"In Between" turns the IFA booth into an immersive design experience challenging how technology fits into the modern home

BERLIN, Aug. 27, 2026 /PRNewswire/ -- Why are we still designing our homes around screens?

At IFA Berlin 2026, September 4–8, FITUEYES is putting that question at the center of an immersive booth experience designed to challenge one of the most familiar assumptions in home entertainment: that the television belongs in one fixed place.

At Booth H22-105 in Hall 22, the premium audiovisual furniture brand will present "In Between," a design-led environment exploring what happens when screens, sound and technology are treated as part of the home rather than equipment the home must accommodate.

Instead of approaching IFA as a traditional product showcase, FITUEYES is turning its booth into something closer to a contemporary design showroom. Architectural structures, open space and curated audiovisual furniture installations will invite visitors to move through different ways of living with technology — and reconsider the relationship between the screen, the room and the people using both.

The idea begins with a simple challenge: does the screen still need to define the room?

For decades, the television wall has dictated where the sofa goes, where people gather and, ultimately, how a living space is organized. FITUEYES' "In Between" concept explores an alternative in which audiovisual furniture can move, adapt and integrate more naturally into changing lifestyles.

The booth translates that idea into several recognizable environments, including Home Cinema, Music Corner and Living Space. Rather than displaying products in isolation, each setting shows audiovisual furniture functioning as part of a complete interior.

Home Cinema explores how large-screen entertainment can feel integrated rather than imposed. Music Corner shifts attention from screens to the rituals and atmosphere of listening. Living Space considers a more flexible relationship between technology and everyday life, where the room does not need to be permanently organized around a single device.

For attending media, FITUEYES will support the concept with a dedicated on-site Media Tour, guiding journalists and creators through the different environments and the design thinking behind them. The tour is intended to open up broader conversations around changing viewing habits, flexible living, audiovisual furniture as an emerging design category, and the increasingly blurred boundary between consumer technology and interior design.

That boundary is the territory behind "In Between": between technology and aesthetics, function and emotion, structure and movement.

And perhaps, somewhere in between, a different kind of living room.

Media and attendees can experience FITUEYES "In Between" at IFA Berlin 2026, September 4–8, Booth H22-105, Hall 22.

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