Beko Europe used EuroCucina 2026 to unveil a unified, design‑led vision for the “home of tomorrow,” with a striking stand created by MCA – Mario Cucinella Architects. The message: heritage, innovation, and purpose now drive the entire brand group.

CEO Akın Garzanlı highlighted a market under pressure from rising costs and global competition, stressing Europe’s role as a powerhouse for design, engineering, and manufacturing. Beko Europe is doubling down on investment in production, R&D, and design, aiming to compete on value—not price.

Italy remains the creative engine of the group, shaping everything from product testing to cooking innovation. Garzanlı called it “central to how we design, refine, and future‑proof our appliances.”