Candy — Haier Group2025

Appliances people stop, smell and play with

Brand activations at IFA 2025 — Berlin, September 2025

Flower wall of the ProDry 750 perfume bar: “A custom fragrance experience for your senses”
Client
Candy — Haier Group
Event
IFA
Where
Messe Berlin, Germany
When
September 2025
Services
Digital & Physical Experiences, Creative Communication, Customer & User Experience

The challenge

Candy needed every activation in its brand space, digital and analog, to launch new products and turn household appliances into something visitors would go out of their way to try.

What we did

A perfume bar launched the new ProDry 750, the dryer that scents your clothes. A zoetrope showed an oven cooking four dishes at the same time. And to spark curiosity, we built a life-size washing machine made entirely of LEGO bricks. Every day, live cooking shows put the Candy kitchen to work.

The result

Crowds every day. At the perfume bar alone, based on previous years, we had planned for around 800 gadgets: we gave away 3,400, more than four times the forecast.

  • Life-size washing machine built entirely from LEGO bricks
  • Zoetrope showing an oven cooking four dishes at the same time
  • The ProDry 750 perfume bar: a flower wall, the dryer and the fragrance counter
  • Visitors discovering the fragrances at the ProDry 750 perfume bar
  • Crowd at the “Ready to cook like a chef?” live cooking show
  • Chef cooking live at the Candy kitchen

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