Page 27 - Miele D The Magazine 2018

With the substantial number of 17 new open- ings Miele has made an impression in China. This includes completely newly-built as well as renovated agship stores up and down the country. Miele China also started off with more creative ideas: In Shenyang, Shanghai and Beijing the subsidiary in- troduced pop-up stores in popular shopping malls.
These speci cally time-limited locations offered a diverse programme: daily cookery demonstrations and courses cast their spell over the visitors, in addition to the opportunity to gain virtual reality impressions. Furthermore celebrity guests and fashion designers reported on their experiences with the brand at spe- cial media events.
Miele Sweden did not want to wait for their 50th anniversary in 2020: in spring 2017 they celebrated with more than 70 guests –
Dr Markus Miele and Dr Reinhard Zinkann among them – the atmospheric opening of a 240 square me- tre Miele Experience Centre. The new centre blends elegantly into the locality of exclusive kitchen manu- facturers and other top brands in the heart of Stock- holm, the much-loved capital. Customers and partners enjoy culinary events such as wine or coffee tastings. A chocolatier provided delicious and appetising creations at the premier party for a tasty prelude.
Too good to bite into: exquisite chocolate creations sweetened the premiere of the MEC in the Swedish capital.
Time-limited attraction:
the pop-up store in a popular shopping mall in Beijing
Stylish elegance: the new Miele Experience Centre in Stockholm provides the wow factor even before you walk in.
Miele The Magazine // 27
SWEDEN
CHINA