Beko used its biggest ever stand at IFA to launch its new brand identity for the first time.

Live cookery demonstrations, creative workshops and celebrity guests all brought a buzz to the Beko presence in Berlin.

The company celebrates its 25^thanniversary in the UK next year and in Berlin it gave visitors a glimpse of its plans for the future. It unveiled its new identity and logo, new media campaigns and its latest products on its stand in Hall 5.1.

In terms of products, there was plenty to see. In cooking, it showed its CAST built-in series by Patricia Urquiola alongside its contemporary Lumist concept system that showcases the art of cooking using different coloured flames. This was backed up by a lone-up of induction hobs and ovens and hobs featuring ‘nano technology’, which Beko says prevents the build-up of grease and makes them easier to clean.

In home laundry, it launched its ProSmart Inverter Motor, which promises to improve the energy efficiency and reduce operating noise levels in its washing machines. It also has a 10-year warranty. To further enhance their environmental friendliness, the new machines have a CoolHygiene 20°C program that saves 70 per cent on energy compared with a standard hygiene program. Some machines also feature steam cleaning to help remove odours and creases and to give worn clothes a quick refresh.

In cooling, Beko will show the NeoFrost technology in its range of American style multi-door fridge-freezers. The system helps keep moisture inside the fridge and cools contents twice as fast, says Beko. Its EverFresh technology is also said to extend the storage life of vegetables for 30 days.

And in its dishwasher range, Beko presented its Auto GlassShield technology, which helps to protect glassware by sensing water hardness and stabilising it at the optimum level. To this it has also added SteamGloss, which uses steam to give the cleaned glasses and dishes an extra sparkle.

To ensure more even cleaning in upper and lower baskets, Beko has also added an Aquaflex program, which varies the water pressure around the interior cavity.

The dishwashers also share the same ProSmart Inverter Motor technology as its washing machines.