At the 120th anniversary of Elektra Bregenz, a subsidiary of Arcelik’s, the company’s history was presented versatilely and in various ways in Vienna’s Odeon theater. Firstly, historical facts were presented in a gripping way as well as new products and their features introduced and visualised. Secondly, certain product features, such as the devices’ energy efficiency, were illustrated. For this purpose, dishwashers, fridges and similar devices were seemingly taken apart and put back together again with the help of breath-taking visual effects. The fusion of a conventional corporate event and a modern, sophisticated product presentation came together as a diversified event, and the suspense built kept continuously intensifying over the course of the evening.