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AEG returns to Milan Design Week with an immersive brand experience that underscores its leading position in home innovation, thanks to world-class design and culinary excellence.
A new generation of appliances - as perfect in form as in function - is presented in the heart of Milan, at Via Melzo 12 in the Porta Venezia district. The installation pays homage to modernist thinking and celebrates the heritage that helped shape the Bauhaus design movement. AEG invites visitors to discover how precise innovation can enrich everyday life, through product, color and taste experiences designed to inspire and surprise.
At the heart of the experience is the new AEG dishwasher line, winner of an iF Design Award for its intuitive user experience and advanced cleaning performance. Visitors will experience a sound system that celebrates quiet performance, craftsmanship and the forward-thinking principles behind the design.
In addition to the product presentation, AEG is introducing an exclusive personal color analysis experience: an exploration of how color can enhance mood, well-being and self-expression in the home. Guided by experts, visitors will discover which shades best match their personality and style - an affirmation of AEG's belief that design is most meaningful when it is personal.
Culinary excellence completes the sensory journey. Visitors will enjoy exclusive tastings created by chefs from Jeunes Restaurateurs d'Europe (JRE), who will demonstrate how good design and taste come together in modern cuisine.
“Our presence in Milan is always about more than aesthetics - it's about showing how design, engineering and emotion come together to enhance life at home,” said Manuela Soffientini, VP Commercial Area South. “This year we are celebrating award-winning design, exploring the individuality of color and collaborating with chef Davide Oldani to bring unforgettable tastes to our visitors.”
“Milan Design Week is a global stage for creativity and craftsmanship,” said Tom Astin, AEG Brand Director. “We are proud of our strong heritage and showcase how our product experiences continue decades of design thinking and boldly take us into the future here in Milan.”
The AEG 9000 ProAssist oven with SteamPro introduces CamCook®: a feature that uses AI and integrated camera technology to recognize dishes, learn preferences and adjust cooking settings automatically. Users can easily send recipes via the AEG app, while AI TasteAssist optimizes each dish for best results. Once a dish is prepared, CamCook® visually recognizes it so it can be reproduced with the same precision time after time. The oven also features sous vide functionality.
AEG's most premium solution in terms of aesthetics and functionality are the award-winning SaphirMatt® induction cooktops. The surface is up to 10× more scratch-resistant than a standard ceramic hob*, resists fingerprints and retains its sophisticated look over time. New textured matte black hoods complement this seamlessly, creating a modern, matte black kitchen statement.
A foundation of AEG's latest innovations is AI CoolAssist®, with intelligent cooling that automatically adapts to daily routines. Whether you're adding groceries or going on vacation, AI CoolAssist® learns your habits, optimizes the cooling temperature and can save up to 14% of energy** during periods of low usage.
The new FAVORIT dishwasher line demonstrates AEG's commitment to innovation by eliminating unnecessary steps, such as pre-rinsing. SuperSilent ensures whisper-quiet performance (up to 35 dB when using the Eco program with ExtraSilent option***). The AquaSave water control system delivers flawless results with just 8.4 liters of water in the Eco program, while the SmartSelect Connect display and app provide insight into run time and energy efficiency of each program.
The AEG Experience will be open from April 21 to 26, 2026, Via Melzo 12, Milan
With special sessions and live moments throughout the week.
WE ARE AEG. We are here to redefine expectations of home appliances. That's why we want to challenge the limits of everyday life. Since our start in Berlin in 1883, we've never settled for good enough - and we don't think you should either. We never compromise when [...]
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