Premium appliance brand AEG will unveil its largest kitchen product launch in its history, along with a new brand identity, at IFA exhibition in Berlin.

Running from September 6-10 at Messe Berlin, the appliance and electronics exhibition IFA will be celebrating its 100^thanniversary.

Speaking at the IFA Kick-off press event, in keynote presentation entitled ‘For all those who expect more’, VP of Germany and Austria Michael Geisler stated: “We are bringing the best kitchen line ever from AEG to the market.”

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He said: “There is no better place for us than Berlin to celebrate the unveiling of our new AEG kitchen line at the beginning of September.

“Here, where Emil Rathenau founded the Allgemeine Elektricitäts-Gesellschaft in 1887, our journey began.

“With his innovative spirit, he laid the foundation for the AEG brand, which still stands for innovation, quality, design and sustainability today.”

AEG previewed the new series last year, with the world premiere of its AEG SaphirMatt induction hob with scratch-resistant glass.

Alongside the product launches, the appliance brand will introduce a refreshed identity inspired by the pioneer of the Bauhaus style Peter Behrens.

Designed to reinforce the premium image and appeals to a target group “that appreciates responsible action and does not compromise in their lifestyle”, the identity pays homage to its historic red but in a burgundy shade.

This colour will feature in all digital media, print media and physical spaces, including the AEG IFA stand in Hall 4.1.

AEG is part of the Electrolux Group, that sells products in 120 markets with sales of SEK 134 billion (approx. EUR 11.8 billion) in 2023, and employs 45,000 people worldwide.

Electrolux Group has recently switched the vast majority of refrigerants in its cooling appliances to eco-friendly gases.