One step ahead

Transcription

One step ahead

2010
THE MAGAZINE
One step ahead
How Miele invests in plant and technology
TURKEY
Biggest challenge
in Istanbul
PORTUGAL
The wine
experience
GERMANY
NAVY washes
with Miele
EDITORIAL
BLINDTEXT
Dearr Reade
Dea
Reader,
r,
In the Burj Khalifa, the tallest building on
economic forecasts remain vague and
earth, 900 luxury apartments have been
development is patchy.
fitted out with a total of 7,000 Miele ap-
We are well prepared for the next
pliances. Star chefs from around the world
upswing. In this issue you can read about
choose Miele for their cookery schools,
how Miele has invested in new locations
and nowadays, when a solar-powered
and new production techniques, and
catamaran sets off to circumnavigate the
how global marketing and sales struc-
globe, Miele is also on board (see Pages
tures have been further developed (Page
57, 31 and 53).
8 ff and 34 ff ). This is helping us to
Examples such as these prove again
avoid a backlog in investment and in-
and again the high demands that our
novation, and is allowing us to create
products fulfil as far as brand prestige,
additional capacity and to strengthen
professional quality standards, versatility
our global market presence. Economists
and robustness are concerned. At present,
call this an anti-cyclical approach, and
however, some consumers are being led
it will provide further competitive ad-
by another impulse. Difficult periods are
vantages once the markets pick up
precisely the times when people place
again.
trust in strong brands that give them a
The fact that this is paying off is
feeling of quality and stability. It is for this
demonstrated by the many innovative
reason that Miele has been able to estab-
products which Miele presents at inter-
lish successful subsidiaries in so many
national trade exhibitions. Visit us at the
different countries, despite the difficult
Eurocucina in Milan or at the IFA in
framework conditions. Unfortunately, the
Berlin and discover for yourself how for
following is also true: for the time being,
Miele the future has already begun!
Miele The Magazine // 3
FASHION
Catwalk events
demonstrate the connection
between fashion and Miele.
2
EDI TORIAL
EDITOR
IAL
Confident for the years ahead
6
NOM INATIO
NOMINA
TION
N
Businessmen of the year
7
DES IGN
DESIGN
Awards for design and performance
8
Title topic:
TECHNO
TEC
HNOLOG
LOGY
Y
Miele invests in factories
43
TRA DE SHO
TRADE
SHOWS
WS
The IFA and “Küchenmeile” in focus
MARKETING
14
VACUU
VAC
UUM
M CLEA
C LEANER
NERS
S
Mobile with a new motor concept
26
USA
Outstanding employer
18
NEW SU
SUBSI
BSIDIAR
DIARY
Y
India welcomes Miele
27
AUS TRIA
AUSTRI
A
Boogie in the Gallery
20
FAS HION
FASHIO
N
Ideas from the catwalk
28
GER MANY
GERMAN
Y
Lafer’s cookery school
Title topic:
PORTUG
POR
TUGAL
AL
A unique wine experience
30
IRE LAND
IRELAN
D
Miele promotes food festival
31
FRA NCE
FRANCE
Chez Ducasse
14
24
4 // Miele The Magazine
New Zealand has its first Miele Gallery in Auckland.
20
TRADE SHOW
14
CONTENT
The IFA in Berlin
was a big success
for the company.
GERMANY
Hermann Hünemeier’s
masterpiece: A Miele
bicycle made of wood.
54
32
SIN GAPORE
SINGAP
ORE
Dishing it up for the president
34
GAL LERIES
GALLER
IES
From Vianen to Auckland
46
NEW S
NEWS
Let’s iron!
47
MIE LE MAR
MIELE
MARINE
INE
Flying the flag in Texas and Dubai
48
Title topic:
PROFES
PRO
FESSIO
SIONAL
NAL
Frigate soldiers wash with Miele
8
TECHNOLOGY
The company has invested in a new test
and development centre in Gütersloh.
50
MEDICA
MED
ICAL
L INSTR
I NSTRUME
UMENTS
NTS
Swedish hospital trusts in Miele Professional
51
SYS TEM PR
SYSTEM
PROVI
OVIDER
DER
Miele takes over Dirschl
56
52
NEW S
NEWS
The Big 5 in Dubai
58
PRE VIEW
PREVIE
W
Design worlds steal the show
54
REP ORT
REPORT
Mr. Hünemeier’s wooden bicycle
59
NEW S
NEWS
Germany’s chef of the year
55
NEW S
NEWS
Hong Kong supports Watchdog
60
LAS T PAGE
LAST
PAGE
Hot trends from Milan
Title topic:
PROJEC
PRO
JECTS
TS
Big in Istanbul and Dubai
NOMINATION
Jury of experts selects:
“Family businessmen
of the year”
Miele is a
“Superbrand”
iele has once again been named one of
the “Superbrands Germany 2009/2010”.
Superbrands is an independent global
organisation with its headquarters in London, which,
for the last 15 years, has singled out the strongest
product and company brands in 85 countries. Only
brands that can demonstrate a high standing and
market value, even in these difficult economic times,
qualify as a “Superbrand”. A 15-man jury, comprising
personalities from both the world of commerce and
the media, had to evaluate over 9,000 brands, which
had been nominated by independent experts from
the world of commerce, for the latest prize. Only
65 brands were awarded the title “Superbrands
Germany 2009/2010”. Companies are not allowed
to apply for the distinction themselves. “Superbrands”
have been awarded to companies in Germany since
2004. Miele has already received the honour several
times.
M
Distinguished as “Family Businessmen of the Year 2009”:
Dr. Markus Miele and Dr. Reinhard Zinkann, managing
partners of Miele & Cie. KG.
he two managing partners of the Miele Group, Dr Markus
Miele and Dr Reinhard Zinkann, have been nominated
as “Family Businessmen of the Year 2009” by an independent jury of experts. The organisers of this award, which was
presented for the sixth time last November as part of a ceremony held in Schloss Bensberg near Cologne (Germany), are the
renowned Intes Academy for family-owned enterprises in Bonn
and the business journal “impulse”.
With Dr Markus Miele and Dr Reinhard Zinkann, the jury
paid tribute to a pair of family entrepreneurs rather than an
individual family entrepreneur for the first time. According to
the jury, the Mieles and Zinkanns have been impressively demonstrating for over four generations now how successful a dual
leadership of two families can be, when those involved are willing to put aside their personal interests for the good of the company. Explaining the decision, the jury chairman and Intes
founder, Professor Peter May, said that the simultaneous incorporation of strong managers, who are independent from the
families, makes the Miele leadership model a role model for all
family-owned enterprises wishing to combine professional quality with family continuity in an optimum way.
However, the jury also chose the two representatives of the
Miele owner families as prizewinners in order to highlight a
company whose success is based on the traditional virtues of
family-owned enterprise during this time of economic crisis.
Added to this are a strong brand, the renowned high quality of
the products, thinking and acting over the long term, and an
exceptionally pronounced focus on the employees themselves.
T
Sustainability –
an international
topic
aking responsibility for future generations is
a Miele principle. In the biannually published
sustainability report, the company documents its responsible conduct and its efforts in the
field of sustainability, from the product design phase
to the appliance’s use in the home and its disposal.
The report describes Miele’s commitment to the environment, society and its employees. The next sustainability report, which is to be released in 2010,
will place more emphasis on the activities and demands of the subsidiaries across the world. In order
to meet the requirements of consumers in different
countries, a questionnaire was carried out by the subsidiaries beforehand, and was used to record the particular national interests in the field of sustainability.
The need for information on an international level is
clearly aligned with that in Germany. The energyefficiency of Miele appliances is of particular interest
to the global audience, whilst the topic of climate
protection /CO2 is also high on the agenda. The next
sustainability report, which will be the fifth of its
kind, will be published in June.
T
Impressive in design
and performance
The 90 cm-wide H 5981 BP
oven collected three prizes.
The lighting scenario created
by the LED bulb makes the
DA 6290 extraction hood one
of a kind (model pictured is
the island model).
esign is about more than just beautiful
shapes, as demonstrated by the international
design prizes which Miele products have
been bestowed with over the last two years.
If there was a ranking system within the company,
then the 90-centimetre-wide H 5981 BP oven would
be in the top spot. This appliance has just received
three top awards, the “Australian International Design
Award”, the “Focus in Silber” – the international design prize of Baden-Württemberg (Germany) and the
“White Star Award”, presented by the German publishing house Gruner und Jahr. The “White Star
Award” is particularly special, as the winner was not
selected by members of a jury but voted for by 15,875
magazine readers – who chose the H 5981 BP as their
number one in the oven category.
The “Good Design Award” is one of the oldest
and most prestigious awards in the world. It has been
awarded by The Chicago Athenaeum: Museum of
Modern Architecture and Design every year since
1950. The Americans place particular emphasis on
the performance and aesthetics of the products and
also take the sustainable aspects of a green design
into consideration when making their choice. The
new S7 and S2 vacuum cleaner models and the Miele
CombiSet programme were deemed particularly
impressive based on these criteria, and as a result,
were each awarded the “Good Design Award”.
The jury voting for the “iF product design award
2010” also considered the new upright S7 to be
D
unique. The 25-man panel of experts from International Forum Design in Hanover (Germany) places
great emphasis on design quality, workmanship,
material selection, innovation, ergonomics and environmental compatibility. According to these criteria,
the DGC 5080 XL combi steam cooker, the KM
5864 ceramic hob and the DA 6290 W extraction
hood from Miele are all very reasonably priced. In
the case of the new ceramic hob, which was only
unveiled a few months ago, the experts were most
impressed by the clear operational concept used in
the appliance; the hobs are adjusted by simply running a finger over a number line. Meanwhile, a unique
feature sets the DA 6290 W extraction hood apart
from rival products. An LED glass edge light has
been integrated into the thin hood screen. It can be
set to display a user-defined colour and can thus be
adapted to suit the ambience of the kitchen design.
And last but not least, the DGC 5080 combi
steam cooker and the KFN 14927 SD ed fridge/
freezer combination were also winners of the prestigious “Focus in Silber” award. This means that two
combi steam cookers have been awarded prizes. The
prize-winning fridge/freezer combination proves
that top features, such as PerfectFresh drawers and
degree-precise temperature regulation, can be incorporated into appliances, and still keep electricity
consumption at a minimum. The free-standing,
double-door model in elegant stainless steel is in the
A+ energy category.
DESIGN
Miele appliances awarded international design prizes
TECHNOLOGY
Ice-cold in the
climate chamber:
a Miele coffee
maker must continue
to function when
subjected to extreme
temperatures.
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TECHNOLOGY
The crosssection
displays the
structural
detail of a
refrigeration
appliance.
Gütersloh
ooling and Coffee International
(CCI) – This is the name of the
Miele business area that inaugurated a new test and development centre
on the premises of the company headquarters in Gütersloh last September.
The company has invested a sum of approximately ten million euro in erecting
a perfectly equipped residence for the
CCI team of experts. They will use the
facility to test coffee makers, refrigeration
and freezer appliances and microwave
ovens, thoroughly and to improve them
even more.
The building, which took 18 months
to complete, is an ample 1,800 square
metres in size and is kitted out with outstanding technical equipment, enabling
comprehensive function and quality tests,
as well as efficient further developments,
to be carried out there. A reverberation
chamber, six laboratories and eleven climate chambers with 56 storing positions
are available for converting creative ideas
into customer-orientated and reliable
product innovations. These have to be
able to withstand extreme climatic conditions, such as a “mild Siberian winter” at
-20°C, or an “Indonesian summer” with
C
Replenishment
is provided for
the coffee makers,
which run on
a continuous
basis here.
temperatures reaching as high as 45°C,
and a humidity of 90 per cent. A real test
marathon awaits the appliances, and it
covers short-term and long-term loading
as well as detailed tests that focus on the
water-tightness, scratch resistance, durability and facility of the assembly.
With these developments, the company is taking an even more meticulous
approach to ensure that the appliances
that come from the CCI business area,
which are produced in collaboration with
top quality partners, fulfil the Miele demands for quality and consumer benefit.
The most important aspects of this are
that the designs have a life span of at least
20 years, as is the case with all other Miele
appliances, and that these Miele models
have their own attractive design and
feature exclusive “Made in Gütersloh”
product characteristics that are patented
in part.
For example, the “TouchElectronic”
featured in refrigeration devices, comes
into this category and guarantees simple
and uncomplicated operation via the
touch-operated buttons. The same applies to the patented door mechanism in
the Miele coffee makers, which allows for
an ease of use that is simply unrivalled.
On top of that, Miele has registered a
patent for its electronic unit, which has
been developed and is produced in-house.
It allows the user to save an individual user
profile, which can be used to set the grinding time and amount of beans used, as well
as the water temperature and the amount
of milk or water for each cup, in line with
the user’s own personal preferences.
Furthermore, the new CCI installation has been designed as a prototype for
a new energy-saving concept that will
be used for all new Miele buildings and
renovations to Miele offices in the future:
With an automatic sun protection and
ventilation system that takes into acconut
various weather conditions, such as
wind and rain, as well as the outdoor and
indoor temperatures, a pleasant indoor
climate is provided.
TECHNOLOGY
SUSTAINABILITY
An employee places the porthole
in the base support of the 2C door.
Metal axes and hinges are also
inserted at this workstation.
Warendorf
War
endorf
he door is opened and it is closed
again – either slammed shut with
force or closed gently. A washing
machine door has to withstand a lot, especially one at Miele. In the test laboratory in Gütersloh, the doors are tested
with 30,000 close cycles; in other words
they are opened and closed 30,000 times.
And, as that alone is not sufficient, the
door is then loaded with 17 kilograms. If,
after this torture, the door still closes
properly. Behind the mnemonic 2C lies a
door for washing machines that the Miele
factory for plastic components, located in
Warendorf, Westphalia, has been producing since January 2010. This door is to be
fitted onto the new models in the W 1000
series. The component weighs exactly 4.2
kilograms and is a high-tech product that
is produced using the so-called two-com-
T
Making room for
innovation and growth
“Despite the somewhat unfriendly economic climate, Miele has continued to accelerate investment in its power to innovate and grow. We have therefore built a new
hall for the production of our steam cookers in Bünde, which will result in increased
unit production and more cost-effective production techniques. Meanwhile, in
Bielefeld we are merging the development and production sites of our medical cleaners and disinfectants in one new building complex, where we will be faster, more
efficient and more flexible. And thanks to the new testing and development centre
in Gütersloh, we can improve and refine our refrigeration, coffee-making and microwave products in a more consistent way. These and other investments will contribute to the continued development of our competitive edge for
quality, while ensuring that production remains cost-effective.
With this in mind we will continue to invest at a high level in
the future in order to further develop our global market position and, as a result, to help secure jobs.”
Olaf Bartsch, Managing Director for Finance,
Controlling and Administration
ponent procedure ( 2C). Comparable
production technology is used in the production of protective headgear, and this
says something about the qualities of the
2C door. It is particularly stable, shockresistant and impact-resistant.
Miele has set up a completely new
production line in Warendorf in order to
manufacture the innovative washing machine door. An investment of 4.5 million
euro was made in the infrastructure and
machine outfit, which covers an area of
30 by 12 metres.
The 2C door comprises a total of
eleven individual components – of which
three are metal, six are plastic, and one is
produce a rigidity that makes the door
practically indestructible. The 2C door
has patents pending”, explains Works
Manager Dr. Jürgen Jahn.
The first development preparations in
the factory began in 2007. “We had to
fulfil three important requirements”, explains Dr. Rainer Lenzen, Director of
Production Facilities in Warendorf. “The
design of the door was further developed.
Then it had to be implemented. The quality should be even better than the washing machine doors that have been used up
to now, which we sourced from an external supplier. Ultimately, we wanted to be
able to produce the door ourselves at a
significantly reduced cost. We have managed to achieve this too.”
Significant improvements were also
achieved in terms of the transportation of
parts from suppliers, like for example the
porthole. Previously, the porthole was
delivered in cardboard packaging. Now,
new reusable packaging is used. This
means that the porthole is supplied in the
same transportation container as is later
used to transport the finished doors to
Gütersloh. These measures alone will
lead to a 35-ton reduction in packaging
material at the factory each year.
The exterior panels for the 2C
door are produced under
enormous pressure in this
injection moulding machine.
Final assembly: The three
components are clicked
together and glued at this
station. Indestructible:
The 2C door is an extremely
robust component.
TECHNOLOGY
SUSTAINABILITY
rubber and one is glass. During three
strands of production, the individual
components are assembled into a base
support, an interior panel and an outer
panel. Subsequently, not a single bolt is
required to combine these three components. Instead, Miele relies on a procedure
that sees the components initially being
clicked together in a method similar to
that using a bayonet fitting, then welded
using ultrasound and finally glued together with a synthetic two-component material. “The 2C door is the most complex
component that we have ever produced.
With this production technology, we can
TECHNOLOGY
SUSTAINABILITY
Bielefeld
ounded in 1916, the site
in Bielefeld has continued to grow over the
years due to its ever-increasing
product range. Industrial cleaners have been manufactured
here alongside domestic dishwashers and vacuum cleaners
since the 1960s.
In order to strengthen this
area, a new centre for development, manufacturing and
testing has been built in
Bielefeld. The centre was put
into operation in December
last year. As a result of the new
17-million-euro investment,
the production of medical and
laboratory technology devices,
which had been spread across
F
At the end of the production process each appliance
is subjected to a “100 per cent function test”.
Bünde
hen it comes to cooking, two
Miele factories set the tone.
The company manufactures
cookers and ovens in Oelde, whilst warming drawers, gas, electric and induction
hobs, and steam cookers are made in
Bünde. Since the acquisition of imperial,
a manufacturer of built-in appliances, in
1989, Miele has continued to develop the
factory in Bünde, which is situated approximately 50 kilometres from the company headquarters in Gütersloh, into an
expertise centre for hobs and steam cookers. Around 540 members of staff work in
Bünde at present. They manufacture prod-
W
several different buildings at
the site, is carried out now under one roof.
In order to meet the high
demands for hygiene and the
standards governing the sector, hospitals, laboratories and
general practitioners have
been investing in the mechanical preparation of medical
instruments. This has led to a
sustained period of growth
for the cleaning machinery
market for the medical sector.
Miele has been producing
medical engineering devices
for over 40 years and offers an
extensive range of cleaning
and disinfectant machinery
for this particular sector, most
of which is produced at the
Bielefeld factory.
The new building for the
production of medical and
The new building in Bielefeld maximises
the process efficiency.
ucts that are expected to provide great
growth potential in the coming year.
Bünde has played a significant role in
making steam cookers a popular appliance today for the preparation of healthier and tastier dishes. The world’s first
domestic steam cooker was built in Bünde
back in 1983. The successor to this pressure steam cooker is still being produced,
and many new models have been added
to the range. The flagship, the DGC
5080/85 XL (see the report on page 17),
is at the forefront of these. In order to be
able to update the production capacity
over the coming years, Miele has invested
twelve million euros in a new assembly
hall for steam cookers.
The company has been producing
various models in a total of seven assem-
Dr Reinhard Zinkann and
Dr Uwe Brunkhorst presented
the shell construction of the new
assembly hall last December.
laboratory technology devices
was designed and built in
line with the latest technical
findings related to production.
Having the facilities in one
building maximises process
efficiency, flexibility and
synergy. The Construction,
Production, Quality Control,
Logistics and Administration
departments for the professional cleaning machinery segment are all housed here in
their entirety. Of the total
cost, approximately nine million euros were spent on the
building, with the rest being
invested in the production
facilities.
The investment in the new
building and the restructuring
of production was a strategic
choice, as Andreas Barduna,
Director of the Miele Professional International division,
explains. “With this investment, we have taken a significant step towards securing
and developing our position as
market leader in the medical
and laboratory technology
product sectors.”
In future, a 5,700-squaremetres area on the ground
floor will be used to manufacture cleaning and disinfection
devices for hospitals, outpatient operation centres, general practices, laboratories
and other medical facilities
across the globe. The area on
the first and second floors of
the new building, which comprises a good 2,000 square
metres, will accommodate additional facilities, such as laboratories.
According to works manager Dr Stefan Breit, merging
the medical technology areas
bly areas since February 2010. One distinctive feature is that the appliances are
produced using the so-called one-pieceflow method. This means that one member of staff is responsible for the complete
assembly of an appliance. The individual
procedures and the material logistics have
been optimised so that only 180 metres
lie between the material delivery point
and the completed and packaged steam
cookers. The production of the steam
cooker cabinets, which at present continues to take place in a different building,
is to be moved to the new assembly hall
in summer 2010. “We will then have
fully adapted the majority of our assembly area based on the principles of the
Miele Value Creation System. Steam
cookers and hobs will be produced from
TECHNOLOGY
SUSTAINABILITY
BLINDTEXT
Completion
takes place step
by step – here
the dosage
module with a
storage tank for
detergents.
Precision
work is
required during
the production
of cleaners
and
disinfectants.
has “optimised logistics, reduced production processing
times and improved the processes with an overall increase
in the flexibility of capacity
control, as space for new product lines has already been
made available.”
Operations continued
whilst the production areas
were set up. Manufacture in
the new production hall has
been in full operation since
January 2010. The first cleaning and disinfectant devices,
which were produced here,
are the 90-centimetre-wide
PG 8535 and PG 8536 cleaners and disinfectants. They are
designed to be used in hospitals and practices and were
presented in detail at Medica,
the most important medical
trade exhibition in the world.
The models are characterised
by technical highlights, that,
until now, have been limited
to large cabinet decontamination units. These highlights
include monitoring the
number of times the rotary
arm rotates and user convenience.
When it came to housing
the production of medical
and laboratory technology
devices under one roof, the
Bielefeld planning team was
able to refer back to knowledge gained from the vacuum
cleaner and domestic dishwasher product divisions. A
similar project for dishwashers for the catering sector is
planned for the future. The
conversion of the halls adjacent to the new building required for this is scheduled to
take place over the next few
years.
The production of
steam cookers in the
new assembly hall
started in February
2010.
start to finish in a separate hall. This will
increase efficiency significantly”, explains
Works Manager Dr. Uwe Brunkhorst.
The new assembly hall is 8,000 square
metres in size and was constructed in just
seven months. Bünde produces approximately 360,000 built-in appliances –
steam cookers, hobs and warming drawers
– each year. The entire factory premises
comprise 80,000 square metres.
TRADE SHOWS
IFA attracted 230,000 visitors in Berlin / Miele will be there again in 2010
Surfing on the wave
he IFA 2009 trade exhibition was
a complete success for Miele, just
as the inaugural event had been
the year before. The company travelled to
the “Exhibition under the radio tower” for
the second year running, to present the
latest product designs to visitors from all
over the world, in a space comprising almost 3,000 square metres. The Miele
presentation at IFA 2009 was distinguished by a great international feel – both
in terms of the trading partners visiting
T
the stand and in terms of the number of
employees travelling to Berlin from the
Miele subsidiaries. Members of staff from
a total of 26 different countries made the
journey to Berlin to meet and advise their
customers during the exhibition.
The German subsidiary was responsible for organising the Miele exhibition
stand, as was the case the previous year.
The presentation was split into two areas,
an area for professional visitors and, adjacent, the various theme worlds for consumers. The floor plan of the stand was
dominated by a wave motif, and the wave
also hinted at the association with the element of water, which was the guiding
theme throughout the presentations: a
splash water test provided an example of
one of the tests that washing machines are
subject to in the laboratory. In the case of
refrigerators, the physical state of ice was
the focal point, whilst a smoke screen
symbolised the steam cookers. A wall displaying the vacuum cleaner product range
was one further attraction for consumers.
Cooking appliances also drew the atten-
Hybrid – mobile with a new motor concept
Vacuuming
without power cables:
no problem with the Miele Hybrid
A world’s first from Miele, presented at IFA
2009: The patent-pending development of the
new hybrid vacuum cleaner is testament to
the fact that the vacuum cleaner is an appliance that can still look forward to new technical refinements. A special motor concept sets
this engine apart from its rivals. On the one
hand, the vacuum cleaner works with normal
mains power, but it can also be operated
using power from a rechargeable battery.
The user can switch between the two power
sources at any time. If the power cable is pulled out of the socket the appliance automatically switches to battery power. As soon as
the power cable is plugged in again it will
switch back to mains power and the battery
can be recharged. The charging display that
has been integrated into the appliance displays the current battery capacity. As the
charger is built in to the appliance there is no
need for an external battery charging station.
The high quality lithium battery works without
memory effect. This means that the rechargeable battery can be recharged at any time
and is always ready for use. In addition, the
lithium ion technology is distinguished by
a high power density and a long life-span.
When using mains power, the Miele Hybrid
TRADE SHOWS
of success
Miele impressed visitors to the IFA with the splash water
test for washing machines and the huge vacuum cleaner wall.
tion of visitors, with regular cooking demonstrations taking place at the “frontcooking” counter. In addition, Miele presented product innovations from all
sectors to trade specialists, including new
built-in appliances in the Brilliant White
plus colour scheme. Visitors were particularly interested in the new hybrid vacuum
cleaner. The topic of energy-efficiency was
presented as an overall theme that ran as
a main motif throughout the entire exhibition, in both the public and trade specialist areas of the Miele stand.
For Christian Gerwens, manager of the
Miele subsidiary in Germany, the exhibition was a great success. “We are extremely satisfied with the number of orders received and with the visitor numbers. Just
like the first IFA, the second IFA was a
great success for us. This was a key factor
in Miele’s decision to attend IFA 2010.”
The exhibition in Berlin attracted a
total of almost 230,000 visitors, including
approximately 120,000 trade visitors.
This is, according to the closing report of
the Berlin exhibition, a significant increase
has a maximum power output of 1,800 watts.
When running from the battery, the output is
reduced to 600 watts. This is sufficient to give
the floor a thorough vacuum. Depending on
the power output setting, a battery output is
sufficient to vacuum an apartment that is up
to 80 square metres in size, or to vacuum a car.
The vacuum cleaner can be used for up to 20
minutes when running from battery power.
The advantage of having a power source that
is not dependent on mains power means
that you can vacuum any time. This benefit is
particularly valuable when it comes to cleaning stairs or other areas that are some dis-
tance from the nearest plug socket. These
areas are now easy to vacuum. The appliance’s
range of coverage is, therefore, essentially
unlimited.
The Miele Hybrid is based on the S4 range of
cylinder vacuum cleaners. The S4 range is
distinguished by its compact form and relatively light weight. The Hybrid technology,
which is patent-pending, makes the appliance a fully-fledged vacuum cleaner when
running on mains power, but also offers the
additional option of enjoying the benefits of a
battery-powered vacuum cleaner that can run
independently of mains power.
on the numbers from the previous year.
And it was not just those responsible in
Berlin who had positive things to say
about IFA, but the domestic appliance
industry as a whole. This was also confirmed by Dr Reinhard Zinkann, in his
position as chairman of the professional
association for electrical domestic appliances in the ZVEI (trade association for
the German electrical and electronics industry): “We are extremely satisfied with
how the exhibition went; our expectations were more than fulfilled.”
TRADE SHOWS
Autumn trade exhibition in Germany achieves record visitor numbers
4,800 guests experience
a unique atmosphere
Head of Miele
Germany,
Christian Gerwens
(left) and
Udo Horsmann,
Marketing and
Sales, present the
new DGC 5080
XL combi steam
cooker.
iele registered a new record
number of visitors at the
“Küchenmeile A 30”, which
took place at Gut Böckel in the east
Westphalian town of Rödinghausen
(Germany). Last September the company registered over 4,800 visitors at
its 750 square metre exhibition stand.
The “Küchenmeile” is a traditional trade
exhibition for the kitchen and furniture
industries, and Miele has exhibited at the
event for over ten years.
The highlight was the new DGC
5080 XL combi steam cooker, which was
being presented for the very first time.
The appliance is both a fully fledged oven
and a steam cooker, and thus provides the
end-user with a variety of brand new
methods. Although this model does not
come on to the market in Germany until
April 2010, stockists have already ordered
several hundred of these appliances. With
a total of ten different models, Miele had
the broadest range of steam cooker products of all the manufacturers.
A new cooker hood with innovative
glass edge feature lighting also celebrated
its premiere. This hood utilises LED
technology to produce an atmospheric
light for the kitchen, which can be set to
a user-defined colour. The Miele Tafelkünstler and the front-cooking Akademie
provided culinary treats throughout the
trade exhibition. The Tafelkünstler are a
union of 32 cookery schools that work
M
together with Miele. The professional
chefs showcased their skills, shared tips
and tricks, and explained the new appliances at three cooking islands.
“The mood was very good. We held
lots of interesting discussions in a relaxed
atmosphere, and the ambience of Gut
Böckel provided the ideal conditions for
this. We want to exhibit here again in
2010”; this was the conclusion from
Christian Gerwens, Director of the Miele
Germany subsidiary.
Miele has been renting the old country estate Gut Böckel, which was first
referred to as a knight’s fiefdom in a document back in 1350, for many years as a
venue for the “A 30 Küchenmeile”. The
Miele exhibition is held in what was
formerly the estate’s cowshed. Each year
the construction department puts in a
great effort to transform the building.
During the summer months a whole
range of cultural events take place at Gut
Böckel. “The Royal Philharmonic Orchestra” from London and the “Petersburger Synphoniker” have already performed to an audience of 450 guests in
the cowshed, which offers extraordinarily good acoustics.
The ambience of Gut Böckel
provided a unique
atmosphere for presenting
innovations.
On a par with star chefs
fully-fledged oven and steam
cooker in one appliance – Miele
caused quite a sensation with
the world premiere presentation of the
new DGC 5080 X L combination steam
cooker at the A 30 “Küchenmeile” in
Germany. Although the model does not
come to market until April 2010, so
many advance orders have been placed
with dealers in Germany alone that the
unit production originally planned has
had to be increased.
As a multi-purpose cooking appliance, the DGC 5080 XL features all the
operating modes of a well-equipped oven.
All the preparation options of a luxury
class steam cooker then complement
these features. The appliance is a completely new development and the Miele
engineers have come up with a few things
to make sure that the combination steam
cooker is the best in its class. The water
tank, for example, is now concealed behind the appliance fascia panel, which is
propelled upwards by motor operation.
This offers the great advantage of increasing the volume of the oven interior to 39
litres, so that the baking tray from the
larger Miele ovens can also be used in the
combination steam cooker.
The DGC 5080 XL demonstrates its
complete repertoire when in combination mode, for example when preparing
meat so steam and dry cooking phases are
required in turn. When the appliance is
set to automatic, the user does not need
to enter the weight of the roast, nor do
they need to worry about food probes and
A
To fill the water tank, the motor-driven fascia panel on the DGC 5080 XL
combi cooker rises out of the way to reveal the water tank, the condensate tank and storage space for the wireless temperature probe.
core temperatures. However, selecting the
gourmet mode allows the user to specify
the type and length of cooking. A simple
rule of thumb for this is that low temperatures and longer cooking times generally
produce better results. In other words, the
same roast is noticeably more tender and
succulent when cooked for four and a half
hours in the combi steam cooker than
when cooked for two hours. The amount
of time that you “allow” the roast to be
cooked for is a matter of personal taste.
Every user is able to produce outstanding results thanks to the temperature sensor developed by Miele, which precisely
measures and regulates the amount of
The DGC 5080 XL
combination
steam cooker
from Miele is a
fully-fledged oven
and steam cooker
all in one unit.
steam in the oven interior. Experienced
cooks can also set the temperature gradation and the moisture content of the individual cooking stages manually and, with
the help of the wireless food probe, can
influence the cooking result.
The large combination steam cooker
provides a significant plus in terms of convenience as it condenses the surplus steam
and collects it in a condensate tank. As is
the case with the water tank and the wireless temperature probe, the condensate
tank is practically located behind the appliance fascia panel and can be easily removed and emptied. As the condensation
process means that less steam is fed into
the air in the room, it has a positive effect
on the kitchen climate. Miele also offers
the large combination steam cooker in a
model that can be attached directly to the
main water supply (model DGC 5085
XL). After use, this appliance pumps any
surplus condensate through the drainage
system and obtains fresh water from the
main water supply.
As is the case with all Miele cookers
and ovens, the oven interior of the DGC
5080/85 XL is fitted with PerfectClean.
PerfectClean is a surface finish with special
non-stick characteristics that make it very
easy to clean. In the case of particularly
stubborn marks, a soak programme can
also be activated.
TRADE SHOWS
Technology from the new combi steam cooker enriches cooking culture
NEW SUBSIDIARY
Subsidiary opens in India
A great indicator
of things to come
Miele wel
Miele
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Welcome
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India!
ia!
iraj Sharma from consultancy
firm “Behind the Moon” was one
of 150 guests who participated
in the opening ceremony – and he waxed
lyrical about what he experienced there:
“To say that one really enjoyed the evening
does not fully express the feeling of joy!”
he wrote to Dhananjay Chaturvedi, director of the Indian subsidiary, a few days
G
Stylish atmosphere:
the coffee lounge in the
Indian Experience Center.
after the celebration. Although Sharma
had already organised numerous launch
parties himself, he openly admitted, “Your
show pushes everything into the background with its spread of classic simplicity and ingenuity. This party has really set
the tone for the great things that Miele
will bring to the country. I am sure everyone present will be looking for more.”
Reva Singh, editor of India’s leading wine
magazine “Sommelier”, confirmed this
impression: “Your launch event was spectacular! And it was a great indicator of
things to come.”
Dr Markus Miele and Dr Reinhard
Zinkann, who travelled to the official
opening ceremony of the new subsidiary
to represent the senior management, are
NEW SUBSIDIARY
also both convinced of this. This step was
preceded by several years of intense market research. Entry into the trade register
in January 2008 was followed by the appointment of Dhananjay Chaturvedi in
the summer of the same year. Several
other very dedicated employees were
hired over the months that followed.
Since then, the Indian Miele team has
increased to over twenty members of
staff – and it is not yet complete; the
number of employees is even expected to
double to forty over the next few years.
Miele wants to conquer the Indian market step by step, and has begun by focusing on the pulsating centre of the country:
New Delhi and its surrounding area.
Residents of the capital can now purchase
Miele products from a total of ten distinguished electrical stores and kitchen
suppliers. Customer service officers who
have been trained in Germany and England make the service complete. Plans
for Mumbai (formerly Bombay) are
currently under construction, whilst
Bangalore, Chennai, Hyderabad, Pune
and other cities are expected to follow
over the next few years.
The model example for all subsequent
projects is the Experience Center in
Jasola, New Delhi, which was created in
just a few months. Bright colours, chromium and the radiant Miele red highlight
its luxurious design. The outward features
aren’t the only positives of the 480 square
meters centre, however; it is also used to
host exquisite events. In fact, it has been
used for this latter purpose right from the
word go. On the opening day, twenty
selected journalists were invited to an
exclusive lunchtime press conference.
Dr Miele, Dr Zinkann and Mr Chaturvedi
were happy to talk and answer questions,
whilst gourmet chef Karen Anand provided a culinary highlight, prepared live
in front of the audience. The media representatives were also pleased to be treated to a delicious giveaway in the form of
freshly baked brownies. Thus the event
proved to be a successful prelude to the
evening celebrations. Renowned architects, kitchen specialists, dealers, representatives from the German Chamber of
Trade and Commerce, and Miele employ-
A journey through time to the late 19th
century: Dr Markus Miele and the
Indian Miele team show the journalists
how it all began.
ees celebrated in the upbeat, festive atmosphere and enjoyed culinary delights,
live music and dance performances. At
the touch of a button, the red curtain on
the stage rose to give guests a view of a
selection of the latest Miele products,
which are now available in India too.
Dhananjay Chaturvedi knows the
people of his country and has an optimistic view of the future. “The affluent
Indian consumer is choosy, aware, welltravelled and has a keen eye for quality and design. We are confident that
Miele appliances will be well-received
by them.”
The official prelude: Dr Reinhard
Zinkann, Dhananjay Chaturvedi and
Dr Markus Miele cut the red ribbon.
All red and white like the Miele logo:
Dance troupe Saadhya greeted the
guests with energy and zest.
FASHION
Catwalk
Catwalk Fever
Whether it’s haute couture, business dress or casual wear, when
it comes to fashion, Miele’s connection is clear to see. This is
demonstrated by events in the
USA, Belgium and Great Britain,
which deal with the topic of
fashion in quite different ways,
but all with the same result: their
customers are inspired.
USA
FASHION
k Fever
Sheri Walsh modelling the winning
look. Using components from Miele
appliances, a très chic ensemble was
created.
Main component of Sheri’s
dress and jacket: Miele’s
anti-slip warming drawer
mats.
sing components from Miele
appliances, and other suppliers,
a très chic ensemble was created
that really turned heads and, as a result,
claimed the award for the fi rst place winning look at Product Runway in Seattle,
Washington. Luwa Distributing, Miele’s
appliance distributor agent in the Pacific
Northwest territory of the United States,
teamed up with SkB Architects and Pental Granite & Marble to compete against
17 other teams. Product Runway randomly paired product manufacturers
with local design fi rms and design students to create a couture ensemble from
the supplier’s materials.
“This experience has shown that with
dedication and creativity, Miele appliance
U
materials and Pental tiles can be used to
create an elegant garment. Much of our
success is due to the quality partnership
between SkB Architects, Pental and Luwa,
and our determination to produce a superior creation. We will walk away from this
experience with lasting memories and
stronger partnerships for future endeavours,” stated Sheri Walsh, Director of
dishwasher sound insulation, wiring
from a roast probe and stainless steel and
glass tiles. “Looking at the three companies – you have tiles, appliances and interior architects. Though we make interiors and kitchen spaces beautiful, it’s
more about functionality. A big ball
gown or dramatic look didn’t seem right
for the companies, so we created the little black dress and pieces that are multifunctional,” explained Kelli Garbutt,
Marketing Manager at Luwa.
To complete the ensemble, the team
created a chic handbag composed of a
vent hood fi lter, Miele appliance screws,
vacuum bags and ceramic and glass tiles.
Matching earrings were constructed out
of bent stainless steel and nickel-coloured steel tiles.
A member from each team was required to model its garment in the Product Runway fashion show and Luwa representative, Sheri Walsh, was ultimately
chosen to walk the runway.
Belgium
FASHION
Trade Relations at Luwa. “Miele is the perfect match for Product Runway since their
appliances are elegant, sleek and timeless
– which is exactly what we wanted our
garment to reflect,” continued Walsh.
The winning look was a contemporary variation of the “little black dress”
that transforms from office to evening.
Miele’s anti-slip warming drawer mats
served as the main component of the
dress and matching jacket. The dress itself also featured a rotary iron cover,
2,700 guests experienced the Miele Catwalk in Brussels.
The latest autumn and winter collections for him and for
her were presented.
Which style of make-up suits me best? The professionals from MAC provide the answers to questions such
as these at the Miele Catwalk workshops.
Da nci ng s t a r Ca m i l la
Dallerup - out onto the catwalk and was treated to a
table of honour at the fashion show, as well as receiving £1,000 of Miele appliances for his home.
Chris Wright, Miele
brand communications
manager, said: “Fashion and
clothes care go hand in
hand and Miele has a commitment to supporting rising talent within fashion.
Clothes are a statement of
personality and Miele’s
award-winning laundry
machines are developed to
ensure that clothes look as
perfect as they did the first
t i me t hey were wor n.
Miele’s patented honeycomb drum gently cushions clothes during washing, and this, coupled with
adva nced prog ra m mes
such as Silks and Delicates,
means that you can care for
even your most coveted
fashion items.”
Jasper Garvida comments: “It was a delight to
be a judge for the Miele
Fashion Prize – the entries
were all of an extremely
high standard and it was
exciting to see so much
creativity. Nathan won for
his beautiful design that
showed that high glamour and designer
fashion can go together with easy clothes
care.”
Nathan Jones said: “I feel so proud to
have won the Miele Fashion Prize. It has
been a unique experience working with
Jasper and seeing my design change and
take shape for the SPARKS Fashion Show.
Winning the Miele Fashion Prize has set
me on the path towards what I hope will
be a great career in fashion design.”
Miele is proud to support SPARKS
(SPorts Aiding medical Research for
KidS) and help fund medical research
into conditions affecting children. Miele
has supported Jasper Garvida since his
early emergence onto the fashion scene.
His reputation for producing designs of
great innovation as well as his technical
expertise mirrors Miele’s own standing in
technological innovation and as a leader
in appliance manufacture.
SPARKS Fashion Show raised over
£50,000.
iele UK celebrated its established association with fashion
and clothes care with the announcement of the winner of the Miele
Fashion Prize competition at the highprofi le SPARKS fashion fundraiser held
last October.
The theme of the Miele Fashion Prize,
which was launched at London Fashion
Week a year before, was to design a dress
based on one of the gentle fabric care programmes available on Miele laundry machines. Celebrity judges, including TV
presenter Natalie Pinkham, swimmer
Mark Foster, and up-and-coming fashion
design star Jasper Garvida, chose a design
by student Nathan Jones, aged 23, from
the hundreds of entries received.
Nathan’s winning design, themed
around ‘easy-care couture’ and made by
Jasper Garvida, was unveiled at the starstudded SPARKS charity fashion show.
Nathan won the opportunity to follow his
design – modelled by Strictly Come
M
FASHION
S
Camilla Dallerup models the
winning Miele Fashion Prize dress
on the SPARKS catwalk.
Great Britain
imple wash cycles and sophisticated laundry care systems are
worlds apart. However, making
the difference between the two clear
for all to see requires a little awareness
training, as Miele Belgium is doing with
its latest campaign. Step 1: Generate
interest with one of the largest fashion
shows that the country has ever seen –
the Miele Catwalk.
The subsidiary was able to procure
the services of twelve well-known fashion brands, including Olivier Strelli,
Essentiel, Marie Jo, Xandres and Sarah
Pacini, for the presentation of the
autumn and winter ranges for 2009.
The event, which was originally envisaged to be an evening affair with 800
guests in Tour & Taxis, an events centre
in Brussels, developed a momentum
that could not have been predicted.
Collaborations with the Feeling and
Gael lifestyle magazine, the RTL and
VIJF T V television stations, as well
as advertisements in the August editions of women’s magazines, triggered
a run on tickets, which resulted in two
Miele Catwalk evenings taking place
last September on the 50-metre long
catwalk. 2,700 visitors, who had each
paid 30 euros for their ticket, were
treated to an unforgettable fashion
show, which presented everything that
was hot for autumn and winter fashion
in Belgium.
Meanwhile, step 2 of the campaign
ensures that fashion shows and Miele‘s
expertise in laundry care remain in the
memory over the long-term – the Miele
Cat walk work shops. T he Cat walk
workshops are daytime courses that
take place at the Belgian headquarters
in Mollem. Professionals inform the 24
participants in small groups which
styles suit them best. This includes an
individual fashion and style consultation from style guru Lien Degol, a
make-up course by MAC, forecasts for
the upcoming summer trends from
Feeling editor Lene Kemps, as well as
tips on laundry care with Miele washing machines and products from the
Care Collection.
The workshops cost 65 euros per
participant but are so sought-after that
around 800 people are currently on the
waiting list. Following fi ve events last
November and December, a further
eight workshops are planned for both
February and autumn of 2010. More
information about Miele Catwalk and
the Catwalk workshops can be found at
www.mielecatwalk.be.
IFA
PORTUGAL
USA
Well-known oenologist turns customers into experts
The Portuguese
Wine Experience
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The demonstration kitchen in Carnaxide
provides the ideal conditions for the wine
seminars at the Portugal subsidiary.
In Portugal you say “Saúde” – cheers!
he answers come straight from
the expert mouth of a true professional: Miele Portugal organises
wine seminars for connoisseurs and
wannabe-connoisseurs together with the
most famous oenologist in the country,
Anibal Coutinho. The new demonstration
kitchen at the Miele headquarters in
Carnaxide provides the backdrop. Up to
eight participants spend two evenings here
learning about wines, starting with the
“Wine ABC” for beginners. If this sparks an
interest, three additional courses allow
participants to further refine their skills.
T
Anibal Coutinho writes for newspapers and magazines, has his own television programme, and sits on the jury in
national and international wine competitions. He has set himself the target of
countering the image of Portuguese wines
as hard, slow-ripening red wines that are
full of tanning agents. His idea: Modern,
young wines should be produced from
the old wine regions, and these new wines
will cause wine-lovers to hold Portugal in
high esteem.
He produces full-bodied red wines,
which taste fresh and fruity, from old
Better than in a wine cellar
Connoisseurs
value his recommendations:
Anibal Coutinho,
wine expert from
Portugal
Miele The Magazine met with the
famous oenologist Anibal Coutinho to discuss good Portuguese
wines and the best way to store
wines.
Mr Coutinho, please give us a
short introduction to Portuguese
wines.
It makes sense to classify the
wines according to three different profiles, which are orientated around climate, terrain and
cultivation traditions. The Atlantic wines are predominantly
influenced by the maritime climate. They possess an excellent
natural acidity. In my opinion,
regions such as Minho and the
Bairrada are ideal for the production of white and rosé wines.
The profile of wines produced
in valley regions is characterised
by a continental climate with
strong variations in temperature
as well as manual cultivation.
This naturally leads to concentrated, full-bodied wines with
lots of elegance, which are marked out for discerning palates
both in Portugal and abroad.
Examples include the regions of
Terras do Douro, Dão and Beira
Interior. Fifty percent of Portuguese consumers favour the
profile that denotes wines from
the South. Characteristic conditions include lots of sun, little
precipitation, and flat calcareous soils interspersed with sand
and clay. These regions produce
fruity and light-bodied wines
that are easy to enjoy and which
have a punchy aroma, representing the style of the New
World.
What are the defining characteristics and advantages of modern Portuguese winesü?
vines on the modern vineyards of
Caves Vidigal and Quinta de Lixa. Thus
he is creating a new style of Portuguese
wines.
At the Wine Experience, wine-lovers
receive some basic equipment: The
course’s guide to understanding the principles of wine, a wine aroma wheel, and
wine evaluation files. Participants are also
given a voucher, entitling them to a discount on a Miele wine storage unit.
On the first day, wine expert Coutinho teaches the basics: The range of grape
varieties and soils, perception of colour,
As Portuguese wines have not
yet achieved the recognition
that they deserve on the international markets, the greatest
advantage for overseas consumers is being able to enjoy highquality wines at low prices. An
additional advantage for regular
wine drinkers is contact with
wines from a country that has
the largest number of independent, in other words native,
grape varieties per square metre
in the world.
What conditions are important
for storing wines?
In order to preserve the characteristics of a wine whilst at the
same time guaranteeing a uniform ripening process, the following storage factors must be
taken into account:
• A temperature of
between 10º and 12ºC.
• Protection against the
transfer of aromas.
• The bottles should be
stored horizontally.
• There should not be
too much vibration in
the storage area.
• There should be a high
relative humidity.
• Sufficient ventilation
is required to prevent
fungal attacks.
scent, taste and final note, wine in gastronomy and much more. The highlight
is then the practical application of this
new-found knowledge.
During the first blind tastings, participants are invited to compare two wines
and to try and spot the key differences.
The second evening then based on blind
tastings. Now participants have to assess
three different wines, and not just the flavour, but also the full character of the
wines. This means colour, aroma and with
regard to the final note, the aftertaste. The
Wine Experience is completed with
• The bottles must be
protected from light.
Can a Miele wine storage unit /
wine cooler be used instead of
a wine cellar?
Absolutely.
In your opinion, what are the
benefits of a Miele wine storage
unit / wine cooler?
I am able to control some key
parameters, which cannot be
controlled in a wine cellar.
Examples of this include up to
three temperature zones that
can be individually controlled,
the maintenance of an exact
temperature, and the regulation of humidity. Furthermore,
air circulation is controlled
via an active charcoal filter,
and the bottles are protected
from UV rays by the special
door.
What is the optimum temperature for storing red wine and
white wine?
9ºC for white wines, 15ºC
for red wines. If you have
a wine cooler with three
different temperature zones,
champagne or sparkling wine
should be stored at 7°C and
fortified wines, such as port
and madeira, at 12°C.
expert tips provided by Coutinho, for example, how to find the correct wine for
each type of food, and which accessories
help to make initial wine tastings a
success.
By the end, the wine-lovers have been
fully immersed into the world of wine,
although the expert stresses that this is
just the beginning, not the finishing line.
Hans Egenter, Director of Miele Portugal,
confirms: “Our wine seminars are very
well attended. We are pleased that the
promotion with Mr. Coutinho has proven
to be so popular.”
USA
PORTUGAL
Anibal Coutinho discusses grape varieties.
USA
Unique benefit:
Employees enjoy
the opportunity
to wash their
garments conveniently while they
work.
Award for the subsidiary’s management practices
Most outstanding
employer
iele was presented with the most “Outstanding Employer” award by the New
Jersey Business & Industry Association
(NJBIA) in the United States.
This prestigious honour for outstanding workforce management practices is bestowed as one of
NJBIA’s 2009 Excellence Awards, presented to a select few New Jersey companies in four award categories: Environmental Quality, Business Expansion,
Outstanding Employer and Public Service.
“At Miele, we are genuinely investing in the wellbeing of our employees and their families, and we
truly believe that our main asset is the people working for Miele.” stated Ingrid Astudillo, Miele Human
Ingrid Astudillo,
Resources Manager.
Miele Human
Miele offers its employees unique benefits such
Resources Manaas access to a full coffee bar, equipped with the
ger, proudly
presents the award. brand’s own built-in coffee systems, where they can
make themselves complimentary coffee, cappuccino,
espresso or latté drinks. An on-site laundry facility
featuring the company’s own washers, dryers and detergents gives employees the opportunity to wash
their garments conveniently while they work. If garments need to be professionally cleaned, Miele provides a delivery service that will pick up and deliver
the clothes cared for by a local cleaner operating
Miele’s wet cleaning equipment. In addition, Miele’s
mailroom stands ready to help employees ship their
packages via UPS or Federal Express. At Miele’s Princeton Gallery, employees have access to a kitchen
M
fitted with Miele refrigerators, ovens and hobs where
they can cook their own lunch. “All of these services
are provided so our employees can accomplish their
chores during the day and enjoy their time outside
of the office. We strongly believe that a work life and
home life balance is important,” explained Astudillo.
Aside from a complimentary Employee Assistance Programme, full health benefits and a 401K
plan (individual savings plan for retirement), Miele
offers fully paid gym memberships through different
Fitness & Wellness Centers, as well as discounts on
smoking cessation, homeopathic remedies and
weight loss programmes. Miele also plans enjoyable
activities and contests for their employees. These
range from the “Miele Olympics” and building-wide
egg hunts, to tasks encouraging teamwork such as
departmental gingerbread house building, T-shirt
decorating and pumpkin carving. “These are small
gestures meant to break up the normal routine
and our employees genuinely enjoy them,” stated
Astudillo.
Community service and charity are important to
Miele. In addition to having a company-wide Holiday Food Collection, Miele gives every employee
eight hours off per calendar year to use as volunteer
time at a local charity. “When you join Miele, you are
given an invitation to join the Miele ‘family’ and encounter the ‘Miele Experience’. That begins when
you walk through the door each morning,” said
Astudillo.
Boogie, art and fine cuisine
he opening event of
the five-day “Shake
the Lake” boogie festival began in the Austrian
Miele Gallery in Salzburg
with the motto “Resonance of
the Senses”. Over the last 14
years the festival, which after
its opening event moves to the
Wolfgangsee lake, has represented an institution for fans
of boogie-woogie and has become well-known far beyond
Austria’s borders.
500 guests were at the
Gallery for the launch of
the five-day festival and experienced a perfect mix of art,
music and fine cuisine.
Alexander Steinwendtner,
Günther Nussbaumer and
Gerti Spreitz filled the stage
with art from Salzburg, whilst
Andreas Döllerer, an Austrian
chef who rose to the top of his
profession in double-quick
T
Displaying a sense for the
extraordinary (from the left)
Clemens Vogler, Markus
Brandl ( both from Shake the
Lake), Josef Vanicek, singer
Tinka Milinovic, gourmet chef
Andreas Döllerer and Richie
Loidl ( Shake the Lake)
Markus Brandl, Karl-Friedrich “Charly” Hohenzollern, Clemens
Vogler, Richie Loidl and Johnny Schütten (from the left) bring
rhythm to the Miele Gallery.
time, prepared the culinary
highlight of the evening. More
than 20 boogie stars came together in a unique “All Stars
Session” to provide the backing for dancers from the Union Boogie Club in Gmunden.
Josef Vanicek, Managing Di-
rector of Miele Austria, was
impressed with the symbiosis:
“It is a real joy to experience
such a wide variety of arts on
the ‘stage’ in the Miele Gallery, which are hugely dynamic and yet complement each
other perfectly.”
100 Euro bonus with the purchase of an energy-saving laundry care appliance
Eco campaign
accelerates sales
ver the past year, customers in Austria
have been able to
save 100 euros by participating in the Miele eco campaign.
As environmental issues have
been a hot topic of discussion
in Austria, the subsidiary decided to introduce an “exchange bonus”. Initially this
only applied to certain individual washing machines and
tumble dryers, but over the
course of the year it has been
extended to include all eco
O
models from this range of
products. The heat-pump
tumble dryers were one focus
of the campaign, which compared to conventional condenser dryers use up to 46
percent less energy, and the
latest eco washing machines,
which exceed efficiency standards set by the European
energy-efficiency label by more
than ten percent.
The campaign was bolstered by radio advertisements,
internet promotions, campaign
brochures, specialist advertisements and cooperative advertisements. The subsidiary
achieved a 44-percent increase
in unit sales of washing machines included in the campaign as early as the first stage
of the campaign. The extremely successful promotion has
demonstrated that the bonus
encourages customers to swap
old appliances for new ones, as
buyers don’t just save on the
purchase itself but also on future energy consumption costs.
Success with the eco
campaign: Josef Vanicek at
the “Futura” industry trade
exhibition in Salzburg.
AUSTRIA
Austria begins festival with a treat for the senses in the Gallery
GERMANY
Star chef treats his guests to an experience for all the senses
Lafer’s unbelievable
cookery school
hen it comes to producing
good flavours, Johann Lafer is
obsessed. The Austrian is one
of the most famous and one of the best
chefs in the German-speaking region. He
has published countless books, won numerous awards and appears on popular
cookery shows on television.
Lafer’s credo is to make the culture of
cooking and savoir-vivre more accessible
to the general public. The 52-year-old’s
cookery school “Table d’Or”, which he
runs near to his Le Val d’Or restaurant
(Stromberg, Germany), demonstrates
that this is about more than culinary inspiration. The concept for the cookery
school – “the best of all” – combines pleasure, design, light and multimedia technology in order to create an atmosphere to
delight all the senses.
In order to have more time for his pupils, Lafer utilises a global technical innovation: an invisible infrared curtain captures the hand movements of the star chef
and transfers this information to a computer. The computer then turns the gestures into executable actions, thus allowing the master chef to work in the kitchen
W
Cookery courses
at “Table d’Or”
have been a
revelation – and
not just because
of the food.
without actually having to touch anything,
and by simply pointing his fingers.
As far as kitchen appliances are concerned, Johann Lafer trusts Miele, as the
built-in appliances from Eastern Westphalia are known for their ability to communicate and can be monitored and operated via the touch-screen terminal.
Sophisticated lighting and audio technology allow the mood to be changed. Coloured background lighting when the
guests are busy working at the stove can
therefore be transformed to create a candlelight atmosphere at the large dinner
table, which seats up to 16 people. The
master controls the lighting and the musical accompaniment via the touch panel,
or vocally. Meanwhile, a 70-inch monitor
can be used to display films or recipes and
menus.
GERMANY
Representing the culture of cooking
and savoir-vivre: Johann Lafer.
Johann Lafer relies on built-in
Miele appliances for communication.
These can also be operated via the
central terminal.
Three-star chef, Christian Bau (centre) explains his
“Japanese Tryouts” to gourmet critic, Jürgen Dollase (right).
Miele sponsors fair for food lovers
Enjoy it in style
he eat’n STYLE in
Germany is a must for
gourmets, amateur
chefs and for all those who are
passionate about good food
and trendy kitchen accessories. Organised by a large magazine publishing house, the
consumer fair, which was
held last autumn, enticed a
total of over 50,000 visitors
to Hamburg, Munich and
Cologne – and Miele escaped
no one’s attention. As primary sponsor, the company
was omnipresent. It fitted out
the “Children’s Paradise” and
the “Cooking Theatre” with
appliances and was also represented through its own exhibition stand. Traditionally,
the so-called “Cooking Theatre” is extremely popular with
visitors to the fair. Here the
best-known television chefs
from Germany, Switzerland
and Austria demonstrate
their skills in front of an audience. Meanwhile, with the
T
In fact, at second glance the cookery
school turns out to be a modern TV studio. Whether filming your own cookery
show, streaming live on the internet or
recording the cookery course as a reminder for guests, anything is possible at Table
d’Or, and of course nothing less than high
definition cameras of professional quality
will do.
“My guideline for the development of
the forum for the culture of cooking and
savoir-vivre is: Having fun whilst cooking
and tasting and enjoying the food together with my guests, that is my priority”,
says Johann Lafer as he explains the philosophy behind his new cookery school.
“The technology behind the scenes is not
important – what is important is that we
can rely on it so that my guests feel completely at ease!”
special “Chefsache” event, the
Hamburg presentation had a
culinary twist. Designed to
represent a network of the
best, the Chefsache saw decorated star chefs – including
famous names such as Juan
Amador and Christian Bau –
celebrate haute cuisine. Although the professionals rarely have the opportunity to
work with “normal” household appliances, the Miele
appliances didn’t pose any
problems to any of the chefs.
One thing certainly became clear to the inexperienced onlookers: cooking at this
level has got nothing to do
with just throwing things
together at the cooker; it is really hard work. This is because
there first needs to be an idea
before the guest is able to enjoy something extraordinary.
This idea is then developed
at a desk before being tested
over and over again in the
kitchen.
IRELAND
BLINDTEXT
Subsidiary promotes food festival
Dublin cooks with Miele
Rozanne Stevens
knows how to
stimulate people.
ive cooking demonstrations have
become a regular feature at the
Miele Gallery in Dublin since the
opening of the facility in 2008. Resident
Chef Rozanne Stevens has proven to be
very popular with both existing and the
prospective Miele customers. Rozanne
has created a range of menu options to
cater for every entertaining opportunity,
from Specialist Healthy Eating Seminars,
Christmas Canapé Demonstrations, Simple Seafood, Tasty Tapas and the ever
popular Cupcake Carnival. Rozanne has
featured on Ireland’s leading breakfast
show, TV3’s Ireland AM, on two separate
occasions, highlighting seasonal recipes
and upcoming demonstrations at the Gallery. In addition to Rozanne Stevens,
Miele have invited a number of high pro-
L
Kevin Dundon supported Miele at the “Taste of Dublin” food festival.
file celebrity chefs to participate in cooking demonstrations at the Miele Gallery,
including Neven Maguire, Oliver Dunne
and Kevin Dundon.
Besides the cooking demonstrations,
the subsidiary has established a hugely
successful partnership with “Taste of
Dublin”. Taste of Dublin is a culinary festival with a footfall of 35,000 people over
the course of the four-day event. In 2009,
Miele took centre stage at this highly anticipated food festival, featuring celebrity
chef Kevin Dundon at the Miele Family
Feature throughout the festival. Miele
looks forward to participating in this
event once again next year, as it represents an ideal opportunity to interact
with key customers at a social occasion.
The prominent chef opens his new Ecole de Cuisine
Chez Ducasse
T
he brand new “Ecole de Cuisine
Alain Ducasse” (cookery school)
has been welcoming visitors in a
warm and friendly home-like setting since
last May. This contemporary 700 m² space
is located in the very heart of Paris and
offers four kitchens, a cellar for wine tasting, a meeting room and a boutique.
The four kitchens are exclusively
equipped with the latest Miele household
appliances. The whole product range is
available to the public and meets the latest culinary trends, with its ovens, steam
ovens and wok combi-sets, Teppan hobs
and Salamander combi-sets.
With this unique space, Alain Ducasse
aims to provide accessible and interactive
cooking lessons – using simple words to
teach and explain, teaching by demonstrating – so that scholars can easily reproduce the recipes on their own. This is the
philosophy of the “Ecole de Cuisine Alain
Ducasse”.
The eight chefs working at the school
offer a variety of lessons for all tastes:
from traditional recipes to flavours of the
world, pastries, Alain Ducasse’s haute
cuisine, and, not least, wine tasting lessons. Each and every amateur chef, from
beginners to advanced cooks, will find a
lesson to meet his/her expectations. The
lessons last at least half a day or an
evening, and lunch or dinner is included.
Thus every participant is able to return
home with recipes that they have fully
mastered, as well as some useful tips.
Maximum attendance is twelve people
per lesson. Team-building cookery courses
are also available.
The Ecole de Cuisine aims to attract
10,000 visitors a year. 4,500 people have
already attended the school since its
opening. The ten-year-old partnership
between Miele and the “Ecole de Cuisine
Alain Ducasse” gives Miele the opportunity to share experiences with the chefs
and also contributes to the development
of new products. This fruitful dialogue
enables the company to anticipate the
needs and expectations of a clientele that
is always eager for both clever and easyto-use appliances.
Alain Ducasse has also been developing international partnerships with local
All you need – the four kitchens are
stylish and well equipped.
hotel management schools for several
years, with the aim of both demonstrating
the excellence of French gastronomy and
training the chefs of tomorrow. These
professional and amateur training programmes are currently available in Japan,
Brazil, the USA and Lebanon. Alain
Ducasse is also working on numerous
other projects.
FRANCE
BLINDTEXT
The “Ecole de Cuisine Alain Ducasse”
offers a high standard of cookery courses.
SINGAPORE
Chef Haikal presenting
his perfect meal to
President SR Nathan
of Singapore.
Miele initiates a cooking challenge in Singapore
Perfect Meal
for the President
once in a lifetime opportunity to cook for the head of
the state – this was the accolade held out to a number
of ambitious chefs. Miele organised a cooking competition in Singapore. The prize: to serve a meal to His Excellency,
President SR Nathan of Singapore.
Miele was able to gain the television station Channel NewsAsia as a cooperation partner for the reality television series
project “The Perfect Meal”, which reported on a competition
over a total of seven episodes. The challenge: to reinvent classic
local dishes with the aim of ultimately creating an iconic meal,
which epitomises modern Singapore, to be served at a banquet.
The participating chefs: Daniel Sia of The White Rabbit,
Manjunath Mural of Song of India, Pang Kok Keong of Canele
Patisserie Chocolaterie, Haikal Johari of Restaurant Ember in
Bangkok, Yong Bing Ngen of Majestic Restaurant, and Paul
Froggart of Saint Pierre Group.
“The Perfect Meal” culminated in an extraordinary finale that
was broadcast last August from the Miele Gallery. Chef Haikal
Johari, from restaurant Ember in Bangkok, emerged as the winner and presented his four-course perfect meal to His Excellency and 15 esteemed guests. On the menu were Haikal’s warm
hamachi with fragrant oil, young ginger flower vinaigrette and
petit salad; re-invented chicken rice; 8-hour braised beef short
ribs with kichap manis and lemongrass, potato confit and sweet
peas; and homemade pandan ice-cream with semolina ‘sable’
breton and chocolate-chilli soup. These sophisticated creations
impressed each of the seven culinary experts on the judging
A
panel, as well as the President and his guests. Prior to joining
restaurant Ember in Bangkok, Chef Haikal Johari had worked
for some of the most famous restaurants in Singapore.
“We congratulate Chef Haikal and, at the same time, hope
that all six chefs who competed in The Perfect Meal will be celebrated for taking up the challenge of pushing the boundaries of
Singaporean cuisine and the enterprise that they have demonstrated”, said Mario Miranda, Managing Director of Miele Singapore, at the filming of the final episode. “One of our key intentions
in creating The Perfect Meal was for the television series to inspire
and stimulate continued excellence in Singaporean cuisine. We
hope the search for the perfect meal will be an eternal one.”
Six of the most gifted chefs in Singapore competed in
The Perfect Meal.
Top-class
in Asia
Left: The 360 guests at this year’s The Miele Guide gala dinner were lavishly feted. Right: The finest
in Asia. From the left: Andre Chiang ( Executive Chef of Jaan par Andre, Singapore), Armin Leitgeb
( Executive Chef of Les Amis, Singapore), Michael Au (Restaurant Manager of L’Atelier de Joel Robuchon,
Hong Kong, and Robuchon a GaleraI, Macao) and Ignatius Chan (Owner of Iggy’s, Singapore)
ollowing the successful launch of its inaugural
edition last year, the much-anticipated
2009/2010 edition of The Miele Guide was
launched at The Fullerton Hotel Singapore last September. The red-carpet extravaganza enjoyed the
privileged presence of some of Asia’s most celebrated
chefs and restaurateurs, as well as regional and international food critics and journalists.
The very first edition of the independent guide to
Asia’s finest restaurants has already set a new standard for judging dining excellence in Asia, and has
visibly drawn the world’s attention to Asia’s best culinary talents over the past year. Growing from
strength to strength, the second edition of the guide
adds new features in pursuit of delivering an ultimate
guide to the dining public that is useful, independent,
credible and authoritative.
This year’s guide features 450 restaurants from
16 Asian countries – an increase on the 320 restaurants from 13 Asian countries in last year’s edition
– chosen with the help of 85 of Asia’s most respected
food writers and restaurant critics, 1,500 F&B professionals, and over 19,000 voters from 98 countries.
In addition to the annual ranking of Asia’s top 20
restaurants, the guide also lists the top five restaurants in each country represented in the guide to
offer a stronger showcase for Asia’s top chefs and
F
restaurateurs. And there is another first: this guide
features an overview of each featured country’s
dining scene, written by The Miele Guide’s contributing editors, who comprise top restaurant critics
and food writers in their own right in their respective
home countries.
“L’Atelier de Joel Robuchon” in Hong Kong and
“Iggy’s” in Singapore remain the best two restaurants
in Asia. These two gastronomic institutions have,
however, swapped positions on the leader board,
with L’Atelier topping the list this year.
“This year and for many years ahead, we are
proud to be continuing to play a part in recognising
the best in Asia’s restaurant industry, whose fierce
passion and pursuit of excellence in their craft resonates with Miele”, said Mario Miranda, Managing
Director of Miele Singapore, at the festive launch of
the new edition of the guide.
This year, in addition to being the named sponsor
of the guide, Miele contributed towards two scholarships offered under the auspices of The Miele
Guide Culinary Scholarship Programme – giving two
passionate young Asians the opportunity to refine
their culinary skills at the acclaimed At-Sunrice
GlobalChef Academy.
More information: www.mieleguide.com
SINGAPORE
New edition of The Miele Guide presents 450 restaurants
Miele opens new exhibitions around the globe
Brand experiences
for the senses
Feel, see, smell and taste – Miele invites customers to experience something for
all the senses at Miele Galleries and Experience Centres. Over the following
pages, we introduce you to several exclusive experience venues that have opened
during the past months, and Miele Managing Director Dr Reto Bazzi explains
the marketing concept behind this unique brand presentation in an interview.
GALLERIES
PRODUKTION
From informative to entertaining:
The exhibition in Vianen caters
for the needs of customers.
Vianen
The name is simply a play on words:
The “Inspirience Centre” and
the headquarters of the subsidiary
are located under one roof
in Vianen.
he Netherlands subsidiary is astounding its customers with excellent customer service and an
experience-orientated exhibition. From
trade partners to consumers, whoever
visits the new “Miele Inspirience Centre” at the headquarters in Vianen enters
a world for the senses.
A world of products is displayed over
3,000 square metres in the Dutch city
of Vianen. The exhibition focuses on
living, clothing and food – basic human
needs that Miele seeks to fulfi l with its
convenient and wide range of products.
The domestic ambience is becoming
more significant for the modern person,
and thus the demand for quality, longevity and technical solutions is increasing.
Household appliances with refi nement
and sophistication are gaining more and
more importance in daily life. Visitors
can discover the solutions that Miele has
to offer at close hand in the “Inspirience
Centre” – either on a guided tour of the
exhibition, a visit to the cookery theatre
or a cookery course in the Miele Culinary Institute.
Anyone who visits Miele in Vianen
will be cordially received. Visitors can
decide if they wish to take part in a
guided tour or if they want to discover
the exhibition for themselves. The
T
coffee bar helps to reduce the waiting
time for a consultation or for a guided
tour. Those who decide to go it alone are
supplied with an iPod, which provides
the most important information about
the products on the interactive walking
tour.
The high vacuum cleaner wall, with
a reflective backdrop that makes it look
even more impressive, immediately
captures the attention of visitors. How
exquisitely colourful ! The tour of the
exhibition takes in the various Miele
product worlds. The Laundry World and
especially the Living and Cook ing
Worlds display the latest appliances
from Miele. In the Professional area,
visitors can fi nd out information about
the latest appliance technology for commercial use. The library provides Internet access and literature so that visitors
can gain additional information, whilst
the meeting rooms give visitors the opportunity to discuss the range of appliances in peace, whilst they are still fresh
in the mind. Children can also fi nd some
necessary relaxation in their own Play
World. Meanwhile, the accessories shop
offers lots of fantastic items for the home
– such as high quality service parts and
cutlery, as well as detergents and care
products.
GALLERIES
Vianen receives guests in a stylish lounge.
Water plays a key role in human life –
and water is also a key raw material for
Miele that must not be wasted. Miele
appliances, such as washing machines
and dishwashers, help to protect this
valuable commodity with their low
consumption values. In the “Inspirience
Centre”, visitors can experience water in
a quite different way: The Water Bar
presents over 70 different types of the
highest quality of water from across
the globe. Those visitors who take the
The built-in appliance presentation teaches culinary expertise.
opportunity to dine in the à la carte restaurant can sample a selection of these.
Cooking with steam plays a special
role in Vianen, both in the exhibition
with its lavish presentation of the steam
cookers, and in the two “VitaSteam
stoomtheatres”. Potential customers are
introduced to the benefits of Miele
built-in appliances in the daily presentations that take place here. The themes
of nutrition and pressure-cooking are
the focus.
Those interested in cooking can take
part in cookery classes at the Culinary
Institute. These classes see professional
chefs present the variety of ways that
Miele appliances can be used. The cookery courses are suited to match the experience of the participants and vary in
difficulty from beginner to professional.
Conclusion: The Miele “Inspirience
Centre” in Vianen inspires its visitors
and shows them how life at home is so
much easier with Miele appliances.
Barcelona
A charming greeting for Dietmar Vierbuchen, Managing Director of the Spain
subsidiary, Dr. Reinhard Zinkann and Dr. Markus Miele.
dragonfly floats by like a fairy and
greets a broadly grinning apple.
A mysterious mist rises and a
dancer pirouettes to the gentle notes of
a harp. No, this isn’t a scene from “Alice
in Wonderland”; instead it is from the
A
opening ceremony of the new Miele Gallery in the capital of Catalonia, Barcelona. 120 guests from the world of politics, retail and the social sector, from the
hotel industry and gastronomy, as well
as customers and numerous representa-
tives from the media,
found themselves at a
top-class event to duly celebrate the inauguration of
the showroom, which stretches across three different levels.
Dietmar Vierbuchen, Managing Director of the Spain subsidiary, Dr.
Markus Miele and Dr. Reinhard Zinkann
were all in agreement: a city that is as
lively and modern as Barcelona is the
ideal location for the stylish gallery,
which is sure to draw visitors in their
droves. This was also the case on the
evening of the opening. In reference to
the environmentally friendly approach
of the company, guests were given tours
of the building by actresses wearing
costumes made almost entirely from
natural materials. Each f loor of the
building provided visitors with a different source of entertainment. Music lovers, for example, definitely got their
money’s worth: pianist Michele Faber,
who is well-known on the American and
Spanish jazz scene, her trio and jazz
singer Amelia Bernet, the vocal coach
from the Spanish version of the T V
show “American Idol ” all produced
GALLERIES
Creative and original: The creations of the “Fruit Art” team had the audience in raptures.
feel-good performances exuding charm.
Meanwhile, the soft tones of international musician Silvia Rifà’s harp offered
a different kind of musical treat.
The physical well-being was also well
catered for. Along with sweet and tasty
finger-food, show chef Julio López
grabbed the attention of guests with his
live preparation of Japanese delicacies.
Julio López runs his own cookery school
in Barcelona and regularly works with
the Spanish subsidiary. Numerous trips
to Asia have turned Asian cuisine into
his specialty. The cooking skills that
López learnt there are now being shared
with participants of the cookery courses
and master classes, which take place in
the fully-equipped kitchen on the lowest
“And that wasn’t all!” A dancer entices the visitors on a guided
tour of the Miele Gallery.
floor of the Gallery. And it was here that
liquid nitrogen created the mysterious
mist from which the Caipirinhas were
served on the opening night. The creative masterpieces that the “Fruit Art”
team conjured up from fruit and vegetables provided an original end to the wide
range of events that evening.
Served fresh from the mist: Caipirinhas for the guests
in Barcelona.
GALLERIES
PROFESSIONAL
Dr Reinhard Zinkann, Simon Grantham,
Director of the Great Britain subsidiary,
and Dr. Markus Miele in front of the
Gallery at Cavendish Place.
Even the eyes are tempted:
artistically presented “Dim Sum”
appetisers, in London.
London
f you’re the sort of person who likes
to try before you buy, the new showroom for Miele is going to change the
way you purchase appliances for good!”
This is how an online city guide recommends the new Gallery in its “Places To
Go in London” section. It is a good tip
too, as customer service in the Gallery
goes well beyond individual consultations. Interested buyers are invited to
bring along their own favourite items of
clothing to test the qualities of the fully
automatic washing machines on
site. In addition, potential
cu s tomers ca n at tend
cooking demonstrations
and practical cookery
classes.
The fully equipped
kitchens were inaugurated at the opening
of the Gallery. Steve
Groves, winner of the
BBC TV show “Masterchef:
I
The Professionals” and Nicky Youngjohns, Miele Great Britain’s Head of
Central Training and trained home economist, demonstrated their gourmet talents together. They conjured up “Dim
Sum” appetisers, which originate from
China’s Cantonese cuisine, in the steam
cooker, whilst elegant “Mini Croque
Monsieur” sandwiches were prepared on
the Salamander. Culinary delights such
as fruit cocktails and wild mushroom
risotto with parmesan were also awaiting the guests.
Dr Markus Miele, Dr. Reinhard Zinkann and Simon
Grantham, Director of
the Great Britain subsidiary, spoke to journalists from various
branches of the media
during a press conference and individual interviews. Besides representatives from media out-
An inviting atmosphere: the festively
decorated table in the new Miele Gallery
London.
lets such as the Financial Times, BBC
Radio 4 and The Economist, forty other
guests participated on the fi rst day of the
opening ceremony. Fashion designer Jasper Garvida and TV celebrity Hardeep
Singh Kohli were amongst these guests.
The next day, over eighty commercial
partners, Miele employees and guests
attended the second part of the official
opening. All the guests were deeply
impressed with the new showroom,
singing its praises and calling it “superb”,
“impressive” and “fantastic”. Miele’s
GALLERIES
commercial partners all agree that the
Miele Gallery is a wonderful opportunity and are convinced that visitors to
the Gallery will follow up their trip with
a visit to specialist stores “with a much
longer shopping list”.
They have the ideal opportunity to
do this as well, as the showroom, which
is located at Cavendish Place on Wigmore
Street, could not be situated more perfectly – in the heart of the British capital
city, the home of numerous premium
kitchen showrooms and stores.
Demonstrating how it is done: TV chef Steve Groves and Miele employee Nicky
Youngjohns create a selection of exquisite delicacies for the guests.
Scottsdale
n the southwest region
of the United States,
Miele recently cut
the ceremonial red ribbon marking the official opening of its newest appliance Gallery in
I
Scottsdale, Arizona. Located in what is referred
to as the Great American Desert, this new
centre is positioned
at the design epicentre of the Airpark De-
Excellent venue for the new 5,000-square-foot Scottsdale Gallery:
The Airpark Design Center.
sign area of Scottsdale, a thriving suburb
just outside of Phoenix. The Gallery
will serve the growing, affluent communities in Arizona and neighbouring
states. Dr. Markus Miele performed the
official opening ceremony with Scottsdale Mayor W.J. “Jim” Lane. The opening event played host to over 250 area
designers, builders, dealers and press,
who sampled gourmet delicacies prepared in the showroom’s live test kitchens while touring the stunning product
displays.
Dr. Markus Miele was quoted as saying, “As Sky Harbor Airport in Phoenix
is a central hub with direct fl ights from
many major cities, this gallery is predestined to become a main training facility
for our dealers in Colorado, Utah, New
Mexico, Nevada and beyond. At the
same time, the Gallery is set to become
a popular resource centre in which designers, builders and homeowners can
experience fi rst hand the world of innovation that Miele has to offer.”
According to Scottsdale Mayor W.J.
“Jim” Lane, “The City of Scottsdale welcomes this elegant Miele Gallery. This is
a great partnering of great brands. Miele
and the Scottsdale community share the
values of quality design and environmental awareness. Both offer beautiful visual character and at the same time we
continuously reduce resource consumption and enhance sustainability.”
GALLERIES
Cutting the ribbon (from left): Hal Ellison,
Gallery Showroom Assistant Scottsdale,
Juliana Adams, Gallery Showroom
Manager Scottsdale, Dr. Markus Miele,
W.J. “Jim” Lane, Mayor of Scottsdale,
Cortney Winger, Regional Sales Manager;
Adam Samford, Senior Field Technician.
More than just an
elegant and classy
backdrop: The Gallery’s
programme includes
cooking demonstrations and seminars.
The new 465-square-metre Scottsdale showroom displays an extensive
selection of Miele appliance products in
a unique minimalist environment – free
from distractions of the typical kitchen
vignette styling. This unique visual
strategy allows customers to obtain a
clear, uncluttered view of the appliances,
making it easier to imagine what the appliances would look like if they were incorporated into their specific kitchen
design. Scottsdale is Miele’s tenth U.S.
appliance Gallery, joining Beverly Hills,
Boca Raton, Boston, Chicago, Dallas,
Princeton, New York, San Francisco and
Seattle.
Consumers and designers who visit
the Scottsdale Gallery will experience
Miele’s innovative, live product displays
a nd may f u r t her t hei r k now-how
through cooking programmes and educational seminars. The Miele Gallery
offers a fully functional kitchen area
for classes, an elegant dining area for
events, and a coffee bar for customers to
enjoy a perfect espresso or coffee while
they visit.
Toronto
wo outstanding showrooms were
opened last October in Canada
under the Miele logo: Caplan’s in
Toronto and the Gallery in Laval (Montreal).
The “Miele Gallery Caplan’s” is the
fi rst freestanding, independently owned
appliance store in North America dedicated to a single brand. It offers the ultimate in premium appliances, showcased
in an exquisite 2,500 sq. ft. space,
and serves as a one-stop shop
for both consumers and
designers to view a beautiful selection of Miele
appliances.
The incorporation
of a top-quality active
kitchen was central to
t he desig n of M iele
Gallery Caplan’s to wel-
T
Long partnership:
Martin, Fran,
Arlene and Robert
Caplan met
Dr. Reinhard Zinkann,
Maria and Jan Heck
( from left) at the
opening.
GALLERIES
The “Miele Gallery
Caplan’s” is dedicated
to a single brand.
come consumers and designers to experience live products through cooking
programmes and educational seminars
with their full-time chef.
“Miele has been part of the Caplan
family of appliances for many, many
years,” said Robert Caplan, owner of
Caplan’s Appliances. We recognise that
there are a growing number of consum-
We speak French:
The opening of
the Gallery near
Montreal aroused
much interest.
ers that value the investment in premium
appliances and our spectacular new
Gallery won’t disappoint.”
The grand opening was extremely
well attended by the media. It was hosted by Robert Caplan and Jan Heck,
President of Miele Canada. Dr. Reinhard
Zinkann was in Toronto and was the
guest of honour for this event. “Dear
members of the Caplan family, you and
Miele in Canada can look back on a longstanding partnership which reaches back
as long as Miele has been in existence in
this country. As ones who were ‘in on
the bottom floor’, as it were, you have
always been committed to promoting
the Miele brand and have been instrumental in its success,” he pointed out.
Montreal
fter the much anticipated wait
of Quebecors for the past year
and a half, the Miele Gallery
Montreal fi nally opened its doors. The
new Miele Gallery in Laval, Quebec
showcases the entire collection of Miele
appliances in an exquisite 4,500-sq.-ft
gallery.
With the complete range of Miele appliances on display, the Miele Gallery
has been thematically created to offer a
library of showrooms designed to allow
visitors to easily browse the wide variety
of products within the different product
categories, from cooktops, to oven, to
refrigeration to laundry systems. In addition, the Miele Gallery is equipped
A
GALLERIES
BLINDTEXT
with a fully functional demonstration
kitchen, in partnership with Studio
Snaidero.
“With Quebec being such an important market for Miele, we are delighted
to continue our investment within a market for consumers that truly appreciate
the quality and the investment in a premium brand,” noted Jan Heck. “The new
Gallery will provide consumers in Quebec access to Miele Ambassadors who
have extensive knowledge to ensure they
receive a consistent brand experience.”
Dr. Reinhard Zinkann, fourth generation and co-proprietor of Miele, was
in Canada to celebrate this special opening. “The Miele Gallery will attract attention on account of the numerous
cookery demonstrations and other events
held here. Alongside product launches,
we can also cater for corporate and teambuilding events or offer evening meals in
a stylish ambience,” he said.
The demonstration
kitchen in
Laval welcomes
customers for
cooking events.
Santiago de Chile
The Miele
Boutique in the
Parque Arauco
offers tailor-made
solutions
for customers
in Chile.
rom visits to the theatre to flamenco courses and complimentary
shoe care, you can find almost
anything in the Parque Arauco, one of the
most important shopping centres in
Chile, located in the country’s capital
F
city, Santiago. Visitors to the shopping
paradise can combine shopping at the
centre’s 300-plus shops with culinary
enjoyment, art, culture and other leisure
activities. Fans of designer products are
particularly drawn to the Parque Arauco,
as the third floor is completely dominated
by design and exclusivity.
30 international brand manufacturers
present their premium products here,
“which means Miele simply has to be
there”, explains Jürgen Freyer, General
GALLERIES
BLINDTEXT
Manager of Miele Chile. For this reason,
the company is now represented at the
centre by an exclusive boutique on the
Designer floor. The boutique has been
open to customers since last December,
with the official opening ceremony taking
place at the beginning of 2010. The boutique was designed by well-known Chilean architect, Gonzalo Mardones Viviani
in conjunction with Miele’s own team of
architects. He knows exactly how to create the right setting for premium products, as he is also managing the construction of the new Miele Gallery, which is
set to open soon.
In Chile, people sum up the concept
of a boutique in one short word: care.
Tailor-made solutions for the care of delicate items of laundry, exclusive flooring
and precious tableware will be offered to
Chilean customers. “Miele provides stateof-the-art technology, so that the objects
which people value most can be perfectly cared for and protected – and we want
to make this more accessible to our customers”, explains Freyer. Personal service
takes centre stage: “Our specialist staff are
available each day to advise customers
and help them to discover the best solution to suit their individual needs.”
Founded in 2007, this Miele subsidiary is the first in South America. The
household appliances from eastern Westphalia have, however, been known in
Chile for much longer. The Schiess family, which has German roots, was the general importer for Miele as early as the
1950s. All members of staff who were
employed for Miele by the Schiess company TransTec and who, as a result, have
the relevant knowledge, were taken on
when the subsidiary was founded.
Coffee and steam in the Miele Boutique
Auckland
p ie ce by N e w
Zealand fashion
designer Annah Stretton casually
drapes a matte mannequin. A cast-glass
pacific paddle, specially commissioned by
Northland artist Garth
Dobney, takes pride of
place alongside many of his
other vibrant pieces, which are strategically positioned around the 140square-metre space. Art on loan from a
local art gallery includes a Sam Foley forest scene and abandoned forestry equipment, delicately sculpted by Nic Moon.
The Miele New Zealand Gallery really
is altogether something else; a sophisti-
A
cated blend of design studio, art gallery, cooking
demonstration school,
intimate dinner setting
and appliance retail
space all in one.
It’s no creative accident that this retail
space draws you in. Cliff
Thompson, General Marketing Manager, has gained
valuable experience from working
with Victorian architect Robert Blair,
interior design coordinator Patricia
Jeanes and Terry Earle from Without
Pier Gallery to uplift and transform the
Australasian showrooms. From a typical
Victorian dry gully feature in Knoxfield,
a ‘living wall’ in Queensland featuring
Art is the difference from other showrooms.
GALLERIES
indigenous plants, to the Pacific-themed
Auckland Gallery; each pays homage to
its essentially local flavour.
Miele New Zealand staff, headed by
national sales manager Brian Scott, enjoy
an entire 125-square-metre office environment that overlooks the Gallery and
brings them eye-to-eye with the art on
display. A warehousing facility, which is
located behind the kitchen, houses a
computer room and lends itself to further development into a training centre
for product knowledge sessions and service training.
Ten recently appointed chartered
agents were invited to join Dr. Markus
Miele and Michael Jeanes, Managing Director Australia and New Zealand, at a
sit-down lunch at the Gallery. Miele ambassadorial chef Shannon Bennett sent his
two right-hand men, chef Andy Harmer
and sommelier Michael Gray, to prepare
and serve the meal, which was all cooked
Dr. Markus Miele and Michael Jeanes ( background) with some of the staff from
Miele New Zealand.
on-site in the Miele kitchen. The menu
was as sublime as the Gallery, with local
shellfish risotto, slow-cooked venison and
kiwifruit trifle to tempt the senses.
This is just an indication of what the
new Gallery has to offer. With the 50square-metre cooking demonstration
and 35-square-metre dining areas both
seating 14, prospective customers can
enjoy pre- and post-purchase product
demonstrations with home economist
Dominique Houlihan to ensure they are
getting the most from their Miele purchase.
Durban
In Cape Town, you should visit the Miele Gallery and – when the Football World Cup
starts – the Green Point stadium.
0 09 welcomed the opening of
South Africa’s 4th state-of-the-art
Miele Gallery of Fine Living, following the success of the Bryanston (Johannesburg), Tygervalley (Cape Town)
and Brooklyn (Pretoria) galleries.
2
The new Gallery is situated in the
aff luent area of Umhlanga Rocks, 30
kilometres north of the city of Durban.
The showroom has been styled with
great expert assistance from the Bauabteilung at Miele Gütersloh, to maxim-
From cooking to laundry care:
The Gallery in Auckland presents the
products in a stylish way.
ise the space, volume, and
flow of light. The towering shop windows invite the visual brilliance of the almost
completely glass showroom, and allow visitors
to discover the world of
Miele quality and style.
The location has been
carefully selected because of the
ever-increasing numbers of residential
and business developments in this area,
and not least due to the upcoming opening of the new King Chaka International
Airport nearby. With the Football World
Cup scheduled for 2010, this is an important showcase for the brand. Furthermore, there are tremendous developments being undertaken, especially in
the harbour area of Durban, and Umhlanga and Ballito are the new growth hot
spots of Kwa-Zulu Natal.
Durban has a large Indian population
and the interior visuals ref lect Asian
grace and beauty. The design of the
showroom differs from the others as it
features an exclusive dining/conference
Salon Prive up on the 4th level, where
GALLERIES
plush, private demonstrations take place
for high profi le specialised clientele. The
formal launch of this Gallery is planned
for early 2010.
The Tygervalley Miele Gallery has
been expanded and will now feature
art, lifestyle and kitchen functions with
regular cook ing events and shows.
MasterCool features strongly in all the
galleries.
A highlight in the Johannesburg Gallery was an art exhibition by Aparna
Swarup, who launched her latest work
“bioscope”. Aparna is the wife of the Indian High Commissioner, who is a celebrity in his own right after writing “Slumdog Millionaire”. The Guest of Honour
was Mrs Zanele Mbeki, wife of the
former President of South Africa. Many
VIP guests attended the launch.
Brennan Menday
( Miele) and Bertus
van der Veen
(CEO of
Euro Appliances)
experience Indian
folklore in front
of the Salon
Prive of the
Durban Gallery.
Many VIP guests
attended the art
exhibition at Miele
Bryanston Gallery
of Fine Living
(Johannesburg).
Dr Reto Bazzi on the Gallery concept and further plans for expansion
“Bringing the Miele world to life”
Dr Bazzi, what do the
Galleries mean for the Miele
brand image?
Dr Reto Bazzi: Originally,
their main purpose was to
demonstrate to our trading
partners worldwide what a
presentation that is true to
the brand looks like. This
helps us to spark desire in the
customers. Over time, however, contact with consumers
has played an increasingly
role in many countries. Incidentally, many consumers
come to the Galleries on the
recommendation of the stockists, to get a better impression
of the broad variety of the
Miele world. The purchase
itself is then handled by the
stockist. In addition, the Galleries help our staff to better
understand that they represent an excellent brand and
valuable products.
When and where did Miele
open its first Gallery?
Dr Reto Bazzi has been
Managing Director of Sales
and Marketing since 1999.
The first was in 2003 in Milan.
Today we run around 70 showrooms in a wide range of sizes
and styles in almost 50 countries. Around 30 of these have
been created in line with our
Gallery concept, including our
newest Galleries in Barcelona,
London and Kiev.
What are the characteristics
of this concept?
We look for prestigious buildings that are easy to spot, easy
to access and that are located
in the vicinity of other global
brands. This makes shopping
areas on the arterial roads of
cities especially attractive. The
exhibition area is generally
between 200 and 800 square
metres in size, excluding training rooms, active kitchens and
offices. The presentation is
dominated by a meaningful,
warm elegance and a flair that
is typical of the host country.
Has the Gallery concept
changed over the course of
the years?
Yes. The most important development arose from the
emotionalisation of our brand
image. We do not tell people
that our appliances can help
them to feel full, to wash dirty
laundry and to vacuum their
homes; instead we explain to
them that they can enjoy a
touch of luxury with Miele,
that they can care for their
clothing and homes and that
they can do all of this in a gentle, efficient and environmentally friendly way.
And what does this
mean for the Galleries?
It means that we have moved
away from pure product
presentation and instead we
use the Galleries to stage
atmospheric worlds of experience. The showrooms in
Hong Kong and Singapore
are successful early examples of this change.
Which Miele Gallery
is your own personal
favourite?
It’s always the one that we
have opened most recently,
as it provides the role model
for the next one. Every new
Gallery should be better
than its predecessor – and
we manage to achieve this.
And where is Miele
building the next one?
The next new openings are
planned for Riga, Shanghai
and Santiago de Chile – and
these will not be the last.
NEWS
Let’s iron – no Miele, no fun.
There could only be one reason for
Miele employees turning up for work
with laundry baskets packed full to the
brim: straight after their shifts they
were indulging in their new hobby and
enjoying an informal gathering at the
ironing meeting. Laundry care expert
Melanie Wolff organised in the Miele
Forum a total of twelve classes to
help the interested participants
produce perfectly pressed laundry.
After a short presentation from the
experts, the ironing fans, only 30
percent of whom were men, were
Trade journal awards prize to Textilreinigung Edelweiss
Clean laundry from
the petrol station
nyone passing by the Wemperhardt border crossing between Belgium and
Luxembourg will find everything they need for the day there: the supermarket is open on Sundays and public holidays, and the petrol station provides
both petrol and clean laundry – around the clock. Klaus Theissen has rented half of
the petrol station shop and now runs the “Textilreinigung Edelweiss” laundry company from there with great success. The entrepreneur’s extraordinary concept, which
is supported by the Miele Luxembourg subsidiary, has been awarded with the “RWin
– Textile Cleaning of the Year 2009” prize by the well-known German trade journal
“RW Textilservice”.
Theissen has set up an automatic machine in the lobby area of the launderette,
which is operated with a prepaid card, for those customers wishing to drop off or
collect their laundry in the middle of the night. The “Textilreinigung Edelweiss”
launderette is open from Monday to Saturday, and with four Miele washing machines
amongst its fleet, is able to wash and dry around 100 items each day. Textile cleaning
expert Theissen relies on the Miele wet cleaning system more than anything else,
which even allows him to clean delicate outerwear and woollen blankets in the
bain marie.
A
Easily accessible
on the route from
Belgium into
Luxembourg: the
“Textilreinigung
Edelweiss”
launderette.
given a chance to display their own
skills. To the joy of the participants
and the spectators, who were able
to enjoy an ironing demonstration as
part of their visit in the Forum, the
creases and crinkles simply had to
accept their fate.
Belgium enjoys
the Cooking
Trophy
Tro
phy
ooking is fashionable. Cooking is
enjoyable. Cooking brings people closer together. This is why
Miele Belgium has organised the Miele
Cooking Trophy for its employees for the
past three years. It is a successful way of
teaching its staff to work with Miele appliances. The cookery event is made up
of pairs who must take on other pairs in
a musical atmosphere.
In the first year cooking took place to
the rhythm of salsa, last year it was disco
and this year it was “wrong” (a classical
music ambience). The pairs must
prepare two dishes and a well-known
chef comes to taste and nominate the
best dishes. Three starters, three main
courses and three desserts are nominated
from among all of the participants.
These nominated items are put on the
“Miele Village” website, where each
member of staff can vote for his or her
favourite dishes for the New Year menu.
Of course, the three winning dishes are
immediately put on the menu for the
Miele New Year’s party, which is always
held on the second Friday in January.
And the winners … they win a culinary
tour with the chef in one of Belgium’s
cities.
C
MIELE MARINE
Miele Marine exhibits in Fort Lauderdale and Dubai
Flying the flag
nyone who has Miele at home
does not want to have to do without the quality and convenience
anywhere else – especially not onboard
their own yacht. With “Miele Marine”,
the company has created a range of products that target the special requirements
onboard ships and high-sea yachts. Miele
contributed to large boating exhibitions,
such as the Dubai International Boat
Show and the International Boat Show in
Fort Lauderdale (USA) by putting on its
own presentations.
The 17th edition of the Dubai International Boat Show (March 2009) sailed
into new waters and, in doing so, surpassed all previous show records. With
more than 30,000 visitors and an overall
20-percent increase in exhibitor space,
the show has reconfirmed its position as
the largest and leading event for the leisure marine industry in the Middle East.
Visitors were confronted with five global
launches, 22 regional premieres, 19 spectacular super yachts and over 400 boats.
The International Boat Show in Fort
Lauderdale, Florida, celebrated its 50year anniversary last November. The exhibition is one of the largest and most
important platforms for the industry in
the world. According to the data provided
by exhibitors, boats, yachts, super yachts
and equipment worth more than 3 billion
dollars were on display at the 2009 event.
Miele Marine was there for the first time
A
and caused a sensation with the “Little
Giants”. The washing machines and tumble dryers from the Professional product
range have – compared to American
standards – small measurements and have
also been commended for their short programme times and for displaying the
traditional high levels of quality that
Miele products are known for. The coffee
consumption levels at the exhibition
stand served as a gauge for customer interest: Despite an outside temperature of
30°C, over 1,500 espressos, cappuccinos
and coffees were handed out during the
seven-day trade fair.
The Miele Marine stand in Dubai
attracted interest from all over the
Middle East.
Under an American flag on board
the MY Katya, the washing is done
with Miele.
The “Bahia Mar” exhibition site
in Fort Lauderdale is huge.
PROFESSIONAL
On board the Mecklenburg-Vorpommern frigate, soldiers wash with Miele Professional
Heavy shift around
the Horn of Africa
he “clean the ship”- order is made
on board the Mecklenburg-Vorpommern. For the rank and file,
this means spending the next two to three
hours cleaning thoroughly and doing
their washing. Later the sergeants will
carry out an inspection that is even more
fastidious than usual, because a small celebration is scheduled for the afternoon.
The frigate Mecklenburg-Vorpommern is
celebrating its birthday, or more precisely,
its commissioning, which took place 13
years ago, on St. Nicholas’ Day in 1996.
Frigate Captain and First Officer
Gerald Liebich has gathered the officers
together in the officers’ mess. The reconditioning of the diesel drive is almost
complete. Decisions must still be made
before the Christmas holiday as to when
supplies, provisions and munitions are to
be picked up and from which quay. The
frigate is to set sail again in January 2010,
initially to Dublin and from there on to
Reykjavik. The priority will then be the
training of new soldiers – a much less
spectacular trip than the latest ones, and
one that the public will hardly notice.
The last two years have been somewhat
different.
“Between November 2008 and April
2009, we were involved in the Enduring
Freedom and Atalanta operations”, explains frigate Captain Gerald Liebich.
The MecklenburgVorpommern was
stationed at the pier
in Wilhelmshaven
last December for
maintenance work.
T
The technical control
centre is in charge
of ensuring that the
operations room is
ready for action.
“Our mission was to combat terrorism
and drug trafficking, as well as to provide
protection against pirates in the waters
around the Horn of Africa.” The frigate
was able to prevent the capture of merchant ships by pirates on several occasions during these assignments. Two Sea
Lynx deck helicopters proved to be the
strongest weapon in this. Although the
frigate can plough through the water at
speeds of up to 29 knots (54 km/h) –
when it is switched over from the diesel
motors to the gas turbines – it cannot
always be in the right place at the right
time in the large stretch of water. This is
not the case with the two armed deck
helicopters: Once cries for help had been
received from ships under threat, the
speedy intervention of the helicopter
was able to thwart the intentions of the
pirates on multiple occasions.
Sea Lieutenant Thomas Fischer shows
us around the ship. The MecklenburgVorpommern is almost 140 metres long
and 17 metres wide. This sounds large,
but as the home and workplace for more
than 200 soldiers, it is actually quite small.
Eight soldiers sleep in each accommoda-
Eight soldiers
sleep in
close quarters
on the sleeping
deck.
“The machines do a good job”, says
Thomas Fischer. His predecessor at the
post told him that once the electronic
unit on one of the appliances had to be
changed. A technician came on board at
an African port and rectified the situation.
Back on deck, the
hangar for the
helicopters is being inspected. The
aircrafts are not
on board and the
huge space is ideal
for the upcoming
birthday celebrations. A few more
weeks at the pier
in Wilhelmshaven
and then another
trip begins. Sea
Lieutenant Thomas Fischer is already
looking forward to it. An extended stay in
the shipyard is planned for the Mecklenburg-Vorpommern in May 2010. For
many soldiers, this means taking their
leave and starting a different post.
In the laundry bag in the honeycomb
drum: Sea Lieutenant Thomas
Fischer loads the Miele appliance.
PROFESSIONAL
tion unit. A bunk with a curtain is the
sum of their private quarters. Almost
everyone has their own laptop with them.
At sea, emails are the only connection to
home, and this is only allowed when the
location of the frigate is not a secret. Depending on the mission, it is sometimes
necessary for the commandant to cut the
connection to the outside world. “The assignments in the Persian Gulf and at
the Horn of Africa were over six months,
long at a time. It placed an extraordinary
physical and psychological strain on the
soldiers”, explains Thomas Fischer, Electrical Officer on board.
Steep steel ladders lead to the lower
decks. The wash kitchen and washhouse
are situated below the water’s surface. It
is a good location for the Miele Professional appliances on board, because it is
the place where the ship’s movements
are felt the least. Two PW 6101 EL washing machines and two T 6250 tumble
dryers with a load size of ten kilograms
are installed. Similar or identical appliances are also in operation on the German Navy’s other war ships. The soldiers
are, however, responsible for washing
their clothes themselves. Laundry is done
on a preassigned day and this depends on
the main section of the ship in which you
work. Several soldiers do their washing
together to load the machines as full as
possible. The navy provides the detergent.
PROFESSIONAL
Swedish hospital puts its trust in Miele Professional
Safety first
he region of Dalarna in
the centre of Sweden
is renowned for the
Vasaloppet ski race and for
canoe tours amidst unspoilt
nature. It is also famous for its
world-class disinfection technology. The Falu lasarett hospital has now become the
second hospital in the region
to be equipped with the latest
generation of Miele cleaning
and disinfectant machines.
This hospital covers a territory
that is home to around
275,000 people. The hospital
has 500 beds, which are distributed amongst 17 clinics
and many specialist and service departments. The instruments used in operations,
treatments and examinations
have been prepared using four
PG 8528 large cabinet decontamination units since spring
2009.
“We are extremely satisfied”, says Elisabeth Bergqvist,
director of the central sterile
supplies department. Accord-
T
ing to her, the Miele devices
have not just improved the
standard of disinfection and
the reliability; the noise level
in the department has also
been significantly reduced.
But above all, the large cabinet decontamination units
supply complete documentation for the process data:
These are first collated in a socalled NetBox, which is connected to each device via a
serial interface. The data can
then either be archived using
a data medium or forwarded
onto a network. The process
data documentation proved
to be the most important factor in deciding to use Miele
technology. In the case of a
certifiable disease, Swedish
law requires the individual
instrument to be traced back
from patient to preparation.
“Disinfecting medical instruments is a science in itself”, confirms departmental director Bergqvist. Thus
she regularly uses patented
Complete documentation of process data: Departmental
manager Elisabeth Bergqvist and assistant manager
Dan Gustavsson utilise all the technology available to
protect themselves legally.
Miele special programmes
such as “Oxivario”, which ensures critical instruments are
cleaned safely, and “Orthovario” for the gentle yet thorough cleaning and disinfection of orthopaedic instruments. Fully demineralised
water is generally used and
this, according to Bergqvist,
has caused problems for
cleaning and disinfectant machines produced by other
manufacturers – but not the
Miele devices. In order to ensure that they continue to
work smoothly, the local
Miele after-sales service is
supported by the Miele offsite service.
The finest technology for
the inhabitants of the
Swedish region of Dalarna:
The Falu lasarett hospital
has invested in four of
the latest generation of
Miele large cabinet
decontamination units.
Perfect solutions for the
40 th Medica
All in white – and just for
show: The “White Men” were
in the mood to party, just like
the rest of the guests who
spent the evening event at
the Miele exhibition stand.
Miele Professional hosted
around 200 guests at the
evening event for the fourth
time. They were welcomed
by Professional Manager
Andreas Barduna.
he 40th anniversary of
the largest medical
trade fair in the world
– Medica – attracted even
more trade visitors to Dusseldorf than usual: the exhibition
organisers counted more than
138,000 guests from over 100
countries and a total of 4,324
exhibitors. Miele Professional
has been amongst the exhibitors since the 1970s and the
exhibition stand, which today
is around 300 square metres
in size, is a “must” for many
visitors.
T
Those wishing to find out
about clever devices and accessories did not pass up this
opportunity to visit the Miele
stand. The focus was on modular accessory system innovations, for example a loading
trolley, which allows instruments from the dental sector
to be prepared in large cabinet
decontamination units for the
first time. Interest was also
sparked by a water reclamation system for large cabinet
decontamination units, and a
new “Protein Check”, which
uses a colour indicator to display any remaining proteins
left on cleaned and disinfected
instruments.
Over the years, the evening
event on the opening day
of the exhibition has become
a fixed part of the exhibition programme. This year,
Dr Markus Miele and Professional Manager Andreas
Barduna welcomed around
200 invited guests, who enjoyed an unforgettable evening
with music from “The Rocking
Chairs” and a show of amazing
feats performed by the “Masters of Magic”.
Container washing bays taken over from Dirschl
Miele extends Professional branch
y taking over the asset of Dirschl
brand container washing systems,
Miele has taken a logical step towards becoming a systems provider. From
now on, Miele will be able to provide a
better service to customers in the hospital
sector. “Container & Trolley Washing
Bays”, which were previously sold under
the Dirschl name, are now integrated into
the Miele Werk Bürmoss GmbH / Austria.
B
Container and trolley washing bays
are large-chamber cleaning devices, which
are used in hospitals to wash larger trolleys, containers for sterile supplies, beds,
bedside tables and other objects. The use
of equipment of this kind in the Central
Sterile Supply Department of hospitals is
becoming increasingly common. As a
manufacturer of cleaning and disinfectant
machines, being able to offer container
washing systems that have been made inhouse represents a logical expansion of
the Professional product range. How do
customers benefit? There is now just one
contact person for solutions in the field of
sterile supply. The production of the container washing systems will, for now, remain in Erding along with all 14 members
of staff. Incorporation into the Miele factory in Bürmoos is planned for the future.
SYSTEM PROVIDER
Professional invites guests to an evening event at the largest medical trade fair
NEWS
Miele participates in leading trade fair in the Persian Gulf
Great performance
at the Big 5
iele successfully participated in
the Big 5, the leading Arabian
trade fair which took place in
Dubai last November.
The Big 5 – the Middle East’s leading
international building and construction
show – was a successful four-day event,
with exhibitors claiming that it was
the best ever in terms of doing business,
and that prospects for the construction
industry in the Middle East are looking
positive. Over 3,000 exhibitors from 52
countries showcased their latest products
and services.
As the theme of the show was to promote an environmental message, the
Miele subsidiary decided to participate
and showcase its ecological products. The
main aim, besides brand building and
brand exposure, was really to differentiate Miele from the common players in
the market. “The environment is becoming more important to the decision makers here, and we are targeting projects
that are driven by environmental initiatives,” explained Gaby Koudsi, Managing
Director of the subsidiary.
The show primarily targets professionals. Miele invited its key accounts, key
clients and export dealers. The attendance levels were exceptional. The subsidiary took the opportunity to launch
the new Octoplus washer and tumble
dryer, from the Professional range, in the
region. Its target audience is, however, not
M
Ecological topics were
on top of the agenda at the
Miele stand.
Professional machines
are often used in households.
Customers need advice.
just limited to commercial customers in
the Emirates. In places like the Gulf, families are large, so although it is a Professional machine, the level of domestic use
is high.
Strong partners
partners in Turkey
M
iele has been a well-known
brand in Turkey for decades
now, not least because many
Congratulations on a great exhibition:
Markus Miele, Taner Sağbaş, Managing
Director of Miele Turkey and retailer
Şaban Gürbüz.
Turks who once lived in Germany took
their household appliances with them
when they returned to their home country. In the meantime, the subsidiary in
Turkey has been working together with a
large number of successful trade partners.
Dr Markus Miele visited two of these as
part of a visit he paid to Istanbul.
Around the world with
solar power
f Heike Patzelt and Michael Köhler manage to circumnavigate the globe in their 14-metre-long catamaran “Solarwave”,
their achievement will be published in the Guinness Book
of Records. This is because the “Solarwave” is a motorised boat
driven solely by solar power and wind energy. The two Austrians
are aiming to generate 90 kW of electricity per day with various
solar panels and wind turbines. The electric motors are supposed
to generate speeds of four to eight knots, as well as enough
power for laundry washing and cooking on board. Miele appliances – a washing machine, a hob, a microwave and a vacuum
cleaner – can also be found on board the “Solarwave”.
“They run as standard on 230 volts. We have a DC-AC converter on board, which can generate 12, 48 and 230 volts when
required,” explains Heike Patzelt. While the electric-powered
catamaran may be extremely unusual, having Miele appliances
on board yachts is not. The domestic appliance manufacturer
I
recently presented its latest product mix, “Miele Marine”, at
“Boot”, Germany’s most important boat show, which takes place
in Düsseldorf. These are models that have been tested specifically for use at sea and have, where necessary, been modified for
this purpose. In the case of dishwashers, this means that the
electrical components have been specially sealed against moisture, and the appliance has a deeper drip tray to prevent leakages caused by the motion of the sea. Marine products are also
special, because as well as an international service network,
Miele offers an additional guarantee for their use on board. This
means that an appliance that has been purchased in Germany
can also be serviced in a harbour in Florida if it breaks down.
Incidentally, the “Solarwave” is still admitting guests for its
emission-free journey around the world. If you would like to
book a leg of the journey in one of the three double cabins,
please visit www.solarwave.at.
Heike Patzelt cooks on board with Miele.
From March 2010 the “Solarwave” is
aiming to circumnavigate the world using
just solar power and wind energy.
Retailer Şaban Gürbüz was delighted
with the visit made by the director of the
company to his new showroom. He is one
of the “Miele pioneers” in the country,
becoming the first official Miele service
partner in Turkey back in 1987. Today
he owns five sales outlets and three aftersales service points in Istanbul. His new
showroom is in an attractive environment, situated in a modern shopping
mall.
The Enkay Company has been a trading partner with the Turkish subsidiary
since 2001 and previously represented
imperial products in the country. The
newly designed showroom is the highlight of the company’s 17 sales outlets.
Opening ceremony for
the newly designed
showroom run by trade
partner Enkay.
NEWS
Unique electric catamaran gets Miele Marine on board
REPORT
Hermann Hünemeier recreates Miele bicycle in the style of the original
Scale 1:1 in wood
ime seems to pass more slowly in
Lichtenfels-Fürstenberg, which is
located on the edge of the Sauerland (Germany). During the summer
months, some walkers do find their way
to the small village to use it as a starting
point for exploring the rolling hills of the
Central German Uplands. Apart from this
though, the villagers have plenty of time
for crazy ideas – such as building a bicycle
out of wood.
Carpentry is a passion for Hermann
Hünemeier. Evidence of his talents can be
found in several dog kennels and a duck
house in the local neighbourhood. However, it is with a replica of a Miele bicycle
from the 1950s, which is true to the original, that he has created his masterpiece.
“Seeing the old bicycle at a shop in the
next town gave me the idea. I borrowed
the bicycle and set it up in the workshop
as a visual aid”, explained the 66-year-old
pensioner.
He began working on the project at
the beginning of 2009. He acquired,
measured, sawed, shaped and sanded
beech and oak wood - and did everything
all over again if something was not right.
Mr Hünemeier, a trained metalworker,
believes attention to detail is extremely
important and wanted to create a replica
that was true to the original at a scale of
1:1. The pedals and wheels rotate, the
T
Hermann Hünemeier has
recreated a Miele bicycle out
of wood to a scale of 1:1.
Sisyphean labour: Chain
links “forged” from wood
fork is made from one piece of wood, and
the mud guards have been bonded from
several layers of wood. The air pump
must, of course, fit onto the turning valves.
The kickstand and luggage rack are just
as movable as the brakes on the front
wheel, and, of course, there isn’t a single
screw on the entire bike. “The saddle, the
arrangement of the spokes and the
chain were the greatest challenges”, said
Mr Hünemeier.
The pensioner spent eleven months
working on the Miele bike. It was his
second “large project”. Prior to this, he
worked on a replica of the R 75 BMW
motorbike. He wanted to display the
BMW in front of the guesthouse that
he runs with his wife Elsbeth with a sign
saying “Bikers Welcome”, but the bike is
too good for that, and so the R 75 now
stands next to the Miele bike in the workshop. Only a chosen few know about the
secret of the wooden BMW. Hermann
Hünemeier has filled the place where the
battery is located on the original motorbike with a wooden crate with a removable side panel. “Battery fuel”, he says as
he picks up two small glasses of herbal
schnapps from the hiding place. The fact
that the shape of the glasses is somehow
reminiscent of a spark plug is perfectly
fitting for this unique workshop and its
owner.
Help that arrives
s part of an ongoing CSR programme, Miele Hong Kong has
helped raise money to improve
the lives of different segments of the
community. In 2008, the company raised
funds for the Hong Kong Red Cross
A
China Relief Fund to support those affected by the Sichuan earthquake. For
2009, the subsidiary was delighted to
support “Watchdog” in its very important
work and was pleased to donate a kitchen
– complete with all top-of-the-range ap-
A washing machine makes everyday
life easier in the Early Learning and
Development Centre.
pliances including a washing machine and
tumble dryer – to the new Watchdog
Early Learning and Development Centre
in Kowloon. Watchdog is a charitable organisation providing early intervention
and education for pre-school children
with special educational needs.
Miele Hong Kong was also a proud
sponsor of the 2009 Watchdog Charity
Luncheon and Fashion Show and donated
a luxury yacht cruise to be auctioned at
the event. The exceptional experience
promised aboard the “Belle Epoque” –
complete with flowing champagne, luxurious surroundings and a sumptuous meal
prepared by a private chef – elicited the
highest bid and a lot of well-deserved
funds for Watchdog.
The employees of the subsidiary got
involved personally in the spirit of giving
and generously bid on Miele items in a
mini in-house auction. All the income
generated from the sales was donated to
Watchdog. Miele Hong Kong is proud to
have developed a long-term partnership
with Watchdog and highly values the
work that the charity is undertaking to
improve the lives of children in need.
Hong Kong celebrates the Red Eco Diva
ast renowned for its “Perfect Garment Care”-concept, Miele sponsored Dorian Ho‘s Autumn / Winter Collection catwalk show at the annual MasterCard Luxury Week Hong
Kong last August. Ho’s collection was
headlined by a dramatic “Red Eco Diva”nightgown, and adopted a luxury “green”
theme – promoting an environmentally
friendly approach to contemporary deca-
L
dent fashion. In line with the theme,
Miele created a range of limited-edition
eco-friendly bags: A trendy, chic and eyecatching multi-purpose bag made of soft
canvas fabric and embellished with glittery red details was designed by Dorian
Ho and presented to all the guests and
celebrities invited to the unveiling of his
new collection. Ho is famous for a range
of green initiatives. MasterCard Luxury
Week Hong Kong 2009 is the world’s first
consumer-focused luxury fashion event
showcasing high-end apparel and accessories from some of the world’s leading
luxury fashion brands.
The showcase for the young fashion
designer was one of 14 professional catwalk shows to take place over the course
of the exclusive five-day fashion extravaganza.
Successful
business model
Russian
theme weeks
ast September, Miele Canada celebrated its 1st year anniversary of switching to
the Miele Chartered Agency business model. Over the past twelve months,
despite the challenging economic climate, the subsidiary has been able to continue to develop a strong retail presence with a unified and consistent message to both
consumer and Miele Agents. The focus has been on building an infrastructure with
investments in new distribution centres across Canada (Montreal, Vancouver and
Calgary, in addition to Toronto), an expanded consumer contact centre, new Miele
Innovation Centres and expanding the distribution network.
One of the major successes has been the support of the Miele Agents as well as
their acceptance of the new system. “Our initial concerns regarding losing our customers and confusion amongst sales personnel have been to put to rest. We see the benefits of increased prices as we are no longer competing with five other retailers on price
alone and do not have the accounts receivable problems or delivery and damage issues.
The ease of doing business has been great”, explained James Sayer, President of Tasco
Distributors, which has Canada’s No.1 retail location.
ow does a dishwasher actually
work? Miele provided the answer to this question in Russia
during the theme weeks, which are regularly organised by the subsidiary at galleries in Moscow and St. Petersburg. Customers were able to find out all about
how dishwashers function with the help
of the transparent demonstration models.
The theme weeks were well received, especially because the occasion was used to
draw attention to the 80th anniversary of
the Miele dishwasher. In addition, examples of perfect table decorations were also
on display in the galleries.
L
H
NEWS
Hong Kong supports Watchdog
PROJECTS
INTERNATIONAL
Largest order in company history from Turkey
Living in Mashattan
roadway, SoHo, Park
Avenue – if you think
you are in the heart
of New York, you are on the
wrong track. We are in the
middle of the largest city in
Turkey.
In reality the small differences between Manhattan
and Mashattan mean the two
could not be more different.
B
Mashattan is an elegant, modern residential development
in Istanbul. Names from New
York’s most famous district,
including street names, have
been used for the luxury
apartments in the Turkish
metropolis on the Bosporus.
Whoever moves in here can
look forward to an upmarket
sense of well-being that goes
the extra mile. Quality
Miele appliances will
help to furnish
the 1,000-plus
apartments in these modern
buildings. Eight or nine kitchen appliances will be installed,
depending on the size of the
apartment, and these will be
joined by products from the
Miele laundry care range. The
proud figure of approximately
9,200 appliances makes this
order the largest in company
history.
It is a wonderful success
story for the Turkish subsidiary, which has been running
since 1999, and is also a mile-
stone in its still young history.
Dr Markus Miele travelled to
be there at the signing of the
contract and took the opportunity to visit the stylishly designed showroom situated
within the complex. It provides future apartment owners with a taster of the fittings
in their new apartment, and
also allows them to find out
more about other innovative
ideas from Miele. The project
is scheduled to be completed
by the end of May 2010.
The Miele design studio allows those interested in
the properties to start selecting appropriate household appliances for their possible future purchase.
Taner Sağbaş, Director of Miele Turkey,
Nuh Yapişlar, Managing Director S.S Otomotiv
Cooperative, and Dr. Markus Miele ( from left) sign
the contract.
The exhibition leaves visitors wanting more.
High, higher, Burj Khalifa
aster, higher, further – that was yesterday. People measure
success with superlatives in the United Arab Emirates. The
tallest building in the world, the most storeys anywhere and
the highest residential floor at more than 600 metres high, the
tallest construction ever built by humans – these descriptions provide a good idea of the proportions of the newly opened Burj
Khalifa in Dubai. It took just five years to build the skyscraper from
scratch, and in the end a total of 14,000 people from 45 different
countries worked on the site. In the desert sands of the country’s
interior, the Bedouins wonder what that thing in the distance
shimmering like a Fata Morgana actually is – on clear days the
summit of the 828-metre-high steel, glass and concrete giant can
be seen from almost 100 kilometres away.
The desert heat flickers around the cool glass façades, and the
Shamal desert wind sweeps around the building’s pinnacle at
speeds of up to 200 kilometres per hour. Reaching the top on foot
involves walking up 11,300 steps. However, there are 57 lifts on
hand to give you a quicker alternative. The lifts race to the heavens
at speeds of ten metres per second. The glass viewing level “At the
Top” is situated on the 124th floor. Brave visitors can even step
outside here, 442 metres above the ground. The date palms, fig
trees and agaves in the extensive park that surrounds the building
are hardly visible from up there.
US architect Adrian Smith based the design of the tower on
the shape of the spider lily flower. The tower therefore rises from
the ground with three “flower petals” that lead out from its centre.
The construction has been designed so that the curved surfaces
offer the wind as few targets as possible. In order to guarantee
stability, concrete piles are anchored deep in the sandstone, more
than 40 metres underground.
Designer Giorgio Armani has opened a luxury hotel in the
bottom 19 floors of the building for the most discerning guests
who wish to immerse themselves in this world of superlatives. A
sophisticated range of leisure facilities with exclusive swimming
pools, a cigar club and a library awaits visitors. Domestic appliances should also offer the highest levels of convenience in this
oasis of luxury. And it is for this reason that the famous designer
selected washing machines, tumble dryers and refrigeration appliances from Miele.
Miele domestic appliances are part of the furniture on the upper floors too, as they comprise part of the exclusive fittings in the
coveted apartments, which have been styled by international designers. The apartments were all sold after just eight hours of bidding. The largest single order in company history (until December
2009) saw Miele fit out 900 apartments with a total of 7,000
washing machines and tumble dryers, dishwashers, ovens, hobs,
extraction hoods and plate-warming drawers. Miele appliances
can also be found in other prestigious complexes in the Gulf,
for example in the houses on
the artificial island of Palm
The Burj Khalifa touches the skies
Jumeirah, in the Yas Marina
with ease. 7,000 Miele domestic
luxury hotel in Abu Dhabi and
appliances are in use between the
in the Al Fattan Properties.
first and the 108th floors.
F
PROJECTS
7,000 appliances installed in the tallest building in the world
PREVIEW
INSIDE
Your Style!
Fire
Ice
Brilliant White
Plus
Do you like things to be a little hot,
or are you more of a cool person?
How do you feel about pure white? –
Miele is now displaying new design
worlds that promise to lead to
emotional discussions at the dinner
table. Fire, Ice and Brilliant White Plus
have got one thing in common: they
offer state-of-the-art technology as
well as high quality materials, such
as a gold-plated milk holder in the Fire
coffee makers and sparkling chrome
handles in the Ice design world. Find
out more about these products at
Eurocucina.
On the racetrack
he British consumer
magazine Which? has
awarded Miele top
spot in its ranking of the best
kitchen appliance brands.
The survey, which is conducted by the magazine
each year, is based on the
views of over 12,000 Which?
members and reveals the
kitchen appliance brands
that consumers can trust and,
similarly, those that are best
avoided.
Which? wrote the following about Miele: “Miele
topped the survey, gaining
the highest customer score in
nearly every category including washing machines, tumble dryers, upright vacuum
cleaners, cylinder vacuum
cleaners, fridge freezers…”
Which? editor Martyn
Hocking is said: “If you’re going to buy a new kitchen
appliance…, check that the
manufacturer has done well
in our survey. Buy the right
brand and it should see you
through the next decade.
Buy the wrong one and you
could get taken to the cleaners.” Which? customer scores
are based on customers’
overall satisfaction with
an appliance and how likely they are to recommend
that brand of appliance to a
friend.
NEWS
Topping
the charts
T
Miele The Magazine 2010
Publisher:
Miele & Cie. KG
P.O. Box
D-33325 Gütersloh
Telephone: 00 49 (0) 52 41 89-19 51-59
Telefax: 00 49 (0) 52 41 89-19 50
http://www.miele.de
E-Mail: [email protected]
Overall responsibility:
Carsten Prudent
Swedish racing driver
Stefan Söderberg competed in the
“Porsche Carrera Cup Scandinavia 2009”.
he Swedish subsidiary was “well placed” with its participation in the 2009
motorsport season. Miele Professional appeared in the “Porsche Carrera Cup
Scandinavia” as the primary sponsor of Stefan Söderberg, who achieved seventh
place in the overall rankings. This result saw him finish ahead of Swedish Crown Prince
Carl Philipp Bernadotte, who finished in 15th place. The red and white Miele Professional logo was highly visible at each race – located in the centre of the engine bonnet
of Söderberg’s Porsche, for which Miele Sweden was also a sponsor. “Stefan Söderberg
had all the attributes. The “Carrera Cup” is also a good place for marketing our
quality products to racing fans who are potential customers”, said Berth Nordin, Professional Director at Miele Sweden. The “Carrera Cup” takes place in a total of four
countries and has a large following amongst motorsport fans.
T
Nouri is Chef of the Year
he well-respected “Gault Millau” restaurant guide has named Wahabi Nouri
Chef of the Year in Germany. The restaurant guide awarded the chef from
Hamburg 18 out of a possible 20 points. Especially pleasing is the fact that
Nouri, who was born in Morocco and who grew up in Germany, has been one of the
Miele Tafelkünstler for many years now. The Tafelkünstler is a
union of independent cookery schools that are supported by
Miele. Wahabi Nouri runs his cookery school with the help of
his wife, Souard Amrani, near his restaurant “Piment” in Hamburg. Nouri, 39, has now competed in the “Bocuse d’Or” – a
competition seen as the world championship for the best young
chefs – twice and has been ranked amongst the most talented.
The “Gault Millau” praises Wahabi Nouri for his technically outstanding, classically established cuisine. He incorporates North
African flavours into his cooking with fascinating results.
Wahabi Nouri
T
Chief editor:
Michael Prempert
Support subsidiaries:
Julia Löhr
Reporters:
Claudia Mai, Reinhild Portmann,
Catharina Saalbach, Anke Schläger,
Ursula Wilms
Editorial secretaries:
Wencke Ellermann, Helga Möckel
Photos:
Bauabteilung Miele, Bildschön,
iStockphoto, Johnson, Kohnle,
Lappartient, Lucas, Miele, Ring,
Schmutz, Tosi, Wemhöner
Editorial archive:
Heiko Johannpeter
Layout / Production:
Büro für Grafische Gestaltung –
Kerstin Schröder, Christian Ring,
Frank Rothe
Printing:
Druckerei und Verlag Hermann
Bösmann GmbH, Detmold
Paper bleached without the use
of chlorine.
Title image
The photo
shows an
injection
moulding
machine for
plastic
components
in the
Warendorf
factory.
Eurocucina – the heartbeat of innovation
Fashion,
furniture and
design – when it comes
to the latest trends, Milan is
at the heart of innovation. The heart of the
kitchen will, however, be found at the Miele exhibition
stand at the Eurocucina trade exhibition (14th to 19th April 2010).
The company is promising a whole host of innovations, and the new G 5000
dishwasher range is among the most important. Those visiting the exhibition will also
be talking about the new Fire and Ice design worlds. Page 58 of this magazine will whet your
appetite on that front. The exhibition stand in hall 15 will be 600 square metres in size, and themed with
teakwood and white leather. Miele is set to offer an insight into the future at an international press conference
at the Miele Gallery in Milan. We won’t reveal all our secrets, just enough to prove that our designers and product developers are already looking as far ahead as 2020 and working on concrete ideas that could become reality in ten years’ time.

One step ahead

Transcription

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