 

3

NEWS 

Hall 3.1 

Stand 102 

Haier steps-up growth 

across Europe 

Haier has outlined ambitious plans for Europe, 

announcing that it will invest €860.5m over 

four years to develop its business across the 

continent. 

The company said it will “disproportionately” 

accelerate growth in Europe by investing in 

11 new areas on the continent, mainly in 

Eastern Europe and the Nordics to become a 

“premium leader” in the region. 

The Chinese appliances giant said it hopes 

to raise the money through an initial public 

offering on the China Europe International 

Exchange (CEINEX). If successful, it will be 

the first Chinese company to sell so-called 

D-shares on the CEINEX, a joint venture 

between Deutsche Boerse and Shanghai 

Stock Exchange agreed in 2015. 

Haier, which also owns New Zealand 

premium appliance brand Fisher and Paykel, 

said it planned to issue 400 million D-shares, 

but the timing of the listing has not been 

revealed. 

Haier, which had a global market share of 

14.2% in 2017 according to Euromonitor, 

says it plans to grow five times faster than 

the market in Europe, where it currently has 

a 2.3% market share. 

It says its growth strategy to become 

a “premium leader” in Europe will be 

a combination of organic growth and 

acquisitions. 

The w860.5m raised from the IPO will be 

spent on building its brand, investing in the 

IoT, design innovation and geographical 

expansion. Haier said it would spend between 

€20m and €60m on media investment in each 

European country where it has a presence. 

Backing its promise of moving into the 

premium end of the market, Haier is 

launching a number of new products into 

Europe at IFA, from its state-of-the-art fivedoor 

F+ fridge-freezer to its Duo Dry range of 

double-drum washer and dryers, and a new 

partnership with Amazon for its connected 

range. 

Yannick Fierling, CEO of Haier Europe, said: 

“IFA 2018 is for Haier the opportunity to 

reveal its strong European ambitions through 

the presentation of an extremely wide range 

of innovations” 

Hall 3.1 

Stand 102 

ADVERTORIAL 

DURABILITY, PRECISION 

AND CONVENIENCE 

From the first electromagnetic 

clipper, invented by Leo J. Wahl 

in 1919, up to almost 100 years 

later, quality and innovation 

have been the cornerstones 

of every Wahl product. At this 

year’s IFA, Wahl presents its 

new Aqua Groom, providing 

another powerful solution for 

male grooming thanks to its 

lithium-ion 2.0 technology and 

full rinsability. 

The Aqua Groom’s new battery 

technology gives users 180 

minutes of runtime after only 

60 minutes of charging. The 

diamond-ground bladeset 

provides ultimate precision and 

durability for a perfect cutting 

performance. 

The unit is fully showerproof 

and can therefore be rinsed 

clean and used under the 

shower, depending on the 

preference of the user. 

Thanks to its ergonomic design 

and no-slip grip, grooming will 

feel effortless. 

HALL 7.1c / Stand 104 

180 

minutes of 

runtime after 

only 60 minutes 

of charging 

Fully 

showerproof 

and can be rinsed 

clean 

Ergonomic 

design 

and no-slip 

grip 

4

NEWS 

ADVERTORIAL 

Robart’s navigation technology 

powers next generation of robots 

Robart is demonstrating its robot artificial 

intelligence at IFA 

Austrian company Robart provides AI for robot 

manufacturers around the world. 

“Our customers are 

brands who make robots,” 

Michael Schahpar, CMO 

and managing director 

of Robart, says. “We’re 

a systems provider for 

clients who make robotic 

products; we provide the 

artificial intelligence.” At 

IFA there are four brands 

of domestic robotic floor 

cleaners powered by Robart 

navigation technology. 

And delegates can see 

it in action at Robart’s 

IFA stand, where a robot 

vacuum cleaner powered 

by the technology engages 

intelligent algorithms to 

create a map as it moves 

around the Robart “house”. 

The map then shows up on 

the user’s smartphone or 

tablet, which is then used to 

give the robot instructions. 

“You can name the rooms 

on the map, and you can 

mark out areas where the 

robot is not allowed to 

go,” Schahpar said. “So if a 

child’s room is covered with 

toys, for example, you can 

tell the robot not to go in 

there – and it won’t, even if 

the door’s open.” 

Once the room is tidied, the 

user can lift the ban and the 

robot will go in. 

In another scenario, after 

dinner, there are breadcrumbs 

on the floor. The user selects 

the dining area on the plan 

and presses “clean“. The 

robot moves directly to 

the area, does its task and 

returns to its docking station 

when finished. 

If different rooms in the 

house have different types of 

flooring, the user can indicate 

this via the mobile device and 

the robot will change the 

cleaning mode. 

And users can interact directly 

with the robot, for example 

asking it when a certain 

room was last cleaned and 

how long it will take to do it 

again the next time. 

Robart’s navigation 

technology comprises 

the navigation sensor, 

mainboard, software and 

app connectivity. Robots can 

perceive the environment, 

reinterpret it and adapt 

to changes. This enables 

the robot to operate very 

efficiently. 

Robart was established 

in 2009 in Linz, Austria, 

and has sales subsidiaries 

in China, Germany and 

the US. With 70 patents 

granted or applied for, it is 

currently carrying out R&D 

for the next generation of 

robots. 

The company works 

outside the domestic 

market too, providing 

the AI for industrial-scale 

robotic cleaners, as used in 

supermarkets, warehouses 

and other industrial 

applications. 

Schahpar says that while 

the market for domestic 

robots doesn’t really exist 

outside floor cleaning, 

other household chores will 

be carried out by robots 

in the future. Meanwhile, 

the market for robotic 

floor cleaners is “moving 

fast. Research shows that 

the two most disliked 

household tasks are ironing 

then vacuuming,” he said. 

“So this business can only 

grow” 

Hall 6.1 

Stand 115 



5

» AWARDS @ IFA 

Winners of 2018 IFA Product Technical 

23 companies secure 28 prizes at world-leading awards event 

The IFA Product Technical Innovation 

Award gives a panoramic view of 

some of the leading global brands, 

23 of which have accumulatively 

been granted 28 awards. Winners 

included Bosch, Siemens, Haier, 

LG, Samsung, TCL, Midea, Hisense, 

BOE and Changhong, and cover 

a multitude of categories such as 

smart home solutions, refrigerators, 

washing machines, televisions, airconditioners, 

ovens, water purifiers. 

With an audience that featured more 

than 300 media representatives, 

those winners were awarded in 

presence of IFA ambassador Miss 

IFA and top management of the 

event organisers. 

In the competition, Chinese 

enterprises get recognised globally 

for their innovative technologies in 

all aspects, displaying of China's 

strength in consumer electronics 

technology innovation. This year, 

Haier was granted AI +loT Brand 

Gold Award and Intelligent loT 

Technology Gold Award for its 

U+ Smart Home and refrigerator 

(BCD-611WDIEU1). TCL won the 

Display Technology Gold Award for 

its QLED TV (X8) and the Full DC 

Inverter Technology Gold Award 

for its Inverter No-Frost Refrigerator 

(BCD-490WBEPF2). 

Midea won the Indoor Air 

Environment System Solution Gold 

Award for its microclimate regulator 

(KFR-72LW/BP3DN8Y-Air100 B1) 

and Healthy Water Purification and 

Drinking Technology Gold Award 

for the BEVERLY JL1852S-RO and 

MRC1985-700G. 

Hisense won the User Experience 

Gold Award for its 4K Laser TV 

L5; BOE won the loT Application 

Innovation Gold Award for its SESimagotag 

VUSION tag; Skyworth 

won the AI Interaction Innovation 

Gold Award for its Metz TV (65S9A) 

and Changhong won the Design 

Innovation Gold Award for its CHiQ 

Smart LED TV 65Q5R, while Letv 

won the Design and Technology 

Integration Innovation Gold Award 

for its Zero65 series. 

The winner of Smart Interconnected 

Platform Innovation Award was 

Tuya Smart an IoT Platform And the 

winner of Interactive Innovation 

Award Puppy Cube S. 

According to Orient Zhu, vice 

president of IDG Asia “IFA Product 

Technical Innovation Award offers 

a lot of space to grow to innovative 

enterprises and promotes more and 

more smart innovative products 

flooding into the market. 

In the future, the IFA Product 

Technical Innovation Award will 

further integrate upstream and 

TCL 

HAIER 

MIDEA 

CHANGHONG 

HAIER 

6

NEWS 

Innovation Award revealed 

downstream enterprises in the 

consumer electronics industry 

by displaying leading products, 

innovative technology and 

development trends. The award 

promotes strategic and innovative 

upgrades of smart products 

by strengthening research and 

development of related products, 

market applications and other 

aspects.” 

controlled with mobile phones, what 

kind of experience would it be? We 

can picture a beautiful future at IFA 

based on all of those innovative 

technologies and products” 

For the near future, Zhu sees 

exponential growth in the smart 

home segment. He said: “Think 

about it. If everything around us 

in our houses can be automatically 

regulated and set up, rather than 

LETV 

SKYWORTH 

BOE 

HISENSE 

TUYA 

PUPPY 



7

NEWS 

© Messe Berlin GmbH 

IFA NEXT: the showroom of the future 

IFA NEXT, now in its second year at IFA, is drawing large 

crowds and providing a vibrant insight into the future shape 

and scope of world consumer electronics. 

The global innovation hub is both a 

meeting place and a market place, 

bringing together researchers and 

industry professionals while giving 

startups and retailers the chance to 

show off their wares. 

The forum has virtually doubled 

in size since its first iteration, with 

about 200 exhibitors - around 150 

of them startups - covering 6000 

square metres of floorspace. For 

exhibitors, this means even more 

B2B possibilities as newcomers, 

established innovation leaders and 

R&D institutes all rub shoulders on 

the showfloor. 

Among the eye-catching and 

novel applications and products is 

the Merge Cube, an augmented 

reality system that enables kids to 

“virtually” hold objects such as 

museum exhibits, or even entire 

solar systems, in their hands while 

manipulating them in 3D. The 

Merge Cube works with phones, 

tablets and goggles, and features 

hundreds of curated apps for a 

wide variety of educational and 

entertainment experiences. 

Innovations designed to make life 

easier in the home are another 

feature this year. The Foldimate is 

a compact unit that swiftly folds 

clothes and household linen, doing 

in seconds what might take many 

minutes in the home. Items are fed 

into the top of the Foldimate and 

emerge neatly folded. Foldimate is 

planning early shipments in the US 

at the end of next year, with a roll 

out to other regions worldwide to 

follow. 

FridgeCam from Smarter.am turns 

any fridge into a smart fridge, taking 

the guesswork out of keeping your 

refrigerator stocked. Its wireless 

camera takes a photograph of the 

contents every time you close the 

fridge door, transmitting it directly 

to your smartphone, wherever you 

are. The device can also monitor 

“best before” dates with a special 

tracker that warns users when 

foodstuffs are about to go out of 

date. 

Children and babies are the focus 

of many of the new ideas on 

show. Finnish firm Lullame offers 

a solution to the age-old problem 

of getting infants to sleep naturally. 

The special breathable mattress, 

designed to fit standard European 

crib sizes, uses a system of hidden 

rollers to rock a child to sleep. 

Parents can operate it remotely. All 

moving parts are kept safely away 

from the baby and the firm says 

the Lullame works by helping to 

recreate the calming movement of 

the mother’s womb. 

Berlin-based firm Mitte is 

showcasing what it says is the 

world’s first smart home system 

for purifying and enhancing 

domestic drinking water. Drawing 

its inspiration from the natural 

water cycle, the machine initially 

purifies water - the company says 

it is sixty times cleaner than regular 

pitcher water filters. After the 

cleansing process, bespoke mineral 

combinations from a cartridge 

system can be added to the water 

based on a user’s lifestyle and taste. 

The whole system is linked to a 

control centre on Mitte’s mobile 

app. 

Solar power experts Sonnen 

Republik specialise in portable and 

foldable solar panels for people 

who want to recharge mobile 

devices on the move or in remote 

locations far from a traditional 

power source. Among other 

products on their stand, they are 

featuring the SolarBee, a high-tech 

combination of a miniature solar 

power charger for USB devices, 

super-bright LED lamp and keyring. 

Its Li-polymer battery can extend 

smartphone talk time by up to 

two hours when charged. Sonnen 

Republik says the SolarBee has been 

designed to meet urgent energy 

needs. It takes roughly 10 hours in 

full sun to become fully topped-up. 

Alternatively it can be charged from 

a standard USB port 

Hall 26 

NEWCOMERS, 

ESTABLISHED 

INNOVATION 

LEADERS AND 

R&D INSTITUTES 

ALL RUB 

SHOULDERS 

ON THE 

SHOWFLOOR. 



9

NEWS 

The race to a self-driving future 

Autonomous transport is fast becoming a reality 

Bobbie Seppelt is a research 

scientist at Massachusetts 

Institute of Technology Age 

Lab and chair of autonomous 

driving for the Society of 

Automotive Engineers. We 

asked her to give us a short 

overview of her presentation 

at Shift Automotive. 

Several technology and automotive 

companies are testing highly 

automated vehicles on public roads, 

and many vehicles available today can 

be driven with the assistance of semiautomated 

systems. As ride share 

services and traditional automotive 

OEMs race toward a self-driving 

future, consumers are confronted 

with the realities of transitional forms 

of automation. The implications of 

what these present-day forms of 

automation have on our trust and 

reliance will be described within a 

broader discussion on how to keep 

the human at the centre of an 

automated vehicle system along the 

road to a self-driving future. 

What does your work entail at 

the Massachusetts Institute of 

Technology Age Lab and the 

Society of Automotive Engineers? 

I am technical lead on two academic 

industry partnerships focused on 

developing next generation driver 

attention measurement tools, and on 

understanding ‘in the wild’ use of invehicle 

technologies in productionlevel 

driving automation systems. I 

am also active in several national and 

international initiatives to identify 

and frame human-centred issues 

related to driving automation. 

How will autonomous driving 

change human transport? 

It has the potential to increase 

mobility for disadvantaged and 

disabled communities; improve onroad 

safety; and will shift the role of 

humans from drivers to supervisors. 

Can you explain the emerging 

cross-over between automotive 

and consumer electronics? 

Consumer electronics runs on a 

continuous innovative platform, 

with OEMs having 4-5-year design 

cycles. Electronics technology 

necessarily bleeds into vehicle design 

and development because of its 

faster design cycle and influential 

computing and AI developments. 

How important is it to have 

a platform like the Shift 

Automotive in order to foster 

thought leadership in these 

fields? 

It’s incredibly important for fuelling 

human-centric, affective design that 

considers both safety and comfort 

to ensure longer-term adoption and 

improved mobility across all ages 

Bobbie Seppelt 

Research scientist, Massachusetts 

Institute of Technology Age Lab and chair 

of autonomous driving for the Society of 

Automotive Engineers 

Today at 4:55PM 

IFA Next Hall 26b 

GRAND THEATER 

10

NEWS 

The ethical side of emerging 

technologies 

Wendell Wallach is a consultant, ethicist, and 

scholar at Yale University’s Interdisciplinary 

Centre for Bioethics. He has an international 

reputation as an expert on the ethical and 

governance concerns posed by emerging 

technologies, particularly artificial intelligence 

and neuroscience. Following his presentation at 

the IFA+ Summit, he spoke to IFA International 

about his work. 

I am best known for 

work on ethical issues 

and societal impact 

issues. I have co-authored 

one book called Moral 

machines: Teaching robots 

right from wrong, which 

was the first book to really 

look comprehensively 

at whether we could 

implement moral 

decision-making faculties 

in computers and robots; 

and my more recent book 

was called A dangerous 

master: How to keep 

technology from slipping 

beyond our control. I focus 

particularly on risks and 

undesirable consequences 

and how we can 

ameliorate those through 

ethics, engineering and 

oversight. 

What are your main 

concerns around 

emerging autonomous 

and self-driving 

technologies? 

There are hundreds of 

concerns I have posed, but 

at the IFA+ Summit I laid 

out the broad problems. 

What are the broader 

issues in moving down 

the road to increasing 

autonomy, particularly 

around responsibility, 

culpability and liability? 

What was your key 

message to delegates at 

the IFA+ Summit around 

AI? 

The joy is that there 

are hundreds, if not 

thousands, of people 

jumping into the arena. 

However, there are times 

that people’s ideas are 

relatively naïve, so I am 

taking the opportunity to 

help shape their education 

and understanding, and 

how we start to think 

about some of the policy 

agendas. Instead of silo 

thinking, people should 

be thinking systemically 

about how all these 

factors affect each other 

Wendell Wallach 

Consultant, ethicist, and scholar 

Yale University’s Interdisciplinary 

Centre for Bioethics 

THERE ARE 

HUNDREDS, IF NOT 

THOUSANDS, OF 

PEOPLE JUMPING 

INTO THE ARENA 



11

12

NEWS 

Be inspired - be you! 

Anouk Groen is a design trend forecaster for the 

respected CMF blog and owner of RNA Design 

NV. On Monday she gave an “Expert Talk” at IFA 

Global Markets in which she provided insights into 

future trends. Here she shares her thoughts with 

IFA International: 

As serial trade show visitors, 

we analyse what’s new, 

interesting, and can inspire 

future design and styling of 

client products. We present 

the trend directions through 

mood boards, films and 

stories. The result is the 

annual Trend Inspiration 

Report, which is a visual 

journey through the latest 

CMF forecast supported by 

the social trends that drive 

them. 

After a period of social and 

political turmoil, it’s time to 

rise up to the challenge of 

the changing markets, break 

away from old formulas and 

evolve. The following three 

creative directions are the 

motivational movements 

that we see influencing the 

Anouk Groen 

Design trend forecaster, 

CMF blog 

Owner, RNA Design NV 

design trends. 

Life Adventure: This social 

trend represents getting 

back to nature. The styles 

are earth-inspired and 

classic. More people are 

doing amazing physical 

feats to change their lives 

or bring awareness to good 

causes. 

Be You: Self-expression and 

personal style. Be more 

daring and wild. Here we 

look at people who became 

successful against the odds 

- for example the late Bruce 

Lee, who still influences 

popular culture today. 

Mission Control: 

Performance and 

Achievement. The design 

styles in this category 

are futuristic and spaceoriented. 

On February 6th 

2018, Space X launched the 

Falcon Heavy rocket. This 

event had a positive impact 

on consumer motivation 

and allowed us to dream 

again of the future 

AN EMERGING HUB 

FOR KOREAN INNOVATION 

Usetool Toothbrush and Steriliser 

“We aim to look at objects 

that we use daily with a 

new perspective,” claims 

upcoming Korean consumer 

electronics and appliance 

company, Usetool Company, 

whose slogan is “think hard, 

design better”. The lifestyle 

brand was created in 

collaboration with Ventures 

Lab and Jiyoun Kim Studio 

in 2018 and is making its 

IFA debut with the Usetool 

Toothbrush. 

An electric or manual 

toothbrush, steriliser, sonic 

wave vibrator and charger 

in one, the Usetool dental 

kit boasts a minimalist, 

modular high-design 

aesthetic. The stand-out 

product is also sustainable, 

with users able to return the 

recyclable toothbrush to the 

manufacturer and receive a 

new one in return. 

Already the winner of an IF 

Design Award in 2018, the 

electric toothbrush is only 

now coming to market and 

is being initially pitched to 

European consumers with 

a taste for stylish, hygienic 

and quality dental care for 

around €80. 

» STATION-Berlin 

HALL S1 / Stand 128 

Meanwhile, Network Korea 

is a smart home power 

solution provider producing 

IoT smart plugs and CCTV 

remote control devices 

under the 3CYS brand. The 

main themes of the IFA 

Global Markets stand are IoT 

smart plugs including Smart 

PDU (Smart Home Power 

Control System Device) 

& a 1-outlet built-in plug 

which help users control 

power on/off remotely, 

monitor power usage 

history, schedule operation 

of home/office appliances, 

prevent unauthorised use, 

and eventually save energy 

based on IoT technology 

» STATION-Berlin 

HALL S1 / Stand 129 

Network Korea IoT power solution 



13

14

TRADE TALK 

WE CREATE A MODERN, 

UNIFORM APPEARANCE AT 

THE POINT-OF-SALE 

Karl Trautmann 

Member of the Management Board, 

ElectronicPartner 

Celebrating + 2.5% sales in 2017 

Karl Trautmann, Member of the Management Board of ElectronicPartner, 

reflects on business over the past year 

In 2017, ElectronicPartner celebrated its 80 th anniversary. 

Concluding its anniversary year with an increase in turnover 

was a great success. We asked Karl Trautmann to tell us more 

about the company’s sales in 2017. 

With core sales of €1.695 billion 

in Germany and through the 

European national organisations, 

we increased our sales by 2.5%. 

Germany, the core market, was 

responsible for € 1.3 billion, 

equivalent to an increase of 2.6% 

in comparison with the previous 

year. The Netherlands, Austria and 

Switzerland generated €385 million, 

improving by 2.1% with respect 

to 2016. We are augmenting our 

experience and healthy corporate 

structure with innovative ideas to 

ensure successful performance – 

and we achieved it again. 

What “makes the difference” 

with your stores? 

Our awareness of our members’ 

needs forms the basis of a reliable 

support in everyday business 

operations. As part of our 360° 

marketing concept, we create a 

modern, uniform appearance at 

the point-of-sale, on the Internet 

and also offline. This enables us to 

give EP:brand traders in Germany 

their prestige as a “local hero” 

and let them be part of a strong, 

uniform brand, which once again 

outperformed the market in 2017. 

How is the EP: brand developing? 

Although the specialist retail 

channel suffered another decrease 

of 1% in 2017 according to the GfK 

marketing research company, the 

EP: brand experienced new growth 

of 3.4%, which means that the 

success story of the quality campaign 

is continuing at a sustainable 

level. Market advancement will 

be maintained this year as well 

with new approaches to advanced 

training and company succession. 

MEDIMAX seems to be going 

well… benefitting from online 

distribution. Please tell us more. 

About 16 months after it started, 

the turnover of the online shop 

continues to increase in importance 

at MEDIMAX. The reservation 

function has established itself as a 

significant customer magnet. With 

a pick-up rate of over 50 per cent, 

it has created a bridge between 

the web and the PoS. “We’re 

celebrating MEDIMAXIMAL” is 

the motto for 2018 for the 130 

locations of this retail chain in 

Germany. The brand’s 30 th birthday 

is the focus of a strong consumer 

campaign to raise interest. The 

football World Cup and the 30 th 

anniversary of MEDIMAX are just 

two positive influences on the 

2018 financial year. Our three most 

A VISIT TO 

IFA IS A MUST TO 

GATHER FIRST- 

HAND KNOWLEDGE 

AND INSIGHT 

important brands have sharpened 

their profiles – we’re ready to meet 

the challenges in our industry again. 

There are reasons for excitement in 

retail for 2018, such as the triumph 

of voice control and increasing 

interconnectivity. 

What are the main goals of your 

partnership with IFA? 

The IFA is the leading event of our 

industry and in my opinion the 

most important event of the year. 

All relevant brands present their 

innovations and concepts here. This 

provides an outlook on the future 

of the industry. In today’s world, 

where consumers are usually well 

informed, a visit to IFA is a must to 

gather first-hand knowledge and 

an insight on key trends. 

What are you noting as being 

the main trends in the market in 

terms of demand (sweet spots)? 

Voice control and increasing 

interconnectivity drive the market. 

IFA is still the best place to 

experience how different categories 

like white goods and mobile grow 

together and develop exciting new 

features. 

How important is IFA as a 

networking platform for you? 

We recommend our members IFA as 

a must see and the most important 

fair in our business field. Besides 

getting an impression of trends 

and innovations, networking and 

exchange are also very important 

during IFA 



15

EXCLUSIVE INTERVIEW 

OUR PRODUCTS 

CAN BE INTEGRATED 

INTO SMART HOME 

SYSTEMS. 

Harald Friedrich 

Managing Director, 

Robert Bosch Home Appliances 

Individual solutions for 

perfect results 

Bosch is unveiling a wealth of innovations at IFA 

Harald Friedrich, managing director of Robert Bosch Home 

Appliances, says at IFA the company is showing innovative 

product solutions for individual household needs, from design 

to networking. We started by asking him to tell us about 

some of these latest innovations in the cleaning categories of 

washing and vacuuming. 

This year’s IFA has been a great 

event for us because there has been 

a lot of interest from the media and 

the Bosch products have had very 

good exposure to the public. One of 

the key products is a washer-dryer, 

the WDU28640 which includes the 

i-Dos function, so it’s what we call 

a fully automatic washing machine, 

because you just load the washing, 

you choose your programme and 

push the start button. 

Everything else is done by sensors 

which detect the weight of the 

load, the level of soiling and also 

the different types of materials. 

Depending on this, the machine 

doses the perfect amount of 

detergent, so you don’t waste any 

detergent, but always get a perfect 

result. 

We have cascaded the i-Dos 

feature down from our top series, 

home professional, via the series 8 

and into series 6 to make it more 

relevant for the medium price 

segments. 

16 

What extra “support” does 

Home Connect offer owners of 

this washer-dryer? 

This washer-dryer also includes the 

Home Connect function, which 

gives users additional programmes. 

There are 12 programmes on the 

machine, but with Home Connect, 

for example, there is an extra duvet 

programme which consumers don’t 

need all year round, but if they 

want to use it, they can select it in 

the Home Connect app and send 

the instruction from the app to the 

washing machine. 

With software updates to Home 

Connect, that makes the machine 

“smart today, smart tomorrow”. 

We also have a steam function in 

this machine, so you can freshen up 

clothes without washing them by 

using a steam function only. That is 

quite a lot of functions to have in 

one machine. 

What innovations are you 

launching in floorcare? 

We are launching a product called 

Unlimited, which uses the same 

power packs that are in our power 

tools, so the packs can be swapped 

between power tools and this 

vacuum cleaner. This means that 

once the pack is empty, after 30 

minutes or so, and you want to 

continue cleaning, you just take 

the other pack and put it on and 

continue. With traditional cordless 

cleaners, this is not possible, as the 

packs need to be charged and then 

you can continue. This product is 

being very well received at IFA. 

THE DIGITAL 

PAI PROJECTOR 

MAKES ‘GUIDED 

COOKING’ A 

REALITY 

Can you tell us more about the 

digital PAI projector that is on 

your stand at IFA? 

The digital PAI projector, another 

interactive medium, is moving 

into the kitchen. It makes “guided 

cooking” a reality, a step-bystep 

method that leads to perfect 

results. It’s not launching in Europe. 

The plan is to launch it in China 

next Spring – Europe has not yet 

been determined. China is a test 

market because consumers like 

innovative technologies, so we’ll 

see what happens then and think 

about where to launch it. 

What does the future of 

connected appliances look like? 

The trend for the next few years is 

clearly connectivity – connectivity 

that goes beyond the kitchen into 

the whole home, so our products 

can be integrated into smart home 

systems. 

Voice control with Alexa is across 

the range for almost all products – 

by the end of the year all products 

with Home Connect will have 

Alexa. If you are in the living room, 

you can ask your washing machine 

if the laundry is already finished – 

because the washing machine is in 

the basement and you don’t want 

to go there if it’s not yet finished – 

and Alexa will give you the answer. 

Looking ahead, we are going to 

continuously develop hardware and 

we will put a big focus on all these 

services which can be sent through 

the software, like Home Connect

EXCLUSIVE INTERVIEW 

Sage rolls out across Europe 

David Gubbin, General Manager Europe, Sage Appliances – on the European 

roadmap for the Australian appliance company 

Sage is at IFA for the first time, and is opening 

a number of eyes. We asked the company’s 

European GM, David Gubbin, firstly to tell us 

more about the company. 

how big we are around the 

world, and show everyone 

what we will be throughout 

Europe in hopefully a short 

time. 

We are part of the Breville 

Group out of Australia. It’s a 

family business that started 

in the 30’s. We’ve become 

an innovation business 

over the years, and we are 

publically listed now. For 

many reasons, we had to 

launch under another brand 

name in Europe, and that 

was Sage. We launched 

in the UK in 2013, and it’s 

been very successful. We 

have flipped a few of our 

distributors throughout 

Europe – around 14 other 

countries with Sage, and 

we launched in Germany in 

April this year. 

What is your background 

with the company? 

I am a 15-year veteran. 

Started off in sales, headed 

up a group of the designers 

at one stage when we 

designed the dual-boiler 

machines, got into 

marketing, and then they 

sent me over here, because 

I’d had a bit of experience in 

everything. 

What are the key 

differentiation factors of 

the machines? 

We don’t look at everyone 

else’s machines and try to 

design a better domestic 

machine. We have studied 

commercial machines 

and domesticated those 

machines, living within the 

commercial world’s rules. 

In our presentation at the 

Innovations Media Briefing 

in Berlin, we did a side-byside 

comparison next to a 

fifteen-thousand-pound 

commercial machine, with 

a Barista, just to show that 

someone can do what a 

coffee shop can truly do, 

using a machine that costs 

only €400. 

What are your future 

plans for Europe? 

I can’t give you all our plans 

right now as there are a lot 

of discussions going on at 

the moment. But you can 

see we are Sage within 

the Nordics, Baltics, out of 

Czech Republic, Germany, 

UK… the rest we will leave 

up to guessing. One of the 

key things for us is that 

rather than have distributors 

with their brand names on 

our products, if we have one 

consolidated brand we can 

market strongly against the 

bigger players as well; so we 

can be a big players versus 

the big players as opposed 

to small companies versus 

these big guys. 

How important is IFA as a 

platform for you? 

This shows everyone in 

Europe the company that 

we actually are. We are 

bringing around 20 new 

products to the German 

market, because our 

previous distributor of these 

products only had a small 

range. So, people will see 

how big we are. We have 

52 different products, plus 

coloured versions of those 

ready to go. I guess it’s just 

to show our size, show 

our professionalism, show 

An Australian company 

pushing into Europe like 

this is a bit of an eye 

opener, especially given 

the number of already 

strong existing players 

here… 

We launched in the States 

in 2002, and we are one of 

the biggest premium brands 

there. We followed that up 

with Canada and the UK, 

so we have been successful 

in each market in which we 

have rolled-out. Germany 

is very different, due to the 

landscape of the retailers, 

and consumers are slightly 

different everywhere, but 

we are fairly confident that 

the product will be seen for 

what it is, as it is around the 

world. 

Will you be creating any 

promotional campaigns? 

We are very big digital asset 

marketers. YouTube content 

is our biggest driver, and we 

have started a campaign 

based on the espresso 

machines. If you go on our 

Australian or US websites 

you will see reams and 

reams of content. That will 

very quickly follow through 

into the German market 

and across Europe 

David Gubbin 

General Manager Europe, Sage Appliances 

WE HAVE 

52 DIFFERENT 

PRODUCTS, 

PLUS COLOURED 

VERSIONS OF 

THOSE READY TO 

GO 



17

CLEAN 

LIFESTYLE 

IFA 

Home 

Appliances 

Big is beautiful in domestic appliances 

Sales of dishwashers, tumble dryers, vacuum cleaners and washing 

machines remain strong 

15% 

Washing machines with 

a capacity of 9kg or more 

grew by 15% in the first 

half of 2018 

Source: GfK 

56% 

Sales of cordless 

handstick vacuum 

cleaners jumped 56% in 

the first half of 2018 

Source: gfu 

Washing machines are a household essential and 

manufacturers have forged ahead with innovative products 

in the market for laundry appliances. The capacity of the 

drum in a typical washing machine was 6kg around five 

years ago and now the high-capacity segment is for the first 

time bigger than any other single-kg segment. 

Capacity is the keyword that 

drives all major markets. This 

translates into increasingly larger 

loading capacities in washing 

machines. Other advancements 

include connected appliances 

and higher energy efficiency, all 

of which encourage consumers 

to pay extra when they buy an 

appliance, 

lives. Expectations are high when 

it comes to smart appliances. 

In the first half of 2018, China 

alone accounted for nearly 50% 

of all smart appliances sold, and 

growth rates are still around 30%. 

In Asia-Pacific, 23% of MDA sales 

were smart appliances compared 

to only 10% in Western or Eastern 

Europe. 

cleaners (+17%t) – adding 

convenience by making additional 

wet wiping redundant. 

Connectivity is becoming 

increasingly important for the 

vacuum cleaner category. The 

value-based market share of 

connected appliances increased 

by 75% to €1.2bn in the first 

half of 2018. This sales jump 

was mainly impacted by vacuum 

cleaner robots with triple-digit 

growth 

75.3% 

Dishwasher penetration 

sits at 75.3% in Germany, 

at 54.9% in France and 

as low as 43.1% in the 

UK 

Source: Euromonitor International 

In the first six months of 2018, 

GfK reported that the global 

major domestic appliances 

(MDA) market – which covers 

fridges, ovens, home laundry and 

dishwashers – grew 3.5%. For 

the full year, GfK expects total 

sales of €178bn. 

INNOVATIONS SPARK THE 

PREMIUM MARKET SPACES 

Growing wealth among 

consumers, especially in 

developed countries, meets with 

a high willingness to purchase 

technical consumer goods. 

Digitisation is treated as a priority 

and consumers are openly taking 

on connectivity and integrated 

digital solutions into their daily 

SALES OF HANDSTICK VACUUM 

CLEANERS DRIVING FLOORCARE 

CATEGORY 

Convenience is becoming 

increasingly important for SDA 

success globally. In the area of 

floor cleaning, cordless handstick 

vacuum cleaners continue 

their success story. Even the 

considerable sales growth of 

recent years has been exceeded 

and the sales volume is now over 

€1.8bn, up 51% in the first half 

of 2018. 

Sales of robot vacuum cleaners 

climbed considerably, up 28% 

in the first six months of 2018, 

as well as emerging convenience 

segments like wet & dry vacuum 

© Messe Berlin GmbH 

www.ifa-international.org IFA International • Tuesday 4 th September 2018 

19

BUYERS' GUIDE 

CLEAN 

LIFESTYLE 

WASHING MACHINES 

MARKET 

Capacity is the keyword that drives 

all major markets. This translates 

into growing loading capacities 

in washing machines. As an 

example, washing machines with 

9 kg or more capacity grew by 

almost 15% and this high capacity 

segment for the first time is bigger 

than any other single-kg segment 

worldwide. 

Growing wealth, especially in 

developed countries meets with 

a high willingness to invest. This 

results increasingly in choosing 

premium priced products that offer 

added value. An exceptional value 

driver is the segment of washerdryers, 

which grew by 18% and 

now represent 16% of global 

washing machine sales. 

As these appliances are sold at 

a premium price versus washing 

machines without drying function, 

this sales dynamic contributes to 

growth of premium segments. 

Despite this, the actual prices 

within washer-dryers keep on 

decreasing, even when capacities 

are growing permanently and 8kg 

or 9kg loading is already standard. 

STATE OF PLAY 

Like the rest of the major domestic appliances market, 

the washing machine category is healthy, growing yearon-year 

and we expect future positive developments 

because of consumer interest in smart appliances. 

While the price, length of lifecycle and question of value 

are adoption barriers for some consumers, the overall 

story is that the smart appliances market is growing 

fast - especially in China. In 2017, China represented 

almost 60% of the global smart appliances market; by 

contrast Western Europe accounted for 12%. 

INNOVATIONS TO LOOK FOR AT IFA 

SMART WASHING 

For the very latest technology, 

you can even opt for a model 

with built-in Wi-Fi or smart 

control, which lets you control 

your model on the go. 

Smart appliances represent 

just 3% of global shipments of 

washing machines, however 

Wi-Fi capabilities are already 

embedded in many kitchen and 

laundry products – they are 

merely awaiting activation by 

manufacturers. 

Wireless Wi-Fi connectivity 

allows appliances to be remotely 

monitored, controlled or 

upgraded. Several major OEMs 

have integrated either Amazon 

Alexa or Google Assistant in their 

washing machines. 

CLOTHING CARE 

Washing machines are packed full 

of tech that looks after your clothes. 

This includes steam and easy iron 

functions that will keep your shirts 

bright, fresh and crinkle free. There are 

also automatic programmes that use 

the perfect amount of water, to give 

your clothes the best clean and save 

energy. 

New technology from manufacturers 

aims to keep laundry fresh even 

hours after the cycle has finished. 

The innovation gently massages the 

garments with regular, slow, drum 

movements alternated with injections 

of steam. The combination of 

movement and steam allows the air to 

penetrate the fibres, keeping garments 

fresh and odour free for up to six 

hours after the cycle has finished. 

SELF-DOSING 

ON THE RISE 

A number of manufacturers 

have launched self-dosing 

machines, which ensure that a 

perfect dose is added to the wash, 

every time. The feature is proving 

popular with consumers who are 

now able to let their washing 

machine decide how much 

detergent to use. 

Too much detergent or too little 

can lead to poor washing results. 

Sensors inside the washing 

machine detect the type of fabric, 

the load volume and the degree of 

soiling, and adjust the detergent 

to the optimum dose accordingly. 

Never too little, never too much, 

the best results are always achieved 

whilst saving detergent and water. 

CONTACT 

Norbert Herzog 

Global Strategic Insights 

Major Domestic Appliances 

GfK 

Norbert.Herzog@gfk.com 

THE FUTURE 

The future of the washing 

machine category points to 

smart products. In the future, it is 

predicted that washing machines 

with completely bespoke 

custom programmes which are 

certain to impress consumers. 

Connected washing machines in 

the future will be able to order 

detergent automatically with 

the machine pinging a message 

to smartphones. Apps from 

brands will also enable users to 

download programmes for smart 

washing machines to handle 

specific stains. 

INNOVATING @ IFA 

GORENJE GETS WAVEACTIVE 

Gorenje has unveiled its latest generation of 

washers and dryers at IFA. The Red Dot awarded 

WaveActive series comes in four assortment lines, 

covering a wide spectrum of consumer needs. 

WaveActive products offer a range of relevant and 

intuitive features – many of them patented and 

introduced to the market for the first time – to 

provide optimal care for the most delicate fabrics. 

» HALL 1.1 / STAND 201 

HAIER PROPOSES PROFESSIONAL 

LAUNDRY RESULTS AT HOME 

Haier says its Super Drum series is a gamechanging 

innovation for consumers who want 

professional laundry results in the comfort of 

their own home. Combining big capacity and a 

sleek design, the product provides an all-in-one 

solution for washing, drying and refreshing. 

With a 10kg washing capacity and 6kg for 

drying, the Super Drum is ideal for large families. 

» HALL 3.1 / STAND 102 

20


WASHING MACHINES / DRYERS 

PRODUCT SPOTLIGHT 


Home 

Appliances 

KEY SELLING POINTS 

HARNESSING THE POWER 

OF WATER FOR A BETTER WASH 

1 50% faster cycle time 

2 Uses water circulation, 

making it more gentle on textiles 

3 More effective cleaning 

The Beko AquaTech washing 

machine provides a faster 

and more convenient 

washing cycle, delivering 

speed while remaining 

gentle and effective. The 

new technology harnesses 

the natural power of water 

to create a more intuitive 

cycle, replacing standard 

tumble moves with more 

movement of water inside the 

drum. 

The innovative Beko AquaTech 

washing machine works by optimising 

the power of water circulation to 

ensure a more efficient soaking of 

the garments and therefore a more 

thorough clean. The internal sensor 

ensures that the paddle is positioned 

at the top of the cycle, which then 

showers the contents of the washing 

machine with the detergent and water 

mix. Through smarter and shorter 

programmes, it will make washing 

more convenient and speed up the 

whole process. 

» HALL 23 / Stand 101 

HOOVER LAUNCHES 

FLAGSHIP AXI 

WASHING MACHINE 



1 Voice activated 

2 Large load capacity 

3 Fabric and stain 

recognition 


1 Washing machine door opens 

with a light push 

2 Sleek surface repels fingerprints and 

corrosion 

3 TwinWash allows users to wash two 

separate loads simultaneously 

Hoover has brought to IFA its new AIequipped 

AXI washing machine, a top 

of the range unit boasting direct voice 

control and the company’s TED fabric 

and stain recognition system. 

All the major functions of the AXI 

can be controlled with ease by spoken 

instructions, while Hoover’s TED system 

takes care of monitoring fabric and 

stains, and even provides advice on how 

to tailor the wash for maximum cleaning 

via a dedicated app. 

All this advanced smart technology 

comes in a stylish and practical package. 

The AXI has a 14-kilogram load capacity, 

which means better washing quality, 

because clothes have more space for the 

cleaning motion and detergents to act 

on them. 

The AXI also has an excellent energy 

saving rating, and is whisper-quiet. 

Its A+++ rating is the highest ecoefficiency 

rating available. 


LG SIGNATURE: SLEEK AND DURABLE 

The unique-looking LG Signature 

washing machine is an advanced 

version of the LG TwinWash. 

The premium 24-inch frontload 

washing machine is more 

durable, more convenient and 

more sophisticated than ever 

and features the proprietary 

TwinWash Mini pedestal under 

the main unit. 

The minimalistic design of the 

LG Signature washing machine is 

highlighted by the touch-enabled 

Quick Circle User Interface 

which is embedded in the glass 

door. Positioned at a 17º angle, 

the panel is easy to see when 

standing. The washing machine 

door can be opened with a slight 

push, useful particularly when 

the user’s hands are full. 

The machine comes equipped 

with LG’s proprietary Centum 

System which improves 

performance and reduces noise 

emissions by minimising the 

tub’s vibrations during a wash 

cycle. 


MIELE SINGLEWASH 

ALLOWS EVEN INDIVIDUAL 

GARMENTS TO BE WASHED 

EFFICIENTLY 

1 Minimum Iron 

programme lasts 39 

minutes 

2 Connectivity and 

touch display are 

standard features 

3 Never overdose 

detergent with 

TwinDos 

Miele’s new SingleWash feature on the W1 washing machine, means 

that even the smallest of loads right down to a single garment can 

now be washed economically, fast and hygienically. 

SingleWash gauges water and electricity consumption and the cycle 

time to the precise needs of tiny loads. This feature is based on 

Miele’s patented PowerWash 2.0 technology with its precise, loaddependent 

circulation pump and Spin&Spray technology 

for added consumer benefits. 

Even with a normal load, PowerWash 2.0 ensures 

energy efficiency and short programme cycles. Miele 

says the washing machine outperforms the best A+++ 

energy efficiency rating by 50%, even achieving this in 

two hours and 59 minutes. 

SingleWash is available as an additional option in almost 

all programmes. Special programmes such as Outdoor 

or Reproofing are exceptions as these programmes are 

typically used for individual garments anyway. 

On selection of SingleWash, the reduced cycle time is 

immediately visible in the display, based on up to 1kg 

of laundry. With larger loads, times and consumption 

increases accordingly. 

» HALL 2.1 / Stand 101 


21


STEAM CARE 



Home 

Appliances 


1 Quick and efficient 

ironing 

2 Heated ceramic 

soleplate 

3 Ready for use in 40 

seconds 

TEFAL ACCESS STEAM CARE 

Tefal says that its new steam brush Access Steam Care 

with heated soleplate and mini ironing board is set to 

revolutionise the ironing category. The company has 

developed the new steam brush Access Steam Care 

specifically to make ironing easier than ever. 

The compact steam brush with its unique heated 

ceramic soleplate is ready for use in just 40 seconds, 

allowing easy smoothing and freshening of all garments. 

Setting up a traditional ironing board is no longer 

required thanks to the mini ironing board which can be 

attached to a door frame or the wardrobe door, making 

it even easier to vertically smooth clothes. 

After usage, the ironing aid can easily be hung up in the 

wardrobe. The compact steam brush can also be stowed 

in the wardrobe or placed on the dresser, blending in 

with its white and silver design. 

» ENTRANCE SOUTH / Stand 101 

BRAUN CARESTYLE 

COMPACT IRON 

According to Braun, its CareStyle Compact iron 

combines the power of a steam generator with 

practical compact design and convenience, saving 

users 50% time and space. 

With its unique combination of DoubleSteam 

technology and the world’s first FreeGlide 3D 

technology, it delivers top ironing results in half the 

time. Inspired by snowboard design, the soleplate’s 

rounded and bevelled edges help the iron glide 

effortlessly over buttons and zips without getting 

stuck – even backwards. 

No matter how big or small your iron task may be, 

Braun’s iCare technology should make your ironing 

experience quicker and easier. Smart iCare mode 

protects your clothes with a safe temperature for all 

kind of fabrics: smart textile protection and no time 

wasted on heating up or cooling down. 

In addition, if you don’t have time to set up the 

ironing board, the iron offers a vertical refreshing 

capability to quickly freshen-up your clothes. 

» HALL 1.1 / Stand 202 



1 Practical compact design, which 

saves 50% time and space 

2 Powerful Double Steam 

Technology 

3 Tapered FreeGlide Soleplate 


1 Stylish chrome and 

black design 

2 Ergonomic trigger 

mechanism for 

greater steam control 

3 Ultra-portable, 

with convenient water 

bottle adaptor 

1 The only threein-one 

generator 

which irons, smooths 

and purifies 

2 Award-winning 

contemporary 

design 

3 Naturally hygienic 

thanks to pioneering 

Dry Microfine System 

LAURASTAR LIFT XTRA: 

21 ST CENTURY STEAM PUNK 

STEAMONE’S NEW STEAM GUN 

Having launched in 2003, SteamOne 

were a pioneering European steamer 

manufacturer. Fifteen years later they 

continue to innovate, arriving at IFA 

2018 with several new products that 

build on their reputation in both 

commercial and domestic arenas. 

Two evolutions of the vertical steamer 

– the compact Minilys, and the highperformance 

Unilys – stand alongside 

the revolutionary S-Nomad. SteamOne’s 

new portable handheld steamer can be 

attached to any standard water bottle, 

ingeniously eliminating the need for a 

water tank (although it still comes with 

one as standard) and its ergonomic 

trigger can control the steam according 

to need. 

S-Nomad is ready in 45 seconds, 

providing steam at 25g/min via an 

ultra-resistant and scratch-proof 

stainless steel soleplate, meaning 

fabrics and clothes can be quickly and 

efficiently smoothed anywhere. 

» HALL 8.1 / Stand 115 

The culmination of nearly 40 years 

dedicated to researching and 

advancing the science of ironing 

systems, Swiss company Laurastar 

arrives at IFA 2018 with a new 

evolution of its flagship product: 

the Laurastar Lift Xtra. Beneath 

the smooth design option of two 

different contemporary matte 

colourways, Laurastar’s exclusive Dry 

Microfine Steam (DMS) – a system 

which diffuses superheated water 

15 times faster than the steam 

of a standard iron. This increased 

efficiency allows steam uniformly to 

penetrate fabrics, and as it does not 

contain any water molecules in a 

liquid state it leaves fabrics perfectly 

dry, preventing microorganisms from 

breeding. 

While the simple act of ironing 

naturally eliminates almost all 

bacteria and dust-mites, DMS 

offers an extra hygienic safeguard. 

Ergonomically light and portable, the 

Lift Xtra is ready in three minutes and 

powers down automatically after 10 

minutes of non-use. Safety, awardwinning 

design and revolutionary 

steam science combine in Laurastar’s 

IFA 2018 presentation. 

» HALL 4.1 / Stand 202 

22


AIR & WATER PURIFIERS 



Home 

Appliances 


1 Connected smart air purifier 

2 The bright four-coloured LED 

ring indicates real-time air 

quality 

3 Integrated Amazon 

Alexa and Amazon Dash 

Replenishment 


1 Compact space-saving design 

2 Long-lasting filter 

3 Strong anti-pollution 

capabilities 

SPACE-SAVING COMPACT WATER PURIFIER 

AIRMEGA 300S SMART 

ENABLED AIR PURIFIER 

Airmega is a connected air purifier 

that intelligently cleans the air in your 

home. Backed by Coway, a Korean 

company focused on inventing 

health-focused technologies, Airmega 

was launched at IFA 2018 and works 

to improve air quality, and in turn, 

respiratory health. 

What makes this product so popular 

is the ability to control every aspect 

of it from an iOS or Android device. 

It also has a real-time air quality 

monitoring system so users know 

exactly how fresh or polluted the 

surrounding air is. 

This machine uses an advanced 

set of air filters – True HEPA and 

Activated Carbon – that are capable 

of capturing 99% of volatile organic 

compounds and 99.97% of all other 

pollutants. This rating is one of the 

best in the industry, according to a 

Coway spokesperson. 

Another upside to this air cleaner 

is that the maximum air purifying 

coverage is 1,256sq. ft, making it 

suitable for most home applications. 

» HALL 7.1A / Stand 106 

Midea’s MRC1985-700G water 

purifier machine is 132mm 

wide, which is 20% smaller than 

conventional machines; the smaller, 

thinner body is a space-saver 

particularly in compact kitchens. 

The MRC1985 uses multi-film, 

narrow-channel technology and 

other patented technologies, and 

its core parameters such as filter 

membrane element performance, 

life, and membrane surface flow 

rate, are fully upgraded to achieve 

700G super-large flux and stronger 

anti-pollution capabilities – the 

result, an ultra long-lasting filter. 

» HALL 5.1 / Stand 101 


1 Design – fits into any décor 

2 Unique technology – 

ensures air is really pure 

3 Quiet – silence is golden, 

and these devices are very 

quiet 

SOLAIR: A UNIQUE PIECE 

OF AIR CLEANING ART 

AIRFREE INTRODUCES 

TSS TECHNOLOGY AT IFA 

Portugal-based Airfree products 

is at IFA offering a unique and 

effective technology - Thermodynamic 

Sterilisation System (TSS) - 

whereby they claim 99.99% of the 

microorganisms present in the air are 

destroyed at high temperatures. 

Through very simple operation, the 

air is drawn through the sterilising 

section of the device (where it is 

sterilised at high temperatures) and is 

returned to the environment at room 

temperature. 

At IFA, Airfree is showing its domestic 

lines of air purifier models, such as 

Lotus, Iris, P, T, Fit, as well as the 

new Tulip, which is inspired in the 

shape of a beautiful tulip. Small in 

size, it has the same effectiveness in 

air purification as all other Airfree 

models. 

» HALL 8.1 / Stand 112 

Dutch company Duux has 

launched the Solair air purifier 

that employs three filter layers 

to remove 99.97% of particles 

and pollutants in the air. And 

that means fresh air: pleasant to 

breathe and good for your health. 

The powerful motor can refresh 

270 cubic metres of air per hour. 

What’s more, because it draws 

in air from all sides, it’s more 

effective than a purifier that’s 

hidden away in a corner. 

Solair’s unique appearance, 

inspired by Van Gogh’s 

Sunflowers, allows it to be used 

as a showpiece in your living 

room. Besides its air purifying 

function, it also features 

multicolour ambient lighting to 

“stimulate energy, happiness, 

productivity or imagination,” 

says Duux. 

» HALL 8.1 / Stand 202 


1 Powerful Motor 

2 Attractive aesthetic 

design 

3 Multicolour ambient 

lighting 


23

BUYERS' GUIDE 

CLEAN 

LIFESTYLE 

VACUUM CLEANERS 

MARKET 

The topic of convenience is 

becoming increasingly important 

for SDA success globally. In the 

area of floor cleaning, cordless 

handstick vacuum cleaners 

continued their success story. Even 

the considerable sales growth of 

recent years has been exceeded and 

the sales volume is now over €1.8 

billion (+51%). Taking Germany 

as an example, an additional 

€51 million for a total revenue 

of €143m for cordless handstick 

vacuum cleaners has been realised 

with such devices. 

Sales of robot vacuum cleaners 

climbed considerably (+28%), as 

well as emerging convenience 

segments like wet and dry 

vacuum cleaners (+17%) – adding 

convenience by making additional 

wet wiping redundant. 

CONTACT 

Norbert Herzog 

Global Strategic Insights 

Major Domestic Appliances 

Norbert.Herzog@gfk.com 

STATE OF PLAY 

Consumers clean differently to 

how they did before. At one time, 

people would have put aside a day 

for cleaning. But as lifestyles and 

consumer interests have changed, 

people don’t want to spend their 

precious free time cleaning and 

are looking for solutions that 

make vacuuming easier and faster. 

In floorcare, sales of cordless, 

handheld vacuum cleaners are 

booming, driven by the need for 

speed and convenience. 

Consumers’ time is precious and 

INNOVATIONS TO LOOK FOR AT IFA 

THE RISE OF 

CORDLESS PRODUCTS 

Cordless stick vacuum cleaners 

were definitely the success story of 

2017. Consumers are now aware 

of the simplicity and effectiveness 

of these products, due in part to 

the education done by retailers and 

manufacturers. Peer reviews and retailer 

recommendations have also played 

a big part in this shift and mean that 

people are willing to move away from 

previous favourites like corded upright 

models. 

Where previously the floorcare market 

was very much split between upright 

and cylinder vacuum cleaners, almost 

half is now made of up cordless 

products. 

Cordless vacuum cleaners tend to 

be lighter, which is a plus point with 

consumers who don’t want to carry a 

heavy appliance round the house. 

INNOVATING @ IFA 

THE RISE OF THE ROBOTS 

Another area of the vacuum 

cleaner market that is growing, 

albeit from a much lower base, is 

robotic cleaners. While countries 

including Germany and Spain are 

making great inroads, a number 

of countries are lagging behind. 

Robotic cleaners are still within a 

niche sector for the foreseeable 

future, however, with the rise 

in smart, connected appliances, 

their appeal may increase in the 

coming years. 

Manufacturers highlight that if a 

robot vacuum cleaner saves users 

30 minutes floor cleaning per day, 

by the end of the year it will have 

saved them 7.6 days. 

manufacturers are committed to 

ensuring they can keep their homes 

clean without having to set aside 

a large chunk of time to undertake 

the task and miss spending quality 

time with their friends or loved 

ones. 

BAG OR BAGLESS? 

Bagless cleaners trap all the 

dust and dirt inside a canister, 

which you then have to empty 

into a bin. There is obviously a 

huge saving to be made by not 

having to buy replacement bags. 

Some people swear by bagless 

cleaners because it saves the 

hassle and expense of buying 

bags. But many find cleaning 

out the dust canister in a 

bagless model too much bother. 

For cleaning a large home, 

consumers need to bear in 

mind that bagless vacs can have 

a smaller dust capacity than 

bagged models. An average 

upright bagged vacuum holding 

around 4.2 litres of dust, and a 

similar bagless model holding an 

average of 2.6 litres). 

THE FUTURE 

The vacuum cleaner category is 

in a good place. Manufacturers 

have made leaps and bounds 

in cordless technology and it’s 

expected that 2018 will be 

the year of advances in both 

performance and run time. 

With many manufacturers already 

offering cordless products, as well 

as technology across the sector 

developing, there will be more 

and more options entering the 

market to overcome the big issue 

of time constraints – at the end of 

the day, a consumer with a stick 

vacuum cleaner still needs to 

invest time and effort. 

HOOVER H-FREE: 2-IN-1 

CORDLESS CLEANING 

H-Free is a new lightweight, cordless 2-in-1 

vacuum cleaner with removable handheld 

from Hoover. Use as a handheld for cleaning 

inside the car or for upholstery, or vacuum 

floors throughout the home with the pole 

and wide nozzle attachment. Bright LED 

lights have been fitted into the floor nozzle 

to illuminate areas where it might be 

difficult to see, such as under furniture or 

dark corners. The 18v lithium battery offers 

up to 25 minutes of cleaning time. 

» HALL 9 / STAND 109 

GORENJE EXPANDS 

G-FORCE RANGE 

Gorenje has launched the latest addition to its 

expanding range of vacuum cleaners, Gorenje 

G·Force, which are known for powerful, super 

silent and energy efficient (AAAA) performance. 

The bagless vacuum cleaner, G·Force Air Pro, boasts 

CylonicPower, an air technology that uses cyclonic 

movement for optimal dust pick up. The dust 

container holds 3.3 litres of dirt. The cleaner can be 

easily emptied. 

» HALL 1.1 / STAND 201 


25


FLOOR CARE 



Home 

Appliances 

SIEMENS IQ300PLUS FOR 

INTERRUPTION-FREE VACUUMING 


1 Integrated 

autoControl to vacuum 

without interruption 

2 Low power 

consumption with 

AAAA energy rating 

3 Quiet operation with 

activeSound control 

system 

ECOVACS ROBOT CLEANS 

IN FIVE STAGES 

THE DEEBOT M81Pro, 

developed by Ecovacs, is a 

multifunctional floor cleaning 

robot with a five-stage cleaning 

system. 

First, the V-shaped brush lifts 

the dirt towards the centre for 

suction. Then the microfibre 

cloth of the water tank 

moistens the floor, wipes it and 

then dries it. 

With the Ecovacs App, the user 

can control the robot cleaner, 

set cleaning modes and monitor 

cleaning status. Deebot uses 

its map in conjunction with 

its anti-collision sensors and 

soft cushion bumpers to avoid 

Vacuuming carpets can be 

arduous and time-consuming 

when using a cumbersome 

vacuum cleaner nozzle slider, 

with the only solution being to 

manually set the motor 

to low power. But 

Siemens now offers a 

sophisticated solution 

with Twist Control, 

which guarantees 

optimal sliding power 

when vacuuming by 

allowing users to 

control the power 

as they vacuum by 

manually turning 

the regulator on the 

suction pipe. 

It’s one of several 

innovations built into the 

next generation iQ300plus 

obstacles 

and protect 

furniture. It 

moves safely 

around the home 

using anti-drop 

sensors to clean 

around stairs without 

the risk of falling. 

The cleaner’s high-efficiency 

filter reduces airborne 

contributors associated with 

allergies and asthma. When 

the battery power gets low, 

Deebot automatically returns 

to its charging dock. 

» HALL 5.1 / Stand 103 

vacuum cleaner, which catches 

the eye with its limited edition 

“racing design” and features 

Siemens’ high-performance 

quattroPower Technology for 

superior suction with low 

energy consumption. 

The practical 11-metre action 

radius enables an even 

longer and more comfortable 

vacuuming experience. 

Meanwhile, four soft rollers, 

an XL dust bag, powerProtect 

system for long-lasting cleaning 

performance, and activeSound 

control for multi-level sound 

insulation, round off the lavish 

features of this lightweight 

vacuum cleaner. 

» HALL 1.1 / Stand 101 


1 Five-stage cleaning system 

2 Anti-collision sensors to protect furniture 

3 Filter to protect allergy and asthma 

sufferers 

AEG FX9 TO 

REINVENT 

THE WAY 

HOMES ARE 

VACUUMED 

Electrolux is launching a 

cordless vacuum cleaner 

which it says will reinvent 

the way people vacuum 

their homes. The AEG FX9 

uses battery technology 

and an innovative design to 

provide consumers with a 

product that combines the 

performance of a traditional 

vacuum cleaner with the 

freedom of a stick vacuum. 

“The FX9 offers unrivalled 

versatility,” says Ola Nilsson, 

head of home care and 

small domestic appliances at 

Electrolux. “It’s cordless, but 

make no mistake, this is one 

powerful vacuum cleaner. It 

can handle everything from 


floor surfaces to curtains – 

an entire house from bottom 

to top, all on a single charge. 

“The FX9 offers consumers 

both fantastic performance 

and fantastic run time, and 

with a design so appealing 

that they will not want to 

hide the vacuum away with 

the rest of the cleaning 

supplies. They’ll always want 

it within easy reach. It’s 

powerful, convenient and a 

vacuum for the way we live 

today.” 

» HALL 4.1 / Stand 101 

1 Users can clean the home on a single charge 

2 Suction power adjusts automatically to the 

surface being vacuumed 

3 Ergonomic design means users can adjust the 

vacuum height 


KÄRCHER’S FC3 CORDLESS: NO MORE MOPS 

The new FC3 Cordless Hard Floor Cleaner from 

Kärcher is an alternative to the mop and bucket. 

Traditional methods of cleaning hard floors 

can be cumbersome, inefficient and ultimately 

unhygienic, dragging an increasingly dirty 

bucket of water around. This new product from 

the German global cleaning brand-leader has 

microfibre rollers rotating at 500 revolutions per 

minute constantly wetted with clean water and 

removing dirty water. 

Not only does it offer 20% better cleaning 

performance than a mop, its 0.4ml consumption 

also saves 90% on water efficiency. The microfibre 

brushes effectively removethe dirt collected by the 

stripper edge of the brush head, and then collect 

it in a dirty water tank. 

After mopping, the rollers can be removed very 

easily and washed at up to 60 degrees in the 

washing machine. With an emphasis on slim 

design for practical storage, a hinge makes the 

FC 3 Cordless manoeuvrable beneath and around 

furniture. 

» HALL 4.1 / Stand 213 

1 Better cleaning and more efficient 

than a mop and bucket 

2 Slim-line cordless flexible 

design for storage and 

manoeuvrability 

3 Two washable rotating 

microfibre rollers do the 

scrubbing work for 

you 


27

Region 

SPOTLIGHT ON 

NORTH AMERICA 

US TECH INDUSTRY EXPORTS 

CONTINUE IMPRESSIVE GROWTH 

iStock Photo - Nico ElNino 

According to the The Computing Technology 

Industry Association (CompTIA), US technology 

industry product and service exports grew by 

nearly €8.6bn in 2017 to an estimated €277bn. 

This is approximately a fifth of the €1.332tn 

worth of goods that the US shipped globally in 

2017 - a 6.6% rise from 2016. 

With companies from Apple to Google and 

Microsoft having been at the leading edge of 

a global tech revolution that continues to be 

powered from Silicon Valley, it’s no wonder that 

consumer technology jobs account for 14% of 

all US export-related employment. 

“Tech is one of the largest sectors for exports 

in the US economy,” said Elizabeth Hyman, 

executive vice-president for public advocacy at 

CompTIA, adding that the industry accounts for 

25% of all revenue generated by exports. 

“It’s also a reflection of the leadership position 

held by many US tech companies that are 

on the forefront of innovation in the global 

marketplace,” said Tim Herbert, senior vicepresident 

for research and market intelligence 

at CompTIA. Only the transportation and motor 

vehicles category generated more export revenue 

that the tech sector. 

As Wired magazine reports, this tech export 

boom is being driven by significant venture 

capital and R&D investment. With more than 

€60bn in venture funding for US tech startups 

in 2017, and €129bn in private equity funding 

for tech companies, Wired noted that industry 

leaders like Google and Microsoft themselves 

invested tens of billions in R&D. 

These impressive figures do not, however, include 

the massive turnover of US tech products like 

the iPhone (with sales of around €15bn in the 

last quarter of 2017 alone) that are assembled 

in China and do not, therefore, count as exports 

to China. 

Meanwhile, CNBC reports that tech companies 

such as Amazon, Microsoft and Cisco are keen 

to shore up the North American Free Trade 

Agreement (NAFTA) due to its vital role in foreign 

trade and in maintaining supply chains across 

North America. To this end, top tech companies 

have been investing in lobbyists to make their 

case as the Trump administration considers 

renegotiating NAFTA 

IFA reaches 

out to North 

America 

The USA continues to 

be a powerhouse for 

consumer technology 

With their investment in the highly renowned US trade 

publication Dealerscope, Messe Berlin have opened the 

gates to the North American markets, via the annual “CE 

Week” in New York city. 

CE Week’s timing and location 

has made it the epicentre in 

the US technology industry 

for showcasing innovation, 

exploring emerging trends, and 

building critical relationships. 

For over 10 years, technology 

companies seeking accelerated 

growth and increased sales in 

the ever-evolving consumer 

technology industry have come 

to New York City in the middle of 

the year to be part of CE Week. 

Now in cooperation with IFA, 

CE Week is poised to become 

the premier platform for 

conducting business, securing 

press coverage, and generating 

buzz in the North American 

technology marketplace. CE 

Week showcases the most 

innovative technology and 

connects key decision makers 

through matchmaking, high 

quality content, and networking. 

In 2018, IFA and CE Week 

debuted a new, unique 

partnership of unprecedented 

global influence and 

infrastructure to advance 

relationships between buyers, 

sellers, and consumers. 

Partnering with getgeeked New 

York and ShowStoppers, CE 

Week provided exhibitors with all 

of the key audiences they need 

to engage with to be successful 

in the second half of 2018. 

Showstoppers’ global press 

relationships serve international 

media interest, and getgeeked 

New York brought the hard-toreach 

tech enthusiasts to check 

out the newest products on the 

market. 

The move to the Jacob K. Javits 

Center allowed CE Week to bring 

together even larger segments 

of the industry – from retailers, 

distributors, and entrepreneurs, 

to powerful media, key 

influencers, and passionate tech 

enthusiasts. 

Buyers attend CE Week because 

it’s at the right time of year. 

They are getting ready to start 

placing orders and preparing for 

the holiday and back to school 

seasons. The event also provides 

exclusive content for the buying 

community 

28

© Thomas Keller 

HOSPITALITY / RESTAURANTS / BARS 

WHERE 

TO GO 

IN 

Berlin 

CLUBS / EVENTS / SHOPPING / CULTURE 

Soviet memories in Treptower Park 

Peaceful, poignant, impressive, the memorial 

dedicated to Soviet soldiers in Treptower Park in 

Berlin reminds visitors about the inferno of the Battle 

of Berlin and the 80,000 dead on Russian side. 

The Memorial cannot fail to impress while its layout 

will remind of the emerging Cold War of Post-war 

Berlin. 

2019 will see the 30 th anniversary of the 

disappearance of the Berlin Wall. While memories 

of Berlin division are fading step by step each 

passing year, they are still areas in Berlin bearing 

memories of this dark time in the city’s history. 

One of the most striking structures is the Soviet 

Memorial in Treptower Park. Ride up to Schlesiches 

Tor Underground Station (U-Bahn) and walk along 

Schlesische Strasse. You pass a 10 metre high 

watchtower, which actually used to be the command 

post for 18 watchtowers along the Berlin Wall. You 

then officially enter former East Berlin, with Puschkin 

Allee taking you to the Park. 

Back to 1946, the Council of the Soviet Military 

Administration of Germany organised a competition 

to build a grand memorial to the Soviet liberation of 

Germany from National Socialism. Work started in 

1947 for an official opening on May 8, 1949, on 

time for the fourth anniversary of the end of WWII. 

The layout is majestic. The entrances to the memorial 

are defined by massive arches. Wide paths with 

weeping birch trees take visitors into a three-meter 

granite statue of "Mother Homeland”, followed by 

two huge stylized Soviet flags sculpted of red granite. 

Two kneeling soldiers at the bottom of the flags are 

mourning the 80,000 dead. Limestone sarcophagi 

stand on each side of the central area and symbolize 

the then 16 Soviet Republics. Their reliefs in typical 

style of Socialist realism illustrate scenes from the 

"Great Patriotic War" waged from 1941 to 1945. 

The heart of the memorial is however a conical hill 

bearing a crypt that also serves as the pedestal for 

the memorial’s central figure, a Red Army soldier 

holding in his arm a rescued child. The statue is 30 

meter high while inside the crypt, a mosaic shows 

the 16 Soviet Republics. At the feet of the soldier, a 

lowered sword covers a destroyed swastika, symbol 

of National Socialism defeat… 



29

WHERE 

TO GO 

IN 

Berlin 

INVITATION TO IFA 2018’s 

CLOSING CONCERT 

Germany’s most famous jazz trumpeter teams up 

with one of the last big bands in the world at IFA 

2018’s closing concert. 

The musical finale in the IFA 

Summer Garden features Till 

Brönner and the US Air Forces 

in Europe Band. They will be 

performing a relaxed mixture 

of popular swing classics from 

Glen Miller to Benny Goodman 

along with the greatest pop 

hits of all time. 

Denalane, Madeleine Peyroux 

and Carla Bruni. He was also 

a member of the X Factor 

jury. In 2016, Brönner was 

invited by President Obama to 

the White House to celebrate 

International Jazz Day. 

The US Air Forces in Europe 

Band has been playing since 

1943 to promote relations 

between the US and its 

European allies. The band 

has performed for kings, 

queens and presidents – and 

for thousands of international 

music fans. The band’s ongoing 

mission is to transcend the 

cultural boundaries and unite 

nations through music. 

Till Brönner 

Your exhibitor badge or trade 

visitor ticket gives you free 

admission to the concert in 

the IFA Summer Garden this 

afternoon. Doors open at 4pm 

and the concert gets under way 

at 5.30pm. 

Till Brönner is an international 

star. His first album, 

Generations of Jazz, was 

awarded the German Record 

Critics’ Prize in 1993. He 

has earned a global renown 

performing with musicians 

such as Dave Brubeck, Tony 

Bennett, Klaus Doldinger, Joy 

US Air Forces in Europe Band 

Bar 

ENVY BAR 

Taste the Beat 

Whether you want to enjoy one 

of the most beautiful views of the 

Spree River from the spectacular 

nhow hotel or celebrate the night 

away at one of the hotel’s “Music 

Nights” with Berlin’s music scene, 

you’re always welcome at the Envy 

Bar! The drink concept is based on 

cocktails as well as an extraordinary 

selection of spirits and is as 

unconventional and colourful as 

the Envy Bar design itself. 

The music is fresh, new and 

surprising. From Thursdays to 

Saturdays, a DJ’s will take the mood 

even to a higher level. 

Open till 2am. 

Envy Bar 

Stralauer Allee 3, Berlin 

Tel: +49 (0)30 290 299 0 

www.nhow-berlin.com/en/ 

Metro: S+U Warschauer Str. S5, S7, 

S75, U1 Tram: M10 

Club 

E4 BERLIN NIGHTCLUB 

In the centre of Berlin’s nightlife, 

with a unique Berlin Club scene 

atmosphere, the E4 Club Berlin 

offers an unforgettable experience 

for every party guest. Every 

weekend, thousands of party 

people meet at E4 Club and dance 

until the sun rises with a beautiful 

view over Berlin. Characterised 

with the typical Berlin Club Sound, 

every party guest will enjoy the 

night! 

Every Friday & Saturday, doors 

open 11 pm. 

E4 Berlin Nightclub 

Eichhornstrasse 4, 10785 Berlin 

Directly at Potsdamer Platz 

Information & Reservation 

Tel: +49 (0)176 6172 2602 

jw@e4-berlin.de 

30

IFA International Day 5 - 2018 Edition

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