Indesit Company appointed Line Up in January to run the event, which includes unveiling its new product range to dealers.
It is the fifth consecutive year that Line Up has successfully pitched for the Indesit Company launch event and marks a 20-year milestone of working together.
Indesit Company events manager Jayson Weston told C&IT: "We are putting in a lot of effort because it is the 100th anniversary."
Interactive elements will highlight the history of white goods products through the decades during the event from 8-11 May.
"Instead of being a boring museum, we are bringing it to life," added Weston.
Indesit Company managing director for the UK and Ireland John Morrissey will be among speakers at the event, as well as the white goods manufacturer’s marketing and commercial directors.