IFAINT22_PREV_Online

PREVIEW 

MONDAY 29 TH AUGUST 2022 

HALL 3.1 

STAND 101 

HALL 25 

STAND 101 

HALL 8.2 

STAND 101 

IFA 2022 

WHERE THE 

TECHNOLOGY OF 

TOMORROW MEETS 

THE CHALLENGES 

OF TODAY 

EXCLUSIVE INTERVIEW 

#16 

Dr. Sara 

Warneke 

Managing Director, 

gfu Consumer & Home 

Electronics GmbH 

IFA 2022 SNEAK PEEK 

#24 

TCL TO UNVEIL 

ITS LATEST 

DISPLAY 

TECHNOLOGY 

#14 

EXCLUSIVE 

INTERVIEW 

MARTIN ECKNIG 

Chairman of the 

Management Board and 

CEO at Messe Berlin GmbH

I PROGRAMME I 

© Susan Meiselas, courtesy Buchkunst Berlin 

Berlin Photo Week 2022 makes Berlin 

the 'capital of photo culture' 

Berlin Photo Week, partnering with IFA Berlin 2022, will be presenting exciting 

imaging products, events, workshops as well as an outstanding line-up of 

Magnum photographers 

Photo and video enthusiasts can already look 

forward to the BERLIN PHOTO WEEK 2022, 

which will run parallel with IFA Berlin from 02 

to 06 September. This time the event will take 

place at Arena Berlin, the main festival grounds, 

together with numerous satellite venues at places 

all over Berlin. In addition to new products from 

the world of imaging, creative fun places, highquality 

exhibitions, numerous events, fascinating 

workshops and attractive photo walks will enthral 

the photo and video fans visiting the show. Berlin 

Photo Week celebrates photography like no other 

event and in early September will transform Berlin 

into the capital of photo culture. 

With the publisher and Galerie Buchkunst Berlin, a three-day book 

signing marathon is being organised at Arena Berlin. In addition 

to their own publications, the photo book experts Ana Druga and 

Thomas Gust will accompany book signing sessions with numerous 

leading Magnum photographers, including Susan Meiselas, 

Christopher Anderson, Bieke Deporter, Thomas Dworzak, Alec Soth, 

Sabiha Cimen and Thomas Hoepker: 

Current publications including “Khidi – The Bridge”, “Agata”, “The way 

it was”, as well as classics such as “Carnival Strippers Revisited” and 

“Sleeping by the Mississippi” and the latest Magnum book entitled 

“Magnum Photos 75 Years”, published to mark the big anniversary, will 

be provided: 

Provisional times for the book signing sessions at Arena Berlin 

(additional times will be successively added as signing times are 

confirmed): 

Friday, 02 September 2022 - 12 noon – 8 p.m. 

1.00 – 2.00 p.m. 

Johanna-Maria Fritz, 

OSTKREUZ AGENTUR / BUCHKUNST BERLIN & FRIENDS 

3.00 – 4.00 p.m. 

Thomas Dworzak, MAGNUM PHOTOS 

4.00 – 5.00 p.m. 

Christopher Anderson, MAGNUM PHOTOS 

5.00 – 6.00 p.m. 

Bastiaan Woudt, BUCHKUNST BERLIN & FRIENDS 

Saturday, 03 September 2022 - 12 noon – 8 p.m. 

12 noon –1.00 p.m. 

Alec Soth, MAGNUM PHOTOS 

1.00 – 2.00 p.m. 

Sabiha Cimen, MAGNUM PHOTOS 

2.00 – 3.00 p.m. 

Bieke Depoorter, MAGNUM PHOTOS 

3.00 – 4.00 p.m. 

Susan Meiselas, MAGNUM PHOTOS 

Sunday, 04 September 2022 - 12 noon – 8 p.m. 

1.00 – 2.00 p.m. 

Sebastian Wells, OSTKREUZ AGENTUR / BUCHKUNST BERLIN & FRIENDS 

1.00 – 2.00 p.m. 

Nikita Teryoshin, BUCHKUNST BERLIN & FRIENDS 

3.00 – 4.00 p.m. 

Florian Bachmeier, BUCHKUNST BERLIN & FRIENDS 

4.00 – 5.00 p.m. 

Thomas Hoepker, MAGNUM PHOTOS 

The exact times of each book signing session and for other photographers taking 

part will be posted on the homepages of BERLIN PHOTO WEEK (berlinphotoweek. 

com) and Buchkunst Berlin (buchkunst-berlin.de). 

Detailed information on tickets, workshops and the conference programme is also 

available at berlinphotoweek.com. 

2 IFA INTERNATIONAL • MONDAY 29 TH AUGUST 2022 

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HALL 

PLAN CLICK 

HERE 

IFA INTERNATIONAL • MONDAY 29 TH AUGUST 2022 3

I PROGRAMME I 

Press events at IFA 

Programme subject to change. Please verify on day of event. 

31 AUGUST 

Time Exhibitor Venue 

10:00 - 10:45 Siemens Hausgeräte Hall 1.1 

11:00 - 11:45 Miele & Cie. KG Hall 2.1, Booth 101 

12:00 - 12:45 Robert Bosch 

Hausgeräte GmbH Hall 1.1, Booth 101 

13:00 - 13:45 IFA Berlin Hall 23 

15:00 - 16:00 Jackery Inc. Hall 3.2, Booth 111 

16:00 - 17:00 Panasonic Hub 27 

2 SEPTEMBER 


9:45 IFA Opening Tour Entrance North 

10:00 - 11:00 Keynote: Qualcomm Hall 23 

11:00 - 15:00 Schneider Electric Hall 5.2a, Booth 123 

11:00 - 12:00 EK Hall 3.1, Booth 104 

13:00 - 13:45 Beurer Hall 4.1, Booth 212 

14:00 - 15:00 Keynote: Arcelik Hall 23 

14:00 - 15:00 Taiwan Excellence Hall 25, Booth 102 

17:00 - 18:00 Keynote: Honor Hall 23 

1 SEPTEMBER 


10:00 - 11:00 Amazfit Hall 4.2, Booth 304 

11:00 - 12:00 Samsung City Cube Berlin, Level 1 

12:00 - 13:00 Therabody Hall 4.2, Booth 303 

13:00 - 14:00 Electrolux Hall 4.1, Booth 101 

13:00 - 14:00 SHIFT Mobility Hub 27 

14:00 - 14:45 TCL Europe Hall 21b 

15:00 - 15:45 Haier Europe Hall 3.1, Booth 101 

15:00 - 15:45 Toshiba Hall 8.2, Booth 101 

15:00 - 18:00 Vonmählen Hall 3.2, Booth 200 

16:00 - 16:30 Kronoton Hall 20, Booth 148 

16:00 - 18:00 Hyperice Hall 2.2, Booth 204 

18:00 - 21:00 ShowStoppers@ IFA South Hall, Messe Berlin 

3 SEPTEMBER 


10:30 - 11:30 Keynote: Huawei Hall 23 

12:00 - 13:00 Renpho Hall 4.2, Booth 210 

14:00 - 15:00 Panel: Qualcomm 

Marketing Panel Hall 23 

17:00 - 18:00 Keynote: Schneider Electric Hall 23 

17:00 - 19:30 expert Hall 7.2a, Booth 101 

5 SEPTEMBER 


11:00 - 17:00 IFA + Summit Hall 23. Convention Area 

© Messe Berlin GmbH 

During IFA: Hall 6.3 - news.ifa-berlin.com 

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I NEWS I 

David Ruetz 

Senior Vice President IFA 2022 

IFA 2022 is 

ready to take on the world 

of tomorrow 

IFA 2022 Senior Vice President David Ruetz explains how the world's 

most significant trade show for consumer and home electronics can 

help find solutions to the industry's most pressing challenges and 

why collaboration is key 

AUGMENT IFA 

2022 WITH 

IFA VIRTUAL 

AND DON'T 

MISS A BEAT 

IFA Virtual is the perfect tool 

for visitors to efficiently prepare 

their visit and make sure they 

don't miss key events taking 

place at IFA 2022. The platform 

provides a list of exhibitors and 

product highlights, so users can 

get an overview of the global 

brands represented at the show. 

An interactive hall plan shows 

the areas where exhibitors will 

be located on the exhibition 

grounds. This way, visitors can 

plan their day in advance and 

schedule meetings accordingly. 

All of the keynote speeches 

taking place at IFA 2022 will 

be live-streamed on IFA Virtual 

so those who cannot attend in 

person can tune in. All of the 

other convention formats taking 

place at the Berlin Exhibition 

Grounds will also be available on 

the platform a day later as videos 

on demand 

This year's programme will provide the tools and space for 

coming up with innovative and sustainable solutions, with all 

eyes on the IFA Keynote stage, IFA+ Summit and IFA NEXT 

Innovation Engine. 

What are the main trends and topics 

which will shape the conversation at 

this year's event? 

This year, the key topics are 

connectivity, sustainability, mobile 

devices, home appliances and 

deglobalisation. These discussions will 

be led by the IFA Keynote speeches 

and IFA+ Summit, with high-quality 

speakers sharing their experience and 

views on these topics, and what the 

future holds. 

The theme of this year's event and 

summit is deglobalisation, how do 

you see this trend impacting the 

industry going forward? 

The past two years have demonstrated 

how quickly supply chains can become 

compromised. While criticism of 

globalisation has always existed, the 

climate crisis and associated social 

"I AM FIRMLY 

CONVINCED THAT WE 

CAN ONLY OVERCOME 

THESE CHALLENGES 

TOGETHER, AND THAT 

IS PRECISELY WHY IT IS 

SO IMPORTANT FOR 

THE INDUSTRY TO 

COME TOGETHER IN 

BERLIN AND 

EXCHANGE IDEAS IN 

PERSON." 

issues have fueled the debate. This is 

why today, it has become one of the 

most important topics of discussion. 

Because whether you are for or 

against, coming up with a sustainable 

path forward is necessary. What is 

the answer? Total deglobalisation? 

Globalisation 4.0? What would that 

even look like? What challenges will 

the consumer electronics industry 

face? And what can businesses and 

consumers do to navigate this? 

These are the types of questions that 

the IFA+ Summit on 5 September 

will seek to address – and in doing 

so, will gather numerous outstanding 

guest speakers and panel discussion 

members from politics, industry and 

science. 

A difficult question given this year's 

impressive programme, but what are 

you most excited about? 

I'm looking forward to welcoming our 

visitors back and feeling the pulse of 

business on the floor. As you know, 

IFA's bread and butter has always 

been about innovative products, so 

I'm looking forward to walking through 

the halls and discovering what this 

year's next hot product is going to 

be. I'm always amazed to learn about 

how technology is being leveraged in 

creative ways to help make peoples 

lives easier and more sustainable. 

And of course the long list of exciting 

events, which bring together research 

institutes, start-ups, associations 

and other experts from industry 

and science, to produce fascinating 

answers to difficult questions. Finally, 

and this is something we are especially 

proud to be hosting, I'm looking forward 

to the panel on Friday afternoon which 

will highlight the role of women in 

tech 

 

Diversity in the Tech Industry, 

Spotlight on Gender Equality - 

How to walk the talk? 

in partnership with BMC & Most Wanted:Music 

Date: 02 September, 3pm. 

Location: Marshall Haus 


I NEWS I 

IFA 2022 Keynotes to present the hottest 

topics shaping the digital world 

Speakers from some of the world's most innovative companies will be discussing the 

future, and what challenges and opportunities it holds, in this year's IFA Keynotes 

Cristiano Amon, CEO of Qualcomm, 

will kick-off the IFA keynote event at 

10:00am in Hall 23 by looking at the 

future of connectivity and how key 

trends and technologies are enabling 

extraordinary experiences everywhere. 

"Sustainability as a corporate 

philosophy" is the focus of Hakan 

Bulgurlu, CEO of the Turkish household 

appliances manufacturer Arçelik, who 

will examine how companies can 

maintain growth without impacting 

the environment, between 2:00 and 

2:45pm. 

The smart device brand Honor Device 

Co. will present its new strategy 

during their keynote "A new era of 

connectivity" at IFA Berlin 2022, 

starting at 5:00pm. It will be presented 

by George Zhao, CEO, and Tony Ran, 

President of Honor Europe, who will 

also be taking a closer look at how EU 

consumers benefit from the new Honor 

Smart Life products. 

They will be followed by leading 

global provider of information and 

communications technology (ICT) 

infrastructure and smart devices, 

Huawei, who will be giving their 

keynote speech on 3 September at 

10:00am. 

Join Mike Roberts, Vice President 

& Global Head, Product, Partner 

and Technology Marketing, 

Qualcomm Technologies, and a 

panel of industry experts at 2:00pm, 

as they discuss disruption across 

diversified ecosystems, changing user 

experiences, and the new rules of 

engagement. 

The energy management and 

automation company Schneider 

Electric will discuss how smart home 

technologies and energy savings can 

help reduce CO 2 

emissions in their 

keynote speech, titled "Smart Home 

is the Smart Option for a Sustainable 

Future", presented by Gwenaelle Avice- 

Huet, Chief Strategy & Sustainability 

Officer 

Friday, 2 Sept. 2022, Hall 23 

10:00 - 10:45 a.m. 

Opening Keynote Qualcomm 

2:00 - 2:45 p.m. 

Keynote Arçelik 

5:00 - 5:45 p.m. 

Keynote HONOR 

Saturday, 3 Sept. 2022, Hall 23 

10:30 a.m. - 11:15 a.m. 

Keynote Huawei 

2:00 - 2:45 p.m. 

Qualcomm Marketing Panel 

5:00 - 5:45 p.m. 

Keynote Schneider Electric 

Stay tuned 

with the Official 

IFA Podcast 

LISTEN HERE 

Subscribe at 


news.ifa-berlin.com

I NEWS I 

A SNAPSHOT OF BERLIN PHOTO WEEK: 

Showcasing new 

products, innovations 

and experiences 

Wolfgang Heinen, CEO of Berlin Photo Week, gave audiences 

a preview of the event which is set to be held from September 

2-4 at Arena Berlin, and until September 9 in various locations 

across the city. 

“The Berlin Photo Week is offering 

opportunities for everyone who 

loves to take photos”, Heinen stated. 

“Pictures are the most important 

means of communication”. 

The festival will showcase the most 

important innovations regarding 

photography and videography. 

There will be multiple opportunities 

for photographers to experience 

and express their love for the art. 

Additionally: during the Berlin Photo 

Week galleries all over Berlin are 

showing important photographs of 

well known artists. Heinen is expecting 

50,000 visitors to the event. 

Anna-Maria Seifert, COO of Berlin 

Photo Week, provided an insight 

into the idea of the upcoming event. 

Companies like Leica and Whitewall 

will showcase new products and 

innovations. Tamron and Hahnemühle 

are also showing their products and 

offering so-called “fun places”. To 

address the younger generation, “fun 

places” are the right spot to experiment 

with different styles and gadgets, 

Seifert said. Exhibitors are able to 

design their “fun places” individually 

and let their creativity flow freely. 

Experts will also offer workshops and 

masterclasses during the Berlin Photo 

Week, show their portfolio and provide 

some insights into their work and art 

 

BERLIN PHOTO WEEK 

Press Conference 

ARENA Berlin 

2 September, 11:00 am 


I NEWS I 

ADVERTORIAL 

Greenfever 

Among this year’s 90 exhibitors is 

the ISO-9001-certified Greenfever 

from Portugal, that has been 

specialising in the international 

refurbishing business with IT 

components for 14 years. The 

company operates with a weekly 

incoming stock of up to 10,000 

units including drums and SSDs, 

notebooks and desktops. 

BIOND 

Belgian green tech company 

BIOND are experts in nonplastic 

materials, with a 100% 

biodegradable plastic substitute 

made mostly from processed 

wheat. Known as “wheat plastic”, 

the pioneering product is not only 

used for packaging but also for the 

production of technical products 

such as cables. 

KNX 

Professionals 

In the "SmartHome Connectivity 

Area" KNX, as the world's largest 

smart home and smart building 

standard, will showcase energysaving 

solutions. In most cases, an 

intelligent SmartHome system is 

also a green tech solution, because 

it (almost) always leads to a CO 2 

reduction of 15 - 30%. 

Sustainability under the 

spotlight at IFA’s biggest ever 

Reseller Park 2022 

Reseller Park is returning to IFA Berlin 2022 with its biggestever 

lineup and brand new Sustainability Zones. 

Reseller Park is recognised on the 

world stage as a smart, tailored B2B 

marketplace bringing manufacturers, 

resellers, distributors, retail 

purchasers and traders together. 

This year, the innovative tech hub 

is presenting 90 exhibitors and 

introducing new hall topics in the 

field of Sustainability: The new 

"Sustainability Zones" feature a Green 

Tech Zone, a Sustainability section, 

the Smarthome Connectivity Area, as 

well as an all new Refurbishing zone. 

"We are doing what we can," says 

Jan Nintemann, Managing Director 

of Global Fairs TT-Messe, about his 

motivation for bringing these new 

Sustainability Zones to life. 

The Green Tech Zone is set to 

captivate and inspire visitors with 

daily workshops featuring a small 

stage and product presentations, 

coordinated by Global Fairs partner 

flocq. Speakers include the company 

Briif presenting what it claims to be 

the "world's most sustainable air 

purifier" made from 90% sustainable 

materials. 

Two years of the coronavirus 

pandemic without trade fairs, the 

climate emergency, and the energy 

crisis pose major challenges for the 

tech industry. This is not only about 

the evolution of retail businesses amid 

e-commerce, but also new consumer 

behaviour facing these challenges. 

DIGITALISATION 

AND AI CAN BE 

HIGHLY EFFECTIVE 

ACCELERATORS IN 

THE JOURNEY 

TOWARDS A CLIMATE- 

NEUTRAL WORLD 

Many things that were previously 

taken for granted are being put to 

the test. In particular, increasingly 

more young people - a main target 

group of consumer electronics - are 

thinking about their future. Not only 

are they questioning the causes 

of global warming and the plasticlittered 

oceans but also how they can 

change their behaviour in a way that 

conserves resources and protects the 

climate. The credo of new products 

is less so about ‘even faster’ or ‘even 

more comfortable’ and more about 

‘how damaging is it to the climate?’ 

This irreversible trend is therefore 

affecting consumer behaviour, 

with products increasingly being 

scrutinised for environmental 

compatibility and climate damage. 

The catastrophic consequences of the 

now clearly noticeable climate change 

also call for a technological and 

economic revolution: Which products 

and solutions not only do not pollute 

the climate and the environment, but 

at best have a "healing effect"? 

Digitalisation and AI can be highly 

effective accelerators in the journey 

towards a climate-neutral world, with 

great opportunities for companies 

that invest in green tech and not in 

green washing. Reseller Park believes 

the path is the goal - you can't just flip 

a switch and suddenly everything is 

green. Instead, you simply start with 

as much and as well as you can and 

communicate it as it is. 

This is how Jan Nintemann aims to 

organise this year's Reseller Park, in 

the most climate and environmentally 

friendly way possible - with an ecocertified 

stand builder who pays 

attention to the greatest possible 

reuse of environmentally friendly 

materials and to waste avoidance. 

Even the catering is to be organised 

as sustainably as possible 

Hall 25 


news.ifa-berlin.com

I NEWS I 

IFA+ Summit to weigh up 

risks and opportunities of 

deglobalisation 

The conference, which will take place on 5 September 

from 10 am to 5 pm at the IFA Convention Area in 

Hall 23, will examine the risks and opportunities of 

deglobalisation. 

Under the heading "In the Face of 

Disruption De/Globalisation – The 

Universal Remedy" , a wide range 

of national and international experts 

will come together and share their 

views on our global world. 

While globalisation has opened up new markets 

and opportunities, it has also been a source of 

tension which is directly linked to many of the major 

crises we are currently facing, including climate 

change, the pandemic, Ukrainian conflict and 

resulting raw material shortages. As these become 

increasingly pressing, it seems only fitting that 

IFA's IFA+ Summit would centre deglobalisation. 

The summit will welcome a wide range of hardhitting 

speakers to present their views on the 

topic. Proponents and skeptics will answer the 

question "What are the opportunities and risks 

of deglobalisation?", offering scientific and 

philosophical opinions. 

A number of hard-hitting speakers have already 

been confirmed for the summit, including Dr. 

Reinhard Zinkann, Executive Director and Co- 

Proprietor of the Miele Group, the world's leading 

premium manufacturer of domestic appliances. 

Dr Zinkann studied Economics, Business 

Administration, History and the History of Music 

and Philosophy in Freiburg, Boston (Harvard) and 

Cologne. 

He will be joined by the renowned German 

philosopher, cultural scientist and publisher Peter 

Sloterdijk, who has published many articles and 

books on the topic which have been the subject 

of much debate. In particular, his 2005 book 

entitled ’In the World Interior of Capital: Towards a 

Philosophical Theory of Globalization’. 

Also among the most prominent figures speaking 

at the IFA+Summit is the economist and former 

Greek finance minister Professor Yanis Varoufakis, 

who has witnessed first hand the social, political 

and economic challenges of globalisation. He will 

be sharing his views on the topic and help outline 

concrete practical scenarios for the future. 

The IFA+Summit will be moderated by Geraldine 

de Bastion and Daniel Anibal Bröckerhoff. Over 

the past 18-years, Ms De Bastion’s work has 

focused on the digital transformation, international 

cooperation, innovation and human rights. Mr 

Bröckerhoff on the other has experience as a 

journalist and moderator for analogue television, 

digital video content and innovative events 

 

IFA+SUMMIT 

“In the Face of Disruption De/Globalization 

– The Universal Remedy” 

IFA Convention Area in Hall 23 

Tuesday 5 Sept. 10am-5pm 

SHIFT MOBILITY, 

WHERE THE FUTURE 

OF MOBILITY IS ON 

DISPLAY 

More than 50 speakers are expected to attend this 

year's SHIFT Mobility event at IFA 2022 in Berlin, 

Hub 27, under the banner “Experience the mobility 

event without limits”. 

The event gives journalists and trade professionals 

an opportunity to learn about the most promising 

visions, future trends and breakthroughs. Critical 

minds, cutting-edge scientists, game-changers, 

inventors, C-level company representatives and 

start-ups come together to collaborate on disruptive 

technologies. 

As Dr Hans Hamer, CEO of SHIFT Mobility explains: 

"The focus of our conference is how the mobility 

of the future will change the way we think, the way 

we live and the way we get around. SHIFT Mobility 

is a completely new event format for innovation. 

It aims to take you on a fascinating journey into the 

mobility of tomorrow.” 

The event is made up of two sections - A twoday 

B2B congress with high-profile speakers, 

masterclasses, think tanks and interactive formats, 

as well as a six-day “Exhibition & Experience” 

area for businesses and consumers, where new 

products and developments are presented live; 

including test drives and product demonstrations 

This year's key topics include: 

• Sustainable Mobility & Circular Economy 

• Car-Tech & Connectivity 

• Urban Mobility and Infrastructure & New 

Urbanism 

•New Dimensions of Mobility 

•Renewable Energy 

Dr. Reinhard 

Zinkann 

Peter Sloterdijk 

Marcel Fratzscher 

This year's event will welcome Nakul Duggal, Head 

of Automotive at international semiconductor 

manufacturer Qualcomm, as well as the European 

Head of the Chinese electric car manufacturer 

Aiways, Dr Alexander Klose. Other confirmed 

guests include the Director of Ford’s Future Lab, 

Usha Raghavachari, and tech blogger and digital 

expert Sascha Pallenberg from Taipei 

 

SHIFT MOBILITY 

Thursday, 1 September - Tuesday, 6 September 

Hub 27 


I TRADE TALK I 

All the tools 

IFA 2022 trade 

visitors need to 

make business 

happen 

IFA2022 is the perfect place for buyers to carry out 

their end-of-year business with leading consumer 

and home electronics brands. 

The event, one of the most 

efficient global meetings for 

industry and trade, offers a 

wide range services to its trade 

visitors to help foster productive 

business. 

For starters, the IFA Trade 

Visitor Centre, located in 

Hall 1.2., allows trade visitors 

to meet in a quiet and relaxing 

atmosphere, away from the buzz 

of the trade fair. This way they 

can carry out their business 

affairs without being perturbed 

or interrupted. Here you will also 

find the International Trade 

Press Stand, where all of the 

leading national and international 

publications are available free of 

charge. 

The International Trade 

Visitor Reception, which 

opens two hours before the 

trade fair's official opening time, 

and from 8 to 10 a.m., invites 

visitors to connect over a tasty 

free business breakfast. While 

those with a busy schedule can 

take advantage of the shuttle 

service, which is there to ensure 

trade visitor ticket holders arrive 

at their next appointment on 

time. 

Trade visitor tickets also 

grant visitors free access 

to this year’s IFA+ Summit 

Conference, the thinktank of IFA 

2022 (see opposite page), taking 

place on Monday, 5 September. 

Here, under the banner "the next 

level of thinking", national and 

international experts will explore 

the risks and opportunities of 

deglobalisation. 

In keeping with tradition, tickets 

also grant visitors admission to 

exclusive trade visitor tours on 

the latest hot industry topics. 

These two-hour tours will be 

held simultaneously in English 

and German and focus on the 

following topics: 

• TVs 

• Smart Household Appliances 

• Fitness & Digital Health 

• Mobile Devices 

• Smart Home 

• Digital Audio, Wireless 

Speakers, Headphones 

• Global Markets International 

Sourcing Tour 

For more information about the 

trade show and events visit the 

official information sources, IFA 

International, IFA Newsroom 

and IFA TechTalk. Please note 

there will be no ticket offices on 

the grounds and no registration 

counters at the entrances. People 

are therefore advised to purchase 

their tickets online in advance 


news.ifa-berlin.com

I TRADE TALK I 

EURONICS 

GROUP PROUD 

OFFICIAL 

SPONSOR OF 

UEFA WOMEN’S 

FOOTBALL 

© FNAC DARTY 

Euronics, the international 

group of national retailers, 

has partnered with 

UEFA Women’s Football, 

including UEFA Women’s 

Champions League and 

UEFA Women’s EURO 

2022 and 2025 and the 

Together #WePlayStrong 

campaign. 

Three key features 

of Fnac Darty's approach 

to sustainability 

CEO Enrique Martinez comments on the retailer's strategic 

Everyday plan 

The 4-year commitment gives 

Europe's leading electronics retail 

group, along with its suppliers and 

partners, the opportunity to activate 

local communities and underlines the 

company's commitment to gender 

equality and diversity. 

The move is part of the organisation's 

drive to create “a human touch in 

a digital world“ and will provide 

its members with the possibility of 

inviting football fans to take part 

in activation events both online 

and in-store. The campaign theme 

‘Everyone's Invited’ reflects the 

Euronics Group's position as a leading 

electronics retail group, which thrives 

on participation and collaboration. 

Members can tailor local activation 

events to their own market while 

partnering with local players, clubs 

and national teams. As part of the 

partnership, Euronics has secured 

the players' mascots during all 

UEFA Women's Champions League 

matches (starting in the knock out 

phase) and all UEFA Women's EURO 

2022 and ‘25 matches. This gives the 

group an opportunity to create ‘once 

in a lifetime'-experiences for young 

football fans 

Funkturm Indoor Ground A30 

One of the largest retailers in Europe, Fnac Darty can 

steer customers toward the products least likely to break, 

repair them if needed, buy them back, refurbish them and 

resell them on the second-hand market. 

Fnac Darty has chosen to put CSR at 

its core with the launch of its strategic 

Everyday plan. The group has taken 

steps towards its environmental and 

social commitments by introducing 

the decentralised governance model 

and implementing transparent 

performance indicators. Key features 

of the plan include focusing on 

employee development, encouraging 

sustainable consumption, reducing 

its impact on the climate, developing 

socioeconomic and cultural activities, 

and conducting business in an 

exemplary manner. 

CEO Enrique Martinez said: "Built 

on the pillars of service, advice and 

sustainability, the strategic plan 

Everyday is a genuine watershed 

for our Group and should enable 

us by 2025 to become a key ally 

for consumers, helping them to be 

sustainable in their consumption 

habits and daily household tasks." 

A cornerstone of the Everyday plan is 

Darty's repair service which has been 

a part of the company's DNA for half a 

century. Today, it plays a fundamental 

role in the group's ecosystem and 

bolsters its position as a leading 

repairer in France while reducing its 

impact on the environment. 

By making the process more easy 

and spontaneous, Fnac Darty 

encourages customers to think 

"repair first" and use the service more 

often. The team is currently working 

on integrating AppleCare into its 

mobile phone insurance. 

The group wants to put the spotlight 

on its WeFix hubs which offer onehour 

repairs. While there are only 

a few authorised Apple outlets in 

France at present, Fnac Darty's 

partnership with the tech giant 

plans to grow this number to 142 by 

meeting consumers' biggest demand 

- quick repairs. The company now 

has almost 400 technicians in 

training and is already carrying out 

2.1 million repairs a year, with the aim 

of increasing this to 2.5 million by 

2025. 

Fnac Darty said WeFix plays a 

massive part at the firm and its 

expansion is an important part of the 

Everyday strategic plan. 

The group also launched the first 

product care and maintenance video 

service this year. The innovative 

platform is the fresh face of the 

Darty Max subscription service 

which covers the repair of large 

and small domestic appliances and 

has attracted more than 500,000 

subscribers. The product is an 

enhacement of the company's video 

sales advice service, whih offers 

advice to online customers. 

Chief operations and services officer 

Vincent Gufflet said the expansion 

"allows us to progress from simply 

repairing broken products, to 

preventing and avoiding them in the 

first place" 


I MARKET TRENDS I 

GfK Briefing: 

How Technical 

Consumer Goods 

withstand crises 

IFA Innovations Media 

Briefing 2022 panel 

examined diversity as 

a force-multiplier for 

innovation 

Alexander Dehmel, Head of Market Intelligence Germany 

and Austria at GfK, presented GfK's recent research on 

the question: What impacts consumers in early 2022? 

In one of the opening discussions at this year's Innovations 

Media Briefing, a panel discussed the importance of diversity 

within the consumer and home electronics industries. 

Panel host Lea Jordan, Head of Marketing 

and co-founder of techtalk.travel, 

speaking at the City Cube in Berlin, said 

there was clearly room for improvement 

when it comes to diversity. She pointed 

out, there are simply not enough women 

working in the industry and most CEOs 

are male. 

Her concerns were seconded by Carine 

Lea Chardon, CEO of ZVEI-association 

for consumer electronics and media 

networks, who said: “We are way behind 

the average in Germany when it comes 

to women in the industry". Ms Chardon 

suggested having more role models and 

childcare services, as well as mentoring 

programmes could help narrow the 

gender gap. 

Vivien Richter, founder and Chief Vision 

Officer at seatris.ai, does not believe a 

women quota is necessary, but believes 

giving opportunities to migrant workers 

could help address the shortage of 

staff in German companies. Also, older 

employees should be seen as part of 

the company’s success, rather than a 

burden. 

In contrast, Lisa Meissner, co-founder 

and CFO at Mersor, drawing on her 

experience in the male-dominated 

finance sector, went further saying: “Yes, 

we need a women's quota”, but without 

the label. She also pointed out there are 

many other ways of integrating women 

into a work environment, such as using 

gender-conscious language. 

Ms Chardon concluded by saying it was 

becoming more and more difficult to find 

staff for enterprises, therefore diversity 

is not simply a trend, but above all an 

opportunity 

The studies indicate that there 

are a range of drivers that impact 

consumers. Among said drivers is the 

war in Ukraine, rising energy costs 

and supply shortages in fast-moving 

consumer goods, raw material and 

supply chain issues, as well as 

inflation reaching a long-time high. 

Of course, still affects people and 

businesses, for example by causing 

shortages of staff. Dehmel also 

argued that trust in the economy has 

dwindled. In general, the economy is 

facing a crisis, except for Technical 

Consumer Goods. 

Dehmel explained that this sector 

has always grown in the past, 2022 is 

no exception. The Covid-19 crisis has 

led to an increase in electronic goods 

that is still lasting. Dehmel explained 

that retail has grown during the last 

year, with technical superstores and 

chains seeing handsome profits. His 

conclusion: in every crisis there is 

an opportunity. Brands which invest 

and innovate during a crisis are 

better off than brands that reduced 

their investments. 

Dehmel suggests the growing 

demand for electronic goods during 

the pandemic was partly driven 

by people's desire to improve their 

home environment. Growth was 

also seen across other market 

segments and products, such as 

hot air fryers which jumped 36%, 

hot air stylers 20% and hair dryers 

10% . Now, with the global situation 

improving, a growing number of 

people are turning towards styling 

products. This shows that even 

when faced with challenges, there 

are opportunities for companies 

who invest in improvements that 

save energy, money and time for 

consumers 


I EXCLUSIVE INTERVIEW I 

THAT SO MANY 

INDUSTRY PLAYERS 

HAVE TURNED UP IS 

A STRONG SIGNAL 

THAT IFA 2022 

MEANS BUSINESS 

AND I THINK THIS 

YEAR, THERE IS A 

LARGE APPETITE TO 

MOVE FORWARD. 

Martin Ecknig 

Chairman of the Management 

Board and CEO at Messe 

Berlin GmbH 


news.ifa-berlin.com


IFA 2022 sets gold-standard 

for business 

The world's leading consumer electronic and home appliances trade show 

is back in business with an impressive programme bringing you the latest 

innovations from all four corners of the industry 

Martin Ecknig, Chairman of the Management Board and CEO 

at Messe Berlin GmbH, explains why bringing the industry, 

trade, media and consumers together is vital for the future of 

the industry. 

How does it feel to be hosting a 

global event like IFA 2022 again onsite 

in Berlin? 

It feels great to reunite the tech world 

under 'one same roof' in Berlin after 

two years of the pandemic. The team 

has done a great job over the past 

few months and we are delighted to 

see that the halls under the Funkturm 

are more than 80 percent full. That so 

many industry players have turned up 

is a strong signal that IFA 2022 means 

business and I think this year, there is a 

large appetite to move forward. 

How important are events like 

IFA 2022 for industries given the 

challenges they have been faced 

with over the past two years? 

The last few months and years have 

made it very clear to us that nothing 

can replace personal exchanges. 

Meeting face-to-face remains the 

gold standard when it comes to doing 

business, whether its with customers, 

suppliers, manufacturers or retailers. 

There is a real innovation backlog and 

the market needs events like IFA to 

present game-changing innovations 

with due buzz. Nowhere else do 

global brands have the opportunity 

to showcase their latest products and 

services to a broad trade audience, 

conduct order discussions, efficiently 

increase media reach while receiving 

direct feedback from end consumers. 

What are the key lessons from the 

challenges you have faced over the 

past two years? 

While it's true that we have come to 

appreciate there is no real replacement 

for face-to-face meetings, because 

live interactions cannot yet be fully 

reproduced virtually or digitally, these 

technologies can achieve greater 

reach. In addition, we can make content 

accessible to those who cannot 

make their way to trade events. This 

is especially important for those who 

have been grounded due to persistent 

Covid travel restrictions. 

THERE IS A 

REAL INNOVATION 

BACKLOG AND 

THE MARKET 

NEEDS EVENTS 

LIKE IFA TO 

PRESENT GAME- 

CHANGING 

INNOVATIONS 

WITH DUE BUZZ. 

What are you most looking forward 

to at this year's event? 

I'm particularly looking forward to 

meeting our exhibitors and guests 

from all over the world in person 

again. Walking through the halls and 

experiencing the many tech highlights 

live and in colour again is going to be a 

pleasure. Whether it's practical gadgets 

for everyday life or answers to social 

challenges such as digital solutions 

that offset the plastic footprint - the 

major exhibitors provide answers here 

just as much as young startups that 

present themselves in the IFA Next 

area. The IFA+ Summit is definitely a 

must-see. For the first time it is open 

to exhibitors and trade visitors at no 

extra cost. Numerous leading speakers 

will provide answers to the question: 

What kind of world trade is good for 

our economy and our democracy? 

I am also looking forward to seeing 

the high caliber of innovation that our 

exhibitors will be presenting over the 

coming days and hear what they have 

to say about the key topics which are 

shaping the future. 

What role do you think live events 

like IFA 2022 play now and in the 

future? 

In recent years, we have learned that 

the more digital industries become, 

the greater the desire for physical 

meetings. From our point of view, 

personal exchange and direct contact 

cannot be replaced by any Zoom or 

Teams meeting. Therefore, we are 

convinced that trade fairs and physical 

events in general will continue to be 

desired and play a critical role for 

industries going forward. 

What are the key ingredients to 

pulling off a global event like IFA 

2022? 

It takes a strong team that is fully 

committed to serving our customers, 

planning and implementing marketing 

and communication measures, filling 

exhibition halls with impressive stands 

and installations. Especially a leading 

trade show like IFA always brings out 

what impresses me most about Messe 

Berlin. The whole company works 

hand in hand with our global network 

to provide exhibitors and visitors with 

the ideal trade show experience. 

Do you have a personal message for 

everyone who will be attending this 

year's event? 

Don't miss our Innovations Hub IFA 

NEXT, it promises to be incredibly 

exciting and informative again. In 

Hall 20, leading global innovators, 

research and development institutes, 

universities, startups and trade 

associations will be presenting their 

latest solutions, concepts and product 

ideas for tomorrow's markets. 

Topics will range from digital 

technologies for health, fitness and 

wellness to smart lifestyles and robots 

which are becoming increasingly 

suitable for everyday use through 

artificial intelligence - to name just 

a few. 

The exhibition space will 

be complemented by a dynamic 

conference and lecture programme. 

At the Innovation Engine, IFA NEXT 

exhibitors also be given the opportunity 

to present and participate in themed 

panel discussions 

DON'T MISS 

THE IFA 2022 

OPENING 

PRESS 

CONFERENCE 

The IFA opening press conference 

will be held with gfu's Managing 

Director Dr. Sara Warneke and 

Messe Berlin CEO Martin Ecknig 

taking the stage. 

The conference is an opportunity 

for organisers to welcome press 

and media to IFA 2022. 

They will kick-off the trade show 

by presenting the latest industry 

trends and market insights, setting 

the stage for what's to come over 

the following six days. 

The event marks the beginning 

of this year's trade show press 

events, which will see companies 

from around the world showcase 

their latest innovative products and 

services. 

For more information about 

upcoming press events at IFA, 

please visit the official website or 

turn to page 3 

IFA Opening 

Press Conference 

31 August at 1:00pm 

Hall 23 



WE ARE REALLY 

DELIGHTED TO SEE 

THAT THE INDUSTRY 

PRESENCE AT IFA 

2022 IS AT SUCH 

A HIGH LEVEL, 

AND TO WELCOME 

BACK OUR LONG- 

STANDING PARTNERS, 

ALL OF WHOM ARE 

ATTENDING THE 

SHOW, WHICH IS AN 

IMPORTANT SIGNAL. 

Dr Sara Warneke 

Managing Director, 

gfu Consumer & Home 

Electronics GmbH 

Prior to becoming the Managing Director 

at gfu in September 2020, Dr Warneke has 

worked as a senior manager for the Consumer 

Electronics and Satellite & Cable associations 

of the ZVEI - Zentralverband Elektrotechnikund 

Elektronikindustrie (German Electrical and 

Electronic Manufacturers' Association) and as an 

advisor to gfu. 


news.ifa-berlin.com


When IFA calls, the entire 

industry answers 

The world's leading trade show for consumer electronics and 

home appliances is back in business 

Dr Sara Warneke, Managing Director of IFA organizer gfu 

Consumer & Home Electronics GmbH, explains what makes 

IFA such a unique event. 

So what can trade visitors expect 

from this year's IFA edition? 

We are really delighted to see that 

the industry presence at IFA 2022 is 

at such a high level, and to welcome 

back our long-standing partners, all of 

whom are attending the show, which 

is an important signal. The diversity of 

our exhibitors and the representation 

of almost the entire market are also 

strong prerequisites for the success of 

our exhibitors and trade visitors as well. 

What are the biggest challenges you 

faced in setting up this year's event? 

Well, the headquarters of many of 

the companies exhibiting at IFA are 

located in other parts of the world. So 

the decision of whether to take part 

in IFA is not only made in Germany 

or Europe. In some of these places 

the pandemic continues to have an 

impact. In addition, these decision 

are usually taken well in advance, 

so many companies had to make a 

decision earlier in the year, at a time 

when there was still a lot of uncertainty 

surrounding the situation. Plus, there 

are still some pandemic related 

travel restrictions around the world. 

Nonetheless, we are delighted to see 

so many industry players returning 

to IFA and are expecting very good 

coverage. 

What makes IFA so different 

compared to other events of its kind? 

IFA is the world's most important trade 

show for consumer electronics and 

home appliances. Its a unique concept 

which covers all relevant target groups, 

including industry, trade and media, as 

well as the consumers. In addition, it 

serves as an important order platform 

for retailers in the run-up to what is 

traditionally the strongest sales period 

of the year. 

How has the consumer electronics 

and home appliances markets been 

performing over the past two years? 

In 2020 and 2021 there was a pandemic 

related boom with exceptional growth 

rates, but this phase has recently come 

to a rather abrupt end, with markets 

declining globally. However for most 

segments, and this is an important 

point, we are still above the prepandemic 

levels from 2018/19. 

So where exactly are the biggest 

growth markets? 

We can either look at absolute numbers 

or growth rates. In terms of absolute 

numbers, by far the largest growth 

in turnover recorded in 2021 was for 

China followed by Western Europe. 

Then looking at the highest growth 

rates in 2021, these were achieved in 

Russia, Ukraine and Latin America. This 

of course was in 2021, an important 

detail, because the Russia-Ukraine 

conflict will undoubtedly change the 

market development of both countries 

fundamentally. 

So what do think the main trends will 

be at IFA this year? 

As usual, IFA will be the stage for all 

industry trends for the consumer 

electronics and home appliances 

markets. This will certainly include 

topics of the TV segment such 

as picture size, resolution, picture 

enhancements and perfect sound, as 

well as streaming. But also segments 

of the major and small domestic 

appliances, including the built-in 

kitchen appliances, which I am sure 

will present new possibilities of how 

to improve life at home. Let's also not 

forget the latest product innovations 

in the area of body care and wellness. 

As well, I think we will see a lot of 

new developments concerning the 

sustainability segment which will 

also be a driving innovation across all 

sectors, I'm sure. 

AS USUAL, IFA 

WILL BE THE 

STAGE FOR 

ALL INDUSTRY 

TRENDS FOR 

THE CONSUMER 

ELECTRONICS 

AND HOME 

APPLIANCES 

MARKETS. 

So what are the main changes driving 

the industry at the moment? 

Well, sustainability for sure, is one of 

the defining themes of the industry and 

modern approaches to sustainability 

now include the entire lifecycle of the 

product. Spanning from development 

to production, they also deal with 

transport, logistics, as well as energy 

consumption of the product while it's 

in use and of course, end of life-cycle 

solutions. In addition, topics like supply 

chain issues, rising energy costs and 

exceptionally high transport costs will 

also need to be addressed. 

So what are the biggest challenges 

for retailers at the moment? 

Just like everywhere, the retailers 

are also dealing with the increasing 

energy costs and in addition, there's 

a weakening demand in the market. 

This is in part due to the inflation we've 

seen over the past few months and 

additionally, people are very worried 

about paying their energy bills and 

are trying to save money wherever it's 

possible. Nevertheless, we also think 

there are some strong opportunities for 

growth, for example in the appliances 

sector with high energy efficiency. 

Also, there is the World Cup coming up 

later this year, which I believe has the 

potential to give a positive impulse. 

What excites you the most about the 

TCG (Technical Consumer Goods) 

market today? 

I'm genuinely fascinated by the speed 

of innovation in TCG products and 

I think it's really exciting that given 

the current situation, where there is 

a strong focus on sustainability and 

energy scarcity, the industry is always 

coming up with successful devices 

which use less energy while at the 

same time managing to add more 

features to enrich our lives 


I IFA BERLIN 2022 SNEAK PEEK I SPECIAL FEATURE I 

Sneak Peek 

IFA 

2022 

A round-up of some of the coolest new products 

on display at this year’s show 

As the technology and market 

leader in the field of laser TV 

systems, Hisense is the 

ideal partner…”, said 

Leica Camera AG CEO 

Matthias Harsch 

Power Briefing Siemens 

Intelligent technologies 

for the new way of living 

Michael Mehnert, 

Managing Director 

Siemens Hausgeräte 

Leica’s 

expansion 

into the laser TV market goes 

full steam ahead with Hisense 

partnership 

The world famous camera and lens specialist has decided to 

partner with electronics company Hisense as it expands into 

the growing laser TV market. The company is presenting its 

first laser TV, the Leica Cine 1, exclusively at this year’s IFA 

trade show Berlin. 

Siemens: 

Intelligent 

technologies for the 

new way of living 

Michael Mehnert, Managing Director of Household 

Appliances at Siemens, was showcasing the company’s latest 

home appliances at this year’s Innovations Media Briefing. 

Leica Camera AG has implemented a 

growth strategy, which will see the 

company expand into laser TV market 

in partnership with Hisense. With many 

years of experience and a proven track 

record of innovation with lenses, the 

company is perfectly positioned to move 

into the laser TV market segment – 

described by the company as “the next 

logical next step”. 

"Home cinema entertainment is a rapidly 

growing market and the expansion of 

our product offering in this segment 

represents a promising opportunity to 

delight new customers with our premium 

products”, said Matthias Harsch, CEO of 

Leica Camera AG. 

The partnership will involve 

technological cooperation between 

the two businesses, creating a strong 

foundation for the development of laser 

TVs. The long-term goal of this alliance 

is to merge Leica’s revered reputation 

in crafting high-quality projection lenses 

with Hisense’s experience and prestige 

in the laser TV market. The result? 

Creating a platform which can produce 

powerful and forward-thinking shortdistance 

laser TVs. 

The decision to partner on the production 

of laser TVs could prove rewarding for 

both companies, especially given the 

growing success of this market segment. 

Data provided by All View Cloud 

indicates that the compound annual 

growth rate of laser TVs was as high as 

213.8% between the years 2015 to 2020. 

According to data provided by Global 

Info Research, global revenue for the 

laser TV segment was estimated to be 

around $1.3 billion (around €1.27 billion) 

Hall 2.2 / Stand 205 

The company has been developing 

its pioneering connected home 

appliances in cooperation with 

the Zukunftsinstitut to enhance 

their customers' lives and help 

them recuperate hours of their 

day. The vast array of cutting-edge 

technologies combine convenient 

functionalities with creative design to 

make everyday tasks easier and more 

pleasurable. 

One of these smart devices is the 

EQ900, a fully automatic espresso 

machine. The machine uses a new 

system, the bean ident system, to 

identify beans and optimise the 

Another product innovation from 

Siemens is the iQ700 studioLine 

oven, which uses artificial intelligence 

(AI) to achieve results according to 

individual tastes. The oven includes 

a sensor that checks if a croissant, 

pizza or quiche is ready for serving, 

and automatically stops the heating 

when the dish is ready. The product 

also stands out due to its new and 

elegant design, and the handle can 

be easily hidden. The iQ700 oven also 

comes with a touch display and can 

be connected to voice recognition 

as well as other smart home 

applications. Mehnert announced 

that all of the innovations will be 

shown live at IFA in September. 

“Innovations and solutions that make 

life easier and more convenient now 

and in the future”, he noted 

Siemens is set to reveal more 

exciting product innovations and 

trends at its IFA Press Conference 

on Wednesday, 31 August, 10:00 a.m. 




Bernhard Hörsch at 

Miele's IMB Power 

Briefing 

Power Briefing "Bosch 

novelty presentation" 

by Harald Friedrich, 

Managing Director 

Robert Bosch 

Hausgeräte 

GmbH 

Bosch 

introduces products 

specialising in 

sustainability and 

efficiency 

Harald Friedrich, Managing Director at Robert Bosch 

Hausgeräte GmbH, showcased the company’s latest 

initiatives and innovations including the I-Dos smart 

system, at this year's Innovations Media Briefing. 

He stated that, in the age of rising 

energy prices, energy efficiency 

is key. At IFA 2022, Bosch will 

introduce a new washing machine. 

It is even more energy efficient, and 

also able to iron laundry. The new 

feature “mini load” reduces energy 

usage by limiting the duration of 

the wash. Another key innovation is 

“I-Dos”, a smart system inside the 

washing machine that reduces using 

too much detergent by automatically 

calculating the amount needed. 

The new Series 8 dryer is energy 

efficient but also effective at 

protecting clothes. Additionally, it 

is also very quiet, as pointed out 

by Friedrich. “You might not even 

hear it, when you are at home”, 

he said. Thus, Bosch is helping to 

reduce environmental impact while 

guaranteeing convenient high 

quality products. 

The new Unlimited 7 vacuum 

cleaner is another innovation that 

will be shown at IFA. It is able to 

reach remote places due to foldable 

parts. The Unlimited 7 is also durable 

due to its rechargeable battery and 

a motor which is guaranteed to last 

at least ten years, as claimed by 

Friedrich 


Miele’s 

IFA forecast: Comfortable, 

Smart, Sustainable 

Bernhard Hörsch, Commercial Director of Sales at Miele, 

presented the key innovations which companies and 

consumers should know about at Innovations Media Briefing 

2022. 

The company's claim “even more 

comfortable, smarter and more 

sustainable“ was matched by a string 

of stunning innovations. Mr Hörsch 

was presenting their new flagship store 

in Düsseldorf, part of the company's 

"Together to consumer" strategy. In 

addition, Miele is also working on 

product improvements. At IFA, the 

company will presents its strongest 

vacuum cleaner with 60% more suction 

power than the previous model, along 

with the critically-acclaimed Scout 

RX3 robot vacuum cleaner. At IFA, the 

company will present its strongest 

vacuum cleaner with 60% more suction 

power than the previous model, along 

with the critically-acclaimed Scout RX3 

robot vacuum cleaner. 

Miele will also introduce its new steam 

cooker innovation. The Combination 

will include two full-featured devices 

in one: an oven and a steam cooker. It 

will cost around €1,999 and is regarded 

to be an affordable option for kitchens 

with limited space. The DGC Pro will 

be shown exclusively at the IFA 2022. 

Other innovations on show include the 

new oven H2400, which is fully networkcompatible 

and features cooking plates 

with an integrated fume extraction 

hood. The new K4000 Freezer includes 

the new Fresh Active humidity control, 

which makes vegetables three times 

less perishable. In total, Miele will 

exhibit 400 devices, with the company’s 

showcase also featuring live cooking 

shows. 

Aside from new and exciting products, 

the company is also expanding its 

business. Hörsch explained that, 

despite facing challenges with the 

supply chain, the company's total 

revenue was growing in 2020 and 

2021. With its new products, Miele is 

continuing to innovate with successful 

results 




Merging the kitchen and 

living room with Solitaire 

the Waterbase 

Oliver Kraemer is the revered Senior Industrial Designer at BSH 

Home Appliances Group, as well as the Head of Design of the newlyannounced 

Solitaire the Waterbase brand. The forward-thinking 

creative was able to provide some key insights into revolutionising 

the kitchen, at Innovations Media Briefing 2022 in Berlin. We asked 

him why the kitchen environment would need improvement... 

The idea was actually born with experts and clients telling 

us that there is a wish to change and improve the kitchen 

environment. 

One major goal was the intention to merge the living room 

and the kitchen, because the kitchen shouldn’t feel like a 

traditional kitchen anymore, but more like a living room. 

How can the kitchen sink evolve? 

Honestly that depends on which region you’re living in and 

how you are using and utilising your kitchen. In this case, 

our idea was to “hide the sink” and the surrounding of the 

kitchen sink, to support the merging of the living room and 

the kitchen. Solitaire the Waterbase is an even-levelled 

plate that is designed to reduce water waste. It can be 

controlled via display, the so-called 

“invisible command”. 

What is the importance of digital 

command for Solitaire the Waterbase? 

To match the needs and aspirations of our target 

group - technology-driven early adopters - we thought 

it would be extremely important to, on the one hand, 

eliminate all mechanical devices and have it digitalised and 

flush-mounted within the countertop 


Tineco's GM Europe 

Marco Getz at the IMB 

Tineco presents 

intelligent vacuums 

and toasters 

Marco Getz, General Manager Europe at Tineco, presented his company’s 

latest products and their forward-thinking features at the IFA 2022 

Innovations Media Briefing. 

Tineco IFA 

briefing 

Every year Tineco produces 12 

million vacuum cleaners, Getz 

revealed. The company is adjusting 

its products to the customers needs, 

by producing vacuum cleaners for single 

households, families and the elderly. 

One of the most interesting innovations of Tineco is the iLoop Smart 

Sensor. It detects dust and is providing a longer duration of the 

battery due to a smarter use. The Pure One vacuum cleaner also 

comes with a premium LCD display. The Zero Tangle technology 

provides a better protection of the vacuum cleaner from pet hair. 

The Floor One S5 Series can be used as a vacuum cleaner and 

is also able to mop up puddles on the kitchen floor. Gertz was 

showing the capabilities of the vacuum cleaner in front of the 

audience at the City Cube Berlin. He was demonstrating the Floor 

One S5 capable to erase ketchup stains and a broken egg form the 

floor. After cleaning the floor the device cleans itself automatically. 

Apart from vacuum cleaners, Tineco is also producing toasters, such 

as the Toasty One. It can toast two slices of bread at the same time 

with different intensity and duration. A yet unmatched innovation, 

Getz stated 

Hall 7.1a / Stand 107 


I SPECIAL FEATURE I IFA BERLIN 2022 SNEAK PEEK I 

SBS teams-up with 

Rolling Stone magazine 

for stylish and highperformance 

audio 

products 

© TCL 

The company will be back at IFA to present its The Rolling 

Stone collection, which was designed for an audience that 

loves technology and pop culture, as well as many other 

audio innovations. 

The accessories originated from 

the JAZCollection characterised by 

excellent sound reproduction and 

its partnership with Rolling Stone 

magazine, an iconic and trend-setting 

magazine for fans of POP culture and 

music. 

The company’s Sopop earphones, 

with their innovative design in terms 

of shape and size, can easily be 

connected to your smartphone or 

tablet without wires. Furthermore, the 

touch controls mean songs or phone 

calls can be managed with just a 

simple touch. 

The Band M8 wireless headphones 

with high sound fidelity and a 

modernised design, have been 

designed with a radius of action 

of up to 10m and offer up to 20 

consecutive hours of listening. They 

can also be used with a 3.5mm jack 

cable, transforming them into wired 

headphones. 

For listeners who are uncompromising 

when it comes to sound quality, 

look no further than the 5W Band 

Wireless Speaker. A handy and fitted 

strap makes the loudspeaker easily 

transportable, and the 1200mAh 

battery guarantees music playback for 

approximately six hours. 

The EVO power line allows users to 

charge two devices simultaneously, 

while the USB-C port provides a 

super fast and secure 20 watt power 

supply. An LCD display is what makes 

the EVO power line stand out from 

its competition. The screen is used to 

display the power level with “utmost 

precision”, according to SBS. 

The 20W Charger shares many of 

these same innovative features, such 

as simultaneous charging of two 

devices, Power Delivery and Adaptive 

Fast Charge. Finally, the one-metre 

type-C corded cable is highly 

dependable, durable and features 

metal-tipped connectors 


TCL to unveil its latest 

display technology and 

other key innovations 

for immersive 

entertainment at IFA 

The global TV leader will be showcasing its latest display 

technology for large screen Mini LED QLED TVs at IFA 2022 

in Hall 21B with live demonstrations and introductions to their 

full catalogue. 

In the words of the company's CEO 

Shaoyong Zhang: "We are excited to be 

back at IFA 2022 and proud to be part 

of this dynamic industry. With our new 

branding signature ‘Inspire Greatness’, 

TCL will continue to inspire people 

unleashing the greatest moments 

in their lives with our products and 

services". 

Visitors will be able to experience the 

aesthetics, superior performance and 

functionality of the latest displays, 

soundbars and smart wearables, 

along with a full range of smart home 

appliances, and an assortment of new 

TV prototypes. The company is also 

taking the opportunity to introduce 

deep-learning AI that delivers the next 

level of image quality. 

Earlier this year, the company 

announced the extension of its 2022 P 

Series TVs with the launch of the new 

P635 and P638 models, for immersive 

entertainment with Google TV. The new 

series has been equipped with HDMI 

2.1 and ALLM to gamers experience the' 

lowest latency and best picture settings. 

They have also been fitted with Dolby 

Audio technology for a cinematic 

audio surround sound experience. 

Last but not least, its latest series 

features a unique design, with no 

frame on the front, allowing for a bigger 

screen and greater picture. The ultra 

slim casing uses real metal, which 

makes it not only an elegant piece of 

craftsmanship, but also a durable one 

which seamlessly blends into living 

space 

Hall 21B 

 

To learn more, media are invited 

to TCL's IFA Press Conference on 

1 September at 14:00 


news.ifa-berlin.com


Samsung featuring AI-powered washer 

and dryer which reduces energy usage 

by up to 70% at IFA 

Samsung has announced the release of its AI-powered 

washer and dryer, along with a host of other smart laundry 

solutions. 

In addition, the technology allegedly 

reduces soil or dirt removal by up to 

24% while improving fabric care by 

45.3%. 

The AI Wash Cycle is another innovative 

feature which helps users get clean 

clothes in a more sustainable way. The 

smart feature washes clothes with less 

water and detergent after detecting the 

weight and softness of the fabrics in 

each load. The AI Wash Cycle can also 

actively monitor the ongoing dirt level 

of laundry, and uses its Auto Dispense 

feature to adjust the optimal amount 

of water and detergent to the wash 

CityCube Hall B / Stand 101 

Samsung Electronics has announced 

the global release of its Bespoke 

AI Washer and Dryer. The products 

are “the most sustainable, efficient 

and intelligent Samsung washer 

and dryer to date”, according to 

the company. The products will 

expand Samsung’s signature Bespoke 

line-up, and are being launched in 

stores across Europe and the Middle 

East in August 2022. 

The Bespoke AI Washer and Dryer 

pair can handle large load capacities 

while also having a sleek, space-saving 

design. Furthermore, the products 

boast a range of sustainable features, 

offering a dependable performance 

while saving users energy, resources 

and money. 

The new front-load laundry pair from 

Samsung has a new feature called 

AI Ecobubble. This innovation turns 

detergent into small bubbles which are 

swiftly absorbed into the laundry itself. 

In turn, this reduces energy usage by 

up to 70%, while apparently offering 

the same level of cleanliness to clothes, 

regardless of the wash temperature. 


IFA NEXT 2022: 

Sustainable electronics 

for a smaller carbon 

footprint 

Meet the startups working to improve ecological performance 

in the consumer electronics and home appliances sector. 

At IFA NEXT 2022 they will present their innovations and 

strategies for sustainable electronics products. 

Exhibitors include Fraunhofer Institute 

for Reliability and Microintegration 

(IZM) presenting strategies for a 

circular economy. Taking smartphones 

and tablets as an example, it will 

demonstrate their environmental 

impact and present ideas for making 

recyclable products. 

Cooperative Commown from France 

will also present innovations with a 

focus on sustainability. The company 

rents out a wide range of electronic 

devices and offers services including 

repairs and technical support, saving 

money and reducing CO 2 

output. 

UK-based company Matter will present 

an innovative technology for tackling 

microplastic pollution. 

With the help of plastic credits 

and donations, The project of the 

Fachhochschule Potsdam wants to 

establish plastic offsetting among 

retailers and to assist companies and 

consumers to become plastic-neutral. 

BerlinGreen’s idea is to bring plants 

into the home all year round with its 

GreenBox, an innovative technology for 

clean and efficient indoor gardening 

Hall 20 

Meet the startups working to 

improve ecological performance in 

the consumer electronics and home 

appliances sector. At IFA NEXT 2022 

they will present their innovations and 

strategies for sustainable electronics 

products. 

Sustainability has become an 

omnipresent topic. In the food and 

clothing industries in particular, 

resource-friendliness has been a hot 

media topic for many years. But in the 

case of electronic devices what exactly 

does sustainability mean? At IFA 2022 

from 2 to 6 September visitors will 

receive an answer to this question. 

At the IFA NEXT innovation hub 

in Hall 20 on the Berlin Exhibition 

Grounds, research institutes, startups, 

associations and experts from industry 

and science will present innovative 

solutions for driving development 

towards greater sustainability in 

the electronics industry. Resourcefriendly 

and carbon-neutral production 

methods, repairability and recycling 

are among crucial aspects here. 

ADVERTORIAL 

ADVERTORIAL 

Verisure alarm system protects 

against more than burglars 

The company's latest alarm system 

has numerous components which 

trigger the alarm in case of emergency. 

Smoke and water detectors set 

off the alarm in the event of fire or 

water damage. Customers can also 

trigger the sound themselves if they 

are threatened or require medical 

assistance via emergency call buttons 

and the Guardian smartphone app. 

Every alarm triggered is received by 

the specialists at the company's VdScertified 

ARC in Ratingen. They act 

immediately, verifying the situation 

and summoning emergency services 

if necessary. It can also activate 

ZeroVision's fog-like smoke to drive 

intruders away 


Sauberair FLAT: an air purifier 

combining art and technology 

Measuring an ultra-thin 9 cm, the 

Sauberair FLAT can remove 99.9% 

of harmful smoke and particles, 

eliminating a wide range of pollutants 

with minimum power consumption. In 

addition, its picture frame appearance 

can be changed according to 

customers’ preferences so that it better 

suits their home’s interior design. 

The innovative technology, which 

resembles a work of art, has obtained 

invention patents in many countries 

and won The Made-in-Taiwan Golden 

Select Award. FLAT is therefore not 

only unique in appearance but also an 

innovative IoT solution 

Hall 20 / Stand 315 


news.ifa-berlin.com

ADVERTORIAL 

CLEAN 

SMARTER: 

AIPER SET TO 

UNVEIL NEW 

DIVE SERIES 

AT IFA 2022 

The company that innovated robotic 

pool cleaners by creating the world’s 

first cordless models is set to unveil 

their new Dive series at IFA 2022 

(Hall 7.1a, Booth 116). 

“The new feeling of 

watching TV”: Kronoton founder 

and CEO Gunnar Kron on the new TV 

Sound Optimiser 

The founder and CEO of Kronoton GmbH has turned 

heads with the TV Sound Optimiser. After a showcase at 

Innovations Media Briefing, and ahead of a presentation of 

a new release at IFA 2022, the inventor gave us an exclusive 

insight of his product and the technology and inspiration 

behind it. Kron has an interesting background as a music 

producer and bona fide audiophile, spending years 

researching audio algorithms and new technologies. The 

HDSX TV Sound Optimizer Toslink is a result of that hard 

work, passion, and intelligence of sound technology. 

What can you tell us about the TV 

sound optimiser? 

We solved the well-known problem 

of fluctuating volumes and 

understandable dialogues in TV and 

streaming content. Everybody knows 

it: you sit there with a remote control 

[pressing] up and down, up and down. 

We invented the HDSX TV Sound 

Optimizer Toslink, a very little device, 

very light. 

It’s simply plug and play between a 

TV and a soundsystem of your choice, 

you can use a sound bar, mobile 

speaker, hifi equipment, headphones, 

and the power comes from the TV. It 

switches on and off automatically with 

the TV, so no secret hidden power 

consumption in the night. 

THE MIX IS A 

CONSISTENT 

VOLUME BUT 

SUCH A PERFECT 

LEVEL THAT YOU 

CAN HEAR IT 

DRAMATICALLY. 

The heart of the device is the powerful 

software, the sound is controlled in 

real time, lip synced. Audio that is too 

quiet is lifted and what is loud enough 

is not touched. The mix is a consistent 

volume but such a perfect level that 

you can hear it dramatically. Besides 

that, the speech of the actors comes to 

the front so you can really understand 

every word. 

The benefits are: your neighbours are 

happy, you can watch for as long as 

you want, you can relax and enjoy the 

content without controlling anything 

at any time. It’s really the new feeling 

of watching TV. 

What is the future for this device and 

more Kronoton products? 

We are at the start of a great journey, 

and this is the first model with digital 

optimal in and outputs. We will 

complete the next model with HDMI, 

this is the prototype right now, but 

at IFA it will be showcased as a final 

product. 

We have virtual 3D sound on this new 

device that will come, so you have a 

big sound with clear dialogue in your 

living room, which is new too. Most 

times when you have virtual sound 

which is bigger than its surroundings, 

normally the dialogue is not very 

understandable, we solved this too. 

This is the next important step for 

bringing the next kind of connection to 

the living room 

Hall 20 / Stand 148 

Pool owners will now spend less 

time cleaning with two new products 

– the Dive A and Dive E. This new 

collection of robots features longer 

cleaning times, shorter charging 

times, and broader surface cleaning 

capabilities. 

The Dive Series is equipped with 

Aiper’s gyroscope technology, dualdrive 

motors, self-parking capabilities, 

new filter bags, and an upgraded LED 

indication system. All of this to say, 

Aiper is raising the stakes in the pool 

cleaning industry 


Dive E 

Dive A 



news.ifa-berlin.com

WHERE 

TO GO IN 

BERLIN 

© Thomas Keller 

RESTAURANT 

DDR Speisegaststätte PILA, 

a blast from the past 

The PILA restaurant, with its small GDR 

museum, is located on Prenzlauer Allee 

26, in the center of Prenzlauer Berg, former 

East Berlin. With 50 seats indoors and 

another 50 on the terrace, PILA serves 

traditional dishes from the former GDR, 

including Slojanka soup, Schnitzel “GDR 

style”, curry chicken, Berlin curry sausage, 

steaks and even the GDR's own Burger, 

"Grilletta". The restaurant is also filled with 

memorabilia and the waiters/waitresses 

are dressed in traditional uniforms from 

the GDR youth organisation. Inside is 

divided into a rustic seating area and 

small lounge with comfortable armchairs, 

where diners can sit back and relax. 

Try the delicious steak and schnitzel 

variations or the "pioneer camp menu", 

with 3 different 3-course menus including 

Fassbrause or Berliner Pilsner. Please note 

the restaurant only takes cash. 

Opening hours Tuesday to Saturday: 

13:00 to 21:00 

PILA restaurant 

Prenzlauer Allee 26, 

10405 Berlin 

Tel: +49 (0)30 936 223 03 

info@restaurant-pila.de 

Café im Literaturhaus, 

Wintergarden, 

Fasanenstrasse 23, 

10719 Berlin 

Tel : +49 30 882 54 14 

cafeimliteraturhaus@web.de 

RESTAURANT 

Café im Literaturhaus, a stunning 

house in a beautiful garden 

The café, in one of the most stunning gardens in the city, has a small and 

creative menu, serving dishes made with fresh ingredients which change 

on a monthly basis. Diners can choose to enjoy their drinks and food in 

the bright conservatory, tall, stucco-decorated rooms, in the green garden 

or on the small outdoor terrace. A list of delicious wines and homemade 

ginger lemonade, or punch during the winter, are also coffee house classics. 

Housed in one of the most beautiful villas on Fasanenstrasse, the café 

benefits from a wonderfully quiet location next to the bookstore Kohlhaas & 

Co and the Literaturhaus Berlin, which have together been hosting popular 

events and exhibitions since it opened in 1986. 

Opening hours daily rom 9am to midnight 

ORA Farmery GmbH 

Oranienplatz 14, 

10999 Berlin 

Tel: +49 (0)30 509 558 89 

BAR 

ORA, enjoy 

drinks in a 

19 th century 

pharmacy 

Located on Oranienplatz in the trendy district of SO36 in Kreuzberg, ORA serves 

a selection of tasty cocktails and dishes in a historical setting. The bar took 

over an old pharmacy dating back to 1861 and turned it into a trendy drinking 

spot, where diners can raise their glass surrounded by what was once wooden 

medicine cabinets and apothecary jars. The beautiful space still features the 

detailed woodwork and ceiling cornices from 1860 and the 1920s. The kitchen 

menu change regularly and is inspired by whatever produce arrives that very 

morning. ORA, which stands for Oranien Apotheke (Oranien Pharmacy), also 

offers light bites, snacks and small plates to share or enjoy solo with a glass of 

wine or two over the course of an evening. 

Opening hours Tuesday to Saturday 17:00 to Midnight 

RESTAURANT 

Permanent representation 

gastronomy GmbH 

Located on the banks of the river Spree in Berlin's Mitte district on Schiffbauerdamm, 

Ständige Vertretung (StäV) which translates as Permanent Representation, is 

the perfect place to unwind after a day at IFA 2022. Decorated with poster-sized 

snapshots of well-known German politicians, the restaurant's name alludes to 

the permanent representation of the Federal Republic of Germany to the GDR from 

1974 until German reunification in 1990. It serves delicious German-Rhineland cuisine 

and classic Kölsch beer in a cozy and relaxed setting. This iconic venue once hosted 

political figures, and served as a junction for business, society and cultural for 

Berliners, Rhinelanders and 

people from all over the world. 

Opening hours 

10:00am to 1:00am 

Permanent 

representation 

gastronomy GmbH 

Schiffbauerdamm, 

810 117 Berlin 

Tel: +49 (0)30 282 396 5 

info@staevberlin.de 


HALL 1.1 - STAND 107 

HALL 1.1 - STAND 102 HALL 1.1 - STAND 101 

HALL 1.1 - STAND 103





IFA INTERNATIONAL • HALL PLAN 2022




HALL 21 - STAND 101 


Hall 25 Stand 102 




HALL 7.1a - STAND 116 




HALL 1.2 - STAND 235

IFAINT22_PREV_Online

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