For more than 100 years, the well-known corporate design developed by Peter Behrens in 1912 defined the AEG brand appearance. It was time for change and the creation of the new AEG, which premiered at IFA fair in Berlin. For the live presentation, D'ART DESIGN GRUPPE secretly worked on incorporating the new visual identity into the fair architecture: with its appealing and electrifying story-telling, the fair presentation translated the strategic realignment of the brand into a strong and convincing brand experience. When entering the brand area, a completely new AEG welcomed the fair visitors.