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Week-end Edition - Day 2 & Day 3 - IFA International

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THE DIARY OF MISS IFA The curtain rises on World's Consumer Lifestyle event of the year ‘‘ After the excitement of the opening press conferences on Wednesday, Thursday is the IFA 2012 Gala Opening held in the Palais of the Berlin radio tower, which was lit up in IFA’s characteristic red for the occasion. One of my favourite singers Oceana was there performing Endless Summer, and 50 Cent was in the audience alongside a host of German celebrities. Walking down the red carpet - IFA red, of course! - I was surprised by the number of people who had turned out to greet everyone. I got a big cheer so it seemed only right to try to show my appreciation by blowing a kiss to the crowd While waiting for the stars to arrive, I bumped into Dr. Göke who was waiting for delegates Yesterday Max Conze, the new CEO of Dyson, gave his first ever press conference at IFA. This is one of the company’s latest products, a bladeless hot fan heater From Left to right: Dr Rainer Hecker, Chairman of the Supervisory Board of gfu; Raimund Hosch, CEO Messe Berlin; me; Hans-Joachim Kamp, Member of the Supervisory Board of gfu & Dr Christian Göke, Chief Operating Officer of Messe Berlin A rare moment alone while sheltering from the rain, and an opportunity to relax for a few minutes before the next round of meeting, greeting, visiting stands and introducing events 42

HOSPITALITY / RESTAURANTS / BARS Where to goin berlin CLUBS / EVENTS / SHOPPING / CULTURE For Berlin locals and true connoisseurs of the city, the KaDeWe, Germany’s leading department store, is an institution and needs no introduction, but among the international visitors at IFA, many are still not aware of its existence. We asked Managing Director, Ursula Vierkötter to present the KaDeWe and its history... KaDeWe: A Veritable Berlin Institution The tale of Germany’s most legendary department store, told by its charismatic Managing Director, Ursula Vierkötter [ Interview by Gérard Lefebvre ] The 'Kaufhaus des Westens' or KaDeWe for short, first opened its doors in March 1907. Today, it is a mirror image of this city and its development. At the end of the Second World War, the crash of an American aircraft almost destroyed the KaDeWe. While the surrounding buildings on Wittenbergplatz still lay in rubble and ashes, reconstruction work on the store began immediately in an effort to provide encouragement to Berliners. Thus the traditional store had become a city landmark. Coming to Berlin without visiting the KaDeWe would mean missing the occasion to discover one of the most unique shopping experiences in Europe. It is an ideal place for busy business people, as it is truly a one-stop shop. The world’s most prestigious brands are present in the store to offer the business traveller the possibility to take home a gift of rare beauty. Furthermore in our sixth floor – dedicated to food – shoppers can dine rapidly and deliciously! What is the best way to take advantage of the KaDeWe? Could one establish, for example, a route depending upon whether one has one hour, a half-day, or a day? With just one-hour time I would recommend a visit to our ground floor with its great choice of luxury brands and the incomparable beauty department. There, one can get an overview over all imaginable international luxury and beauty brands. If one has the chance to spend half a day at the KaDeWe, the visit to our ground floor should be complemented by a stopover at the fashion department and on our brand new floor called “The Loft” which offers an amazing choice of all desirable shoe and accessory brands from September on. If there is still time left, having lunch at KaDeWe’s legendary fish restaurant “Der Fischkutter” is definitely a must. Having a whole day one should additionally take the time to stroll around the store. A visit to our famous gourmet department for a glass of champagne or having a one-hour beauty treatment in one of KaDeWe’s beauty lounges can topoff the visit before letting the day end with dinner and a magnificent view over Berlin on the 7th floor. Meanwhile, the concept of the 3rd floor has recently been completely rethought. An entire new world entitled “The Ursula Vierkötter Managing Director KaDeWe Coming to Berlin without visiting the KaDeWe would mean missing the occasion to discover one of the most unique shopping experiences in Europe! Loft” is being created here specifically for the female customer with high ambitions when it comes to fashion. This area will feature an impressive women’s shoe department that caters to customers’ expectations in this regard and carries all of the famous brands such as Bally, Burberry, Casadei, Chanel, D&G, Fendi, Guiseppe Zanotti, Hogan, Jimmy Choo, Kurt Geiger, Marc by Marc Jacobs, Miu Miu, Prada, Rachel Zoe, Repetto, Tory Burch, YSL and more. This world of desires will be complemented by an extensive handbag and accessories section featuring new additions such as Alexander Wang, Anya Hindmarch, Diane von Furstenberg, Kate Spade (exclusively for Germany), Leghilá, Michael Kors, Mulberry, See by Chloé, Tory Burch and also Victoria Beckham. Finally, you probably know the “refined” side of Berlin better than anyone. Could you tell us what, for you, are the “not to be missed” places in Berlin? I love the terrace at Nola's am Weinberg; it is like a chalet from the 1950s. It can be quite full on the weekends, but during the week – fabulous! On the weekend, I like a nice bike tour through the Tiergarten, which is similar to central park in New York. Another dreamy summer spot on the edge of Grunewald forest: The Fischerhütte on Lake Schlachtensee. Here I can relax and end the day with a proper meal at the beer garden right alongside the water. IFA International • Saturday 1 st & Sunday 2 nd September 2012 43

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