Beko has returned to EuroCucina 2026 with a strong focus on how innovation, aesthetics and environmental responsibility are reshaping the way people use and experience the kitchen. The brand positions the modern kitchen as a central living space where technology and lifestyle increasingly intersect, reflecting broader shifts in how homes are designed and used.

This year’s presentation brings Beko’s core priorities of Legacy, Design and Purpose into sharper focus, expressed through four separate yet interconnected brands. Whirlpool, Beko, Hotpoint and Bauknecht each contribute a distinct perspective, while sharing common engineering and manufacturing capabilities. Together, they highlight how a unified direction can produce varied solutions, reinforcing the idea that the kitchen remains a critical space for meaningful innovation.

Across the exhibition, Beko emphasises the strength of its multi-brand portfolio, with each label playing a defined role. The display features advancements such as AI-driven cooling, enhanced food preservation systems and fully integrated built-in appliances. A consistent design language runs throughout, with products designed to sit flush within cabinetry, incorporating concealed hinges and handle-free finishes. The aim is to improve everyday functionality while maintaining a clean and unobtrusive appearance.

Chief Executive Officer Can Dinçer explains that the kitchen has evolved into more than a functional zone, becoming a place where design, sustainability and innovation shape daily living. He notes that built-in solutions represent the clearest expression of this direction, aligning with the company’s long-term strategy across European and global markets.

A central element of the showcase is HomeWhiz, Beko’s connected platform that links appliances across its brand portfolio. The system allows users to manage their home through a single mobile interface, translating detailed consumption data into straightforward insights. It tracks energy and water use across different timeframes, helping households make more informed decisions and establish efficient routines without unnecessary complexity.

Whirlpool’s contribution focuses on improving wellbeing through intuitive performance and thoughtful design. Its built-in appliances are designed to integrate seamlessly into the home, supported by 6TH SENSE technology that adapts to user behaviour. The WCollection Oven demonstrates this approach with a 73L capacity and Cook4 functionality, allowing multiple dishes to be prepared at once without flavour transfer. This can reduce both preparation time and energy use compared with cooking items separately. The Pizza Party feature extends this capability, enabling up to four pizzas to be cooked simultaneously in around 15 minutes with consistent results. In refrigeration, the AI AdaptiveCool system adjusts temperature settings based on usage patterns and environmental conditions, delivering up to 20 per cent energy savings under optimal conditions.

Beko’s own range centres on durability and practical innovation, with a strong emphasis on helping households better manage resources. Its HomeWhiz Energy and Water Management system provides clear visibility of appliance usage, offering real-time insights across programmes and time periods. This is demonstrated through a full-size dishwasher featuring PowerIntense technology, which uses as little as 5.9 litres of water per cycle while delivering up to five times improved cleaning performance. The brand also introduces a modular refrigerator concept that challenges traditional appliance design. Made up of independent cooling units, the system can be stacked, separated or reconfigured depending on changing household needs. These modules are designed to function as part of the living space, doubling as surfaces or storage elements while adapting to evolving lifestyles.

Hotpoint highlights its long-standing focus on reliability with a range designed to support everyday care. Its refrigeration technologies include VitalCare, which uses specific light tones to help maintain antioxidants in fresh produce for up to seven days, and FreshShield, which preserves optimal humidity to extend freshness for longer periods. In cooking, VitaCare Steam helps retain key nutrients while maintaining moisture, delivering flavourful results. The brand also extends its connected offering with SmartProtect, which monitors appliance performance, and DirectSupport, which provides streamlined access to customer assistance through the HomeWhiz platform.

Bauknecht presents a premium built-in collection shaped by precision engineering and refined detailing. Its induction hobs incorporate HeatControl technology for consistent cooking performance, while its Pure Steam Technology microwave enables full steam cooking to preserve nutrients and flavour. In refrigeration, Invisible Rail Technology conceals internal mechanisms behind cabinetry fronts, maintaining a seamless built-in appearance.

The Beko pavilion, designed by Mario Cucinella Architects, creates a continuous and immersive environment that brings the four brands together within a single architectural concept. At its centre, the Food Tech Lab offers live cooking demonstrations led by engineers from the Cassinetta research centre. These sessions measure factors such as browning, texture and moisture retention, demonstrating how appliance performance is tested and refined before reaching consumers. Each brand space also includes a Colour Zone, presenting appliances in curated palettes that position colour as a deliberate design feature within the home.

During the event, Beko hosted a discussion titled Can a Kitchen Save the World, featuring Akın Garzanlı, Mario Cucinella and chef Massimo Bottura. The conversation explored the broader role of the kitchen as a cultural and environmental space, and considered how design and technology can contribute to more sustainable living.

Through its integrated approach to innovation and design, Beko presents a vision of the kitchen as a connected, adaptable and environmentally conscious space. The company continues to focus on solutions that combine performance with aesthetics, supporting the evolving demands of contemporary households while reinforcing its commitment to a more sustainable future.