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Week-end Edition - Day 2 & 3 - IFA International

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Stand of The Day ADVERTORIAL BOSCH - Hall 3.1, Stand 101 MICHAEL BOHN Director Marketing and Communications Robert Bosch Hausgeräte GmbH “Bosch’s marketing strategy is dedicated to making the brand totally consumer-centric. Our new strapline, The Easy Way To Perfect Results, was created to encapsulate that idea. It’s about helping customers get the results they want without having to follow complex, hard-to-understand instructions. So this year’s Bosch Stand at IFA has been designed to reflect that brand positioning. We have introduced various screen-based and interactive tools to help people understand what our products can do for them. It is more of an immersive experience than ever before.” A stunning digital screen and lighting display greets visitors as they enter the Bosch Stand and draws them towards the product range. The interactive nature of the Stand is designed to engage with people so they remember Bosch’s appliances long after they leave IFA. Bosch has given pride of place to its ground-breaking Series 8 wall ovens, which are equipped with exceptional features such as the PerfectBake sensor and PerfectRoast meat probe. To celebrate the imminent retail launch of Series 8, there are four fabulous daily cooking shows featuring baking expert Enie van de Meiklokjes, pictured here with Harald Friedrich CEO Bosch Home Appliances An ingenious augmented reality display is being used to demonstrate the stateof-the-art capabilities of the Bosch laundry care range. Visitors can use the AR display to visualise how Bosch’s quiet economical machines perform their tasks, then also look at the machines themselves. Industry pioneer Bosch is using IFA 2014 to launch its first wave of network-enabled appliances. Home Connect is the name of the app that is used to control some Series 8 ovens and dishwasher models from smartphones and tablets. This installation explores the technology. Bosch’s stylishlooking CoolClassic is a freestanding refrigerator-freezer that unites state-ofthe-art, super-efficient technology with a design that pays homage to vintage classics. For the market launch this autumn, the CoolClassic is available in Classic Red and Classic White. 44

HOSPITALITY / RESTAURANTS / BARS WHERE TO GOIN BERLIN WWW.WHERETOGOINBERLIN.COM CLUBS / EVENTS / SHOPPING / CULTURE Why Not Stay For Good? Berlin is a great place to visit, but Berlin Partner’s job is to make it a lasting affair Dr Stefan Franzke Managing Director Berlin Partner for Business and Technology Berlin boasts many advantages. The capital has developed into a liveable metropolis having incredibly gained in quality of life and appeal. We asked Dr Franzke to tell us why it is also a great place for business to settle down. Apart from an excellent infrastructure, attractive real estate at moderate prices and a large variety of leisure, culture and education opportunities, Berlin has become a worldwide acknowledged business and technology location. Berlin has a unique research landscape: with 24 large research facilities and universities, Berlin has a well-developed science sector and provides a good cooperation network for entrepreneurs. In addition, there is a large pool of professionals and managers. Berlin’s start-up culture is also unique: a new company is founded every 12 minutes. Berlin Partner’s mission is to convince investors from all over the world of the potential in the German capital to create new jobs. People may not think of Berlin as a culinary capital, but your ‘master chefs’ awards highlight this aspect of the city. Please tell us more about this In the past years, Berlin's restaurant culture has become an important lifestyle and economic factor that consolidates the city's reputation as a leading global metropolis. Since 1997, the Berlin Master Chefs showcases the tremendous talent available on Berlin's creative scene. Each year, 5 chefs are nominated in several categories; the winners will be announced in September and awarded at an exclusive gala dinner in November. The chefs represent the sheer quality and strength of restaurant culture in Berlin – and they are also BERLIN HAS BECOME A WORLDWIDE ACKNOWLEDGED BUSINESS AND TECHNOLOGY LOCATION an important image factor for the capital region. Outstanding culinary quality generates new visitors for Berlin and also inspires and enriches the entire economy. So just how important is it for visitors to Berlin to see its other aspects – as a target for eventual investment and / or to come and do business here? As I mentioned, Berlin visitors can be potential investors, entrepreneurs or young talents looking for the next job at the same time. They get an idea of Berlin and then carry it out into the world. If Berlin convinces them as a whole, for instance with high quality of life and excellent infrastructure, the business location will also benefit. Berlin Partner supports new Berliners and facilitates the start in Berlin with the newly created Talent Portal. Those who are interested can find information on Berlin’s labour market, housing or stay and work permits at www.talentberlin.de. www.ifa-international.org IFA International • Saturday 6 th & Sunday 7 th September 2014 45

IFA International