Committed to Innovation and Sustainability for the Best Home Experience

ADVERTORIAL

Arcelik’s global brands Beko and Grundig are showcasing innovative home solutions at IFA 2017

Hakan Bulgurlu, Chief Executive of Arçelik, says the company is unveiling a number of innovations across its product portfolios at IFA that will appeal to consumers looking for smart solutions.

Our premium brand Grundig is looking at the future of technology at home and how connectivity and innovation will play a role in the sustainable households of the future.
Among the new innovations, FreshMeter technology lets consumers monitor the lifecycle of their fresh meat in the refrigerator; and Realtime Inventory Tracking technology helps keep track of what is in the fridge-freezer and informs when the food will go bad.
Our innovative 30-inch built-in oven, Gourmet Chef, offers chef cooking at home. It has precise temperature control, an 8-inch Touch TFT Display with new recipes, and advanced automatic self-cleaning.
Our connected home appliance platform HomeWhiz, has been expanded into a full digital ecosystem. It now includes builtin Hob/Hood, Home Automation, Entertainment and Wellness products.
In consumer electronics, we show the new 77-inch OLED TV as well as Wallpaper OLED, which offers an ultra-thin display solution with sleek design.
Beko makes millions of lives better through every day innovation & democratises advanced technology. Its laundry range includes the world’s fastest washer-dryer. The UltraFast feature can wash and dry five kg of clothes in less than 3 hours.
Europe’s first dishwasher with AutoDosing Technology allows one month’s detergent to be loaded at a time, rather than every wash.

WE ARE ALWAYS DEVELOPING OUR INNOVATION MUSCLES

Wellness, health and nutrition are really growth areas. How are your new products meeting this demand?

The worldwide wellness industry is growing at an incredible speed. Consumers seek fresh, natural, and minimally processed foods. Health and wellness are key to us and so we have continued to invest in this field. This year at IFA we display MicroGarden which lets users grow fresh and healthy microgreens and herbs at home, comfortably, by preserving their nutritional value. AromaGarden, our aroma extracting device, provides natural aromas and essential oils by distillation. This can be used to prepare aromas for cooking, homemade cosmetics, and refreshers.

All tech companies are working towards a more tangible smart home concept. What progress is being made here?

It is well known that the smart home concept is proving slow to really take off. But the trend is still positive. We must create the best user experience by listening to them. So, the first step is the user journey design, which we are working on. For a total smart home experience, we are crafting user cases that bundle the experience with major domestic appliances and other sensors.

How important is “true innovation” as part of your recipe, and how is this assured?

We are always developing our innovation muscles. We do this by working together with our partners all over the world. We want to find the next, big growth areas by betting on revolutionary ideas. Firstly, we transformative impact on the market.

What are your key moves towards sustainability and a reduction in greenhouse gases?

Energy efficiency is one of the best ways to fight against the negative effects of climate change. We have taken huge strides in energy efficiency. For instance, our home appliances are up to 80% more energy efficient and consume almost 70% less water today than 20 years ago. From 2010 to 2016 we reduced our total greenhouse gas emissions by 56%.

HALL 23 / STAND 101


Photo: Hakan Bulgurlu – Chief Executive, Arçelik