2025 IFA Berlin
Global Exhibition
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Midea 2025 IFA Berlin
Global Exhibition
Project Background
Midea is a leading global home appliance brand that offers innovative lifestyle solutions to consumers around the world through its extensive product portfolio across the home appliance category and its smart home technology capabilities. With energy efficiency, user-centered design, and connectivity at the core of its brand values, Midea continues to strengthen its competitiveness by integrating technology into everyday life in more intuitive and practical ways.At IFA 2025, Midea showcased a large-scale exhibition spanning 3,220 square meters across Halls 5.1 and 6.1, introducing its evolved smart home vision and next-generation lifestyle solutions to a global audience. By bringing together diverse product categories and technologies into one integrated spatial experience, the exhibition offered a multidimensional presentation of Midea’s vision for the future home and its global brand direction.
Our Solution
Eidetic focused on translating Midea’s brand philosophy, “Humanizing Technology,” into a spatial experience. Rather than simply displaying technology, the exhibition was designed to help visitors intuitively understand how advanced appliances and smart home technologies connect with everyday life within a real residential context. Under the core concept “Unfold,” a large LED pivot door at the entrance symbolized the seamless integration of technology into daily living, encouraging visitors to perceive it not as complex or distant, but as a practical solution for today.Inside, the space unfolded through a sequence of scenes inspired by real living environments, allowing visitors to experience how smart home technologies, AI-based systems, and energy solutions operate naturally in everyday life. During IFA 2025, the Midea booth attracted over 74,000 visitors, demonstrating strong on-site appeal and effectively reinforcing the brand’s direction of transforming technology into a human-centered experience while strengthening its global presence.
- Booth size: 34,444 sqft (3,220㎡)
- 32-Day Installation Period
- Creative Strategy & Attendee Journey Mapping
- Comprehensive Booth Design, Fabrication, and Construction
- IFA Sponsorship OOH Package Design & Overall Management
- HR Management & On-Site Supervision
Explore more: Midea IFA 2024.
