Day 1 Edition - 2018 Edition

ADVERTORIAL STAND OF THE

ADVERTORIAL STAND OF THE DAY SIEMENS HALL 1.1 / STAND 101 Welcome to the Siemens Connected City 1 2 3 4 OLAF NEDORN Head of Marketing and Communications, Siemens Home Appliances “The overall topic of the stand is Siemens Connected City and we have put this in the centre of the whole booth; we’ve put in three areas: Connected Services that are available already today; Connected Mobility; and Connected Life for the future. To live a connected life, as a connected consumer, it is key to have an ecosystem of partners to really enable what Siemens calls the Seamless Life. Siemens is the only manufacturer that has connected products in each category of home appliances and Siemens has the largest ecosystem in the world of home appliances – leading the way in creating an ecosystem around our products.” 1 DISCOVER SIEMENS URBAN HOTSPOTS WITH SMART SOLUTIONS FOR AN EXTRAORDINARY LIFE Digitalisation, urbanisation, and customisation are megatrends that are shaping our world and influencing how we organise our everyday lives and homes. In the Siemens Connected City, experience how smart solutions redefine housework and enhance one’s daily routine. Siemens will show you innovations that are bringing the world one step closer to a vision of a seamless life: a life in which digital networking, smart technology, and design work together seamlessly and bring enjoyment to consumers. 2 CONNECTED CONSUMERS Simple, flexible, fascinating – the interplay among networked Siemens home appliances and their comprehensive, digital ecosystem of services opens up limitless possibilities. Immerse yourself in the networked world and experience how the shopping of the future, smart navigation systems, networked home appliances, and fitness training interact with relevant recipe recommendations. 3 KITCHEN STORIES AND LIVE COOKING The world’s first and only freeInduction Plus shows how simple and creative cooking can be through daily Live Cooking sessions with star chef Nelson Müller and through Kitchen Stories. The new cooktop automatically adapts to the cook’s requirements: Up to six pots and pans of all shapes and sizes can now be freely positioned and moved around on its surface. The intuitive operating experience is supported by a dynamic, full-touch TFT display and activeLight light strips – bringing more freedom and fun to the cooking experience. 4 HIGH PERFORMANCE MEETS HIGH FASHION Premium mode meets premium laundry care. At the Fashion Studio, everything centres around high-quality fabrics and the right equipment for maintaining their look and feel for a long time to come. It’s all supported by extraordinary innovations such as the sensoFresh program, which uses active oxygen to remove odours from even the most delicate, non-washable fabrics – without washing them. The premium claim is also highlighted in the Fashion Studio through daily fashion shows by the JOOP! brand. 76

© Thomas Keller HOSPITALITY / RESTAURANTS / BARS WHERE TO GO IN Berlin CLUBS / EVENTS / SHOPPING / CULTURE Friedrichshain On the Border of East and West Along the Spree river from Mitte, Friedrichshain is another former East Berlin district that has become a hub for visitors who want to explore both the city’s compelling past and inspiring present. Known for its classic Soviet-inspired architecture on Karl-Marx-Allee, or its famous Sunday market on Boxhagener Platz - part of a vibrant, upcoming neighbourhood jammed with bars and restaurants - Friedrichhain’s landmark is the turreted Oberbaum Bridge that crosses Berlin’s major river. The bridge was a major checkpoint that divided East and West Berlin in the Wall years, while today it’s a popular thoroughfare where amplified rock bands, performers and musicians serenade the human ebb and flow taking in the view over Berlin. Nearby is the storied East Side Gallery, a long stretch of the former Berlin Wall that has been a fresco upon which artists from around the world came to express ideas of freedom as the Iron Curtain fell. The paintings – including 1990’s Fraternal Kiss (above) by Russian Dmitri Vrubel, a doomed final embrace between Russian and GDR leaders – symbolise the ongoing struggle for an open and tolerant city. Among the plentiful accommodation options in the area is the Michelberger Hotel on Warschauer Strasse. A century-old industrial building has been transformed into stylish accommodation for travellers on small or more expansive budgets, while the Hotel boasts one of the best lounge bars east of the Spree, a homey, high-design hang-out that includes a courtyard/beer garden where events and concerts happen year-round. Karl-Marx-Allee in Friedrichshain was the Champs-Élysées of East Germany and its grand apartment buildings once called “workers’ palaces” are equally impressive today. Stretching for two kilometres from Alexanderplatz in the city centre to Frankfurter Tor, the Soviet-designed boulevard contains some of Berlin’s best modernist architecture, including the Kino International cinema and Cafe Moskau. This is where a workers’ uprising started in 1953 but was soon put down with the help of the Red Army. But these days another revolution is happening in the back streets to east of Warschauer Strasse, an area thick with bars, clubs and restaurants since the Wall fell almost 30 years ago. www.ifa-international.org IFA International • Friday 31 st August 2018 77