Press release -
A spectacular showing by NEFF - Küchenmeile 2023
Munich, 06.10.2023
“Everything will be new at the Küchenmeile” — that’s what NEFF announced in advance, and they proved it at the start of the trade show on September 16, 2023. With the new NEFF Collection 2023/24, the home appliance brand presented the largest product launch in the company’s history. The holistic Flex Concept now takes the level of individuality in a kitchen to the next level, and with Flex Control, NEFF even had a world first up its sleeve. All of this took place under the new brand claim “cook. create. inspire.” in the completely redesigned showroom at house4kitchen in Löhne.
- “cook. create. inspire”. NEFF’s new slogan serves as the entrance to the showroom’s highlight area at house4kitchen.
- An integral part of NEFF: The gourmet kitchen with the new gourmet table. Decorated in a modern living atmosphere that invited visitors to take a seat.
- The main section of the new showroom features the Food Atelier and the “Workshop”— where cooking took place and the new appliances were tested.
30% more visitors than in 2022
This array of innovations attracted numerous guests and sparked lively conversation. Over 8,500 trade visitors from 20 countries were on site. That’s 30% more than the previous year, and the numbers speak for themselves: Everyone simply wanted to see NEFF. The feedback was consistently positive, and one thing became clear: The kitchen of the future is more individual than ever! In particular, the flexible control of the appliances thanks to the world-first Flex Control caused a sensation and became a true crowd-pleaser. There was repeated applause on-site during the presentation of the new control option!
More individual than ever before
However, this level of individuality wasn’t limited to the new appliances; the showroom also impressed with its unconventional, creative interior design. Exciting combinations of materials and colors skillfully showcased the new NEFF appliances, casting the exhibition in an extraordinary light. The NEFF-style dining table was reinterpreted and decorated in a light blue color scheme that was both cozy and modern. The adjoining gourmet kitchen served as a source of inspiration for the POS or one’s own home and skillfully combined all the appliance highlights of the NEFF Collection. In the impressively designed “Food Atelier,” two chefs used the new appliances to conjure up delicious appetizers for the guests. The so-called “Workshop” presented itself as “open to creativity” and served as an actual workspace where visitors could try out the new products for themselves. In DIY mode, interested visitors could, for example, swap out the newly introduced interchangeable side panels and take a close look at the Twist Pad Flex®. The display area for the new XL refrigerators was modeled after an orangery, thereby emphasizing the additional space for storing fresh food.
“Together with the architecture and interior design studio 1:33, we completely redesigned and remodeled the showroom — it was incredibly inspiring and a lot of fun. In the entrance area, we wanted to present our big news at a glance with the ‘Highlight Area,’” explains NEFF Marketing Manager Elena Polontchouk. “However, the showroom was so well-attended every day starting at 9 a.m. that our guests sometimes had to be patient to really take in the highlights ‘at a glance,’” she adds cheerfully.
Marco Tümmler, director of NEFF, is also in good spirits: “Especially in challenging times like these, it was important to us to provide positive momentum and strengthen the retail sector. We succeeded in doing this not only at house4kitchen, but also directly on-site with our partners. Just one week after the trade show began, we delivered the first appliances from the new NEFF Collection. I would like to express my sincere thanks to my team for this speed and the seamless coordination of all the moving parts. The preparation was challenging for everyone. Together, we worked toward this one day, and the result is impressive. And I promise you, this is just the beginning: We will continue to develop the Flex Concept so that NEFF can keep meeting tomorrow’s trends today,” he adds.
