LOCATIONS

We consider the setting in which we show our products to be a vital part of our communication. Our customers' home is more than a stage. It’s a place they feel proud of and want to keep healthy, clean and comfortable. They don't compromise on aesthetics and sustainability.

We want to reflect these values and principles in our location selection and set design. True to our Berlin roots, our locations have a sophisticated and cool tonality, bringing edginess with a sense of finesse and a contemporary visual appeal. We show our products always in situ, in an aspirational home setting.

LOCATIONS PRINCIPLES

Urban views and settings (1)
Rich and sophisticated interiors (2)
Uncluttered environment with lots of space (3)
Colours inspired by the primary palette and the Colour Collection (4)
Introduce texture through the use of different materials: woods, metals, stone (5)
Design-focused propping mixed with some retro or pre-loved pieces, to signal that we are a responsible brand (6)
Use balanced propping to bring natural human warmth e.g. a blanket thrown over a lounge chair, freshly cut home-made bread (7)
Bring in a touch of nature with interior plants (8)
Natural soft lighting with slight accents of warm and cool tones. For more information, see Lighting

AEG ENVIRONMENTS

We have developed multiples environments, each designed for a specific range of products. We have a laundry room with a walk-in closet and a bedroom, a living room, and a kitchen. All locations exist both as a physical set in Belgium and Sweden and a CG scene. In addition, we have a CG limbo (simplified) laundry room environment.

Individual product are not restricted to certain locations but please ensure it makes sense to show them in that respective environment.

AEG LAUNDRY ROOM

Our laundry room is designed in a modular way that allows the creator to adjust it to fit their creative needs. This includes, but is not limited to:

Adding, removing and moving props and furniture
Moving products around
Changing colours - but make sure to follow general Colour principles
Adjusting lighting - but make sure it fits the general Lighting recommendations

Relevant product categories:

Fabric care products
Small domestic appliances
Floor care
Air care

ROOM LAYOUT

On the right you can see the floor plan of our laundry room. We have developed a set of recommendations for various products and/or their combinations:

A single product is usually placed at the end of the block of cabinets on the left (1)

Two products ("side-by-side") that stand next to each other are also placed here (2)

Two products that are stacked on top of each other are usually located on the right (3)

The marks on the floor plan indicate where these products are usually placed.

(1) Single product

(2) Side-by-side

(3) Stacked

NEUTRAL LAUNDRY ROOM

The neutral laundry room (or "limbo" space) is intended for a more benefit-oriented communication where we need to take a product-neutral approach.

Typical use cases of the neutral laundry room are Neutral product videos and Benefit videos created using CGI.

It is designed as a simplified version of the real laundry room, with less furniture and fewer props. The neutral laundry room is completely modular and allows the creator to:

Add, remove and move props, furniture, products and even walls
You can draw inspiration from the placement of product in the actual laundry room but there are no defined rules on where to locate then in the neutral laundry room
Generally free standing neutral products look better if they are not installed close to walls or other furniture
Lighting should follow general Lighting principles, preferably the day setup

Relevant product categories:

Fabric care products
Small domestic appliances
Floor care

You can download the CG scene here.

AEG WALK-IN CLOSET

Please note this is still a work in progress.

Same principles as for the laundry room will be added.

Relevant product categories:

SDA
Wellbeing

AEG BEDROOM

Please note this is still a work in progress.

Same principles as for the laundry room will be added.

Relevant product categories:

SDA
Wellbeing

AEG LIVING ROOM

Please note this is still a work in progress.

Same principles as for the laundry room will be added.

Relevant product categories:

SDA
Wellbeing

AEG KITCHEN - WIP

Please note this is still a work in progress.

Same principles as for the laundry room will be added.

When placing multiple appliances in the scene, make sure they are arranged in a logical and non-conflicting manner (e.g. can an oven be next to a fridge?).