31. January 2014 Interior Design / Newsroom / Reference list

IDA14 supports Electrolux at Swissbau in Basel, one of Europe’s most important cities of construction and architecture

The largest Swiss construction and real estate trade show Swissbau celebrated its 40th birthday this year. Those who visited the exhibition centre in Basel from 21–25 January 2014 could hardly believe their eyes. The highlights showcased in the new building designed by internationally renowned architects Herzog & de Meuron were world class. More than 104,000 professional visitors and individuals interested in construction had access to over 1100 exhibitors offering an up-to-date and compact insight into innovations, trends and solutions, and had the opportunity to cultivate contacts through personal discussions — which is a rare occurrence in this breadth and depth.

IDA14 developed the stand design and concept for Electrolux enabling the company to showcase its innovations in Switzerland. The modern, bright and spacious Electrolux exhibition stand was a focal point for many visitors with its variety of appliances and cooking demonstrations.

Electrolux Swissbau-Messestand Electrolux Swissbau-MessestandElectrolux Swissbau-Messestand Electrolux Swissbau-Messestand

Development and idea of the stand concept created by IDA14

Starting point/analysis:

Electrolux with its wide range of washing and cooking appliances is not only widely and successfully deployed within the large consumer market but also within the premium segment.

Through its premium appliances, the Electrolux brand appeals to customers, typically home owners, as well as to investors and influencers within the real estate sector.

Our task was to present the premium segment to the relevant target audience in an appropriate manner and to create an ambiance where visitors could experience the high standard of construction. It also involved the incorporation of ecological aspects.


As before, the appliances are presented in a structured and rational modular system, with uniform surfaces that highlight the essentials to the visitors, namely the appliances. The plan view and the graphics help to provide visitors with a quick overview enabling them to easily orientate themselves.

Similarly to in a home, the entire area of the exhibition stand is covered with a high-quality carpet creating a homely atmosphere. We have created an empty area, the sitting room, in the centre of the stand including parquet flooring, a wooden table designed by us, a large decorative suspended light and a large TV screen, symbolising a typical living room setting.

The entrances on all sides of the open stand featured large floral images that had been specially designed for Electrolux’s appearance at the trade show. They represent the typical front garden of a home, adding a pleasant and emotional hint of colour to the visually peaceful exhibition stand.

The restaurant on the stand is well frequented on exhibition days, and the high tables help to ensure quick service. We also created a homely and warm atmosphere in this area by using carpets, suspended semi-transparent green plexiglass panels with transparent curtains and two large suspended lights.

Notwithstanding the homely character and comfort aspects, the stand remains the talking point, and the image of Electrolux remains justly functional, technically aesthetic and consistently clear.


As a unique exhibitor, Electrolux not only fulfils the highest aesthetic demands through its modular stand construction, it is also consistent with the philosophy of Electrolux as an ecological leader in the careful use of resources.

The exhibition stand is assembled and disassembled in Switzerland approximately eleven times a year. Depending on the location and space requirements, the layout configuration and size of the stand differs, enabling an optimal and efficient workflow.

Electrolux and IDA14 — a long-term and successful partnership

For many years IDA14 has been advising and supporting Electrolux in the area of corporate branding experience. We helped create the Electrolux kitchen and communications centre in Zurich in 2004 and the first Electrolux Home Centre in 2006, followed by further Electrolux home centres at different locations across Switzerland. The first Electrolux modular trade fair setting was developed for Swissbau 2008 using a completely new design concept.

by Karsten Schmidt
Karsten Schmidt-Hoensdorf
Dipl. Ing. Interior Designer

Im Viadukt 7

Viaduktstrasse 73

CH 8005 Zurich, Switzerland

T: +41 44 463 12 33


31 January, 2014, Karsten Schmidt-Hoensdorf
Online editing: Rosa Treccarichi, colorosa marketing & social media


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