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In a Completely New Guise

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In a Completely New Guise MAGAZINE 2007 Miele's headquarters In a completely new guise 06 Museum Journey through the ages 12 Model The new art of presentation 34 Mission Washer helps in Zimbabwe EDITORIAL 2 MIELE MAGAZINE Dr. Markus Miele Dr. Reinhard Zinkann ‘the fascination of an international brand and traditional Miele quality’ MIELE MAGAZINE 3 EDITORIAL Dear Readers, The Miele brand is a ‘brand of the century’ according to Miele products and provide their customers with expert ‘The German Standards 2007’. advice. Through high-quality product presentation and Quality, innovation and emotional appeal is what expertise, they represent Miele's premium claim perfectly. makes Miele so unique. Miele is a company and a brand Miele is the only premium brand in the household that has earned itself great trust and confidence, to a appliance industry represented on all five continents. degree unparallelled by other manufacturers in the dome- For us, globalisation is a great opportunity as we see huge stic appliance sector. This is a reason to be proud, but abo- potential in many countries. Miele has the same simple ve all a great obligation. Our customers value the feeling but exacting claim everywhere: to produce the best of complete confidence in high-quality Miele applian- household appliances, and convince customers with ces, and that they always work to perfection. Simple state-of-the-art technology and superb quality. peace of mind. Throughout the whole world, Miele is a coveted brand The brand name of Miele is a promise which the - loved, and in many countries even revered. Miele is Miele company must keep; something which we have considered the first choice when it comes to high-quality succeeded in doing for decades. We have been so success- residential projects in Asia, Australia or the USA. With ful in this respect because we fly the banner of quality their numerous features, Miele appliances bear the hall- with enthusiasm and dedication. We have succeeded mark of class and pedigree. The combination of the because we have trading partners who are convinced of fascination of an international brand and traditional the outstanding class of Miele. We place great value on Miele quality will continue in future to ensure our success the training of our dealers to empower them to sell in the high-end segment. Dr. Markus Miele Dr. Reinhard Zinkann CONTENT 4 MIELE MAGAZINE 38 A successful mix of show and product presentation in the Netherlands 32 22 40 A new generation of washer-disinfectors A 21th century showroom outside of Melbourne A Flemish-French cooking MIELE MAGAZINE 5 CONTENT Editorial 2 Belgium 40 Brand of the Century Cooking live on stage Museum 6 Indonesia 42 An Excursion from 1899 to 1999 Living in Style in Jakarta Miele worldwide 10 Spain 43 Dynamic growth in 2006 • Young at heart • ‘Award for Excellence’ Showrooms in the spotlight • Prague 12 New Products • Budapest 14 • Best of the best 44 • St. Petersburg 16 • Combi steam oven 46 • Toronto 18 • Laundry care • Dallas 20 products 46 • Melbourne 22 • Seoul 24 Responsibility 47 Sustainability report 2006 Equestrian Sport Clean on the course 26 News • Design Prize Focus on Germany ‘M 2006’ 17 • Endurance Test 28 • Test winner: • Steam ovens in dishwasher 48 nutritional seminars 29 • Best Buy: vacuum • New warehouse in cleaner 48 Gütersloh 29 • Laundry care at the • Top with kitchen North Pole 49 appliances 30 • Italian launderette 50 • Medica 2006 32 • British Mieleophilia 50 • In-house laundry at • Design Studio in the ‘Alsterdomizil’ 33 Kazakhstan 50 • Welcome to Zimbabwe 34 Innsbruck 51 Sister Evelyn’s Mission • New in Taiwan 51 Ireland 35 Last page 52 Specialty dealers on Stunning show in the ‘Emerald Isle’ Singapore Netherlands 38 Dutch ‘Miele Manifestatie’ duel with delicious results MIELE MUSEUM 6 MIELE MAGAZINE The butter churn which originated around 1900 – often referred to as the 'mother of all washing machines' – is shown as an exploded model. An exciting journey through the ages New Miele museum in Gütersloh takes visitors on a excursion from 1899 to 1999 iele is presenting itself in Gütersloh in a completely should be opened to the public on Tuesday, December 5, 2006. M new guise. The entrance and the forecourt to Miele's And so it was: ‘We are extremely pleased that we have managed headquarters in the aptly named Carl Miele Street have recently to open this completely new Miele Museum to the public on time’, undergone a thorough redesign with a wave-shaped canopy proclaimed Dr. Markus Miele at a gathering of specially invited drawing visitors into the spacious reception area and the adjacent guests. Miele Forum and the Miele Museum. Almost 20 years after it Together with the Miele Forum, the new Miele Museum forms was first set up, the new-look Miele Museum was reopened in a single entity, reflecting the company's past and present respec- December 2006. In an area covering 1000 m2, Miele has ex- tively. During refurbishment work, facilities have been extended tended its museum facilities, presenting exhibits in rooms filled and redesigned to reflect the latest thinking in museum design. with bright, natural light. Whereas the old museum was a chronological presentation of Only one year ago, the Miele Museum was voted one of 365 exhibits, its new counterpart represents a living, vivid and exciting locations representing resourcefulness and an innovating spirit by journey through 100 years of Miele history stretching from 1899 an organisation promoting Germany as the 'land of clever ideas'. to 1999, putting events at Miele into a more general historical At the same time, it was decided that the new Miele Museum context. An illuminated red line – clearly visible in the floor – MIELE MAGAZINE 7 MIELE MUSEUM Visitors to the Miele museum Almost 20 years after it was first set up, are invited to peruse historical the Miele Museum was reopened in advertising prints. December 2006. guides visitors through the museum. Follo- ling and all, or watch TV spots. All this takes place under an wing this line is the key to not missing a single animated canopy which creates a variety of different ambient and highlight! atmospheric lighting conditions. The Miele story began on July 1, 1899 in the Video presentations provide a topical backdrop, setting neighbouring town of Herzebrock where Carl Miele's corporate history against the stream of events and social Miele and Reinhard Zinkann first set up developments of the day and age. The butter churn which origi- Miele & Cie. to produce cream separators. Only nated around 1900 – often referred to as the 'mother of all four weeks later, a team of eleven was hard at work in a former corn mill producing Miele's first hand-driven cream separa- tor, the Meteor. A short while later, cream separators were joined by butter churns and wooden-tub washing machines. The- se formative years are just as well docu- mented in the Miele Museum as the years that followed in which the fami- ly-run company developed and flouris- hed over four generations to beco- me one of the world's leading manu- facturers of domestic appliances. Historical photographs of Miele's Gütersloh plant. A focal point of Miele acti- vities has always been laundry washing machines' – is shown as an exploded model. The indivi- care. The Bleaching Field infor- dual components, suspended like puppets on strings, provide ms visitors about the company's a fascinating insight and a lucid demonstration of how refreshin- multi-faceted past. One aspect is gly simple the design of these first machines was. It was a long the history of advertising which has way from here to today's modern, fully automatic washing machi- produced numerous classics, the ne, and the museum lovingly illustrates many of the stages of famous Miele Aunt being only one exam- technical development. ple. Visitors are free to browse historical The long history of Miele vacuum cleaners also features printed advertisements, set the dial on a vin- prominently in the new museum in a specially designed island. tage radio to listen to Miele advertising, crack- Miele vacuum cleaners have been around since as early as 1927 MIELE MUSEUM 8 MIELE MAGAZINE The Old Plate Gallery paints an impressive Design, tiles and lampshades picture of the triumphal procession of the reflect the charm of the age in a Miele dishwasher. kitchen taken from the late 1960s. and many prize exhibits, including the first bucket-type model period lasting only a few years before the with its own wooden storage cupboard and the 'Präsident', a can- First World War, Miele was even in the busi- ister vacuum cleaner on skids, are on proud display. This island ness of building motorcars. These rare presentation also offers visitors an opportunity to rest awhile vehicles, able to travel at speeds of up in Continental-style upholstered beach chairs. to 50 mph, cost between 5100 and 7900 reichsmarks. For a long time, the chances of finding an exhibit for display in the museum looked very slim indeed but things changed sud- denly in the early 1990s when a vete- ran model was located in Norway. This car, which also featured in the old museum, has now been given pride of place in the new exhi- bition. Less rare, of course, are Miele bicycles and motorbikes. On display are, amongst others, Among the first visitors Katja Miele and her husband. the 'Saxonette', the first motorised Miele bike, and several bigger motor- Still following the red line, visitors soon find themselves in bikes. Two-wheeler production was a fitted kitchen in the style prevalent towards the end of the discontinued in 1960 to make way for the Sixties.
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