AEG brand total reboot

At IFA 2016, AEG unveiled a total brand reboot – now based on a holistic innovation strategy implemented through interactive interface concepts in both the kitchen appliances category for cooking as well as in the laundry and drying products category, changing all our previous experience with a radically new approach to fabric care.

In the category of devices for laundry AEG introduced an expanded series Laundry Range – a combination of washers and dryers, which work perfectly in tandem, ensuring preservation of colors, textures and fiber protection of clothes like never before. Among other solutions, the series includes a unique innovation – SoftWater technology, which softens the water before washing and guarantees unbeatable results even at 30º. The range demonstrates a new level of care for fabrics – no need to worry about silk or wool when washing and drying. In addition, there is a wash mode for sportswear.

Jenny Hedberg, Director of Product Marketing, AEG EMEA.“We cooperate with leading clothing and detergent manufacturers, and we are proud to say that these new technologies have not only been tested internally, but also recognized by other market players. For example, Procter&Gamble makers of Ariel and Lenor certifies that our technology improves detergent activation, allowing you to wash faster and in cooler water, improving the softness of fabrics for the entire wash. When it comes to washing and drying delicates, Woolmark confirms with its certification that our wool washing and drying cycles meet the company’s highest ratings, resulting in our machines even washing and drying items labeled &lsquo Hand wash only'”.

With the new range of appliances, AEG is also the first to offer modern fabric care solutions using connected devices. Through this, AEG will be able to guide consumers on how to use new technology and help them learn new ways to take care of their clothes – more modern and more appropriate for them.

In the kitchen appliance category, AEG introduces Mastery Range, a series of innovative solutions for the world’s first interactive kitchen. It interacts with the user, adapts to the cooking process of the individual user and creates an overall sense of harmony from the interaction with it, from storing food in the refrigerator to washing the dishes. AEG Mastery Range redefines the roles of individual kitchen elements, and uses innovative technology.

Niels Münksgaard, Head of Marketing, AEG Europe Cluster“In extensive research and testing, we have found that consumers often feel they have to adapt to their kitchen appliances and the cooking processes on them. The design of the AEG Mastery Range is much more than functions and appearance, we have created a new cooking experience in which appliances adjust to the chef, not the other way around.”.

CustomFlex Refrigerator

The most adaptive food storage system on the market allows you to customize the placement of containers on the refrigerator door, allowing you to easily move and remove hinged containers to accommodate a variety of foods and containers, and the separate cooling system for the refrigerator and freezer keeps food tasting fresh and textured longer.

SenseCook oven with FoodSensor and Command Wheel

With the FoodSensor sensor built into the oven, you can control the temperature, and the smart Command Wheel arm offers an intuitive interface and lets you interact with the oven as easily as a waiter in a restaurant. With blood, medium rare or fully roasted roast beef? The oven makes sure you get exactly the results you want, every time.

Mastery Collection Cookware

Professional cookware completes the look of an interactive kitchen designed for use with Mastery Range kitchen appliances.

Hob2Hood

With Hob2Hood products, you don’t have to think about a hood. You don’t even have to turn it on by hand. The fan will work according to your cooking process, increasing or decreasing speed as cooking conditions change on the induction surface. It keeps your kitchen air clean at every step of the cooking process.

Thermopot with ProSource Faucet

Save space on your kitchen worktops with the ProSource boiling water faucet, a stylish and modern approach that combines a regular faucet with a boiling water source available 24 hours a day.

ComfortLift dishwasher

The ComfortLift dishwasher is a major innovation and the first of its kind. Unique lift mechanism makes it easy to raise the lower basket to the level of the upper basket so the dishwasher is easier to load and unload dishes.