IFA Kick-Off 2026

In a world of abundance, even the best product is now merely a ticket to the market - no longer the grand prize. Contrary to the notion that the era of the brand is over, this presentation demonstrates that brands are more relevant than ever when they undergo fundamental evolution. Under the theme “Life Beyond the Product - what excites consumers today,” the keynote explored the shift from a purely product-focused approach to an emotional value proposition.

Under the guiding theme “The Future is Now,” Miele showcased how technological innovation is shaping the future of the home. Drawing on current consumer and lifestyle trends, the presentation explored evolving expectations around comfort, sustainability, and connected living. It further demonstrated how these insights are translated into meaningful solutions that improve everyday life.

NielsenIQ took an honest look at today's consumer landscape: sentiment is low and 2026 has gotten off to a tough start for consumer electronics. Yet pockets of growth still exist - and knowing how to reach the right audiences with the right innovations has never mattered more.

AI is moving beyond screens and into the physical world. In this session, Camillo Stark opened with a compact outlook on Smart Glasses, AI Wearables, and contextual assistants as the next interface layer for consumers, brands, and connected products, and what that shift means for home, retail, and everyday technology.

Tino Krause, VP EMEA at Meta, then took the floor to share a platform perspective on how Meta is shaping AI Wearables and Smart Glasses for European consumers and what the next generation of connected interfaces looks like from the inside.