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Published on September 5th, 2014 | by The GC Team


Beko showcases new brand identity at IFA 2014

Beko’s stand at IFA 2014 is the second largest exhibition area in the fair, showcasing the brand’s new identity for the first time as the Turkish manufacturer prepares for its 25th anniversary in the UK next year.

Product launches across Beko’s bestselling range of large appliances are on display in Hall 5.1, with celebrity guests, live cooking demonstrations and creative workshops on tap to impress show visitors.

The cooking area is a special highlight of this year’s Beko space, where a selection from the CAST Built-In Series by Patricia Urquiola can be seen, along with the contemporary, stylish and user-friendly Luminist concept system that showcases the art of cooking using different coloured flames. Induction hobs and easy-clean built-in ovens featuring Nano Technology, which prevents the build-up of dirt and grease, are also on display.

Special guest chef Gregor Raimann is presenting four live cookery demonstrations each day, focusing on baking and patisserie with Beko kitchen appliances and accessories including VitaGuard™ steaming.

The brand is also presenting a range of American Style and multi-door fridge freezers with NeoFrost humidity control and patented EverFresh™ technology, which extends the storage life of vegetables by up to thirty days.

One of Beko’s key features this year is the launch of the durable ProSmart Inverter Motor on its washing machines. It promises improved energy efficiency and lower noise levels and has a 10-year motor warranty. Visitors will also see environmentally-friendly washing machines featuring CoolHygiene™ 20°C programmes, which give hygienic wash results and keep the look and shape of clothes, as well as saving 70% more energy compared to a standard hygiene programme.  SteamTherapy™, the latest innovation in steam, offers a special programme to help remove odours and creases, giving clothes a time-saving, quick refresh.

DirectAir™ technology, demonstrated on Beko’s washer dryers, provides an excellent drying performance that saves up to 7,500 litres of water. This efficient method takes the air directly through the front panel over the condenser so it is automatically heated, saving households both water and money.

In dishwashing, Beko is presenting its Auto GlassShield™, a technology that protects glassware by sensing the water hardness level and stabilising it at an optimum level to extend the lifetime of glassware. SteamGloss™, another new technology available on the 2015 product range, uses steam to enhance “glossiness”, and selected dishwashers also feature an AquaFlex™ programme that applies different water pressures to the lower and upper baskets. A 10-year ProSmart inverter motor warranty will also be offered on selected new dishwasher models.


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