Berlin in September saw global leaders like Samsung, Hisense, Haier, Miele, Siemens and more showcase their latest technologies alongside thousands of global manufacturers eager to connect with European distributors and consumers. With 220,000 visitors from 140 countries, IFA is a dazzling, and at times overwhelming, blend of B2B and B2C showcase, plus (somewhat inexplicably) rock concerts in the Sommergarten at the heart of the Messe.

Compared to Gamescom or MWC, the Berlin Messe feels five times bigger and harder to navigate - but worth every aching step for the scale and diversity on display.

From a 3D brand experience perspective, here’s what stood out:

• Themes – AI augmentation and robotics everywhere, from ovens to vacuum cleaners, often with striking similarity across halls. Which begs the question: how do brands stand out in a sea of robo-vacs and smart fridges?
• Brand environments – Memorable spaces cut through the noise. The AEG walk-through giant dishwasher LED cube was a showstopper, as were live cooking demos where smell, taste and energy drew crowds. LG’s appliance orchestra provided spectacle, even if the rest of their space was a bit austere.
• Entry portals – Framed entrances created powerful first impressions. Miele’s double-height video walls with inset dark mirrors felt like an entry point into a mystical world, while ASKO’s offset LED cube inside Hisense teased discovery. Even the lower-budget mirror frames at Vestel, proved the principle works at every scale.
• Best in show – AEG’s space in Hall 4.1: warm, bright, easy to navigate, full of interaction points. A masterclass in inviting visitors to linger. Electrolux brought a chic minimalist calm, while Bosch and Siemens went bold with brand guidelines at full throttle.

At every level, one truth emerged: lighting is everything. It shapes atmosphere more than any other factor, influencing whether people walk past… or lean in. The most engaging brand experiences appealed to all the senses: sights, sounds, smells, tastes.

It may take me a week to recover, but it was more than worth it. Respect to the sales teams working long, hot days, often in at least five languages, balancing both consumer and business conversations.

👉 I’d love to hear from others who walked the halls: Which stands or activations did you find most effective in cutting through the noise?