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Today it might seem unbelievable, but in the past artistic merits and aesthetic sense had little importance in industrial production.
For mass-produced products, there was no harmony between form and function. At least it was so until 1907, when AEG commissioned a visionary German architect as an artistic consultant.
The professor. Peter Behrens was a Renaissance man in the true sense of the word. He could easily pass from one discipline to another: painting, graphic design, architecture and furniture design. When it became part of AEG, I brought with it a simple but effective design philosophy that became the permanent hallmark of the company and its products.

All new product designs are possible thanks to the knowledge and experience of a long history. In 1907, Peter Behrens published "Art in Technology", that is the concept underlying the philosophy of "perfection of form and function". He was called by AEG to become the first industrial designer in the world, and famous names like Mies van der Rohe and Le Corbusier collaborated with him. In 1953, Peter Sieber founded AEG's first in-house design office in Frankfurt.

Today we are surrounded by strong and easily recognizable brands. Once it wasn't like that. It was thanks to Behrens' creativity that the concept of "corporate identity" was created for the first time. Product design was being born, and corporate design became a fundamental element of the philosophy of an industrial company and its brands.
The different model that Behrens brought to AEG and the idea that German industrial design was a whole was based on the concept of the development of domestic appliances taking into account the aesthetic aspect and the specific function of this object. He changed the form of functional objects in a way that can still be observed today in the innovative principles developed by AEG's leading designers.

The products are designed for the twenty-first century, drawing inspiration from a leading figure in German history and AEG: Peter Behrens, the founder of industrial design and spiritual father of today's AEG design team.
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