When architect Peter Behrens joined AEG in 1907, the company actually employed the world’s first industrial designer. Peter Behrens pursued the goal of creating an all-encompassing visual identity for the company; as a visionary who was far ahead of his time, he also inspired design luminaries such as Mies van the Rohe and Le Corbusier. The company Electrolux picks up on this tradition with their AEG brand, by combining technically advanced devices with an intuitive use. The design of the AEG compact built-in 45 H product range impresses beholders with its compact and clear appearance. The design vocabulary used in these devices is marked by characteristic horizontal and vertical lines which lend these devices their harmoniously balanced identity and visual unity. A highly integrative function in the design concept of this product range is manifested by an innovative touch and display interface: addressing the senses of users, this interface is pleasing to the touch and intuitive to use. The devices functionality is closely modelled towards everyday work in the kitchen and embodied in innovative baking and frying features such as the professional multi-steam oven, which allows for entirely new approaches to food preparation. Due to its stringent and clear design vocabulary for customised arrangements, the built-in 45 H product range opens up a realm of new possibilities – the TV and beverage dispenser harmoniously complement the range.