At Milan’s EuroCucina, Beko Europe united its four main brands—Beko, Whirlpool, Hotpoint, and Bauknecht—under a single eco-designed pavilion created by architect Mario Cucinella. The showcase proved that premium design, advanced tech, and sustainability can seamlessly coexist.
Whirlpool: Premium Design & Adaptive AI
Whirlpool focused on sleek aesthetics and smart connectivity:
Matte Black Finish:

New ovens, microwaves, and induction cooktops feature a matte look. Cooktops include MatteProtect, making the glass three times more scratch-resistant.
High Performance: New ovens introduce an Airfryer function and Cook4 technology, which cooks four dishes simultaneously to save up to 72% of cooking time.
Smart Tech:Driven by the HomeWhiz app, AI AdaptiveCool manages fridge compressors in real-time to slash energy use by up to 20%, while washing machines optimize cycles based on user habits.
Beko: Sustainability & Modularity
Beko emphasized long-term reliability (appliances tested for a 10-year lifespan) and resource management:
Resource Tracking: The HomeWhiz Energy & Water Management platform lets users monitor precise consumption. Meanwhile, PowerIntense dishwashers use SensorAdapt AI to cut time and energy use by up to 50%.
Modular Refrigerator: Beko debuted a prototype fridge made of independent, stackable cooling blocks designed to fit into any living space, adapting as household needs change.
> **Market Leader:** Backed by Koç Holding, Beko is now Europe’s leading appliance manufacturer, boasting an €11 billion turnover driven by sustainable innovation.