Naturally Connected: Haier Europe presents a new vision at IFA 2025
Haier Europe – part of Haier Smart Home, the world’s No. 1 company in the large household appliance sector – returns as a major player at the IFA in Berlin. In September, all the attendees will be welcomed into an immersive environment of over 3,000 square metres. The inauguration is set for Thursday 4 September at 3.00 p.m., when Neil Tunstall, CEO Haier Europe, will open the press conference on stand no. 101 in Hall 3.1.
As part of the Naturally Connected vision, the guiding concept of Haier Europe’s booth at IFA, sustainability represents a fundamental pillar of the proposed home ecosystem. The goal is to create a virtuous connection between technology, people, and the environment, where innovation enhances quality of life while simultaneously reducing environmental impact. More than 70% of Haier Europe products are compatible with the hOn app, a constantly evolving and expanding platform designed to offer an increasingly complete and personalized smart home experience. Powered by cutting-edge technologies based on Artificial Intelligence and enriched through strategic collaborations with carefully selected partners, hOn continuously integrates new features. These synergies enable the addition of new services, broaden opportunities for energy savings, improve predictive maintenance, and promote a more conscious and sustainable approach to home management. On the production side, the company has achieved a 98% waste recovery rate and Zero Waste certification for its plants in Turkey, aims to power its sites with 60% renewable energy by 2025, and has also reduced water usage in its operations by over 50% compared to 2020—concretely promoting a model of circular economy.
Naturally Connected comes to life at the heart of the exhibition space with a symbolic tree dedicated to the hOn app. Its branches connect products, devices, and technologies, shaping a customized, high-performance home environment—just like the digital platform itself, which connects and manages over 30 product families, including those focused on energy management. The hOn Tree transforms the ecosystem’s core values into tangible, interactive experiences, offering visitors the chance to explore the real benefits and potential of the system. These include user-friendly operation—even for the most advanced features—enhanced appliance management and maintenance, and the ability to minimize waste and energy consumption. Haier Europe offers a highly customizable system, tailored to individual needs and in harmony with its surroundings—an environment it communicates with and evolves from. The concept of interaction is also central to the talks area, where Haier Europe’s management will share insights and perspectives on current and future developments in IoT and Artificial Intelligence.
Each brand-dedicated area features its own hOn Tree and is introduced by a brand tunnel that reveals the key main messages. Once through the entrance tunnels, visitors are welcomed into the living scenarios: immersive environments that illustrate everyday home life, where they can interact with the most innovative products from Candy, Hoover, Haier, and Care+Protect, and discover the real benefits and potential of each feature.
CANDY: YESTERDAY, TODAY, ALWAYS
The Candy area celebrates 80 years of history with a forward-looking spirit. The impressive brand tunnel highlights the brand’s most significant milestones. Inside, an experiential space projects visitors into Candy’s new image and technological identity. Among the top innovations are: a brand-new washing machine with a groundbreaking design, created to offer maximum flexibility in garment care and the Active Scent System of the Pro Dry 700 tumble dryer, which releases a delicate fragrance through tablets integrated in the filter. In the kitchen, the most innovative techs take centre stage. Candy ovens stand out for their No Preheat and FullMenu features. In the cooling segment, Panorama Light and Circle Fresh have been extended to the built-in range. Fresco fridges now come in modern colours. Finally, the new microwave models and the brand-new line of small appliances is introduced, also enriched by the performance and creativity of Candy Chef Ambassador, Cristiano Tomei.
HOOVER: BUILT AROUND YOUR NEEDS
Hoover presents itself in Berlin with a renewed identity that remains firmly anchored to its values: long lasting expertise, innovative solution, performance that lasts. The brand tunnel introduces the visitor to this new phase through a visual story of the recent rebranding. Inside the living scenario, the most innovative home cleaning solutions include the HW3 Turbo Clean scrubber-drier and HF6 Turbo Sense, a cordless hoover capable of picking up dirt in both directions. Hoover also debuts in a new segment, that of multi-purpose glass and fabric cleaners with the HS5 Spot Wash&Dry. At the base of the hOn Tree are the latest proposals in the world of major connected appliances, designed to work in synergy and create an interconnected domestic system in which each solution maximises its performance by communicating with the others.
HAIER: CONNECT TO EXTRAORDINARY
The immersive journey inside the Haier space begins with the brand tunnel, which expresses the its three milestones: technological innovation, design and tailor-made solutions for an evolved domestic experience. The living scenario describes the future of living through household appliances equipped with cutting-edge technology in terms of performance and functionality, alongside the latest innovations in the world of TVs, the area in which the brand has recently successfully expanded its presence. Among the most advanced proposals are the Bionic Steam in ovens, synonymous with superior taste, Heat Pump, the heat pump also applied to washing for excellent results and maximum energy saving, and Biovitae, a UV-free LED light capable of thoroughly sanitising the inside of the dishwasher with its contents. In the refrigeration universe, the technologies that have made Haier the conservation leader are further enriched: Ice&Water Enhance offers new solutions for water and ice management, and the Protein Bank drawer keeps some foods as fresh as on the first day. Haier area also features the latest Casarte design creations that represent perfection without compromise. The small appliances, protagonists of the show-cooking with Chef Ambassador Tommaso Arrigoni, include a new series of Air Fryers as well as the latest arrival: the I-Master Series 5 coffee machine, a real gem for coffee lovers.
The appointment with Haier Europe extraordinary experience is from 5 to 9 September in Berlin.
