LET IT SHINE EXPERIENCE IFA

For WMFs new overarching communication strategy, DFROST developed a key visual derived from the idea of “Make Your Home Shine” and inspired by the formal language of the WMF logo. Reflections and beams of light, combined with the logo’s characteristic angles and edges, formed the creative foundation. This design principle was translated into dynamic lines and layered shadow elements across the visual identity and all supporting communication tools.

The overall visual concept combined a high standard of design with the emotional staging of the products, creating a distinctive brand experience at the trade show stand. The key challenge was to bring WMF’s broad product portfolio together within one clear and consistent concept while placing the brand value of design firmly at the center.

The Demo Kitchen, where Michelin-starred chef Ali Güngörmüs brought culinary expertise to life and invited visitors into the brand world through live cooking moments, was also seamlessly integrated into the overall concept. The result was a cohesive trade show appearance that united design excellence, product staging, and live experience in one compelling brand environment.