Haier

Candy is celebrating its 80th anniversary with two major milestones: an exhibition in Milan that brings eight decades of industrial and design heritage to the public, and a new sports partnership with Saudi Pro League club Al Khaleej that strengthens the brand’s presence in the Middle East.

An Archive of Possible Machines: celebrating 80 years of Candy in Milan

From 31 October to 9 November 2025, the Cattedrale at Fabbrica del Vapore in Milan hosted“An Archive of Possible Machines – 80 Years of Candy: Visionary Technologies from the Archive”, a project by photographer Mattia Balsamini, curated by Andrea Tinterri, organised and promoted by Haier Europe under the patronage of the Municipality of Milan. Entry to the exhibition was free of charge.

The exhibition forms part of the celebrations for Candy’s 80th anniversary. Since 1945, Candy has made home technology simpler, more intuitive and closer to people’s lives, contributing to the social and cultural evolution of Italy over the decades.

In Milan, visitors encountered: 

Ten original photographic works by Mattia Balsamini, whose essential yet powerful visual language reactivates twentieth-century design heritage and opens new trajectories from Candy’s archive. The images emerge as “suspended” works, resurfacing from latent areas of the archive and transforming them into a new visual and cultural landscape.

A single immersive installation, conceived by Balsamini together with Studio GISTO, which combines some of Candy’s most iconic products with materials and objects sourced directly from Candy industrial sites. Industrial shelving, stripped of its original function, becomes a narrative element, bringing the brand’s heritage to the surface and making it tangible in the space.

A timeline dedicated to Candy’s most iconic products, tracing a journey from the first Italian-made washing machine, Model 50, to today’s connected appliances, and leading to a preview of the “New Era” prototype that anticipates the brand’s upcoming evolution.

At the end of the route, visitors entered a space dedicated to a tangible symbol of Candy's contemporary vision: Candy MultiWash, the first washing machine with three independent drums in a single unit, capable of managing three different loads at the same time and redefining the way laundry is experienced. Created to celebrate Candy's 80th anniversary, MultiWash represents the natural evolution of a journey that has always combined technology, design and close attention to everyday life. 

The exhibition concludes with an area devoted to today’s Candy, where current appliances are presented alongside historical objects and memorabilia that recall the brand’s famous sports partnerships and iconic moments, underlining how communication, culture and sport have helped shape Candy’s collective identity.

As Karim Bruneo, Communication, Public Affairs, ESG and Sustainability Director at Haier Europe, notes in the Press Kit, Candy represents a key chapter in Italy’s technological and social progress, connecting culture, entrepreneurship and design – a legacy that Haier Europe proudly continues, strengthening its roots in Italy while embracing an international and sustainable vision for the future.

The Milan exhibition is the first step towards a permanent historical archive and the future Candy Corporate Museum in Brugherio, which will make this dialogue between past and future a lasting experience for employees, partners and the wider public.

Candy becomes official partner of Al Khaleej in the Saudi Pro League

Alongside the cultural celebrations in Italy, Candy is also opening a new chapter on the global sports stage.

We are thrilled to announce a major milestone for Candy: our brand has officially partnered with Al Khaleej, one of the most dynamic and promising teams in the Saudi Pro League.

The signing ceremony took place at the club’s official offices in the presence of two leading broadcasters, MBC Arabia and SBC, highlighting the significance of this collaboration. This partnership marks an exciting milestone for Candy, aligning our brand with one of the most dynamic and promising teams in Saudi Arabian football.

Founded in 1945, Al Khaleej is among the eighteen teams competing in the Saudi Pro League. With a rich history and a growing reputation, the club embodies ambition, intelligence and a drive to innovate — values that resonate strongly with Candy.

This sponsorship reflects our strategic commitment to boost Candy’s brand presence in Saudi Arabia and connect with local communities and football enthusiasts. By aligning with Al Khaleej, we aim to strengthen awareness, foster engagement, and build lasting relationships with consumers in this vibrant market.

This partnership also adds another important chapter to our brand sponsorship portfolio, following Haier’s partnerships with Liverpool FC and Paris Saint-Germain, reinforcing our ambition to connect with global sports audiences.

Both Candy and Al Khaleej have expressed enthusiasm for a long-term and fruitful relationship. Candy is proud to support Al Khaleej in their pursuit of continued success, and together we look forward to an exciting Saudi Pro League season.

A coherent story of heritage, innovation and global engagement

From an immersive anniversary exhibition in Milan to a new football partnership in Saudi Arabia, Candy is marking its 80th year by celebrating its heritage and extending its reach to new audiences.

For Haier Europe, these initiatives demonstrate how industrial memory, artistic research, ESG values and sports sponsorships can be brought together in a coherent brand story – one that honours the past while creating new ways for people around the world to experience Candy, in their homes, in cultural spaces and in stadiums.