As the world’s leading trade show for consumer electronics, IFA 2024 once again brought together top brands from around the globe to showcase their latest innovations. Despite only scratching the surface of what IFA had to offer, a few brand spaces stood out for their unique designs and innovative showcases. Among the standout activations, SharkNinja, Bosch, Samsung, and Vestel delivered some of the most talked-about installations and memorable brand experiences at IFA 2024.
SharkNinja’s Striking Stand: Capturing Attention at IFA 2024
Returning to Berlin for the 100th edition of IFA, DesignScene partnered with SharkNinja who made a striking impression. The massive stand captured the crowd’s attention and engaged them through visually compelling and interactive displays in the brand activation. The buzz and excitement around the stand underscored the power of captivating design and hands-on experiences in drawing visitors and creating memorable interactions. Positioned strategically to maximize foot traffic, the stand became a hub of activity as visitors engaged with the SharkNinja‘s latest innovations – with over 20 new products launched. Hands-on experiences drew visitors in and created memorable interactions. A focal point for attendees, thanks to its immersive design and interactive displays, the stand was a testament to the power of experiential design in marketing activation.
Bosch’s Rotating House: A Memorable Brand Experience in Immersive Design
One of the most impressive activations at IFA 2024 was the striking rotating house structure at Bosch’s center, delivering a true “wow” moment. This innovative center-piece evidently caught the eye, and served as a dynamic showcase for the brand’s extensive range of products and solutions. It was a clever narrative device. This immersive, 360-degree approach allowed visitors to experience how Bosch’s technology could enhance their homes, making the benefits clear, immediately tangible and easy to understand.
The surrounding space was meticulously designed to complement the central installation, with visual representations and interactive displays that delved deeper into the advantages of Bosch’s offerings. This combination of practical, user-friendly demonstrations against a striking visual element set Bosch apart from other brands, proving that immersive, experiential design is key to creating impactful, memorable brand experiences at IFA 2024.
Samsung’s Mini-Town: An Urban-Inspired Memorable Brand Experience
Samsung‘s expansive activation at IFA 2024 was nothing short of extraordinary. Transforming their space into a mini-town, complete with roads, signage, and carefully crafted zones, Samsung created a brand experience that was both immersive and educational. This clever approach certainly showcased Samsung‘s diverse product lineup while reinforcing the brand’s identity, reflecting its emphasis on innovation, connectivity, and ease of use.
Despite its impressive scale, the installation maintained a minimalist base structure, aligning with Samsung‘s clean, modern design language. The use of simple, sleek lines and open spaces ensured that the environment felt welcoming and accessible, rather than overwhelming. Each element – from the signage to the pathway – was meticulously designed, guiding visitors intuitively from one zone into the next. This thoughtful spatial planning created a seamless guest journey, where attendees could explore various product experiences without feeling lost or crowded.
Vestel’s LED Installation: Where Technology Meets Art as a Memorable Brand Experience
Vestel captivated visitors with an innovative LED strip installation that transformed a simple display into an interactive and immersive experience that truly engaged their audience. The installation of dynamic LED strips responded to the movement and gestures of attendees, creating a mesmerizing dance of light and color. This interplay between technology and interaction allowed visitors to become a part of the artwork, forging a deeper connection with the brand.
Incorporating these interactive elements, Vestel showcased the power of immersive storytelling in crafting memorable brand experiences. The installation not only showcased the versatility and innovation of Vestel‘s technology, it also demonstrated how art and technology can blend to tell a compelling brand story – highlighting the power of immersion in memorable brand experiences.
FLUX is an interactive light installation created by Ksawery Komputery.
The Importance of Innovative Presentation in Memorable Brand Experiences at IFA 2024
Exploring other brand spaces at IFA 2024 reinforced the importance of innovative presentation in brand activations. While the vast layout and challenging navigation of IFA made it easy to feel lost, the brands that stood out, including SharkNinja, Bosch, Samsung, and Vestel, did so through engaging and thoughtfully designed installations. These immersive displays not only attracted attention but also fostered deeper audience engagement, leaving a lasting impact and elevating the overall brand experience.
As we look forward to IFA 2025, it’s clear that the key to success lies in creating brand experiences that are not just visually compelling but also deeply interactive and immersive. I wonder what next year will bring!
Thoughts by Emma Bailey
Creative Director, DesignScene
