Largest Product Offensive Ever

THE MAGAZINE On tour with Miele Shannon Bennett

2014 cooks his way around the world

Living with Miele In the finest parts of Hong Kong and Tokyo

Kitchen appliances, laundry equipment and robovac Largest product offensive ever

EDITORIAL

Dear reader,

The last two years have been among the most exciting in our company history. Dur- ing this period, Miele has replaced almost its entire range of domestic appliances; beginning with the S8 premium range of vacuum cleaners and through to Generation 6000 built-in appliances, and the W1 and T1 washing machines and tumble dryers. Then there are the new freshwater dishwashers in the commercial sector, with special built-in appliances across the world from versions designed specifically for the res- Page 10 of this edition. taurant trade and for nursing homes. Never You will then maybe begin to ask your- before has our industry witnessed such a self "What next? Has Miele got anything left leap in innovation in such a short period in the tank?" Reassurance is at hand: There of time – especially one that has been real- are more innovations in the pipeline for this ised by just one single company. The high- and subsequent years. One good example resolution M Touch display on the built-in is the Scout RX1: the first robotic vacuum appliances, the PowerWash technology for cleaner to be launched by Miele. further improved washing performance With these new technologies, we have and MultiSteam on the new steam cookers laid the groundwork for outstanding sales are all examples of unique selling propo- success. Furthermore, the economic fore- sitions that provide customers with real casts in many countries are looking far added value and retailers with outstanding better than those from just one year ago. arguments for their sales pitch. You can We look forward to utilising this line-up read about the commitment shown by our together with you – for higher sales, greater specialists from the marketing and sales customer satisfaction and a strong specialist teams when it came to launching the new retail trade.

Miele The Magazine // 3 Content

3 Editorial Innovations for more growth

Cover story 6 Miele presents the first robovac

7 Dr Eduard Sailer on the new Scout 22 Cooking 8 Design highlights at Eurocucina competence During his 10 Generation 6000 is conquering the world culinary world tour, Australian chef 16 Gernot Trettenbrein on creative marketing Shannon Bennett cooked for invited Miele guests, Cover story as he is doing 22 On a culinary world tour with here in Austria. Shannon Bennett

25 Awards Best customer service in Germany

Cover Story 26 Dazzling appearance for W1 and T1 at IFA 6

28 New products for cleanliness, Innovation shine and aroma The new Scout RX1 robovac navigates safely and offers 32 Technology a good cleaning PowerWash and M Touch in the laboratory performance.

34 Works Miele invests in Gütersloh

35 Germany Chancellor Merkel visited Miele

36 China Between tradition and modernity

38 Japan Inspired by the Art of Living

40 Singapore A city for culinary events

41 USA Healthy co-operation with Whole Foods Market

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Brand awareness In China, tradition and modern cooking culture à la Miele are forming a wonderful alliance.

42 Canada Miele partners with MasterChef

43 Russia Culinary hot spots in the big cities

44 Great Britain From woof to wash

45 Sustainability Mutual respect is valued highly at Miele

46 Medical technology Tried-and-tested in the dentist's surgery 40 Market launch During the global 48 Professional dishwashers presentation of the Fast and hygienic for the commercial sector Generation 6000 built-in appliances, 49 News creative show Fan club founded in Italy elements played a key role, as here in 50 Brand Singapore. Experiences in new showrooms

54 Nigeria The first Miele Gallery opens in West Africa

56 Awards Project business Outstanding in design and functionality Miele is equipping exclusive apartment complexes in Japan (photo) with domestic appliances. Cover Story 58 58 Aiming high in Asia

62 News Miele with a new website

64 Last page Tokyo experiences extraordinary exhibitions

Miele The Magazine // 5 NEW PRODUCT

The Scout RX1 has many good qualities: a systematic navigation system, good cleaning performance and the excellent charge and durability of its lithium-ion battery pack.

iele's first robovac answers to the name of Scout RX1. The new- M comer is characterised by Smart Navigation, good cleaning performance and the excellent charge and durability of its lithium-ion battery pack. The Scout RX1 incorporates a systematic navigation system. This means that it covers the area to be cleaned in parallel though, the Scout RX1 has a high-quality when needed to return to its base for re- tracks instead of randomly criss-crossing digital camera on board which scans the charging. Work is automatically resumed the room, the more common approach ceiling of the room several times a minute after approx. 2 hours at the precise point adopted by the majority of models which to ensure additional precision. where cleaning was interrupted earlier. use chaotic navigation. The Scout RX1's Particularly effective cleaning is guar- Even after 300 recharging cycles, the bat- systematic navigation system achieves anteed by the Triple Cleaning System: Two tery still has the capacity it had when new. more reliable coverage and saves time and long rotating side brushes target difficult With this combination of battery charge battery power to boot. Furthermore, com- areas along the walls of rooms or along and battery life expectancy, Miele currently plex floor plans involving several rooms can items of furniture and sweep dirt towards represents the benchmark on the robovac be vacuumed in their entirety, including re- the centre of the unit. Once there, a remov- market. turn trips to the base on completion of the able beater bar picks up coarser particles. The Scout RX1 has good traction on all task and for recharging. In the third stage, a fan transports the finer common floor coverings and is even able Miele's Smart Navigation relies in the dust into the dust box. to negotiate height differences of up to first instance on a so-called gyro sensor Overall, a battery charge is able to clean 2 cm, for example thresholds and the edges which measures rotation and changes in an area of up to 150 m², corresponding to of rugs. Rooms or areas which are to be direction. This alone would be sufficient to a duration of approx. 120 minutes. When excluded from cleaning can be cordoned systematically clean a room. Besides this, cleaning larger areas, the unit pauses as and off with a magnetic strip.

6 // Miele The Magazine INTERVIEW

"This machine does justice to the brand"

Dr Eduard Sailer, member of the Miele Board of Directors, explains why Miele is only now presenting its first robovac. In addition: What differentiates the Scout RX1 from competitors' products.

Miele is due to launch a the state of the art at the robovac in May of this year. time – were anything but Why? satisfactory. But Miele custom- Because consumers have ers do not take lightly to poor always had an interest in rid- compromises; they expect ding themselves of simple but products to be powerful and time-consuming household technically mature. Today we Dr Eduard Sailer, born in 1955, has been the member of the Miele chores. Meeting this most basic can offer a machine which Board of Directors responsible for technical affairs since 1998. requirement has been reflected does justice to the Miele brand throughout the company's in every respect. That is why lithium ion rechargeable with the Turbo and Corner more than 100-year history for I am absolutely convinced batteries which will last about modes is referred to as Smart example in the fact that Miele that the wait has been worth- three time longer than com- Navigation and is exclusive mon batteries. In terms of to Miele. the quality of results and user convenience, this machine sets How experienced is Miele new standards. The initial feed- in the field of robotics? back from our resellers is very Robotics simply isn't our positive across the board. core competence. Therefore we developed the Scout RX1 So what makes the together with a young Korean navigation system on your company which is specialised robovac so unique? in this particular field. This The Scout climbing a carpet. It combines what is called a ensures top technology in gyro sensor which measures superb Miele quality at an rotation and changes in direc- attractive price. launched the first series- while and that our Scout tion with an integrated digital produced washing machine, RX1 will successfully establish camera which scans the ceiling Can a robovac replace a Europe's first electrically itself in the marketplace. several times per minute. The traditional vacuum cleaner powered dishwasher and robovac meticulously wends entirely? now our Scout RX1 robotic Where do you derive your its way through the room track No, the robovac is currently vacuum cleaner. And, by the confidence from? After after track, covering edges and intended as a practical second way, Miele has been in the all, you are up against a other inaccessible areas with- appliance for automatic clean- business of producing vacuum series of well-established out gaps. Even complex homes ing inbetween times. For many cleaners since 1927. competitors. with several rooms are com- years to come, a high-perfor- Competition ensures innova- pletely cleaned, including trips mance vacuum cleaner such Miele is not exactly the tion and quality. What speaks back to the base for recharg- as Miele's S8 will be difficult to pioneer in the robovac sector. loudly in favour of the Scout ing. Seven infrared sensors beat in terms of dust pick-up. Why did you wait so long? RX1 is its unique and new protect against collisions with But, having said that, robovacs When the first models started navigation system, its good furniture; three further sensors are likely to continue mak- to appear on the market, cleaning performance and prevent the Scout RX1 from ing progress – and might one navigation, dust pick-up and the particularly long charge toppling down staircases. This day replace a manual canister battery charge – reflecting and life expectancy of the set of specifications together vacuum cleaner altogether.

Miele The Magazine // 7 RUBRIK

Chefs from Slow Food Italia treated visitors to the exhibition stand with small but delicious specialities.

Miele Signature ennobles built-in appliances in Milan

Glistening sunshine, full exhibition halls and a range of evening events in the city of Milan – the "Salone del Mobile" with the associated Eurocucina once again lived up to its billing as the leading trade fair for design and living culture and attracted some 357,000 visitors to the exhibition grounds.

he onslaught of visitors – the exhibition boast- The Generation 6000 built-in appliances were the ed a ten-percent increase in comparison to the focus of the Miele stand in Hall 9, and these appli- T last event – was noticeable at the Miele stand. ances were complemented with other products in Mi- "We had more international visitors than ever before lan. "We intentionally put the spotlight on combina- in Milan", explained Gernot Trettenbrein, head of the tions of appliances from the PureLine design range at Domestic Appliances International business unit. Eurocucina, as Miele's fleet design really comes into Miele offered a special service to commercial partners its own here", stated Trettenbrein, who was responsi- who travelled to Milan in larger groups: A Miele bus ble for the company's exhibition presence. was on hand to transport the visitors from the exhi- The world-first "Miele Signature" caused a real bition grounds to the most notable kitchen furniture sensation: It is a collection of handles that lend the manufacturers' in-house exhibitions, and the Miele built-in appliances a real personal touch. The range Gallery in the city centre. spans from gold-plated handles to those with slate or

8 // Miele The Magazine FAIR

refined wood inserts. One offer specifically for project developers: Those furnishing multiple apartments with Miele appliances can order handles with engrav- ings or containing pieces of oak wood sourced from antique wooden-tub washing machines. Further highlights included the DGC XXL, a combination steam cooker that features a 68 l interior and a whole host of different ways to prepare food. Miele has picked up on the trend of fully integrating appliances into kitchens with the Levantar extractor hood and dishwashers with the Knock2Open feature: The extractor hood recedes into the base unit when not in use; while the Miele dishwashers is handleless and opened by tapping twice on the front of the appliance. Miele set culinary accents at the stand, in the Miele Gallery and in the showrooms of notable kitchen furniture manufacturers. At the stand, the "Slow Food Italia" movement treated visitors to recipes made using select products from the local region, prepared by famous chefs Vittorio Fusari and Lapo Querci. Miele Italy worked together with the renowned food bloggers Gnam Box, Marco Bianchi, Lisa Casali and Simona Cherubini to organise cooking events in the Gallery and in the in-house exhibitions of Dada, Arclinea, Boffi and Valcucine. Their cooking demonstrations in the Miele active kitchens focused on a range of quite different themes and spread like wildfire across Twitter and blogs. The hashtag Design- 4life was tweeted thousands of times and led to full exhibition halls. An online magazine rated this Design4life campaign as "one of the most interesting Always a well-visited meeting point at the Miele stand: the coffee bar events in Milan". with its mirrored ceiling

Miele offers a range of different decorated Design4life was a much-noticed online campaign for Eurocucina. Lisa Casali handles for built-in appliances. (www.ecocucina.org) cooks at Arclinea.

Miele The Magazine // 9 A new generation is conquering the world

First LivingKitchen, then fantastical VIP events in Gütersloh followed by a range of exciting presentations in the subsidiaries, not to forget Eurocucina 2014 – Miele supported the global market launch of the new Generation 6000 built-in appliances with ongoing marketing and promotional activities across the world. In an interview, Gernot Trettenbrein, Director of the Domestic Appliances International (DAI) business unit, talks about the significance of the new range of built-in appliances for the company.

marketing experts from the Domestic Germany Appliances International business unit planned and organised launch events for he world première at LivingKitch- VIP customers from across the world at en in January 2013 made it clear: the company headquarters in Gütersloh. T with the new Generation 6000 Sixty-six events were held in the Miele 6000of built-in appliances, Miele has set the Forum – remodelled especially for this standard extremely high for the competi- occasion – between February and April tion. The new design lines PureLine and 2013 and they saw around 1,700 people ContourLine represent the most harmo- from 43 different countries attend. The nious design concept, the greatest level DAI staff presented the consistent further of innovation and the best quality avail- development of the exhibition motto "De- able on the market. With this in mind, sign for life" with a combination of prod-

10 // Miele The Magazine MARKETING A new generation is conquering the world

Miele created city flair on the screen for the VIP events.

uct presentations, theatrical moments and The pure diversity of the new generation culinary support. of built-in appliances was revealed station Guests approached the five, specially by station and room by room: the models designed experience areas via a red car- in brilliant white were presented in bright pet, passing decorations inspired by ele- light to great effect; meanwhile, a black ments from across the globe as they went. room set the stage for the obsidian black Inspiring images focusing on cooking and appliances; whilst warm wooden shades indulgence by sand artist Natalya Netselya created the ideal ambience for the Havana helped to give the event an emotional ap- brown appliances. The innovative user peal. The first highlight of the product concepts and design elements spanning presentation was provided by the unveil- across product ranges for the new built- ing of the PureLine and ContourLine de- in appliances were demonstrated with Pictures made using sand sparked curiosity sign lines with musical accompaniment. the help of an oversized control panel – about the new built-in appliances.

Miele The Magazine // 11 MARKETING

a perfect introduction to the innovative mosphere set the mood for the wine appli- M Touch display. ances. The final highlight of the "journey" A catchy drum beat drew the guests was provided by the "Miele Restaurant": into a new experience room and set the The kitchen crew treated the guests, who stage for the presentation of the Knock2o- had come from all over the world, to cu- pen dishwashers. One station on: alter- linary delights, which were, of course, all nating lights and mime dancers created prepared using the new Miele appliances. an impressive interpretation of the Flexi- Light refrigeration appliance feature. A Shadow play: A mime performance set 3D cinema and cosy open-fire lounge at- the stage for FlexiLight.

Around 1,300 trade partners attended new generation of appliances – from the Austria the three evenings in the Miele Galleries designer's initial inspiration to the finished in Salzburg and Vienna to experience Gen- product. A black light show saw artists n April 2013, Dr Markus Miele, Miele eration 6000 in an exclusive and spectacu- build cubes which then served as a projec- head of design Andreas Enslin and Man- lar show designed in line with the motto tion screen for the demonstration of the ap- 6000Iaging director of Miele Austria Martin "Design for life.". pliances' key features. Melzer presented the new Generation A spectacular stage show under the The charming Elke Lichtenegger from 6000 built-in appliances to electronics and artistic management of Gerry Hahn from the Ö3 radio station moderated the evening furniture dealers for the very first time. Motionlab presented the creation of the and then accompanied the interested guests to the galleries for the "Walk of Fame". Here, guests were able to view the new product The black light show saw artists build features individually – indulging the senses a cube which then served as a by touching, smelling and tasting. Culinary projection screen for the key features delights were on offer, all prepared using the of Generation 6000. new cookers, ovens and steam cookers – as well as fresh popcorn from the microwave! The keynote of value-added resellers: "These evenings have once again shown that Miele has its finger on the pulse both in terms of its products and the staging of those products."

The charming Elke Lichtenegger from Ö3 radio station – here with Andreas Enslin (left), Dr Markus Miele and Managing director Martin Melzer (right) – moderated the evening.

12 // Miele The Magazine MARKETING

6000Switzerland iele Switzerland experienced a busy year 2013. To mark the launch Mof the latest appliances, the Swiss subsidiary invited Miele's key partners to its branch office in Spreitenbach for some exclusive client events. Managing Director Rico Fallegger certainly wasn't exaggerating when he invited guests to "explore and enjoy the 'Design for Life' philosophy – you'll Rico Fallegger, Managing Director of Miele Switzerland, introduced the Generation 6000 be amazed", he promised. Over 700 clients appliances and the new laundry care products to its customers. from across Switzerland attended the two- hour event that took place in an elaborately Afterwards, guests were treated to some cu- turing the Knock2open function – some- designed facility and included a very imagi- linary delights from the Miele kitchen. thing that everyone was very keen to try for native presentation. The detailed explana- Clients were amazed by the range of themselves. All the guests were in complete tion of the latest Generation 6000 design and new appliances, and were particularly en- agreement on one thing – if you follow intuitive control system introduced guests to thusiastic about the new M Touch controls, Miele's philosophy of being 'forever bet- an exciting new dimension in laundry care. the W1 and T1, plus the dishwasher – fea- ter', you'll be a guaranteed success!

ber in Helsinki, attracted approximately 54,000 visitors this year. For five days, Miele showed off the new product lines for ovens, steam ovens, coffee machines, dishwashers, hoods and hobs at its stand. The company attracted over 5,000 visitors to its stand, served some 2,300 cups of Illy coffee and received excellent feedback from consumers, retailers and even competitors. "When Miele does something, it does it right," was the message from the visitors to the fair. Miele was praised in particular for the overall look of its stand as well as for the expertise and service spirit of its personnel. The stand received an average score of 9.0 (on a scale of 4–10) in each of these categories on a consumer survey conducted at the fair. Judging by the reception from the visitors, the Generation 6000 product line has Esa Silver (right), Managing Director of Miele Finland, and his staff received top marks a very bright future: the new product line from visitors to the trade show for the Miele presentation. scored a whopping 9.4 for design in the survey. The new, shiny white models were particularly attractive to visitors. Many were also interested in the new Havana Finland Brown colour option. "The fair was the largest event of the iele Finland enjoyed a successful to marvel at shiny new domestic appli- year for us and it took a tremendous effort launch of its new Generation 6000 ances, chat with experts and enjoy freshly from all of our personnel. The fair turned Mproduct line at the Habitare Fair in brewed coffee. Miele chose the Habitare out to be a great success. The feedback we Helsinki in September 2013. Miele's6000 stand, fair – Finland's largest annual event for in- received gives us a real boost and opens up personnel and the new product line were terior decoration, furniture and design – for fantastic opportunities for the sales and all very well received by visitors to the fair. the consumer launch of its new Genera- marketing of the full Generation 6000 In the middle of the large fair hall, one tion 6000 product line. The fair, which took product line," says Mika Järvinen, Director tall stand stood out and attracted people place between 18th and 22nd Septem- of domestic appliances at Miele Finland.

Miele The Magazine // 13 MARKETING

Many guests were visiting the bright and Spain modern showroom in Madrid, which is, of 6000 course, fitted out with the latest products, for he new Miele Center Madrid, which the very first time. The day concluded with houses both a large showroom and a menu prepared by professional chefs Julio Always stay cool: Mimes about the new T the subsidiary's business premises, López and Lara Fernandez. cooling appliances provided the stage for the launch of the Generation 6000 built-in appliances. Two hundred specialist retailers from across Spain travelled to the Spanish metropolis in June to experience an event embellished with show stunts. Sand artist Didi Sand opened the specta- cle with her ephemeral works, which were, of course, linked to the design lines and colour worlds of the new built-in appliances. María José Huertas, sommelier in the fantastic Casino de Madrid restaurant, then took the guests on a journey of discovery into the world of wine and offered tips about how best to store wine in the new KWT 6832 SGS wine cooler from Miele, which features three different temperature zones and, as such, provides the ideal drinking temperature for every type of wine. The subsidiary brought in the services of a mime artist to present the new cooling appliances with FlexiLight illumination: the mime cleverly in- corporated the visitors into the presentation. Spain entertained its retailers in the new Miele Center.

Poland

rilliant White, Obsidian Black and built-in appliances were the subject of dis- Havana Brown: The three charac- cussion at a refined evening with journalists 6000Bteristic colours of Generation 6000 in the Warsaw showroom.

An interesting comparison: Which style do you prefer – PureLine or ContourLine? Kasia Dereń entertaining guests in the Warsaw showroom.

14 // Miele The Magazine MARKETING

Besides Generation 6000, Miele Poland features of the Miele appliances. Appetis- chocolate and ginger sauce – guests had the had a second story to tell: The Warsaw ers included treats like steamed halibut chance to hit the jackpot and win prizes showroom had only recently been restored with brussel sprout leaves, mushroom and sponsored by Miele. to become a perfect stage for the new ap- salad with a blackberry sauce. As for the Last but not least, there was one more pliances. Agata Wojda, owner of the Opasły main course, Wojda presented slow-roasted special surprise – Kasia Deren´'s perfor- Tom restaurant, prepared a unique menu, lamb with vanilla grass, buckwheat with mance. This talented singer was a finalist which referred to the new generation's linseed and hazelnut, or, for vegetarians, on the Voice of Poland show, and she put theme Design for life. Every meal was roasted eggplant with goat's cheese served her own original take on famous pop songs. prepared both in one of the three leading with caramelised fig and chickpea mousse. Generation 6000 was greeted in Poland colours and in association with the special During dessert – cheesecake with a white with flying colours.

Ireland

n exclusive appearance for 6000the Generation 6000 built- Ain appliances in Ireland: In May, Miele presented Ireland's first promotional kitchen in a show window at Arnotts – one of the oldest and most-famous department stores in Dublin city centre. The display was part of "Arnotts Cook Month", which focused on kitchens, cookery and cooking appliances. The month included a range of events Ireland's famous chefs presented their creations in the shop window. and cooking demonstrations in the shop window, which were highly the event with a cooking dem- four-course menu. The party also visible to pedestrians walking past onstration. The programme also included Oliver Dunne, the young- on the busy shopping street. included a lunch for press repre- est Michelin-star chef in Ireland, Over the course of the month, sentatives, who were able to take and the famous chef couple Mona famous chefs impressed customers their seats in the shop window. and Ron Wise. Passers-by watched and passers-by with refined crea- They were able to look over the on, enthralled at how the seasonal tions, which were all prepared us- shoulders of Ireland's most famous dishes were prepared in the shop ing the new Miele appliances. Star television chef, the award-winning window in front of their eyes, and chef Rozanne Stevens launched Neven Maguire, as he prepared a also enjoyed sampling the delights.

The new Generation 6000 appliances wait for custom at Arnotts in Dublin's popular pedestrianised zone.

Miele The Magazine // 15 MARKETING

6000Russia

eneration 6000 was launched in Russia on 13th September. To Gcelebrate this event, a unique culinary evening was held in the Moscow Miele Gallery in the Mercedes-Benz Busi- ness Center. This event was attended by journalists from leading food and interior design magazines, business representatives and fans of the Miele brand. They became acquainted with the new models and enjoyed Australian haute cuisine. The event was also attended by Australian Ambassa- dor Extraordinary and Plenipotentiary to Russia, Paul Andrew Myler, and his wife. The new series of kitchen appliances Design for life – illuminated was presented by the Managing Director on an oversized billboard in at Miele CIS (Russia, Ukraine, Kazakhstan) Moscow. Sergey Kim and the head of the Miele Academy Olga Borkina; however, the main

"There's no stopping innovation"

Accompanied by numerous marketing meas- One example is our new "Miele The introduction of a com- ures and with great creativity, most Miele foreign Signature" collection of han- pletely new generation of dles, which our customers can built-in appliances is some- subsidiaries have now launched the Generation use to make their built-in Miele thing quite special in itself. In 6000 range of built-in appliances. A new model appliances even more personal. this particular case, the new There is an expanded colour generation includes 16 product range has never been so well staged. Gernot palette, quality natural materi- groups – from cookers and Trettenbrein, head of the Domestic Appliances als, elegant custom finishes and ovens to dishwashers to coffee limited editions, for example makers, extractor hoods and International ( DAI ) business unit at Miele, with oak wood from old Miele warmer drawers – which are explains why this time and effort is justified. wooden tub washing machines. produced in eight different fac- More and more customers do tories. This is possibly record- not just want appliances that breaking in itself. Moreover, the Mr Trettenbrein, what was the been premièred at an exhibi- are technically and visually interest of our global sales part- atmosphere like at the Miele tion the previous year did not outstanding, they are also look- ners has never been so great: stand at Eurocucina? put anyone off. The special ing for as much individuality as We organised 66 presentation design focus of Eurocucina and possible – and with Miele they events in Gütersloh alone, Gernot Trettenbrein: The its international nature remain are in the right place. which were attended by 1,700 atmosphere was amazing and a great addition to the large sales partners and colleagues the response very positive. We German LivingKitchen and The launch of Generation from 43 countries. attracted more foreign visitors IFA exhibitions. 6000 did not just entail two than at the past exhibition in elaborate exhibition appear- You received great acclaim for Milan. The fact that most of What new things did you have ances, but also numerous these pleasure- and experi- the built-in appliances that to offer the international VIP events across the globe. ence-based demonstrations were on display had already design community in Milan? Why so much effort? in particular – and everything

16 // Miele The Magazine MARKETING

hero of the evening was the world-famous Managing Australian chef Shannon Bennett. Bennett, Director at Miele Ambassador and one of Australia's Miele CIS, 6000 most brilliant and award-winning chefs, Sergey Kim visited Moscow as part of his world tour "Cooking Around the World" with Miele and was more than happy to take part in the presentation of the Generation 6000 series. He and his team of chefs used the new appliances to cook an unforgettable dinner for the guests. In order to promote the new Gen- eration 6000 series on the Russian market, Miele CIS launched a number of special projects for owners of Apple iPhone and iPad devices. They include than 20,000 recipes, instructional videos website in Russia for more information sponsorship integration into the "Afisha- and tips on ingredients. Now the proposed about the range. Yeda" (Poster-Food) app for the iPhone and recipes also include signature recipes devel- The Architectural Digest (AD) maga- exclusive sponsorship of the AD Magazine oped by Miele for new appliances from the zine is the leading international magazine iPad app. Generation 6000 series. All of these recipes on architecture and design, also repre- Afisha-Yeda is a witty and stylish Rus- are marked with the Miele logo. The list of sented in Russia. In November, a special sian magazine about culinary pleasures, recipes contains the Miele logo and a link new thematic app for the magazine was which publishes lots of original recipes, to a special promotional page. Here users launched for the iPad – the "AD: Kitch- wine reviews and secrets from the best can become more closely acquainted with ens" app, with Miele and the new Gen- chefs. The Afisha-Yeda app contains more the appliances, or can visit Miele's official eration 6000 series an exclusive sponsor.

to invite 500 guests into a large spects: Firstly: The appliances One year ago, with hall, to serve them canapés and are timelessly elegant and fit Generation 6000, Miele to hire an expensive6000 show act. into every kitchen and living began the largest product And it is more befitting of the space. This is partly due to the and innovation offensive Miele brand. unprecedented design variety of all times. Is your larder that goes together with a fleet now empty? How did the team deal with design which spans across all No, the introduction of this unusual challenge? product groups. Secondly: Generation 6000 was just Organising and carrying out Each product group has a the first step; there's no the VIP events was a tremen- central new feature to achieve stopping innovation at dous effort, which all members even better results: Examples Miele. Instead, we will be of staff involved had to cope include MultiSteam on the continuing to offer our sales with on top of their normal steam cookers and CupSensor partners impressive new Gernot Trettenbrein heads jobs. But it has proven to have on the coffee makers. product themes this year the Domestic Appliances definitely been worth it as the and in the coming years. International business unit. feedback has been so posi- And how satisfied are you We may even be launching tive. And, of course, this has with the feedback that you into new product fields was designed, organised naturally inspired the team have received from value- that Miele doesn't even and presented by your team. and helped to motivate them added resellers and consum- have yet ... Why did you choose to go further. ers up to now? down this route? The feedback has been very Which is your personal We have enough creative What does the Generation promising. And with the favourite Miele appliance? potential to be able to develop 6000 mean to you personally, dedication of our sales partners, I don't have one single exciting stories about our for example in comparison it has also been possible to personal favourite. I like products and to stage these with its predecessors? enthuse consumers across the combinations of PureLine ourselves with acting and The fact that we have sur- globe about Generation 6000. appliances best, as the dance performances – and passed an already perfect result As such, we are gaining market elegance and homogeneity to do it the whole day long. at a high level even further, shares – both for Miele and of the Miele design is espe- This is more authentic than and have done so in two re- for specialist trade. cially clear here.

Miele The Magazine // 17 MARKETING

In addition to the template sheet with the The Generation 6000 series launch One of the billboards located at 18 Generation 6000 display and the auto- was also supported by outdoor advertis- kilometers on Novorizhskoye Highway matic downloading of a video about the ing: In October 2013, five billboards an- was distinguished by special original fea- 6000 Generation 6000 kitchen appliances when nouncing the new series of kitchen appli- tures: In addition to a larger size (12 x 4 you open the app, it also provides detailed ances were placed along the busiest routes metres), a special light was integrated into information about the new generation of leading to elite villages in the Moscow the billboard: invisible during the day, it equipment with a direct link to the official region – namely on the Kievskoye and No- creates an illusion of working equipment website. vorizhskoye highways. at night.

Hong Kong

Peter Find, head chef at the Ritz Carlton was on hand with his team 6000 to create an exciting menu; whilst Janice Wong, widely recognised as Asia's leading pastry chef, was brought across from Singapore to delight the audience with her edible art and contemporary creations.

join a lunch with 15 of Hong Kong's top interior designers. He gave interviews to media representatives about the design philosophy behind the Generation 6000 and il- lustrated the design philosophy ne week in October was dealers attended a launch party. An directly on the appliances during characterised by the launch open day gave VIP customers the the tours. The week ended with a Oof the Generation 6000 in opportunity to take a look at the "Pure Indulgence" party, which saw Hong Kong. The renowned art and new range before it hit the market. star chefs and sommeliers treat over event venue The Space provided Head of design at Miele, Andreas 100 guests from Hong Kong's social sufficient room for the various Enslin, travelled to Hong Kong to scene to refined creations. launch events, some of which attracted over 150 guests. Value-added resellers, media representatives, project developers, designers and other guests were enthralled by the new built-in appliances. And the appliances did not just serve as display exhibits; they were also put into action: Peter Find, a native German and head chef at the Ritz Carlton was on hand with his team to create an exciting menu. Janice Wong, widely recognised as Asia's leading pastry chef, was brought across from Singapore to delight the audience with her edible art and contemporary creations. Project developers were invited Kenny Lam, Managing Director of Miele Hong Kong, officially opening to a private dinner; whilst kitchen the week-long launch event.

18 // Miele The Magazine 6000 MARKETING

Official opening of the Miele Boutique to VIP guests against the backdrop of the newly renovated Miele Boutique

it was on the 4th floor in the neighbouring Guests were then ushered along the red Singapore 163 Penang Road location where they truly carpet into the Gallery, and were greeted experienced and savoured the culinary de- with an array of cocktails specially created here are plenty of reasons to cel- lights of the appliances for themselves: In for Miele by the expert mixologists from ebrate in Singapore. Firstly, the luxurious penthouse-like surroundings, the Elite Bar Solutions. The VIPs embarked on T brand's well-known retail footprint Miele Gallery encompasses an impressive a fascinating journey, during which they at 167 Penang Road, located close to the 4,169 square feet, and features two active were encouraged to interact with the new exclusive shopping enclave of Orchard kitchens, a lounge, a dining room and prod- appliances, whilst savouring the delicious Road, has undergone extensive refurbish- uct showcase areas. canapés, such as slow-cooked Hokkaido ment. This long-awaited makeover not only accommodated the most extensive range that Miele has ever launched – Generation 6000 – but also provided the ideal platform to present the brand's dynamic new 6000 designs. On the evening of 13th November, the new Miele Boutique was officially launched and played host to the grand premiere of the PureLine Generation 6000 range. Red has long been a colour synonymous with the Miele brand, so it was more than fitting that guests were welcomed into the newly revamped 1,324-square-foot boutique along a sumptuous red carpet. Once inside, they were introduced to the new stunning designs. Jeff Tan and Jacqueline Koo of Unique Kitchen, Stephanie Bay of Whilst consumers revelled in the design Hugo Kitchen, Angeline Yap, Managing Director of Miele Singapore, aesthetics of the new range at the Boutique, and Richard Bauer

Miele The Magazine // 19 MARKETING

scallops from the Miele gourmet warming drawer and slow-roasted Ranger Valley beef from the 906000 cm M Touch oven – all specially prepared by chef Nicolas Joanny from the Restaurant le Nicolas. Guests were also treated to delicious arrays of dim sum presented by chef Janice Wong, who displayed her new modern and innovative take on the traditional Asian staple whilst showcasing the new MultiSteam technology. Throughout the evening, the classical quartet led by former concert master of the Singapore Symphony Orchestra (SSO), Alexander Souptel, accompanied by Masako Suzuki White, serenaded and entertained guests – who included media, business partners, brand partners, consumers and VIPs – with many popular melodies; a significant nod to the long patronage that Violinist Alexander Souptel of the Singapore Symphony Orchestra serenading and Miele has enjoyed with the SSO. entertaining guests and VIPs at the launch event. Angeline Yap, Managing Director of Miele Singapore, gave the opening speech of his own experiences growing up in Ger- development and innovation. The new to welcome guests whilst Dr Steffen Koch, many with the brand. generation heralds not only a new award- Deputy Head of Mission, German Embas- Dr Reinhard Zinkann and Dr Markus winning design, but also a new dynamic sy to Singapore, further led the tributes Miele joined the celebrations with a special design for your life and the way you live in praise of the German brand, citing its video message from Miele's headquarters your life; changing the way we not only commitment and significant investment in in Germany. Dr Miele told the guests that interact with appliances but also use our Singapore, as well as re-telling anecdotes "Miele has always been at the forefront of appliances to achieve culinary excellence."

A reminder of an unforgettable day in Gütersloh: The Miele importers are photo- graphed with Dr Markus Miele.

Importers hosted from 28 countries

From Iceland to the Caribbean to Asia: March 2013 saw Miele importers the importers learnt everything about the new built-in appliances, which from a total of 28 countries (see photo) travel to Gütersloh to experience had been on show in some of their showrooms already. The event was the new Generation 6000 built-in appliances as part of an exclusive finished off in style with an evening meal in an excellent restaurant. Miele event. Dr Markus Miele insisted on welcoming the guests personally works together with importers around the globe; in countries where before the product presentations began. During the course of the day, Miele does not have its own sales subsidiary.

20 // Miele The Magazine MARKETING

Australia

world-renowned concert staff serving entrees including truf- pianist, the hottest chef fle marshmallow and smoked eel. A in the country and a pop- Shannon continued to wow all up Three Hat restaurant – Miele with his mains, all cooked using Australia launched the new Gen- the new Generation 6000 kitchen eration 6000 kitchen appliances in appliances – Barramundi, prawn, style. garlic and nettle paired with 2008 The stars shone brightly at the T'Gallant 'Claudius' and the 2011 launch event for the new built-in Coldstream 'Roslyn' Pinot Noir, appliances, with world-renowned and Blackmore Wagyu, with beet- concert pianist David Helfgott and root and saltbush matched with a Miele Brand Ambassador Shannon formidable 2008 Wolf Blass 'Plati- Bennett delighting more than 100 num' Shiraz. guests at the stunning Miele Cent- Just when one thought the er in Sydney. evening couldn't get any better, The night got underway with Australia's foremost concert pia- guests enjoying hors d'oeuvres nist David Helfgott sauntered over and a glass of 2004 Dom Pérignon to a grand piano positioned in the David Helfgott mesmerising the audience with before being ushered into a dark- midst of the new kitchen applianc- a stellar performance. ened theatre for an amazing per- es and proceeded to mesmerise the formance by sand artist Tiani Page. restaurant with a truly memorable When the lights came back on, Dinner was then served at a performance. It was a unique and two massive tables heaved under a pop-up Vue de monde, the stor- breathtaking moment for all gath- delicious array of desserts: lemon age area of the Miele Center trans- ered to bathe in the genius of this tarts, chocolate lollipops, coconut formed into a near replica of the prodigious talent, not least of all Dr and passionfruit shots, and laming- award-winning Melbourne restau- Zinkann, who is a devoted fan of tons, all served with the 2012 Pen- 6000rant, complete with Vue de monde classical music. folds 'Cellar Reserve' Viognier.

Dr Markus Miele and Dr Reinhard Zinkann – here together with Shannon Bennett and Michael Jeanes – flew in especially for the event.

Miele The Magazine // 21 COOKING COMPETENCE THE WORLD UND RO A G IN K O O C

101 days, four continents, 20 cities, an exciting project – Miele supported the Australian star chef Shannon Bennett on his tour around the world. The aim: To discover countries, people and food cultures. His experiences will soon be available to read in his book "Cooking around the World".

n 2013, the multi-award-winning restaurant "Vue de onwards; beginning in Prague and stopping off at other monde" in Melbourne had to do without its chef for European metropoles before heading to countries and Iover three months, as a mission saw the star Austral- cities in Asia, Australia, North and Central America. ian chef Shannon Bennett set off on a culinary journey The aim of the project was to accompany Bennett on around the globe. The project "Cooking around the his epicurean behind-the-scenes tour, which saw him World" – in co-operation with Miele – saw the Aus- get to know the cultural and culinary diversity of the tralian travel to 20 cities across the world from July different countries.

22 // Miele The Magazine COOKING COMPETENCE HE WOR ND T LD U "I want to capture the current food culture in each O city": with this intention in mind, the award-winning R star chef set aside plenty of time for culinary expe- A riences in each city. He didn't just want to find out about the gourmet cuisine; instead, he also wanted to G discover what local people eat on a daily basis. "I'd like IN to discover what people eat every week, because you can't eat at Gary Rhodes (editorial note: London star K TV chef) every week." Organised and accompanied O by the Miele subsidiary in each respective country, he visited typical or country-specific food-related places O and met local people. C A snapshot of Australian food culture A dinner or lunch in a Miele establishment represented a key part of each city visit. Shannon Bennett served specially selected guests from the world of politics, commerce, society delicacies from his homeland, always with the motto "a snapshot of what food culture is in Melbourne". Although the charismatic Australian learnt his craft in the world of French gourmet cuisine, he has taken up the cause of raising awareness of the Who makes the best vinegar? Shannon Bennett regional and seasonal cuisine from his home town. during his culinary journey of discovery in Austria With his extraordinary Australian three-course menu, Bennett gave his guests an insight into his pas- Highlights of the tour sion for cooking. After his "signature dish" with eel and Bennett aims to record his travel experiences in the caviar, refined with white chocolate, he and his team book "Cooking around the World". And he experienced presented guests with barramundi and prawns with a lot: During his visit to Vienna, the star chef refuted garlic. This was followed by kangaroo with pear and the famous saying "There are no kangaroos in Austria" macadamia nuts, and then Australian pavlova. Laming- with his menu. He served his guests in the Viennese tons and sweet mussels as petit fours represented a Gallery some excellent kangaroo meat, and also cre- successful finale, both in terms of taste and aesthetics. ated an entertaining intermezzo: During the "Authentic As part of the relaxed atmosphere of the event, guests Shrimps" barbecue, the Japanese charcoal created such were able to not only watch Bennett and his team, but strong plumes of smoke that the cooking event and all also to play an active role in the cooking. its guests had to be abruptly moved outdoors.

Professionals together: In Russia, Shannon Bennett met Miele colleagues Kangaroo served on a slice of who cook in the Galleries. eucalyptus trunk.

Miele The Magazine // 23 COOKING COMPETENCE

In the Chinese city of Shanghai, Bennett and his team which is due to be published soon. It contains city- were introduced to the colourful world of Shanghai inspired recipes and sees the chef look back on the cuisine. The Australian was particularly impressed dur- hotels, restaurants, wonderful places and interesting ing the visit to the "Ultraviolet" restaurant. It is famous personalities that he came across during his travels for its molecular cooking; creative dishes and drinks around the world. are prepared using biological, physical and chemical processes. The star chef dined at great heights in Dubai's Burj Khalifa, and with great views. "It's about high-end so- phisticated dining, and Dubai is a city that's wanting to put itself on the map for fine dining, and compare itself to New York and other cities", stated Bennett about the pulsating city in the Gulf. Following his visit to Pal- estinian and Pakistani restaurants, the Dubai-inspired recipe for his new book was ready: "A beautiful braised leg of lamb in spices with rice." In Berlin, Bennett focused on "urban gardening". He paid a visit to the Prinzessinengarten in Kreuzberg – a kitchen garden maintained by dedicated residents for urban farming, and met a beekeeper and her bees high above the rooftops of the capital city. Bennett is now turning his culinary experiences and interesting acquaintances into his new cookery book and travel guide "Cooking around the World", Markets in Shanghai have all kinds of exotic things on offer.

Last September, Shannon Bennett set up shop in Berlin and cooked for retailers. This is how you flambé: Bennett in Mexico

Shannon Bennett – an exceptional chef

The Australian star chef Shannon tralia, Bennett began training to be Bennett opened his first restaurant the best restaurant in Australia, Bennett was born on 23rd No- a chef in Melbourne's Grand Hyatt. "Vue de monde" in Melbourne. twice in a row. Bennett is a fan of vember 1975 in Melbourne. He He later returned to Europe to learn Over the next few years he was classic French cuisine, which he embarked on trips to Europe as a from the best chefs, including star presented with numerous prizes enjoys reinterpreting in a creative youngster, during which time his chefs like Albert Roux, John Burton- and honours, including the Best and unique way. Bennett has been uncle sparked an interest for the Race, Marco Pierre White and Up-and-Coming Chef in Australia. a Miele brand ambassador in Aus- world of fine cuisine. Back in Aus- Alain Ducasse. At just 24 years old, His "Vue de monde" was named tralia for many years.

24 // Miele The Magazine AWARDS

Best customer service in Germany

Consumers in Germany have selected Miele customer service as the best in the industry for the 18th time. In the large comparative study by Kunden- monitor Deutschland 2013, consumers gave Miele an average mark of 1.88 (2.05 last time round). With this mark, Miele scored considerably higher than the average mark of all the customer services tested, cent were "less satisfied". The In the evaluation of customer Miele customer which stood at 2.05. percentage of dissatisfied cus- service departments, answers service provides The survey allowed partici- tomers stood at one percent. were received from 1,691 peo- quick and expert pants to rate customer service Miele also achieved best marks ple who had called a service assistance. using a scale of 1 to 5, where in the question of choosing the technician to service a large 1 meant "completely satisfied" manufacturer's customer ser- electronic household appli- and 5 "dissatisfied". Of the par- vice again (1.29) and recom- ance on at least one occasion. ticipants who had used Miele mending the service (1.81). The study concerns the most customer service, 73 percent Telephone interviews were commonly cited manufactur- stated that they were "com- conducted with 23,482 peo- er's customer services, as well pletely satisfied" or "very sat- ple between August 2012 and as customer services provided isfied". A further 24 percent August 2013 for the Kunden- by value-added resellers and were "satisfied"; only two per- monitor Deutschland 2013. tradesmen.

Consecutive Retailers choose PowerFlex

test winner PowerFlex induction hobs by Miele have band Mittelständischer Küchenfachhandel, been awarded the BMK Innovation Prize BMK). Miele washing machines have in Germany. The award was presented by One outstanding feature of the Power- been proclaimed test winner the Federal Association of Medium-Sized Flex technology is that the hobs flexibly for the third year in a row in Specialist Kitchen Retailers (Bundesver- adapt to the size of the pots and pans and 2013 by the consumer organi- provide the maximum performance. At the sation Stiftung Warentest (Sti- touch of a button, the user can turn two in- Wa) in Germany. The W 5861 dividual cooking areas into one large round WPS, W 5821 WPS models area, or can create a rectangle cooking area and the W 627 F WPM were for roasting trays. all acclaimed. The Miele appli- According to the vote of over 500 ances achieved outstanding in- kitchen retailers, the Miele hobs "take the dividual results in the washing, ideas and requirements of consumers into rinsing and spinning categories. account to a special degree". Additional Best marks were also awarded evaluation criteria include the practicality for user convenience. In the and the likelihood of a product being an case of the toploader model economical success. The BMK Innovation W 627 F WPM, the product Prize is awarded in the categories of kitch- testers highlighted that the en fittings, kitchen appliances and kitchen machine works extremely qui- accessories. etly. This is important as top loaders are often situated in Retailers chose PowerFlex apartments. induction hobs from Miele as the best product.

Miele The Magazine // 25 Fair

Dazzling appearance for W1 and T1

"Creating Fascination" – Miele appeared at the 2013 IFA trade fair in Berlin under this slogan. The main stars of the fascinating trade fair presentation proved to be a new generation of laundry care appliances, as well as innovative dishwashers and free-standing coffee makers.

ive years of research and develop- easier to believe something once you have the show was performed, where an open ment, and hundreds of millions of eu- seen it with your own eyes. The two-phase kitchen hosted live cooking, where visitors Fros stand behind the new generation system from Miele even successfully com- were able to sample delicacies and to en- of laundry care. During this time, all of the bats iodine marks. The balance sheet after joy coffee from the CM6. Enthusiastically components of the washing machines were the trade fair: The shopping list included tried out again and again: "Open sesame" in turned inside out and updated or replaced two litres of iodine for every ten litres of the design of the new dishwasher with the – at least, almost all: "One of the 1,600 the respective phase detergent and 180 Knock2open function. components of our W1 range of washing kilograms of dry ice for a "real" laboratory In contrast to this, when it comes to im- machines is not new by any means – this atmosphere. portant, sales-based discussions, it is always foot", stated Dr Markus Miele during the Just as in previous years, Miele incorpo- better to hold them in quieter atmospheres. press conference, as he referred the present rated the presentation of the new products The Miele Café with its extensive choice journalists to one of the four feet. All of the into a show. This time around, the com- of beverages and delicious treats was the other parts have been redesigned, tried and pany surprised its guests with a fast-paced perfect venue for this and made it easy for tested over and over again to make sure performance featuring acrobatics, dance visitors to relax. But what would the Miele that they are durable enough to last for and atmospheric music. The well-known appearance at the IFA be without the even- 20 years of service – in other words, some television presenter Annabelle Mandeng ing chill out? The café was transformed 10,000 operating hours. The same also ap- presented the show, which included a into a concert temple: Live music on stage, plies to the new tumble dryers. "live" satellite link-up to the headquarters good food and one or two glasses helped to The new generation of laundry care in Gütersloh. A reporter was also in situ ensure a great party atmosphere. appliances offers practical added value in at the Miele exhibition stand; her live re- terms of cleanliness and convenience. In- ports were projected directly onto the large novative washing and, above all, the new screen on the show stage. This inspired lots 3 dosage procedure called TwinDos, plays a of visitors to discover the individual theme decisive role here. Miele technicians have areas in more detail. The presentation of developed this system in order to stay one a series of Miele products with the "Dia- step ahead of the rest with the new W1; mond Award" was not a totally serious af- and with TwinDos, a ground-breaking step fair, but was nevertheless effectively staged forward really has been taken. The result: as part of the show. The glistening precious The best washing system on the market, stone symbolised the crowning of the W1, which combines liquid detergent with a the T1 and the new built-in appliances: bleaching component as a two-phase sys- the Generation 6000 dishwashers and, last tem (UltraPhase 1 and UltraPhase 2) and but not least, the new free-standing coffee automatically releases the correct amount makers. of detergent into the washing process at Over 7,000 trade visitors from over precisely the right time (more details are 40 countries and countless consumers vis- available on the following pages). ited the Miele exhibition stand, which was Demonstrations of how the various divided up into an area for trade visitors components work within the washing pro- and an area for the public. The latter was cess were shown in the chemistry labora- open to all visitors and was the entrance to tory at the exhibition stand; after all, it is Miele. Life pulsated here; this was where

26 // Miele The Magazine FAIR

1 Dr Markus Miele and Dr Reinhard Zinkann with the 2 WhiteEdition W1 and T1 2 Inspiring show: The "Diamond Award" was presented to the new built-in appliances with M Touch display. 3 A red ribbon led visitors to the consumer area around the stand. 4 The new CM6 free-standing coffee maker from Miele inspires people to indulge.

Miele The Magazine // 27 NEW PRODUCTS

The best for cleanliness, shine and aroma

❶

he new W1 series of washing ma- It was back in 2006 when Miele first Doing good things better has a tradition chines gives customers the choice demonstrated how intelligent detergent dos- at Miele. The honeycomb drum – which T between the ChromeEdition ❶ ing works (LiquidWash). The new TwinDos epitomises gentle treatment of laundry – and WhiteEdition ❷ design lines; fea- dosing system ❸ goes one step further: It has now been further developed to create tures such as TwinDos, innovative wash represents the world's first dosing system the thermo honeycomb drum ❹. This programmes and PowerWash then stand for detergents for colours and whites that is innovation makes ironing even easier, as as optional extras (read more about Pow- integrated into the appliance. The result: sav- the thermo honeycomb drum is heated up erWash in the individual report on p. 32). ings of up to 30 percent on detergent as well when the "Pre-iron" option is selected. The Furthermore, all new washing machines as outstanding cleaning results. TwinDos in- heated walls of the drum together with from the W1 series also come with a range corporates two containers (each 1.5 litres), the new surface structure, with its larger of "basics". Thus, all models are classified which are filled with two-phase liquid de- hexagons and wider spacing between the in energy-efficiency class A+++, have a tergent. UltraPhase 1 combats soiling caused sections, smooth the laundry in the wash- capacity of at least eight kilograms of by grease and protein; whilst UltraPhase 2, ing machine. Depending on the wash pro- laundry, spin at 1,600 rpm, and have even which has a higher cleaning power, gets to gramme, this feature can be selected by improved controls. Other standard fea- grips with tough stains such as red wine and simply pressing the button. Needless to say, tures include CapDosing in the detergent coffee. Both detergents are automatically the thermo honeycomb drum also offers drawer and the new thermo honeycomb dosed at precisely the right time and to the the known benefits of the classic honey- drum – everything, as ever, tested to ensure correct ratio, depending on the type of laun- comb drum, such as the reduction of hole a 20-year lifespan. In other words, there dry in question. TwinDos is an open system: patterns and hole penetration. are a lot of arguments in favour of buying you can use any kind of liquid detergent or Special treatment is sometimes recom- a Miele. can continue to use the detergent drawer. mended for certain textiles. Those not want-

28 // Miele The Magazine NEW PRODUCTS

The best for cleanliness, shine and aroma

"A clean job" is the phrase on everyone's lips when it comes to the new products presented at IFA; after all, with the W1, T1, TwinDos, PowerWash and Co., Miele has raised the topic of laundry care to new heights. With all of this cleanliness, the shine of the new dishwashers shouldn't be ignored; and neither should the full-bodied aroma provided by the new free-standing coffee makers. New products from the world of smart homes and floorcare appliances represented an extra bonus.

❺

❸ ❷

ing to have to stockpile a selection of fabric the WhiteEdition, with all T1 models, the conditioners, wool detergents and reproof- door viewing window is as standard as the ing agents, will findCapDosing ❺ from heat pump technology. Depending on the Miele to be the ideal solution. CapDosing model, the Miele tumble dryers are classi- provides special-care detergents that are fied in energy-efficiency class A+ or A++. As required less often in practical portion cap- such, the appliances are more energy-effi- sules. The capsules are dosed for one wash cient than their predecessors – and they also process and are simply placed in the deter- dry the laundry more gently. The SteamFin- ❹ gent drawer. CapDosing can be used in all ish feature reduces the amount of ironing re- W1 models. The fact that all CareCollec- quired. Water from the condensate contain- tion products – such as the new UltraPhase er is sprayed in the drum and heated up to detergent, the CapDosing portion capsules create steam. This smoothes and flattens the and the FragranceDos aroma vials for tum- textiles. With this convenient feature, which ble dryers – can now also be purchased from is displayed on the control panel under the value-added resellers is also new. name "SteamFinish", Miele is providing an W1 plus T1 ❶ – at the moment nothing ideal addition to the "Pre-iron" option on can beat this pair in the field of laundry care. the new washing machines. All new tumble The new T1 series of tumble dryers repre- dryers also come with the exclusive Miele sents the ideal accompaniment to the wash- feature FragranceDos, which adds a fresh ing machines, both visually and technically. fragrance to the laundry (available fragrances Whether you choose the ChromeEdition or include "Aqua", "Cocoon" and "Nature").

Miele The Magazine // 29 NEW PRODUCTS

❻

❼

The new Generation 6000 dishwash- beginning, and to check the actual values steel. Together with the two-digit display, ers ❻ represent a highlight for electrical once the programme has finished. The new it creates a very high-quality look. and kitchen specialists. The new machines, FlexiTimer with EcoStart is gentle on Two new coffee makers from Miele which come with a whole host of improve- the environment and the purse strings. You promise perfect coffee. The CM 6100 and ments in terms of features and technology, can programme up to three time-variable CM 6300 ➑ models prepare espressos, complement the design of the other built- electricity tariffs – the appliance then starts coffee, cappucinos and latte macchiatos in appliances: All models are classified in automatically at the time of the cheapest at the touch of a button, are particularly energy-efficiency class A+++ or A++, use tariff. easy to look after, and stand out due to just 6.5 litres of water in the automatic Knock twice to open: Miele wowed their linear elegance. One Touch for Two rinse programme and offer outstanding visitors to the IFA and Küchenmeile trade is a special feature on the new appliances. drying. Miele achieves these low consump- fairs with the patents-pending world-first: It quickly and conveniently creates two tion values and the excellent cleaning with Knock2open ❼. The door-opening sys- speciality coffees so that you can enjoy a new professional pump and a spray arm tem represents the perfect solution for your coffee in company. The Miele ma- alternation procedure, which see the spray fully integrated dishwashers in handle-free chines are exemplary when it comes to hy- arms rotating with different pressure. All kitchens, as all you need to do to open the giene: the milk line and Cappucinatore are appliances rated A+++ offer users a sum- door is to knock lightly on the front of the automatically rinsed when the appliance mary of the electricity and water con- appliance. The system ignores other noises is switched off (they can also be rinsed sumption values via the EcoFeedback from the near vicinity. The Touch on Metal manually if desired). The better-equipped function. This feature allows you to view control panel represents a refined detail on CM 6300 can also do the following: It is the predicted water and electricity con- the fully integrated luxury class models: possible to programme up to four differ- sumption values prior to the programme The touch buttons are made from stainless ent user profileswith different grind and

30 // Miele The Magazine NEW PRODUCTS

❽

❾

Backing the smart horses output quantities, temperature and pre- with Miele and Qivicon brewing options. The S8 Silence Plus Allergy ➒ is Control Miele domestic appliances when ahead of its time: This new cylinder vacuum on the move and utilise other intelligent fea- cleaner, with its 700 W motor, fulfils the limit tures for the home with the Qivicon Smart values for the new energy-efficiency class A, Home platform. The particular charm of which is due to come into force from Sep- this networking platform, which was de- tember 2014. Furthermore, the S8 Silence veloped by Miele together with Deutsche Plus Allergy is the quietest of the Miele Telekom and other industry partners: As a vacuum cleaners, with sound emissions of central communication unit, all it requires just 69 dB(A). The fact that, despite the is the Qivicon Home Base – all of the ap- low wattage, this model leaves nothing to be plications provided by the partner company desired in terms of its cleaning performance are integrated onto this one system. The is owed to the innovative AirTeQ floor era of island solutions, which demanded a nozzle. Thanks to the new HEPA AirClean different gateway for each technical com- filter, the quiet model from the Miele range ponent within the household, appears is also ideal for people who suffer from al- to have passed. By switching to the ZigBee® radio stand- lergies. This filter is in line withHEPA class ard, from 2014 Miele customers will be able to control how 13 and, as such, achieves a filtration level of long the washing machine runs in the cellar, or to check if 99.95 percent, and keeps finest dirt particles all appliances are switched off – in case you forget to do and pollen out of the discharged air. so before leaving the house – using a tablet or smartphone.

Miele The Magazine // 31 TECHNOLOGY

The art of doing it better

Really clean in less than one hour; the ingenious search function in the super- sharp oven display – PowerWash and M Touch are examples of exclusive technology with outstanding customer benefits. Miele The Magazine gives you an insight into research and development.

aster, cleaner and even more energy- efficient? – In order to top the ex- F cellent washing results of a Miele machine, the process developers working alongside Dr Karsten Gayk – head of development in the washing laboratory – had to come up with something really special. After all, the foundations and the interplay between temperature, mechan- ics, time, chemicals and water have already been finely researched. However, with the PowerWash technology, which is incorpo- rated into many models from the W1 generation, the Miele engineers were able to once again make significant improvements to washing results. PowerWash is based on the free flowing movement of the washing solution. The soap suds from the base of the suds container are directed to a spray noozle above the door sealing ring by a second flow pump (next to the drain pump). The spray sends the suds back With the power of two pumps: PowerWasch technology in the W1 machine into the washing drum in a fan-shaped jet of water. The drum runs with a slightly increased rotation speed as this occurs, in turn creating a tunnel effect – the textiles lie against the wall of the drum and, as such, are evenly immersed in the PowerWash – Fast and perfectly clean spray of suds. Advantages: The suds wet the textiles significantly better than with a PowerWash ensures at least a ten percent improvement in washing performance. normal washing procedure. The detergent This has been confirmed by the wfk Institute for Applied Research in Krefeld – be it in liquid or powder form – dissolves (Germany). And even more important for many customers: a W1 machine gets better and is distributed more evenly. This washing really clean in just 59 minutes. In the QuickPowerWash programme, the leads to proven improvements in washing W1 masters "Detergency A" as stipulated by an EU regulation. The wfk verdict: performance (see text on this page). "The very good cleaning performance (= Detergency A) was measured using test The time intervals for the immersion soils (IEC fabric swatches) with a loading of five kilograms and a temperature vary depending on the washing programme setting of 60°C and 40°C", states the official certificate, which was awarded at the and the amount of laundry. At other times, IFA. "As far as we can tell at the moment, Miele is currently the only manufacturer the drum rotates at a lower speed to reduce to be able to give their customers a very good washing result in less than one hour the tunnel effect so that the washing falls to for normally soiled washing", stated Frank Jüttner, head of the Miele Germany the base of the drum, which is essential for subsidiary, commenting on the award. In contrast, conventional short programmes the mechanical tumbling of the textile. Any lead to a significant reduction in the quality of washing results. disadvantages? "None at all", ensure Dirk

32 // Miele The Magazine TECHNOLOGY

Sieding and Marcel Zielke, who played a key role in the development of PowerWash. "The second pump only has a very small electricity consumption value; the system is durable and robust." If something does jam, it is very likely that the customer will be able to resolve the problem themselves, as, like the drain pump, the flow pump has a very service-friendly pump filter.

Works manager Peter Hübinger shows the component groups of the M Touch display.

factory. However, it soon became clear to the engineer that for an innovation like this, you basically had to go back to square one. New high-performance processors had to be obtained in order to be able to display the functionality and flowing movements in the display at all. A 533 MHz proces- sor with 128 MB ram was chosen. It works on the Linux operating system and has an integrated Flash player. The greatest challenge was, in fact, posed by the long lifespan of the Miele appliances. When a computer dies after Dirk Sieding explains PowerWash in the six years or so, most customers are more The philosophy behind the M Touch laboratory. The flow pump is situated behind than happy to buy a new one. Expecta- interface is similar to that used in the left sealing cap (bottom left picture). tions regarding the lifespan of Miele ap- smartphones. pliances is, however, considerably higher: "Each individual component on a printed perating an oven like a smart- circuit board has to pass our requirements; for an especially long lifespan and suffer phone", was the headline of one in other words, it must meet the Miele de- practically no wear and tear during the life O large German daily newspaper. mands for a lifespan of 20 years", explains of a household appliance. Should a control As far as the M Touch display in the new works manager Hübinger. This is also true become defective, replacement displays Prestige-class, built-in models is concerned, for the high-resolution TFT touch display and other components behind the fascia this statement hits the nail on the head. (thin-film transistor display), which pro- panel are available for 15 years after the But what was the initial inspiration for this vides a crystal-clear image with a bit rate purchase date. new type of operation, and which technol- of 60 Hz. The lifespan of a commercially New production facilities also had ogy is required to be able to surf through available smartphone display is generally to be built for the M Touch displays in the crystal-clear programme menu with limited by the lifespan of the LED back- Gütersloh– a sterile space in which the such ease? lighting – LED failures can be identified thin glass touchscreens can be glued to "When the iPhone came to market in by the differences in the brightness of the the external glass fascia panel without in- 2007 with its unique user interface and display. But this isn't generally a prob- corporating any visible bubbles or bits of new possibilities for the presentation of lem: after all, who uses a smartphone for dust. Eight different groups of components graphical information, here at Miele we more than four or five years? Miele had are assembled behind the fascia panel to started looking in this direction", remem- to achieve a much better result here. The create one unit – all developed and manu- bers Peter Hübinger, head of the electronics LEDs and the display have been designed factured by Miele.

Miele The Magazine // 33 WORKS

The new Innovation and Training Centre fits in with the architectural design of the other buildings on the Gütersloh company premises.

Created for innovations

athed in red-blue light, the exhibition innovations are a mere haze under white cloths. Mist Brises. Then they are ceremoniously unveiled – the "main attractions" of the day: new built-in appliances which will make their big appearances in front of retailers and the public over the course of upcoming exhibitions. The Innovation and Training Centre in Gütersloh, which was completed in 2013, is the stage for the general testing. This is where Miele employees are prepared for their appearances at exhibitions. Alongside Miele training, the new building also houses product presentations and merchandise knowledge seminars for "The Innovation Centre represents a key milestone retailers, kitchen furniture manufacturers and partners. for the presentation of our new products in line With its 17 training and meeting rooms, the Innova- with our brand and for the future of our business tion Centre provides plenty of space and the required premises", comments Olaf Bartsch, Executive flexibility to be able to present the new products in a Director responsible for finance and administration. varied manner. "We can show the appliances in their respective built-in environment, for example in a ful- size. A further advantage: Guests benefit from short ly built kitchen", explains Thomas Stein, head of the transport routes as the new building enjoys a central exhibition and event division ("Miele Forum"). With location between the guest restaurant and the Miele water, electricity, compressed air and waste air connec- Forum with a multi-purpose hall, conference rooms tions, they are ready for operation at all times. In the and two active kitchens. Professional sector, a laundrette environment or the A modern office building is currently being built preparation of instruments in a dental laboratory can at Gütersloh for a total of around 320 employees, and be realistically replicated. 220 of these have already been able to move in. In The training rooms can be reconfigured in just a addition, Miele is expanding its high-bay distribution short space of time. With the help of mobile partition warehouse at the company headquarters by 75 percent walls, rooms can be combined both on the ground floor from 108,000 to 188,000 spaces. Large domestic ap- and on the upper floor. Lighting, shade and ventilation pliances will be delivered from here to the subsidiaries are automatically adapted to suit the modified room and to German sales partners.

34 // Miele The Magazine GERMANY

Merkel: "I grew up with Miele"

n in-depth discussion with the management board and works A council representatives, a look to the upcoming exhibition innovations and a short tour of final assembly: These formed the cornerstones of the itinerary drawn up for the German Chancellor Dr Angela Merkel's visit to Miele last summer. The "window seats" in the buildings around the makeshift landing site were heavily occupied as the large police "Super Puma" helicopter descended over the Miele premises in Güterloh with its prominent passenger. A state of emergency reigned in the production halls and between the buildings too: Hundreds of members of staff remained on site after their shifts to get close to the Chancellor, who had travelled from Berlin especially, to give flowers, to get a photograph – and they were not to be disappointed. The obligatory welcome photo and an entry in the golden book of the town were The Chancellor repeatedly made conversation with Miele employees working on the followed by an initial confidential discus- assembly lines. sion with the management board and representatives of the works council. The focus and dryers, which, at that time, remained a ployees with great excitement; she shook was on the values and strategies of the fam- strict secret. Merkel, who has a doctorate numerous hands and constantly sought to ily company of Miele, as well as on the op- in physics, was particularly interested in the make conversation with members of staff portunities and challenges facing Germany exclusive Miele technology used for the working on the production lines and at as a business location amidst the worldwide intelligent networking of domestic appli- other stations during her time on the fac- competition. ances with photovoltaic and solar thermal tory floor. Everyone knows Miele and yet After a short tour of the new built- plants on a house's own roof. it is very interesting to see for yourself how in appliances with "M-Touch" operation, The walk through the assembly halls much innovation is hidden in a company Angela Merkel turned her attention to the was a similar story to the landing: Angela like this. This is how Chancellor Merkel new W1 and T1 series of washing machines Merkel was received by the Miele em- began her summary to the press; the final official item on the itinerary for her visit. The welcoming And: "This company is deeply routed in the committee for the region, and the people who work here are German Chancellor one of Miele's great strengths." ( from the left): On a personal level she has "had a very Dr Eduard Sailer, good relationship with Miele since child- Dr Peter Zinkann, hood": "I grew up with a Miele vacuum Dr Markus Miele, cleaner in the former GDR". Furthermore, District Admini- during his time as a theology student in strator Sven- Bethel, her father worked for Miele and Georg Adenauer, this is where he earned the money for her Dr Reinhard Zinkann, parents' wedding rings. Then there was a Mayoress spontaneous group photo with the Miele Maria Unger and factory fire service for the chronicle to Olaf Bartsch mark their 75th anniversary – and then it was back to the awaiting helicopter for the return journey to Berlin.

Miele The Magazine // 35 CHINA

The Miele kitchen in the art centre is ready to serve guests. Sponsorship in the name of art, love and life

ontemporary Chinese artist Ms Wang Xiao Hui (who has spent Cover 20 years of her life living in Germany) is famous for drawing inspiration from her personal perceptions of beauty, and has become an iconic female member of China's art scene. Now she is working with Jiangsu Province government to bring new energy into an old Chinese mansion that dates back over 300 years. The aim is to turn it into the centre of art for the whole province: this art centre will host exhibitions and shows for numerous Chinese artists.

Heritage dishes and a gala dinner

ince early 2012, Miele has been inviting key opinion lead- grammes in mainland China, Taiwan and Southeast Asia), inter- ers from different industries to present their heritage dishes national award-winning pianist Mr Song Si Heng, Chinese Kunqu Sfrom their mothers' or grandparents' generations in Miele opera singer Mr Zhang Jun (the icon of the young generation of showroom kitchens, under the title "Love Kitchen with Miele". A Chinese Kunqu), China's first haute couture designer Ms Guo book has now been published so that these recipes can be shared, Pei and celebrity chef Fu Yang (provider of catering services for with love to family members and a passion for their career. events held by China's top socialists and celebrities) all took to the On 17th October, a gala dinner was held for 200 guests in stage to participate in the project. The night's wonderful menu Shanghai Film Museum in order to celebrate this project. Dur- was inspired by recipes from the book, which showcased features ing the event, TV host Mr Cao Qi Tai (star of various TV proof Miele appliances.

A catwalk presentation was part of the gala dinner. The Shanghai Film Museum being prepared for the gala dinner.

36 // Miele The Magazine CHINA

Sponsorship in the name of art, love and life Contemporary art is the focus in the Wang Xiao Hui art centre.

A joint love of art has seen Miele and Ms Wang Xiaohui work together on various media programmes, and now the new project has seen a new link established between Miele and Chinese contemporary art. With its new Miele kitchen appliances, Wang Xiao Hui art centre is equipped to serve up to 100 people at a cocktail reception or seminar with a whole host of cuisine served straight from the fully equipped Miele kitchen. More new programmes are due to follow over the course of the coming year in the name of Art•Love•Life.

New style for old traditions

n China, people prepare specific foods for different festivals. tive way using Miele appliances. From rice dumplings wrapped These special foods have a long tradition dating back thousands in bamboo leaves to moon cakes, Miele steam ovens have been Iof years of Chinese cultural heritage. Over the course of 2013, showcased to a nation which invented the art of steaming, and Miele House Shanghai invited customers to a bi-weekly cooking have demonstrated how to turn steaming into an art form that class focusing on cooking traditional Chinese food in an innova- combines modern sophistication with convenience.

Filling bamboo leaves in the Miele House Shanghai. As traditional as you can get: dumplings for the steam oven

Miele The Magazine // 37 JAPAN

Art of Living What could be more fitting to a Miele Gallery than art? – Miele Japan has been inspiring Tokyo's inhabitants with quite extraordinary exhibitions.

The Japan subsidiary presents "Green Art" in the heart of the city.

aster, "Enjoying life and making time Spring Blossoms Gallery: The ground floor thematised the for the finer things" – this is the phi- Life, a new start, energy, growth – spring "seed" phase with blue-coloured artworks, F losophy behind the "Art of Living" is symbolic of a number of things. With which symbolised the water needed for concept, created by the Miele Japan sub- the help of ceramic artist Koji Tsuji, the growth. The first floor accentuated the sidiary. In 2013, a series of lifestyle experi- Omotesando Miele Gallery was trans- "sprout" stage with its yellow shades, rep- ence events in Miele centres in Japan gave formed into an artistic Spring Blossom resenting sunlight. Meanwhile, the second customers the opportunity to experience exhibition between April and June, in line floor "growth" reflected the energy required Miele appliances in an extraordinary at- with the season. The exhibition precisely for these stages of development with green mosphere combining art, food, design and captured the seasonal symbolism in the ceramic works. Then, on the third floor, the fashion, and to socialise with the finest in shape and colour of the cherry blossom. fluorescent cherry blossoms spread in pink international society. The aim of the events: Tsuji interpreted the phases of the spring to represent "full bloom". Koji Tsuji, who to inspire guests to use their time more ef- flower across the four storeys of the Miele wants to enlighten the urban landscape fectively and to increase their quality of life. Art of Living highlights included the two art exhibitions "Spring Blossoms" and the "Timeless Design Exhibition" in the Omotesando Miele Gallery in Tokyo in spring and autumn 2013.

The wonderful buffet in the Miele Gallery complemented the exhibition in terms of aesthetics too.

38 // Miele The Magazine JAPAN

Models dressed in clothing inspired by "Spring Blossom" present the new built-in appliances.

Art of Living

Timeless Design with colourful art in the inner courtyard

and to generate an understanding of the shapes merge with the domestic appliances ing project to the press. A cocktail party universe amongst his viewers with his art, on display. The "RadlWall" in the Gallery's followed, to which 120 guests from society, presented a total of twelve works of art in inner courtyard – an imposing installation the press and commerce were invited to the Miele Gallery. Miele Japan opened the comprising a collage made up of 280 im- admire the impressive Gallery interior and exhibition with a Spring Blossom opening ages – also displays the work of its creator, the RadlWall. cocktail party, to which 80 guests were in- Christoph Radl. The opening event for the vited. Models dressed in clothes inspired by presentation of this successful melange of Spring Blossom presented Miele appliances Timeless Design from three disciplines in- to the guests. Head chef Yuka Macaron included a press event, which saw the ini- Unified for art: Steffen Kessler (Miele), the spired the guests to go on a taste journey tiators Kengo Kuma, Christoph Radl and artists Kengo Kuma and Christoph Radl, of fantasy, creativity and new ideas with an the Managing Director of the subsidiary, and Hideki Matsubara, Managing Director artistic culinary presentation based on the Hideki Matsubara, present their Art of Liv- of Miele Japan (from the left) floor inspired by "Growth".

Timeless Design The subsidiary presented October 2013 under the motto "autumn is the best season for art" and opened a ten-day exhibition in the Gallery, designed to run in line with Tokyo Designer's Week, devoted to the topic of "Timeless Design". Innovative Miele technology, architecture from Ja- pan's star architects Kengo Kuma and art from the Swiss graphic designer Christoph Radl were all harmoniously brought together under this motto. Kengo Kuma presented his concept of the new living space for the 21st century with his design for the interior of the Miele Gallery, which he had completed back in 2011: A subtle colour palette and clear

Miele The Magazine // 39 SINGAPORE

Gastronomy and art for one month only

Guests and VIPs mingling at the cocktail reception.

iele Singapore was the proud imity to the 100 guests who attended the celebration of the launch of Generation official co-sponsor of the "4 x event each night throughout the month of 6000 together with the grand premiere M Four" event – a culinary experi- November. In total, there were 19 lunch of the newly renovated Miele Boutique. ence showcasing the brightest stars on both and 19 dinner sessions attended by both The occasion was marked with an the culinary and art landscape. Located the general public and also an array of exclusive evening at 4 x Four for 80 of along Bayfront Avenue amidst the iconic corporate clients such as Goldman Sachs, Miele Singapore's business partners, brand Marina Bay Skyline in Singapore, the pop- Mercedes, DBS Bank, Visa, Vertu, Zenith, partners, consumers and staff. up restaurant was housed in a specially Standard Chartered and of course, Miele. Miele's guests indulged in a unique designed white marquee with projection 4 x Four was created to celebrate culinary experience in the custom-built walls to enable customised visual mapping. the most exciting culinary creators from restaurant inspired by both visual and This gastronomy and art event featured four around the world and heralds the latest culinary art. Guests and VIPs feasted on renowned chefs, with one appearing each movement in contemporary art largely the exquisite creations specially prepared week for a guest stint in a fully equipped inspired by famous new-age artists and by chef Chris Salans of the celebrated and custom-built pop-up restaurant. The street artists who take the medium of art Mozaic restaurant in Bali, who presented restaurant featured a central Miele mobile to a whole new level. Monday 18th No- a distinctive 8-course wine pairing din- kitchen, equipped with Generation 6000 vember was a special evening for Miele Sin- ner menu together with Miele culinary PureLine appliances, within close prox- gapore as it marked the end of a week-long appliances.

Dim Sum from the Miele Steam Bar

n conjunction with the new PureLine launch celebrations, Miele Singapore unveiled its latest retail concept: the Miele Steam Bar Iat Tangs Department Store. The Miele Steam Bar is the first of its kind in line with the new dynamic renovation of Tangs Orchard. Located in the heart of Singapore's prime shopping district and synonymous with a high-quality retail experience, Tangs remains an unmistakable icon along Orchard Road, constantly at the forefront of consumer lifestyle trends. In sync with this, consumers can now experience steam cooking through a culinary journey of healthy and wholesome gastronomy. Chef Janice Wong, recently named Asia's Best Pastry Chef, as well as receiving international recognition for her cutting-edge culinary creations, kick-started the line-up of active 'live' steam cooking sessions at the new Steam Bar. She fascinated VIP guests and media with an array of delightful and exquisite dim sum, including truffled cheese and foie gras dumplings, whilst showcasing the use Media and VIP guests sampling Janice Wong's dim sum of Miele's range of steam ovens. creations prepared in the Miele range of steam ovens on Miele Singapore is immensely proud to reprise its inaugural display at the Miele Steam Bar. collaboration with chef Janice Wong's latest culinary publication "Dim Sum: A Flour-forward Approach to Traditional Favourites and Contemporary Creations", of which Miele is a proud publica- In the on-going use of the Miele Steam Bar, there was also an tion sponsor. Hand-in-hand, chef Janice incorporates the use of exciting line-up of active steam cooking sessions from November Miele appliances showcasing the revolutionary MultiSteam tech- to January. All of the sessions were highly interactive and featured nology during the testing and preparation of over 50 innovative renowned local culinary talents chef Jimmy Chok, chef Forest recipes and no less than 80 dim sum techniques. Leong and chef Malcolm Lee.

40 // Miele The Magazine USA

Food and cooking at its best

The Culinary Center is attached to the Whole Foods Market in Princeton.

Come in and learn more about healthy cooking!

ast May, Princeton Whole Foods Market opened their new to sustainable agriculture and they maintain the strictest quality Culinary Center, fitted out with a full suite of state-of-the- standards in the industry. Their commitment to sustainability di- L art Miele appliances. The new space hosts cooking classes, rectly correlates with Miele's commitment to 'Living the Sustain- demonstrations, events and educational opportunities, utilising ability Principle'. Whole Foods' quality products fall in line with Miele appliances including the Miele steam oven, MasterChef health-conscious customers – an 'organic partner' to steam and oven, speed oven, gas hob, refrigeration, wine storage, warming combi-steam ovens for food preparation and MasterCool technol- drawers and dishwashers. ogy for food preservation. In line with Whole Foods tradition, Miele executives partici- The space, surrounded by windows on three sides, provides a pated in an inaugural "bread breaking" ceremony – a good luck warm, welcoming atmosphere for customers to participate in the ceremony symbolic of sharing one's harvest. Dr Reinhard Zinkann, classes or for passers-by to take a peek at the culinary creations Dr Heiner Olbrich, Dr Eduard Sailer and Christian Gerwens from being conjured up at any moment. The room is large enough to Miele Germany, along with Nick Ord, President of Miele USA, hold cooking presentations, but can also allow for a more intimate Bob Fava, Vice President of Sales and Scott Lombardi, Director setting by gathering stools around the large centre island. The sleek of Floor Care, joined Lance Mcallister, Whole Foods' Store Team design of the fully integrated appliances would have any partici- Leader and Beth Pearson, Marketing Team Leader, for the celebra- pant or onlooker wishing this was their home kitchen. tion. After the breaking of the bread, everyone enjoyed lunch pre- Classes offered in the space range from Meatless Monday Sup- pared by Whole Foods' Culinary Team and Senior Home Econo- per Club to Easy Party Food and even get children involved at an mist Holly Curry from the Miele Center at Princeton. early age with their Kids in the Kitchen classes. Miele's Home As part of the grand opening festivities, visitors had the op- Economists teach monthly classes at the Culinary Center, but portunity to tour the new kitchen, participate in a variety of com- Whole Foods has also been integrated into the product cooking plimentary cooking classes, register for upcoming culinary classes, presentations and Masterchef classes offered in the Miele Center and learn more about Miele appliances. at Princeton. As the prime purveyor of food for the Center, Whole The integration of Miele appliances into Whole Foods Mar- Foods Market provides the finest natural and organic foods avail- ket was a natural one. Whole Foods has an unwavering dedication able to help create healthy, gourmet results for clients.

Miele The Magazine // 41 CANADA

Digital handshake for a dream kitchen

consumer's choices before they even arrive for their appointment to review their product selections. When at the retail store, the consumer and their retail sales associate can retrieve the consumer's KAV Web configura- tion using a unique PIN code, and can work through their final selection on KAV Retail Kitchen Appliance in real-time 3D on a 46" multi-touch screen. Visualizer: Design your Miele Canada has installed this system kitchen at home; check at 20 key retail locations, whilst also arrang- the details with profes- ing a full in-store and online training pro- sionals in the store. gramme for retail sales associates through several learning management system mod- ules which can be completed by the retail consumer's so-called "dream kitch- Working in close co-operation with MCI, sales associates directly. Over 200 retail en" begins with imagination and a the team at Miele Canada has developed a sales associates have already completed A vision. Consumers need to see their "digital handshake" between KAV Web and training for the digital handshake. kitchen before they can start shopping for KAV Retail: Miele now enables consumers The engagement with consumers is an individual appliances. Now, with the Kitch- who are researching online to visualise and ideal point from which to create an emo- en Appliance Visualizer (KAV ) Web and configure their dream kitchens, and to then tional bond with the brand even before they Retail developed at Miele headquarters by send this information to their local Miele step into a retail environment. The goal is to Marketing Communication International agent while also booking a personal appoint- generate measureable and traceable quali- (MCI), Miele Canada is one step closer to ment. This information allows the Miele fied leads between the internet and bricks consumers. agent to be well-prepared and informed of the and mortar retail. Exclusive partner of MasterChef Canada

n an effort to showcase the Miele brand The MasterChef studio offers plenty of to a national audience across Canada, space to cook with Miele appliances. IMiele Canada secured an exclusive appliance partnership with the newly launched MasterChef Canada television program, the title of MasterChef Canada. The judges Origin franchise) and Michelin-star chef which premiered on the CTV network in whittle down the contestants through Alvin Leung (Bo Innovation in Hong Kong January 2014. The show's format has been a number of individual and team-based and Bo London in London). exported around the world under the same cooking challenges and weekly elimination In addition to the high-visibility MasterChef logo, and is now produced in rounds, until a winning chef is crowned. product placement of the 16 cooking more than 40 countries and airs in at least The programme began to air in January stations outfitted in Miele appliances, as 200 territories. The arrival of this television 2014 with 15 weekly episodes and part of this exclusive association, Miele franchise's global success has been long- estimated viewing audiences of 2.9 mil- will also receive recognition and a short awaited by Canadian television audiences. lion. The judges include Michael Bonacini promotional clip and acknowledgement MasterChef Canada provides an oppor- (of Oliver and Bonacini fame, owner of at the end of each of the 15 episodes, tunity for Canadian amateur chefs to devel- eight restaurants), Claudio Aprile (who thus further enforcing exposure of the op their culinary skills as they compete for is behind the acclaimed and successful Miele brand.

42 // Miele The Magazine RUSSIA

Culinary arts for the East

Miele Russia facilitates cooking skills.

iele CIS (Russia, Ukraine, At project events, the participants are All of the chefs completed special training Kazakhstan) launched a new able not only to enjoy gourmet cuisine, at the Miele Academy, during which they M project entitled "Cooking with but also to discover the nuances of the learnt the functional and technological Miele!". Cooking with Miele! began in June various dishes with the responsive guid- features and capabilities of Miele appli- 2013 as a series of events, giving people ance of professional chefs. During culinary ances, and became familiar with modern the unique opportunity to plunge into the master classes, each on a different theme, trends in the development of home exciting world of culinary arts and become the specialists discuss the correct attitude appliances in general. acquainted with the international culinary to food, principles of cooking healthy In Russia, Cooking with Miele! was experiences of Miele. Master class partici- meals, and acquaint participants with un first launched in Moscow, then St Peters- pants can try their hand cooking dishes usual ingredients. burg joined in, and in November 2013, the based on recipes by chefs from Canada, "Discover the exciting world of culinary first event was held in the capital of the Germany, Australia, Austria, Belgium arts! Get real pleasure from the process of Ukraine, Kiev. The format of activities that and many other countries; can become creating culinary masterpieces with Miele!" are held can be quite varied. Workshops, acquainted with innovations in the field is the motto under which all the activities test drives, team building, corporate events of home appliances; and can evaluate the are held. The purpose of the project is not and celebrations are regularly held in the tremendous opportunities provided by the just to teach people to cook new and un Miele Galleries. Each event invariably ends appliances that are manufactured by Miele. usual dishes, but also to acquaint them with a gourmet dinner, where the partici- This project has been successfully with the world of home appliances. pants taste dishes that they themselves implemented for many years in various When preparing for the launch of the have cooked and share their experiences countries where Miele is represented, project in Moscow, St Petersburg and Kiev, with one another. and so before launching it in Russia and special attention was paid to the selection The events are only held in the com- Ukraine, the representatives of Miele CIS of chefs. In order to represent Miele prop- pany's own Miele Galleries in Moscow first turned to the experience of their erly, they not only had to have high profes- (in the Mercedes-Benz Business Center), foreign colleagues. Cooking with Miele! was sional skills, but also had to know the home St Petersburg and Kiev, the capital of the developed on this basis. appliances manufactured by the company. Ukraine.

Miele The Magazine // 43 GREAT BRITAIN

Woof to Wash

iele Professional washing ma- service and in partnership with manu- the machine before closing the door with a chines have been used to create facturer Miele Professional, the 'Woof to nudge of its nose. The machine washes on a M the world's first washing machine Wash' washer features a voice-activated single 40-degree wash – ideal for most fab- that can be entirely operated by a dog. switch which turns the machine on when rics and environmentally friendly. The cor- Developed with innovative technology the dog barks. rect dose of washing detergent is automati- from leading UK laundry specialist JTM Inventor John Middleton, Managing cally dispensed from a special dose bottle, Director of JTM, explains: "We developed which holds 10 litres and can be topped up Washing machine operated by dogs. this machine because mainstream prod- by a carer as required. The assistance dog ucts with complex digital controls seldom steps on the paw print button at the bot- meet the needs of the disabled user. We tom of the machine to open the machine had already created a single-programme, after the wash cycle has ended. one-button machine to make life easier Rita Howson, Director of Operations for people with a range of different needs. for Support Dogs, said: "Doing your own When we heard about the amazing work laundry is something most of us take for Support Dogs does, the 'Woof to Wash' was granted. Thanks to JTM's revolutionary an obvious next step." machine, support dogs of all sizes can load Support Dogs provide, train and sup- the machine, bark to turn it on and, with port specialist assistance dogs to provide the push of paw, open the door and unload help with everyday tasks for people with the washing." physical disabilities, to give advanced warn- Plans are underway for this ground- ing of seizures for people with epilepsy, and breaking machine to enhance the quality to provide safety and support for children of life and independence for thousands of with autism and their families. Although people with wide-ranging disabilities across assistance dogs are trained to strip beds, fill the UK. laundry baskets, load and empty washing Les Marshall, UK Sales and Market- machines to help their disabled owners, ing Director at Miele Professional, com- until now they haven't been able to turn mented: "This is an incredible invention, on a machine. and one which Miele is extremely proud The machines have a built-in micro- to be part of. " phone linked to a voice-activation switch: Founded in Leeds in 1983 by MD John the assistance dog barks at the microphone Middleton, JTM Service provides laundry and the machine is turned on. Attached to facilities and services for more than 100 the face of the machine is a pull rope to social housing providers and 800 care open the door which the assistance dog is homes from the Scottish Borders to the trained to tug, enabling them to then load Midlands.

Best brand overall for

18,271 readers of the British consumer magazine are weighted so that more serious problems ac- Which? said the following about Miele wash- Which? have given Miele an overwhelming count for more of the score. The best brand over- ing machines: "The brand has the highest reli- testimony: In the latest reliability survey by the all title is even more impressive; as it takes both ability and customer scores, and an outstand- magazine (1/2014 edition), Miele has been the reliability and the satisfaction of customers ing 100% of its available models we've tested crowned the brand with the highest reliability with their domestic appliance into account, as are Best Buys." About Miele ovens, Which? score in five of a total of ten categories. The brand well as the results of product tests. According wrote: "If you're willing to pay more than £700 was even given the title "best brand overall" in to this rating system, Miele is the best brand you won't go wrong with a Miele. They heat eight of the ten categories. overall for upright and cylinder vacuum cleaners, evenly – which is essential for perfect baking – Reliability scores are based on the proportion for freezers, washing machines, washer-dryers, and they're accurate at heating to the tempera- of appliances with problems per brand, and faults tumble dryers, dishwashers and built-in ovens. ture on the dial."

44 // Miele The Magazine SUSTAINABILITY

Sabine Kumlehn, head of personnel development, and Dr Markus Miele with the signed charter, which contains a voluntary obligation to promote diversity. For respect and esteem

Mutual respect and esteem should be self-evident in human contact. But this is not always the case in all parts of life. At Miele, however, these values are anchored right into the heart of the company culture.

n order to preserve this culture in the positions (management board, registered of success and innovation. This has been future, everyone involved must have managers, trade representatives) stood recorded as an official objective in the com- I an awareness of diversity and equality at 8.1 percent (2010/2011: 8.4 percent). pany's sustainability strategy, which was re- of opportunity. With the fulfilment of the "This is not a bad number for a German cently developed further. international social standard SA8000 and production company of our kind, but it The signing of the Charter of Diversity the signing of the "Charter of Diversity", can, of course, be improved upon", believes represents a measure to achieve this tar- this awareness has been increased – for the Sabine Kumlehn, head of personnel devel- get. The charter is an initiative supported benefit of all. For: The more diverse the opment and responsible for global talent by the German government to promote workforce of a globally operating company management at Miele. She is convinced: diversity in companies. Over 1,500 com- such as Miele, the better the future pros- "We are on the right path." panies and public institutions have signed pects with regard to global competition. the charter to date and in doing so have At Miele, equality of opportunity and obligated themselves to create a working esteem applies to all members of staff and environment for their employees that is applicants in equal measure – regardless of free from prejudice and discrimination. nationality, skin colour, sex, religion, sexual This also includes revising the person- orientation or any kind of physical impair- nel policy and promoting the talents of ment. The potential that lies in the diver- both female and male employees. Miele has sity of life and professional experience, ap- It is a clear goal of personnel policy to in- been doing this intensively anyway through proaches and values should be upheld. crease the number of women in manage- trainee advancement and staff training pro- Some figures: In the 2011/2012 finan- ment positions. After all, potential still re- grammes. Measures to achieve family-com- cial year, five percent of the workforce in mains in the advancement of women. In patible working and to achieve or maintain Germany had a citizenship other than Ger- order to better utilise this potential, the the work-life balance offer further support. man. The proportion of employees with a three-year project "Fokus Frauen" (Focus You can find more information about disability in Germany stood at five percent. Women) was recently launched. this topic in the new sustainability report In the 2011/2012 financial year, the In terms of diversity and equality of op- "A matter of generations" (see page 50 proportion of women in the total work- portunity, the aim is to use an integrated for more details) or online at www.miele- force in Germany stood at 23.2 percent. diversity management scheme to secure sustainability.com/diversity_and_equal_ The proportion of women in management diversity within the company as a source opportunities

Miele The Magazine // 45 PROFESSIONAL

Fast, safe and proven in practice Dentist Dr Themistoklis Adamopoulos from Bochum-Wattenscheid (Germany) has been relying on medical technology from Miele Professional for around a year now. The appliances have proven their worth during everyday work.

Switched on and soon finished: Dentist Dr Themistoklis Dental assistant Melanie Volkmann Adamopoulos took uses the Miele steriliser's 134°C over the practice in universal programme most often. Bochum-Wattenscheid in 2010 and now specialises in oral surgery. Following his degree in dentistry, the dentist attained a master degree in "oral medicine in implantology".

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Lots of space in the hygiene room: The Wattenscheider practice is equipped with the latest technology.

Instruments with a range of materials and shapes are cleaned Transferring the process data to the practice's own network: and disinfected in the thermal disinfector – from probes to The Segosoft Miele Edition software automatically saves all of surgical instruments. the information.

t just needs to be preheated in the morn- you need to prepare all of the instruments staff can instead focus on providing pa- ing. Then it is always ready to be put to for the next day", stated dental assistant tients with a better and faster service. Iuse – and it completes its work quickly: Melanie Volkmann. They often used to "The Miele steriliser has significantly re- leave the old steriliser on overnight as it Secure process data duced the amount of time needed to prepare took so long to heat up. The new appli- The documentation of the process data is our instruments", says Dr Adamopoulos. He ance is quite different: "It is always ready also quickly completed in just a few min- purchased the appliance together with the to go, as once it has been preheated in the utes. The batch protocols are transferred documentation software Segosoft Miele morning, the temperature is maintained to the practice network via data link, ap- Edition and a new Miele thermal disinfec- throughout the day. This means that I can proved and then, with the help of the tor. Miele has combined these and other turn the steriliser on when I need it and Segosoft Miele Edition software, saved in services in its System4Dent programme the 134°C general programme is finished in such a way that they cannot be subsequent- package. just 23 minutes." This programme is used ly edited. As soon as the batch protocols All appliances and services from the most regularly in Adamopoulos' practice have been saved on the practice computer, one source and reliable support from the and can, therefore, be easily selected by they remain on the computer so that they Miele customer service team – this was pushing the "Quick Start" button. can be read, evaluated and verified for legal what tipped the balance towards Miele for The steriliser has room for six instru- purposes. They give the practice legal secu- the Bochum dentist. Dr Adamopoulos may ment trays per batch, whilst the thermo- rity and can, for example, be presented to not have used the service yet but he is well disinfector can hold four perforated bas- representatives of the Dental Association covered: A service and installation plan kets or six cassettes plus accessories used or the district council in the case of routine ensures that his appliances are maintained in treatments. Although the practice, which practice inspections. once a year and that parts subject to wear specialises in oral surgery, uses instruments Dentist Dr Adamopoulos has already and tear are exchanged free of charge. with a whole host of different materials and experienced an inspection of this kind, after The two other members of staff in the shapes, almost everything can be prepared he took over the premises in Wattenscheid practice, who are responsible for preparing using the machine. It is only the tubes for from his predecessor in 2010. The fact that the dental and surgical instruments, believe the surgical suction unit that need to be he had joined a modern practice and, as practical working to be important for day- rinsed by hand. As it is normally sufficient a result, had invested in new technology to-day work. "The new appliances are easy to run the thermo-disinfector and steriliser means that he has a relaxed approach when to use and you can decide at the last min- twice a day, preparation can be completed it comes to the official visits. "We are best- ute before you go home whether or not "on the side", which in turn means that the equipped when it comes to hygiene."

Miele The Magazine // 47 PROFESSIONAL

30 million invested in Bielefeld

The new generation of commercial dishwashers with the freshwater system have been being produced in the Miele factory in Bielefeld since mid-October. The dishwashers are created in a new assembly Brilliant: The new hall, which forms part of an inno- Glass special vation and production centre, for programme uses which Miele has invested just less fully or partially than 30 million euro over the last purified water five years. to help prevent "The majority of our machines staining and to are currently being replaced by make post-wash new series", stated Lutz Döhnert, polishing a thing who is responsible for the profes- of the past. sional cleaning systems at Miele in Bielefeld. In order to be able to utilise the latest production concepts, ten million euro was invested in the new wash cabinet production Fast and hygienic for alone. "Thanks to this investment, we can now work faster and more professionals economically than before", report- ed works manager Dr Stefan Breit. They celebrated their world première at wash results, for example with the Vario A step-by-step productivity im- the IFA in Berlin and they are now avail- TD programme. It offers thermal disinfec- provement has seen production able to buy – the new freshwater dishwash- tion that has previously only been used in increase by around 30 percent. ers from Miele Professional. The perfect the medical sector. washing professionals are now available to The new professional dishwashers have suit the differing requirements of commer- already been awarded a certificate by the cial customers. The Speed and SpeedPlus Cleaning Technology Institute e.V. in Kre- In demand models boast short programme times, start- feld (wfk, Germany) for their outstanding ing at just five minutes in length; whilst results. The tried-and-tested freshwater in Japan the wash capacity of the new models has system for commercial dishwashers, which increased by 20 percent compared with uses completely fresh water for each wash Thermal disinfectors made in Ger- their predecessors. Even with the fast- and rinse stage, is only available from Miele many are forging a career for them- est programme times, two baskets can be Professional. The design of the new dish- selves in Japan: In autumn 2006, washed per batch. In addition, considerably washers is also setting the benchmark. The Hakusui Trading Co. in Osaka in- more items are cleaned in the new, flexible elegant new control panel consists of a full- corporated the machines from the standard wire baskets than before – up to length stainless steel surface. Programmes Miele factory in Bielefeld into their 456 plates per hour. are selected via touch operation, whilst range. The success was not long in Brilliant is the name of the world's the display in the centre of the fascia panel coming; after all, the specialists first special washer for glasses and cut- provides information about the selected from Miele Professional provide lery with the freshwater system. It comes programme. room for up to eleven hand-pieces with a connector for fully or partially The new Miele models are the first and contra-angles across two wash purified water, which prevents staining. commercial dishwashers that can be per- levels, and as such, a really large The Miele system is ideal for fine wine fectly integrated into a kitchen unit. Inte- capacity. In 2013, the special sup- glasses and, as such, the Riedel company grating the dishwasher will no longer cause plier to dental surgeries sold six recommends the Brilliant washers for the continuous plinth to be interrupted. times as many disinfectors as when its fine wine glasses. The Hygiene and The freshwater dishwashers can be adapted it started: 203 models with 45 and HygienePlus models are ideal for use in to different worktop heights of up to 88 60 centimetre widths were sold in elderly care homes, nurseries and hospi- centimetres without the need for any ad- 2013 alone. tals. They guarantee particularly hygienic ditional parts.

48 // Miele The Magazine NEWS

Fan club The air duct for tumble dryers, which Miele founded in Italy manufactures in its own plastic injection mould- When a brand achieves cult status, it ing plant in Warendorf, is inspires people to do extraordinary a complex component. things – just like Dario Marangone and his father Gianluca. Spurred on by their passion for the brand, the two Miele enthusiasts from Mi- lan launched the "Miele Fan Club" website (www.mielefanclub.it) in 2010. Showing impressive dedication to the cause, the Italians continued to develop the platform until 2013. The website is not just a way of expressing their love for the cult brand; but also a means of putting all Miele fans and interested parties in contact with one another. The website, which features the company history as well as information and interesting facts about different products, also contains image galler- Innovation prize for plastic part ies, product catalogues, user manu- als and some magazines. A regularly The plastic injection moulding plant in fer moulding", explains Works manager Dr updated blog keeps the growing Warendorf was awarded the 2013 TecPart Jürgen Jahn. "The fact that we have once community up-to-date with all the Innovation Prize. The factory was awarded again won this prize demonstrates the high latest news about the brand. The ini- the prize for the air duct in the tumble dry- quality of our plastic products." The award tiators have found creative ways to er. This component circulates the process is presented each year by the Verband reach people and to attract them to air and directs it into the heat exchanger. Technische Kunststoff-Produkte e.V. (As- the fan club, such as via Facebook, a During production, staff at Warendorf sociation of Technical Plastic Products) for YouTube channel and via their own need to adhere to production tolerances special achievements in the field of plastics magazine, "Miele Forever". of one-tenth of a millimetre – a demand processing. Miele produces the majority of that played a large part in the award being the plastic components required for do- given. "The air duct is a complex compo- mestic appliances in Warendorf, including nent, which we manufacture using trans- vacuum cleaner housing. Americans love vacuum cleaners The Taste à la Miele Miele vacuum cleaners have come top in a survey of customer satisfac- Miele appliances are found on the most The winner of the final receives a prize of tion for the second time in a row in popular programmes when people cook 100,000 euro. the USA. According to the study by on television in Germany. Miele has also After the first broadcasts, The Taste the market research company "J.D. kitted out the television cookery studio for has established itself as one of the most Power and Associates", Miele appli- the new programme "The Taste" by SAT1 successful cookery programmes: an av- ances achieved top marks for per- with Generation 6000 built-in appliances. erage of over two million viewers watch formance and design – for both the The Taste sees four well-known star and each programme. The popularity of cook- "uprights" (S7 models), which are television chefs act as coaches. Each coach ery programmes on German television is especially popular in the USA, and first puts together his own team. The teams demonstrated by the fact that over 10,000 for the cylinder vacuum cleaners. comprise hobby chefs and professionals people applied to be on The Taste. Miele's The study surveyed 5,000 custom- who serve a sample of their skill on a spoon. cooking expertise has got around producers who had purchased a vacuum The chefs have to master a culinary skill in tion companies: The appliances are reliable cleaner between February 2012 and each episode, before impressing the coach- and, should something untoward happen, February 2013. es in blind tastings. It is then a thumbs up or the producers can rely on the support of a thumbs down to see who leaves the show. adept Miele customer service technicians.

Miele The Magazine // 49 RUBRIKBrand

Experience value

They are called Miele Centres, Experience Centres or Galleries. Even though these exclusive showrooms differ in the detail, they always create an exclusive brand experience. The Miele Magazine presents new Spain's second showroom invites guests into a modern showrooms in Madrid, Mexico City, Istanbul, Nice world of experience, spanning over 500 square metres (above). Star chef Paco Rancero's team treated guests and Auckland. attending the opening event with refined delicacies.

pain has been home to a second Miele and numerous Miele value-added resellers, Television presenter Ana Gracía Siñeriz Centre alongside the showroom in architects, interior designers and neighbours. not only interviewed Dietmar Vierbuchen, S Barcelona since June 2013. Situated The Spanish star chef Paco Roncero was Markus Miele and Reinhard Zinkann; she in the heart of Madrid, in Alcobendas to be on hand to serve some culinary delights. With also moderated the evening in her own precise, the Centre invites its guests to ex- the help of the new Generation 6000 built- charming way. The evening itself was perience the Miele brand world across an in appliances, Roncero and his team trans- rounded off with musical performances. area spanning some 500 square metres. The formed the entire showroom into a gourmet Upon their return home, guests who had festive launch saw Dietmar Vierbuchen, mile that was reminiscent of molecular gas- attended the launch were able to once head of the Spanish subsidiary, welcome tronomy. Alongside a tapas bar created ex- again indulge in "sweet" memories of the 200 guests, including Dr Markus Miele, clusively for Miele, the "Cool Zone" featured evening – they were given party bags con- Dr Reinhard Zinkann, the local mayor, the a cocktail bar; whilst speciality coffees were taining macaroons from Rosalba Lantero's German ambassador, the director of the served in extraordinary combinations, for ex- patisserie which had been prepared using German Chamber of Trade and Commerce ample together with passion fruit and mint. Miele appliances.

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iele has opened a spectacular new showroom in Mthe heart of the cultural hotspot of Polanco in Mexico City. The historical building, which is now also home to the headquarters of the subsidiary, combines tradition and modernity; whilst the results of the renovation and refurbishment works ideally complement the classical architecture. Visitors can experience the charm of the traditional family company across an area spanning some 500 square metres, and can also discover the convenience of the modern domestic appliances. The active kitchen with its wonderful location on the rooftop terrace represents a special highlight. Customers can Atmospheric lighting highlights the combination of the traditional and indulge in style here during the the modern in the new Miele Centre in Mexico City. cookery courses. Wine connois- seurs are also well served and can sample premium wines during tasting events. The 300 select guests who attended the festive opening event were welcomed to the notes of a jazz band. Relaxed hours with outstanding food followed the official part of the evening, which Imposing featured welcome addresses by classic Dr Markus Miele, Dr Reinhard architecture Zinkann and Antonio Seader, welcomes head of the subsidiary in Mexico. guests inside. The accomplished chef Martha Brockmann provided food for the The new showroom represents a of staff. In 2001, Mexico became the guests, and the meal was rounded milestone in the development of the first Miele location in Central and off with barista-prepared drinks subsidiary: The building does not South America and has been a main made using the Miele coffee mak- just house the luxurious showroom; attraction for a large number of en- ers as well as mini wine tastings the second floor is also home to of- thusiastic customers and dedicated featuring refined drops. fices for the over twenty members sales partners ever since.

ack in 1819, in his collection of po- ems entitled "West-östlicher Diwan" B(or "West-Eastern Diwan"), Goethe noted: "He who knows himself and others will also recognise: Orient and Occi- dent are no longer separable." It was with these words that Dr Reinhard Zinkann, together with Dr Markus Miele, welcomed

The explosion model clearly shows how much quality is hidden inside a washing machine.

Miele The Magazine // 51 Brand

around 200 guests to the new Miele Cen- tre in the Bosporus at the official opening in May 2013. Istanbul is growing rapidly on both sides of the Bosporus, and Miele wants to play a part in this development with the new showroom. The modern and conspicuous building with its striking glass panels in the Asian part of Istanbul highlights the company philosophy of "Immer besser" (forever better): Miele Turkey presents cookers, ovens, washing machines and tumble dryers, as well as Professional appliances, in an atmospheric ambience across around 650 square metres. The showroom invites guests to experience the brand in a special way and to enjoy it with all of the senses. Pleasure is written large in the fully equipped active kitchen. The VIP guests discovered this in the form of select deli- Dr Markus Miele, Dr Reinhard Zinkann and a visitor watch Batuhan Piatti cook. cacies, which chef Batuhan Piatti served to jazz music. The showroom, which already features the latest built-in appli- showroom that is flooded with light and partners, architects, designers and quality- ances, passed its baptism of fire with flying the high-tech domestic appliances has be- conscious consumers on both sides of the colours. After all, the synergy between a come a key attraction for ambitious sales Bosporus.

nyone travelling along the sun- Miele has been represented in France Cap 3000, is a great complement to the kissed Côte d' Azur with its magical for over fifty years now, with the Miele premium appearance of Miele. A multi- A beaches surrounded by palm trees Gallery that opened in Paris some twelve lingual four-man team advises customers does not miss a stop in Nice. Luxury and years ago the first of its kind in the world. personally and promises excellent service. recuperation in an elevated atmosphere at- Numerous other showrooms have been Over 180 appliances are on display in the tract numerous tourists to the region each built in over 70 cities across the globe 450 square-metre showroom, and the mot- year. Miele is now also represented with a based on this first Gallery. to here is most certainly: "Touch and try as showroom in Nice, in the immediate vicin- The new showroom in St Laurent du you please!" ity of the beach promenade. Var, close to the luxurious shopping centre The active kitchen represents part of this Miele world of experience: It fulfils the high demands of wealthy customers with its offerings. But it is not just kitchen appliances that await testing by customers; washing machines, vacuum cleaners and the FashionMaster ironing system are also present in the showroom. And where else, apart from in the Miele Centre in Nice, do you have the chance to take your seat in a meeting room and sit back and enjoy sea views? In September, journalists were given this very opportunity at a press conference, which was held as part of the official opening. Executive Directors Markus Miele and Reinhard Zinkann answered journalists' questions alongside Gustav Schütz in his role as head of the French subsidiary. A further 200 invited guests experienced The Miele Centre in Nice gives visitors a real insight into the brand and whets the the new showroom in the evening, and appetite of customers. enjoyed the finger food that was on offer.

52 // Miele The Magazine Brand

live kitchen, as well as VIP events featuring demonstrations by celebrity chefs; an event with Michael Meredith is planned for the near future, for example. Regular cooking demonstrations consist of introductory classes called "Experience" & "Introduction to Steam" classes. Miele owners can take part in one of the owner demonstrations. It helps them to maximise the enjoyment they get from their Miele, and transform the way they cook at home. Some extremely effective methods, techniques and tips help them to take their cooking to a professional level. The Miele Centre offers good coffee, informed professionals to answer customers' questions, and a relaxed, comfortable lifestyle environment with places to sit and consider, talk, or simply take in the view. A modern building with a showroom that is flooded with light: the Miele Centre in Auckland

he New Zealand city of Auckland now has a new Miele Centre. The Tcentre, which was officially opened last October by Markus Miele and Rein- hard Zinkann, is situated in the lively district of Freemans Bay. Inspiring, relaxed and designed to in- form and help rather than sell and confuse, the Miele Centre represents a total re-think and was built to creatively present Miele's outstanding ranges of premium domestic and commercial products in an impressive display. The showroom incorporates splashes of vivid colour to give impact to Miele's comprehensive showcase of pres- tigious cooking appliances, refrigeration, dishwashers, coffee machines, laundry care and floor care products. Miele hosts cooking appliance demonstrations on a regular basis, demon- strating the various attributes of Miele's cooking appliances range in an extensive New Zealanders can also find out about Professional appliances at the Miele Centre.

Boutique opened in Transylvania

Miele partner Morphoza opened a evening when it was occupied by Miele Boutique in the heart of Tran- two chefs who thrilled invited sylvania (Romania). Appliances are guests with dishes prepared using presented in a stylish atmosphere the new Generation 6000 built-in across an area spanning some 100 appliances. In the future, customers, square metres. The active kitchen is architects, designers and journalists the centrepiece of the boutique in will all be wowed by the proverbial Cluj: It was used during the launch Miele quality here. The active kitchen is the main attraction in Cluj.

Miele The Magazine // 53 RUBRIK

A gallery with royal blessing

ustapha Olorunnimbe spent ten years working nomic centre of the country: in Lagos. They represent for Miele in Great Britain. The Nigerian is now an affluent and quality-conscious elite with a great deal Mthe brand's official importer and has recently of financial clout and an interest in premium brands. opened the first Miele Gallery in Lagos. The Miele Gallery, which is situated in the luxury "I believe in Nigeria's future and I am convinced district of Victoria Island, attracts visitors with its large, that Miele will establish itself as a sought-after brand accessible window front and an inviting entrance area. in West Africa." For Mustapha Olorunnimbe there are Miele architects have turned the old tenement building good reasons as to why Miele should establish itself as into a real gem: The entire range of products is pre- a premium manufacturer of domestic and commer- sented in the open-plan and colour-accented ground cial appliances in West Africa. When, after ten years floor across some 140 square metres of space: begin- of successful employment for Miele in Great Britain, ning with built-in kitchen appliances, dishwashers and the Nigerian decided to return to his country of birth refrigerators; then on to vacuum cleaners and with an with his family, he had the idea of establishing the first extra area for laundry care. Additional rooms provide Miele import business in West Africa. He succeeded! space for training sessions for service and sales staff. Olorunnimbe, now Managing Director of the company An active kitchen on the first floor, which is fitted out A(+) Plus Appliances Limited and Miele importer, with Italian furniture and Miele built-in appliances, officially opened a Miele Gallery in the most populous invites guests to wile away the time or to experiment city in Nigeria in June 2013, in Lagos. with some of the cooking appliances in the relaxed The Nigerian economy is currently in flux. The atmosphere. An adjacent building will provide premises West African country with 175 million inhabitants for the sale of Miele Professional laundry technology has spawned millionaires as a result of its wealth of machines in the future. oil and other booming economic industries, and these The opening ceremony spanned two events. Fol- millionaires predominantly live in the cultural and eco- lowing a press briefing on the previous day, Mustapha

54 // Miele The Magazine NIGERIA

Welcome to the Miele Gallery in Lagos!

The launch of the Miele Gallery was a social event in which many honorary guests took part.

Miele vacuum cleaners have rarely been presented with such charm.

Olorunnimbe invited customers, value-added resellers, family and friends to join in the celebrations. Key personalities were also invited: Oba Rilwan Akilou I, King of Lagos, ceremonial ruler of the city and father-in-law of Mustapha Olorunnimbe, cut the red ribbon to proclaim the gallery open and blessed the building. Honorary guests also included some state and economic personalities from Nigeria, including Saheed Ademola Elegushi Kusenla III, King of Ikateland in Lagos. The opening celebrations concluded with a private viewing of the gallery for Nigerians from the world of architecture and interior design. The gallery is to hold regular events in the future to inspire customers. The next step is to move to the presentation of the new Generation 6000 of built-in appliances. In addition, Miele's brand appearance in Nigeria is to be further established and driven on beyond the national borders. "As a leading premium brand for domestic appliances, it is a great opportunity for Miele to tap into the West African market. We want to create an awareness of the value and quality of our brand here", Mustapha Olorunnimbe ( front ) with his family and father-in-law, explained Athmane Lakhlifi, Miele export sales. HRH Oba Rilwan Akiolu I, at the opening ceremony

Miele The Magazine // 55 AWARDS

Four "iF" awards for outstanding design

At the beginning of 2014, just three months after its launch, Miele Professional received the globally renowned iF design award for its new commercial dishwasher (see also page 48). Three variants, which work solely with fresh water, are on the market. For the jury, the fact that these appliances do not just look elegant but also make the work of the user considerably easier was decisive. Further reasons for the awarding of the prize include the short programme run times and hygienic cleaning results of the new generation of appliances, as well as the baskets and inserts, which are perfectly adapted to suit the most wide-ranging items. Three products from Miele did it again in 2013: The KM 6395 FlexTouch induction hob, the KWT 6832 SGS wine cooler

A class of its own: the SommelierSet in the KWT 6832 SGS wine cooler

"The best suction" Champion at cooling

The Miele cylinder vacuum cleaner S 8340 With 1,200 W motor Miele cools the quickest. This is according EcoLine stood right at the top of the po- output, the S 8340 to Stiftung Warentest, the leading consum- dium with a mark of 2.0 in the latest test EcoLine achieves the er organisation in Germany, at least for the by the German consumer magazine "Stif- best suction results. comparison of a total of 14 built-in refrig- tung Warentest" (StiWa, 2/2014 edition). erators of various widths. The Miele appli- The testers were especially impressed with ance for 88 cm recesses achieved the best the appliance's suction power, which Miele marks and, as such, was one of the two test developed and manufactured in its factory winners in its category in the test (2013). in Bielefeld. A total of 15 models with less The K 5224 iF-1 model mostly im- than 1,600 W were tested. pressed the testers with its strong cooling With a motor output of just 1,200 W, performance. The appliance cools the food the S 8340 is not just energy efficient; it "very quickly" according to the comments. also lies far below the maximum permitted The testers also rated the internal com- value of 1,600 W, which will apply across partmentalisation and the interior illumi- Europe from September. The fact that it nation positively. In the "cooling" category, also guarantees an outstandingly thorough it achieved a grade of 1.5 (where 1.0 is clean is shown by the tester's assessment: the top mark); whilst 2.2 was scored in "Miele EcoLine has the best suction" stated the "freezing" category. The fully integrat- their summary. The importance of suction ed refrigerator is ideally suited to small power means that this criterion was given following in the footsteps of the successful households. The cooling compartment has the greatest weighting in the test. predecessor range, the S5, which stands as 117 litres of usable space; whilst the 4-star The S 8340 EcoLine is one of the cur- one of the most successful vacuum clean- freezer draw has a volume of 17 litres. The rent S8 models of cylinder vacuum cleaner, ers of the last decades with over 6.5 mil- model is rated in the top energy-efficiency which was introduced by Miele in 2012. lion appliances sold and 16 test winners in class A+++ and consumes 101 kWh per With this test victory, the S8 is seamlessly Europe alone. year.

56 // Miele The Magazine AWARDS

Award-winning Great respect Knock2open amongst managers and the PWT 6089 washer-dryer stack The Miele dishwasher G 6995 Managers in Germany consider were presented with the iF Design Award. SCVi XXL K20 with Knock2open Miele to be one of the most re- The FlexTouch induction hob scored technology was awarded the "Us- spected brands. This was the con- points thanks to its ease of use and great ability Park 2013" audience award clusion of the "Imageprofile 2014" flexibility. The refined Miele technology at IFA. Each year, products are pre- study, which was carried out by the makes it possible to place up to five pots sented that stand out due to their German business journal "Man- and pans on the ceramic glass surface at outstanding user-friendly design ager Magazin". Miele moved up once, in any position. The new KWT 6832 as part of the Design Sonderschau from sixth to fourth place in the SGS wine cooler is also unique. The free- (Special Design Show), which is overall ranking of top corpora- standing appliance impresses with its styl- initiated by the International De- tions. Only three car manufactur- ish elegance and flexibility. The highlight sign Center Berlin. Visitors to the ers have a better image according of this luxury-class model is the impressive Usability Park are invited to try to the survey. Miele is the only "SommelierSet", which allows the wine to out the presented products and non-car manufacturer in the top be decanted directly from the appliance. to rate them. Touching and try- five. Miele went unchallenged as it The third prize-winner in 2013 was ing out the products is strongly defended its position as the num- the PWT 6089 washer-dryer stack from desired. The products that receive ber one amongst manufacturers the Miele Professional Generation Octo- the most votes receive an award. of consumer goods. Around 3,000 plus. It creates a high-performance laun- The dishwasher with Knock2open board members, managing direc- drette in the smallest amount of space: The technology allows for handle-less tors and leading employees from stack, which stands just two metres tall, can operation in the kitchen. Knock- German companies were asked for wash and dry eight kilograms of laundry ing twice on the front of the fully their opinion on the reputation of at once. integrated dishwasher causes the the largest corporations active in Read more about the competition on door to automatically open by ten Germany. The Manager Magazin the website www.ifdesign.de. centimetres. survey takes place every year.

Renowned GreenTec Award for solar dryer

in the categories of construction and living. The fact that the tumble dryer stands as one of the largest energy consumers in the household makes the use of solar energy for this appliance particularly interesting. It allows both energy costs and environmental impact to be significantly reduced. The T 8881 S EcoComfort is the world's first solar dryer. It utilises solar energy to heat the air in the tumble dryer. The dryer is connected to the household heating system, which is in turn connected to the solar thermal plant on the roof. This benefits the environment, as the solar dryer, classified in energy-efficiency class A+++, is up to 80 percent more economical than The solar dryer T 8881 S EcoComfort was awarded with the GreenTec Award. conventional dryers. Additional benefit: In the summer, the solar dryer helps to utilise Utilising free solar energy directly for The jury for the GreenTec Award was the solar plant. tumble drying – in 2013 the solar dryer, a convinced: Being able to save 50 percent The GreenTec Award was being pre- joint project by Miele and Solvis company, energy with the solar dryer in compari- sented for the sixth time. The most innova- was awarded with the most important son to a heat-pump tumble dryer is worth tive green products, projects and environ- environmental prize in Europe for this the prize. The two companies involved ment ideas were acclaimed in a total of very idea. in this development received the prize eight categories.

Miele The Magazine // 57 PROJECTS

Aiming high in Asia's big cities

Miele is now part of the way of life for some of the thousands of inhabitants of Hong Kong and Tokyo. They live in one of the four exclusive residential locations that were equipped with Miele appliances before the new owners or occupants even moved in.

Toranomon Hills, Tokyo

multi-purpose, earth- units with a premium Hyatt the area. In particular, the city the international competitive- quake-proof building, hotel and office space, shops planners have a higher density ness of the area. A a luxury hotel over- and restaurants. of branches for the Asian mar- Loop Road No. 2 will also looking the rooftops of Tokyo, The 52-storey skyscraper is ket (Asian headquarters) as have a part to play here: It was a large boulevard and, below it, one of the tallest buildings in well as research and develop- planned and built together with a modern, underground street: the city and is situated in the ment companies in the region several neighbouring building Welcome to Toranomon Hills Shimbashi/Toranomon area – in mind. With its 30 floors of projects. It runs underground – a ground-breaking project by a key business zone in central office space and a large con- with the aim of easing the bur- the Japanese developers Mori Tokyo. Toranomon Hills has ference centre for up to 2,000 den on the overcrowded roads. Building Co. Ltd. The building been designed to attract inter- people, Toranomon Hills will In addition, it means that there combines private residential national companies to move to play a key role in increasing is space enough for a wide

The Toranomon Hills building is one of the tallest buildings in Japan's capital city.

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boulevard with spacious pave- ARK Hills Sengokuyama ments, trees and green areas. Mori Tower, Tokyo The Marunouchi financial district, the government buildings It you follow the boulevard in Kasumigaseki, and the busi- from Toranomon Hills you end ness and entertainment areas of up at another tower which Shinbashi, Akasaka and Rop- Miele Japan supplied domestic pongi can all be found nearby. appliances to. The ARK Hills Six train stations with 11 train Sengokuyama Mori Tower is and metro lines, as well as Hane- situated in the international da Airport, can all be reached area of ARK Hills, between quickly. Those wishing to dine Toranomon and Roppongi. This out or go shopping need only building was also developed by walk a few steps: The lower Mori Building Co. Ltd. storeys of the building feature a ARK Hills was the first whole host of restaurants, cafés large redevelopment project and shops. The atrium meets a in Japan back in the 1980s; the Comfortable and spacious: living in the ARK Hills large hall and an outdoor ter- plan was to create a new city Sengokuyama Tower. race to form a great meeting place at ground-floor level. The Andaz Hotel – a luxury hotel run by Hyatt Hotels and Resorts – is the first of its kind in Japan. It occupies the upper six floors of the skyscraper. At the top, on the 52nd floor, guests can enjoy breathtaking views from the rooftop bar. The ARK Hills Sengokuyama The highest stand-alone wed- Tower promises thrilling views ding chapel is also located here. over Tokyo at night. Newly weds can begin their celebrations right next door: The Andaz Studio provides a large roof terrace; ideal for all kinds of events and celebrations. The hotel also features spa and fitness facilities. The views from the swimming pool span across the nearby imperial pal- ace. This view can also be enjoyed by the residents of the apartments in the storeys below. Residents can also make use of the spa facilities. Mean- while, 172 premium residential units span across the 37th to 46th floors. The Andaz Hotel gives residents the opportunity to make use of services such as room service, housekeeping and the catering service. Miele is also focusing on the comfort of the residents: Miele Japan supplied around 350 appliances, including dishwashers, ovens, induction hobs and laundry care appliances. The building is due to be completed this year.

Miele The Magazine // 59 PROJECTS

Opus, Hong Kong

The first residential building designed by star architect Frank Gehry in Asia houses the most expensive apartment on the continent: The luxury project "Opus" by the developer Swire Properties Ltd in the best location at the Peak is unique for a variety of reasons. It features just one apartment on each storey, and each of these apartments is between 4,800 and 5,400 square feet in size. The apartment on the ninth floor was sold for over 455 million Hong Kong dollars – the highest price ever paid for a residential unit in Asia. With his latest project, the Pritzker prize-winner Gehry wanted to create individual apartments with lots of character in the city. As such, the two two-storey garden apartments, and the ten additional residential units above, are unique in terms of both fixtures and fittings and layout. From the outside, the building almost solely consists of large window panels. The gracefully curved columns of the façade, which are surrounded by glass, look like giant shoots of bamboo, swaying in the wind. Miele supplied built-in appliances for the kitchens Nature has provided inspiration throughout the in the ARK Hills tower. building: From above, Opus is reminiscent of an oversized flower. The floor-to-ceiling windows offer fascinating centre residential area. Offices He designed the world-famous views of the tree-covered hills around the building and of and apartments were combined Petronas Towers in Malaysia's the pulsing city and Victoria Harbour beyond. In addition, with additional facilities. Since capital Kuala Lumpur, which each apartment features several balconies, which allow construction began, various count among the tallest build- residents to enjoy the inimitable panoramic views from different buildings have arisen ings in the world. Kanji Ueki outside too. which don't just provide of- (CEO of Casappo & Associates fice and residential space, but Co. Ltd.) was responsible for the have also turned the area into a public space design, Ryuichiro place worth living in. Cultural Gokyu (CEO of G2 Design stu- facilities, leisure options and the dio Co. Ltd.) was responsible for surrounding nature are often in- the private space, and Satoshi corporated into the design con- Uchihara was responsible for cept. Investment in green spac- the lighting concept. es as well as pedestrian areas Several gardens and parks, and transport routes are part of as well as Shiroyama Green the design. The planners ensure Road, invite people to wile that the various building pro- away their time and relax in the jects complement one another areas around the building. Lots and that they guarantee the of embassies and hotels are sit- safety of residents, for example uated in the ARK Hills Area. In in the case of an earthquake. the heart of this multicultural The 51-storey-high Sen- location, the 243 units of the gokuyama Mori Tower was new Sengokuyama Tower are completed in August 2012. planned as residences, shops "A life surrounded by na- and offices. The apartments, ture in the heart of the city" was which are between 33.9 and the aim of those responsible for 416.55 square metres in size, the build – a meeting point for have either been sold or rented the neighbourhood with leisure out. Miele supplied dishwash- facilities and shops, a centre ers and ovens for the kitchens, of attraction for people from as well as laundry care appli- different cultures. The build- ances. In total, over 450 ap- ing exterior was designed by a pliances were supplied for the famous architect: Cesar Pelli. project.

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PROJECTS Rendering of a kitchen with Miele appliances in The Austin

The Austin, Hong Kong

Miele Hong Kong has secured minutes. Nearby you can also the largest single order in the find the luxury shopping mall history of the subsidiary with "Elements" which covers more the project "The Austin". The than one million square feet of company supplied over 9,300 shopping, dining, art and enter- appliances to fit out the ex- tainment. clusive kitchens and for the The renowned architect and laundry care. "The value of this designer Peter Remedios cre- contract is comparable to two- ated the "Club Austin", which thirds of our annual turnover in forms part of the development the project business", said Ken- and provides residents with a ny Lam, Managing Director of diverse range of entertainment Miele Hong Kong. The project and leisure facilities, including is due to be completed in 2015. a banquet room, a theatre, an The residents, who are moving in to the building over the The building has been de- indoor and outdoor swimming course of the year, can look forward to all kinds of luxury; veloped as a joint venture be- pool, a sauna, a yoga studio, from swimming pools on the roof to first-rate interior fit- tween Wheelock Properties a billiards room and a games tings to the domestic appliances: Miele has supplied the Limited, New World Develop- room. The grounds also feature built-in appliances, including steam cookers with ovens, ment Company Limited and a garden and playground. hobs, dishwashers, coffee makers, microwaves, warmer MTR Corporation Limited. The eight towers of the drawers and refrigerators. Miele washing machines and Wong and Ouyang (HK) Ltd building are home to a total tumble dryers are also included in the apartments. are responsible for the architec- of over 1,200 apartments. The

The model of The Austin

ture. The Austin is located in the size of the apartments varies very convenient upmarket loca- from 356 to 3,306 square feet. tion of West Kowloon. It is not The residential units are fitted far from Austin Station, a trans- with up to ten different Miele port hub from the fast Mass products: Miele Hong Kong Transit Railway connections has supplied ovens, hobs, steam Opus stands on the and the main roads of the city, as cookers, extractor hoods and Peak in Hong Kong well as the Airport Express Sta- microwaves, dishwashers, cool- and was built in line tion. This express service brings ing appliances and wine storage with the plans drawn travellers through the hustle units. Washer-dryers, washing up by Frank Gehry. and bustle of the capital city to machines and tumble dryers the airport in less than twenty were also provided.

Miele The Magazine // 61 NEWS

Madonna Supplier of the Year for Euronics

vacuums The general assembly for the specialist re- tigious as the chain is represented by over tail chain Euronics in Tallinn, Estonia, saw 5,000 independent retailers in 32 coun- Madonna apparently has her Miele crowned as "Supplier of the Year" in tries, generating a total turnover of over own method of warming up the large domestic appliance category. The 17 billion euro. Miele Executive Direc- before big appearances. The su- most important criteria were innovation, tor Dr Reinhard Zinkann made a much- perstar posted a photo of her- quality and special service to customers. noticed speech on the invitation of Euro self vacuuming with an S4 on The award from Euronics is especially pres- nics at the general assembly. He pointed Instagram. On the photograph, to Miele's shop-in-shop system, which had the Miele vacuum cleaner led to substantial increases in sales already presents a wonderful contrast being achieved with a number of special- to Madonna's outfit of black ist retail partners. In view of the increasing nylon tights and a checkered importance of online shopping in many blazer. A short time later she countries in Europe, Zinkann believes was seen wearing the outfit at that brick-and-mortar stores are well-ad- the New Yorker Met Ball. The vised to not leave this field in the hands item allegedly reached six mil- of specialised online platforms. Instead, he lion followers and even made it stated that brick-and-mortar stores must into the British tabloids. Miele also use the internet to better present their Great Britain experienced mas- own strengths and services. He advocates sive interest in vacuum clean- a multi-channel strategy, which Miele can ers over subsequent days. Those support with a tailor-made sales concept. wishing to view the photo should enter "Madonna Insta- Hans Carpels, President of the Euronics gram Miele" into the Google International board of directors, presents search engine. Reinhard Zinkann with the award for Supplier of the Year.

Miele with a new website

The new Miele website, which combinations of appliances on has already been launched by their own screens. Miele is ac- the first subsidiaries, promises commodating the increasing greater customer proximity. importance of mobile internet Austria made the start on 1st on smartphones and tablet PCs July 2013, with Germany and with a new "mobile" site, which the Netherlands following suit is planned to be launched at the in December. The newly de- end of 2014. A new English- signed brand website better language site – miele.com – is caters to the requirements of due to go online this summer. consumers and value-added re- The website is currently be- sellers. Product information is ing adapted for a further seven displayed more clearly and can countries. There have already be found more quickly and eas- been lots of positive reactions ily by customers. Those looking to the website in Germany. Ex- to delve deeper into a product tract from a customer email: area can find microsites con- "The new website was a real taining videos, animations and positive surprise. The company interactive tools. With the new tradition and values are not sold Generation 6000 built-in appli- too short, but overall I was giv- ances, for example, customers en the impression of a young, The new Miele website better caters to the requirements of can get active and can compile dynamic company." consumers.

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Change on Miele Board of Directors

 New board member for Marketing and Sales at Miele & Cie. KG will be Dr Axel Kniehl, currently Vice President and European Board Member with Whirlpool as well as CEO at Whirlpool's Bauknecht subsidiary.  Dr Heiner Olbrich, Executive Director for Sales and Marketing at Miele & Cie. KG, is due to leave the company with effect from September 30, 2014 for personal reasons.

he new member of the Board of sive travel commitments which accompany professorship at the Catholic University Directors at Miele & Cie. KG has the position as the reason for his departure. of Eichstätt, Kniehl was employed among T been named as Dr Axel Kniehl, cur- Heiner Olbrich recently became a father others by the McKinsey business consul- rently member of the European manage- for the third time and his family continues tancy and as Head of International Expan- ment board with the US domestic goods to reside in Munich. sion with Fielmann AG. He joined Whirl- corporation Whirlpool. The 43-year old Axel Kniehl is both familiar with the pool in 2006. Axel Kniehl is married and business administration graduate is there- domestic appliance market and with key has two children. by the designated successor to Dr Heiner Miele markets: At Whirlpool, he was re- The other members of the Miele & Cie. Olbrich who will be leaving the company sponsible for European dishwasher sales KG Board of Management, all on an equal on September 30. Axel Kniehl will com- and later for the sales regions of Russia/ footing, are Olaf Bartsch (Finances/Ad- mence service as Miele Executive Director Eastern Europe and China in that order. ministration), Dr Markus Miele (Executive on August 1 in order to ensure a proper Since 2013, he has been Vice President Director and Co-Proprietor), Dr Eduard transition. and member of the European management Sailer (Technical Affairs) and Dr Reinhard Heiner Olbrich joined Miele in early board with the Whirlpool Corporation re- Zinkann (Executive Director and Co-Pro- 2011 as the successor to Dr Reto Bazzi on sponsible for Northern and Continental Eu- prietor). Senior Management and the Miele the latter's retirement. Under the leader- rope and at the same time in charge as CEO Family Council are pleased to have been ship of Dr Olbrich, Miele has made consid- of the Stuttgart-based subsidiary Bauknecht able to engage the services of Axel Kniehl erable progress with its world-wide market- Hausgeräte GmbH. In these positions, Axel and would at the same time like to thank ing strategy and has gained market shares in Kniehl has not only gathered broad interna- Dr Heiner Olbrich at this early juncture many key countries. Last year, Dr Olbrich tional experience but has also demonstrated for his successful commitment to the Miele announced his decision to leave the com- a keen entrepreneurial mindset. company whilst reserving a more compre- pany for personal reasons by December 31, After a doctorate in the field of mo- hensive announcement of their apprecia- 2014 at the latest. Dr Olbrich cited inten- tivation research (1997) and an assistant tion for later.

Miele The Magazine 2014 Reporters: Editorial secretaries: Theresa Feldhans, Claudia Mai, Wencke Ellermann, Melanie Wiesbrock Publisher: Ines Mundhenke, Reinhild Portmann, Miele & Cie. KG Catharina Saalbach, Anke Schläger, Layout / Production: P.O. Box, D-33325 Gütersloh Ursula Wilms Büro für Grafische Gestaltung – Phone: 0049 (0) 5241 89-1951 Kerstin Schröder, Christian Ring, Photos: to -1959 Frank Rothe Alineri, Bielesch, Bildschön/Popp, Ebinger, Fax: 0049 (0) 5241 89-19 50 Haselhoff, Holm, Hotz, Miele, Ring, Printing: www.miele.de Schmutz, Struwe, Studio Casa Druckerei und Verlag [email protected] Hermann Bösmann GmbH, Detmold

Overall responsibility: Editorial archive: Carsten Prudent Heiko Johannpeter Cover:The Scout RX1 is Chief Editor: Support subsidaries: Follow us on Twitter: the first Miele robovac. Michael Prempert Julia Cink http://twitter.com/#!/Miele_Press Photo: Holm

Miele The Magazine // 63

A work of art transformed the

iving L f o t appeared to be reaching to the sky from the building's walls – and to great effect. The "RadlWall" formed part of the "Art of Living" series r of exhibitions, which saw Miele attract many visitors to the Gallery. A Find out more on Page 38. inner courtyard of the Omotesando Miele Gallery in Tokyo. Upon the invitation of Miele, the graphic designer Christoph Radl displayed a collage of 280 large-format photographs and posters, which