Page 26 - Miele D The Magazine 2018

BRAND EXPERIENCE
Culinary celebrity guest at the openings of three new Miele Innovation Centers in the USA: Casey Thompson
Cool new possibilities for American Miele- lovers: a total of six Miele Innovation Centers (MIC) celebrated their opening in the USA
during the second half of 2017! Miele USA has imple- mented the shop-in-shop concept for the rst time: In large-scale partner premises the dealers present the Miele range exclusively in approximately 1,500 square feet of exhibition space. Jan Heck, Managing Director of the subsidiary, is delighted with the successful start: “The Miele Innovation Center allows sales associates and customers to witness, rst-hand, our quality Ger- man engineering and innovation that has the user and their needs top-of-mind.” Two MICs in Southern Cali- fornia and Texas, as well as one in East San Francisco and in Northern New Jersey are welcoming visitors to this special shopping experience.
Each new center starts off by celebrating its open- ing – presided over by Jan Heck and other senior exec- utives. Dr Axel Kniehl (Executive Director Marketing and Sales) and Christian Gerwens (Managing Director AMANZA sales region) took part in the festivities in Pleasanthill near San Francisco. Music and culinary de- lights were on the programme for every event to ensure a party atmosphere. The renowned celebrity chefs Alex Guarnaschelli and Casey Thompson also provided ex- cellent entertainment with the preparation of delicious dishes, cookery demonstrations or culinary interviews.
Christian Gerwens, Kimberly Goldberg (Miele), Al Lopez (Friedmans), Jan Heck and Axel Kniehl (from left) enjoy the successful MIC Premiere at Friedmans Appliance in Pleasanthill.
After a promising debut the concept will be expanded: American customers can look forward to more MICs in their country.
26 // Miele The Magazine
USA