EIDETIC Wins 2026 Red Dot Award for Midea’s IFA Exhibition Design
August 14, 2026
Midea’s IFA 2025 Exhibition Design Wins a 2026 Red Dot Award
EIDETIC has won a 2026 Red Dot Award in the Fair Stands category for Midea’s IFA 2025 exhibition design in Berlin. Spanning approximately 3,220 m² across Halls 5.1 and 6.1, the exhibition translated Midea’s “Humanizing Technology” philosophy into a spatial experience designed around the role of smart technology in everyday life.
At the center of the project was “Unfold,” a concept developed to make advanced technology feel less distant and more intuitive. Rather than presenting individual products as isolated displays, the exhibition connected products, media, architecture, and smart home technologies through one continuous visitor journey.
A Red Dot Award for Midea IFA Exhibition Design
The Red Dot Design Award is one of the most internationally renowned competitions in the field of design. Its Brands & Communication Design discipline recognizes communication projects across 18 categories, with Fair Stands covering exhibition design elements, stands, and booths.
The Midea IFA exhibition design brought technology, spatial storytelling, media, and physical execution together within one large-scale visitor experience.
Midea at IFA 2025: Project at a Glance
| Project Detail | Information |
|---|---|
| Client | Midea |
| Event | IFA 2025 |
| Location | Messe Berlin, Germany |
| Exhibition Size | Approx. 3,220 m² |
| Exhibition Halls | Halls 5.1 and 6.1 |
| Scale | Midea’s largest IFA presence to date |
| Visitors to the Midea Booth | 74,000+ |
| Installation Period | 32 days |
| Core Concept | Unfold |
| Recognition | 2026 Red Dot Award: Brands & Communication Design, Fair Stands |
| Project Scope | Creative strategy, attendee journey mapping, booth design, fabrication and construction, IFA sponsorship OOH package design and overall management, HR management, and on-site supervision |
Visitor, installation, and project scope figures are drawn from EIDETIC’s Midea 2025 IFA Berlin project record.
The Challenge: Making Advanced Technology Easy to Understand
Technology exhibitions create a specific communication challenge. A brand may have dozens of advanced products and technologies to showcase, but showing more information does not necessarily make the value of those innovations easier to understand.
For Midea at IFA 2025, the starting point was the gap between technological advancement and everyday understanding. EIDETIC approached the project around a simple question: how can advanced technology be translated into value that visitors immediately recognize in daily life?
That question shaped the Midea IFA exhibition design. Instead of treating the floor as a collection of independent product zones, smart appliances, AI-based systems, energy solutions, media, and architecture were brought together as part of a broader living experience.
“Unfold”: Turning the Visitor Journey into a Story
The concept “Unfold” represented a smarter way of living revealed gradually as visitors moved through the exhibition.
At the entrance, a large LED pivot door used movement and light to create the first transition into the space. Before visitors reached the main product areas, the entrance established a sense of progression and introduced the exhibition as a journey rather than a collection of displays.
Inside, the exhibition unfolded through a sequence of environments inspired by real residential settings. Products were placed within recognizable living contexts so visitors could see how appliances, smart home technologies, AI systems, and energy solutions worked together rather than encounter them only as individual specifications.
The goal was to make the technology understandable through experience. Instead of asking visitors to interpret a complex technical message first, the spatial design allowed them to encounter the value of the technology through familiar scenes and interactions.
Product, media, movement, lighting, and architecture worked together to turn the Midea IFA exhibition into more than a product showcase. The environment itself became part of how the brand communicated its vision for future living.
“It is especially meaningful to see our approach to translating Midea’s advanced technology into a spatial experience recognized by a global design award. We are also pleased to be working with Midea again for IFA this year, and we look forward to creating another distinctive brand experience on the global stage.”
From Exhibition Concept to On-Site Execution
A project at this scale required the design intent to carry through from planning to execution on the show floor.
EIDETIC managed creative strategy and attendee journey mapping alongside booth design, fabrication and construction, IFA sponsorship OOH package design and overall management, HR management, and on-site supervision. Installation alone ran for 32 days before the exhibition opened.
The sponsorship OOH package extended Midea’s presence beyond the exhibition space itself, connecting the booth experience with brand visibility across the Messe Berlin environment.
During IFA 2025, more than 74,000 visitors entered the Midea booth. Across the full 3,220 m² footprint, the completed exhibition brought multiple product categories and technologies together while maintaining one consistent spatial narrative.
Building a Record of Award-Winning Exhibition Design
The Red Dot recognition is EIDETIC’s second international exhibition design award of 2026.
At CES 2026 in Las Vegas, EIDETIC’s approximately 495 m² exhibition for Roborock received a Silver Award at the Best of Show Stand Awards (BOSS Awards). The project used live demonstrations, residential environments, interactive activities, stage programming, and digital content to make advanced robotics easy to understand on a crowded CES show floor.
Read more in CES Booth Design: 3 Lessons from Roborock’s Award-Winning Exhibit.
Across both projects, the principle is consistent: complex technology becomes more meaningful when visitors can see, understand, and experience its value within a clear brand story.
If you are preparing for IFA Berlin, our IFA Booth Design & Operation Tips for Exhibitors covers practical considerations around booth construction, exhibitor services, and on-site preparation.
FAQ
EIDETIC led the project across creative strategy, attendee journey mapping, exhibition design, fabrication and construction, IFA sponsorship OOH package design and overall management, HR management, and on-site supervision.
Midea’s IFA 2025 exhibition covered approximately 3,220 m² across Halls 5.1 and 6.1 at Messe Berlin. It was Midea’s largest IFA presence to date, and more than 74,000 visitors entered the booth during the show.
The concept was “Unfold,” representing a smarter way of living revealed gradually as visitors moved through the space. The journey began with a large LED pivot door and continued through residential environments where appliances, AI systems, smart home technology, and energy solutions were shown working together.
Strategy, spatial storytelling, exhibition design, fabrication, installation, and on-site execution, all connected through one team from concept to show-floor experience.
