On IFA 2017 in Berlin, the Arcelik global brands for home appliances and consumer electronic, Grundig and Beko, shared one hall and created two immersive brand experiences. The stand consisted of a Grundig consumer area, a Beko consumer area, and a common trade area that was built on two levels. Each area demonstrated the brand values in it`s own distinctive way: Beko young, play- and colourful, Grundig settled and sophisticated, the trade area as timeless elegant black box.