Exhibition booth a treat for the eyes at LivingKitchen

'A new world of cooking' is the motto under which Miele will be presenting itself at the LivingKitchen in Cologne (January 19-25, 2015). The tradition-steeped Gütersloh company is treading new ground with its products in two respects: Firstly with a built-in unit which combines the performance and convenience features of a fully specced Miele steam oven with those of a Miele microwave oven in a most unique way. And, secondly, with a highly versatile cooker in American format being presented in Europe for the first time.

The new steam oven with microwave (DGM) is characterised by offering huge consumer benefits through pairing the convenience of microwave cooking with the quality of results familiar from Miele steam ovens. As the DGM is an uncompromising master of both disciplines, it is bound to be the ideal solution for many kitchens. This applies, in particular, where customers are looking for a second appliance to complement their conventional oven and are faced with a choice between steam oven and microwave due to the constraints of space. Miele intends to attract special attention to the DGM on a show stage where video clips and live cooking demonstrations will take place every 20 minutes.

Miele is equally curious as to the response of trade show visitors to the new range cookers, cooking appliances in American size and format paired up with the quality and features familiar from Generation 6000 built-in appliances. Ranges – Miele is to present the 1.22 m (48 inch) wide top model from the series in Cologne – are large-scale cookers offering a wide range of applications. These include two ovens, one of which can be used as a microwave, six gas burners, a stainless-steel griddle plate for contact grilling and a warmer drawer. 'The LivingKitchen is an important seismograph for the range cookers which, recently launched in the US and Canada, are now generating enthusiastic feedback', says Gernot Trettenbrein, Division Director Domestic Appliances International, 'We are now trying to sound out whether we can also launch these products here in Europe'.

Another focus of innovation at the LivingKitchen will be cooker hoods, which will be subject to energy labelling throughout Europe from January onwards. 'Here, too, Miele is in an enviable position', Trettenbrein announces.

A new approach is also being adopted with respect to the design of the booth. With an area covering almost 1000 m² and a total of 382 kitchen appliances on display, black and white will dominate on the almost square-shaped booth. Alongside the product islands, a large café in the form of a reverse trapezium is designed to grab attention. This playful use of geometric forms adds an overall modern and dynamic impression and offers fascinating opportunities for product presentations both inside the walled space and on the outside walls.

The café itself seats 150, offering an ideal setting for detailed discussions with dealers and journalists – and promises a pleasant atmosphere for serving culinary delights and chilling out to live music in the evenings (January 19-21). The Miele booth is located in Hall 4.1 and is open to visitors from 9h00 until 18h00 (until 17h00 on Sunday).

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Company profile: Miele is the world's leading manufacturer of premium domestic appliances including cooking, baking and steam-cooking appliances, refrigeration products, coffee makers, dishwashers and laundry and floor care products. This line-up is augmented by dishwashers, washer-extractors and tumble dryers for commercial use as well as washer-disinfectors and sterilisers for use in medical and laboratory applications (Miele Professional). The Miele company, founded in 1899, has 8 production plants in Germany as well as one plant each in Austria, the Czech Republic, China and Romania. 2013/14 turnover amounted to approx. EUR 3.22 bn with sales outside Germany accounting for around 70%. Miele is represented with its own sales subsidiaries and via importers in almost 100 countries. The Miele company, now in the fourth generation of family ownership, employs a workforce of around 17,660, 10,411 thereof in Germany. The company headquarters are located in Gütersloh/Westphalia, Germany.