# TCL - IFA 2026 Berlin -- Basketball, Driving and Esports Games plus Transparent OLED Appliance Demos

> For TCL's booth at IFA 2026 in Berlin, MLABART delivered the interactive layer: an arcade basketball game in the FIBA Women's Basketball World Cup corner, two ring-shaped driving cockpits, the esports gaming PCs and games, transparent OLED screen interactives for the TwinMag Prime Fresh refrigerator and the SUPER DRUM laundry tower, and tablet-driven AI picture and AI sound comparison programs.

- **Client:** TCL
- **Industry:** Technology
- **Location:** Berlin
- **Year:** 2026
- **Published:** 2026-10-22

## Scenario

IFA 2026 ran from September 4 to 8, 2026 at the Messe Berlin exhibition grounds under the theme "The future is now", and the organisers reported 240,000 visitors from 155 countries and more than 2,000 exhibitors. TCL's booth in Hall 21A, the "Inspiration Habitat", was built around "AI Inspired Life" and divided into four zones: Inspire Your Vision for displays, Inspire Your Comfort for home appliances, Inspire Your Living for the smart home, and Inspire Your Passion for TCL's FIBA partnership and basketball fan experiences.

## Interaction

Three of the installations are games and three explain a product. Basketball, driving and esports give visitors something to play; the transparent OLED screens put content directly over the refrigerator and laundry tower, and the AI picture and sound programs let visitors switch the AI processing on and off on a tablet and judge the difference for themselves.

## Technologies

- Interactive Game
- Motion Tracking
- Touchscreen Interaction
- Interactive LED Wall

## Marketing value

Every zone that needed a reason to stop got one, and the product claims that are hard to explain -- picture processing, sound processing, what is inside a refrigerator -- became something a visitor could see or hear without a presenter.

## Basketball in the FIBA Women's Basketball World Cup corner

TCL is a Global Partner of the FIBA Women's Basketball World Cup 2026, which was played in Berlin during IFA, and the booth's Inspire Your Passion zone carried the partnership. MLABART supplied the basketball shooting game in that corner: an orange arcade-style hoop machine beside the #We Own The Game! wall, with a tablet kiosk next to it. The fan booth TCL ran at the tournament arena was a separate site and is not part of this project.

## Virtual driving cockpits and esports

In the Inspire Your Vision zone, two ring-shaped cockpits each hold a racing seat, steering wheel, pedals and screen, running a virtual driving game.

MLABART also provided the gaming PCs and games for the esports setup in a third ring cockpit; it has supplied esports PCs and games at CES as well.

## Transparent OLED refrigerator window and SUPER DRUM laundry tower

Refrigerator: in the Inspire Your Comfort zone, the TwinMag Prime Fresh wall has a display window with a steak and a lobster behind glass. A transparent OLED screen sits in front of the window, so graphics appear over the real food; photographs show it at different positions along the window, and a tablet podium stands in front.

Laundry: on the SUPER DRUM stage -- TCL's announcement names the AI SuperDrum Laundry Tower P9 Ultra -- an AI Laundry Care tower carries a transparent screen showing garments, with a tablet built into the tower.

## AI picture and AI sound comparison programs

Two demo walls explain TCL's processing: AI Picture, titled TSR AiPQ Processor, Greatly Improved Clarity from 2K to 4K, and AI Sound, titled Super AI Surround Sound. On each, the visitor switches the AI processing on and off from a tablet and compares the result on the same screen.

## Why brands choose this approach

- Six interactive programs across one IFA booth: basketball, virtual driving, esports, a transparent OLED refrigerator window, a transparent-screen laundry tower and AI picture/sound comparisons.
- Three games -- basketball, virtual driving and esports -- give trade-show visitors a reason to stay on the booth rather than walk past.
- A tablet on/off comparison lets visitors check an AI picture or sound claim themselves instead of taking it on trust.

## Reported by

- [IFA Berlin press release, 12 May 2026 -- IFA 2026, 4-8 September, theme "The future is now"](https://drive.ifa-berlin.com/drive/2026/05/IFA%20Berlin_IFA%202026_Visitor%20tickets%20available%20now_Press%20Release_EN.pdf)
- [IFA Berlin press release, 8 September 2026 -- 240,000 visitors from 155 countries, more than 2,000 exhibitors](https://drive.ifa-berlin.com/drive/2026/09/IFA%202026_That%20was%20IFA%202026_press%20release_EN.pdf)
- [TCL -- AI Inspired Life: Step Inside TCL Inspiration Habitat at IFA 2026 (Hall 21A, interactive basketball experiences)](https://www.tcl.com/global/en/news/ai-inspired-life-step-inside-tcl-inspiration-habitat-at-ifa-2026)
- [PR Newswire, 5 September 2026 -- TCL Inspires Her Greatness at the FIBA Women's Basketball World Cup 2026 (TCL as FIBA Global Partner)](https://technode.global/prnasia/tcl-inspires-her-greatness-at-the-fiba-womens-basketball-world-cup-2026/)
- [PR Newswire, Berlin, 3 September 2026 -- Inspired by Life, Powered by AI (four Inspire zones, AI SuperDrum Laundry Tower, FIBA partnership)](https://ca.finance.yahoo.com/news/inspired-life-powered-ai-tcl-162900762.html)

## Images

- ![The Inspire Your Comfort zone of the TCL booth at IFA 2026, with the TwinMag Prime Fresh refrigerator wall and its display window on the left and the SUPER DRUM washing-machine stage on the right](https://mlabart.com/cases/tcl-ifa-berlin-2026/01.jpg)
- ![A transparent OLED screen in the middle of the TwinMag Prime Fresh display window, its graphics floating between a steak and a lobster behind the glass, with a tablet podium in front](https://mlabart.com/cases/tcl-ifa-berlin-2026/02.jpg)
- ![The same refrigerator window with the transparent OLED screen at its left end, showing product graphics over the food display beside a black TCL refrigerator](https://mlabart.com/cases/tcl-ifa-berlin-2026/03.jpg)
- ![The SUPER DRUM washing-machine stage: an AI Laundry Care tower with a transparent screen showing a garment, stacked washer-dryers on the left and a tablet on the tower](https://mlabart.com/cases/tcl-ifa-berlin-2026/04.jpg)
- ![The basketball corner of the TCL booth: a FIBA Women's Basketball World Cup 2026 wall, a #We Own The Game! screen and an orange arcade basketball machine with a tablet kiosk beside it](https://mlabart.com/cases/tcl-ifa-berlin-2026/05.jpg)
- ![Two ring-shaped driving cockpits in the Inspire Your Vision zone, each with a racing seat, steering wheel, pedals and screen, one showing a racing car](https://mlabart.com/cases/tcl-ifa-berlin-2026/06.jpg)
- ![A visitor, seen from behind, at the wheel of one of the ring-shaped driving cockpits, with the TCL QD-Mini LED and Inspire Your Passion signs behind](https://mlabart.com/cases/tcl-ifa-berlin-2026/07.jpg)
- ![An esports cockpit inside a large ring frame, with a gaming seat, wheel, pedals, monitor and desk, next to a curved display, photographed during setup](https://mlabart.com/cases/tcl-ifa-berlin-2026/08.jpg)
- ![The AI Sound and AI Picture demo walls side by side: Super AI Surround Sound on one TV and the TSR AiPQ Processor with an AI MotionMaster scene on the other](https://mlabart.com/cases/tcl-ifa-berlin-2026/09.jpg)
- ![The Inspire Your Vision zone of the TCL booth, with TV and monitor displays on long tables and the ring-shaped cockpits at the far left](https://mlabart.com/cases/tcl-ifa-berlin-2026/10.jpg)


## Related Pages

**See also:** [Midea - IFA 2026 Berlin -- Anamorphic 3D, a Lifting Transparent LED Screen and a "Shoot Like a Star" Football Challenge](https://mlabart.com/work/midea-ifa-berlin-2026/) | [Midea - Aquatech Amsterdam -- Interactive Exhibits for Water-Purification Technology](https://mlabart.com/work/midea-aquatech/) | [Alibaba - Design Week -- Immersive Projection Spaces and Interactive Installations](https://mlabart.com/work/alibaba-design-week/)

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**MLABART** -- Interaction - Imagination - Innovation

MLABART is an interactive installation and interactive software development studio. We design, program and deliver interactive installations -- motion-sensing games, touch and AI experiences, interactive LED walls, projection mapping, naked-eye 3D and kinetic sculptures -- for mall and New Year's Eve countdown campaigns, trade-show booths and launches, and brand pop-ups, from concept and custom software through fabrication and on-site delivery.

- Web: https://mlabart.com
- Email: mark@touchworld-sh.com
- Phone / WhatsApp: +86 18917292695
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