“For a life less ordinary” – SIEMENS Home Appliances Present a New Brand World at IFA 2014

Dive in to the new brand world: Siemens Home Appliances continue to break new ground and have established themselves as the brand to watch in the industry. And for the IFA 2014, they have chosen to present their latest product highlights in a most unique way, through an installation that turns brand communication into the experiential. For the third consecutive year, the company is calling on the competence of SCHMIDHUBER and KMS BLACKSPACE to pull this feat off.

The architectural concept “Space Lab” embodies the futuristic attitude of this premium brand. Walls, floor and ceiling are joined together to form a polygonal frame that acts as a physical link between all the different themed areas. Four distinct presentation islands put the focus on highlight themes and products: “Speed,” “iSensoric,” “Passion” and “Home Connect.”

At the center of the stand, the new oven series iQ700 has pride of place – “the fastest oven in the world” is presented under the heading “Experience Speed.” On a 35-square meter LED wall, three real ovens become part of a virtual film, making them the star attraction of the show. The innovative “iSensoric” technology used in these next-generation appliances is presented under the heading “Experience Intelligence,” and is demonstrated using a solid curtain of motion-controlled rain. A three-dimensional sculpture of a coffee cup hangs overhead, introducing the new EQ.6 coffee machine and inviting visitors to “Experience Passion.” For the first time, in the area “Home Connect,” networked appliances from the brand family can be controlled using a smartphone app: “Experience connectivity.”

“Using a harmonious interplay between architecture, communication and product presentation, we have made the promise ‘For a life less ordinary’ tangible,” say Siegfried Kaindl, Managing Partner at SCHMIDHUBER and Christoph Rohrer, Managing Partner at KMS BLACKSPACE. “What’s new here is the increased visitor interaction in the four ‘Hero Product’ presentations, something that goes far beyond a traditional feature-oriented product demonstration.”


The IFA Berlin is the leading trade fair for consumer electronics and home appliances worldwide. This year, it will be held from 5 to 10 September in the Messe Berlin. The Siemens Home Appliances stand will be in Hall 1.1, Stand 101.

Client: BSH Bosch und Siemens Hausgeräte GmbH, Munich
Responsible as General Contractor: SCHMIDHUBER, Munich
Concept and architekture: SCHMIDHUBER, Munich
Concept and Communication: KMS BLACKSPACE, Munich
Photographer: Jörg Hempel, Aachen

Ground Floor: 3,100 sqm ground floor, 500 sqm upper floor
Rounded dimensions: Length 66 m, Width 62 m, Hight 5.20 m