Page 41 - Miele D The Magazine 2018

at “House of Food”, the headquarters of the festival in the Jandorf store. The Miele Experience Centre in Unter den Linden is another central event venue for Berlin Food Week, with exciting workshops and exclusive dinner events: from The Char- acter of Chocolate via The Umaami Se- cret, through to Revolutionary Excellence. A high point was the Taste Estonia event, with Food Week Partner Country Estonia in 2017. Around 20 exclusively invited press guests and bloggers enjoyed modern Estonian cuisine from the restaurant Leib Resto & Aed – and experienced an atmos- pheric evening in the Miele showroom.
The initiative with Cooking Star and Berlin Food Week has paid off for the Ger- man subsidiary: the high-circulation Gour- met magazine Eat Smarter reports about all matters of the cooking competition and itself has a high level of reader loyalty. Miele ags are visible during Berlin Food Week, a major event in the capital over a number of days, that increases its following year on year. Martina Swenson, Director of Marketing Communication in the German
subsidiary, sees further bene ts with both initiatives: “With Eat Smarter we are reach- ing a very cookery-oriented target group. The Miele Tafelkünstler are also joining
in enthusiastically. And of course with the Experience Centre we have a rst-class location for high-octane cooking events during the Berlin Food Week.”
his menus consisting entirely of Swiss prod- ucts. With his professional realignment and the step towards independence the premi- um chef has now decided to use appliances from Miele for his kitchen from now on and to represent Miele as a brand ambassador.
With his departure from classical res- taurant gastronomy, Mlinarevic would like to make the joy of premium cuisine ac- cessible to a wider audience. Kitchen and restaurant meld into one another, banker and student sit at the same table – with the chef tangibly at the centre of it all. “In the kitchens of today enjoyment and cuisine are celebrated, experienced and shared. The art of preparation is elevated to an event. Miele and Nenad bring precisely these themes to the kitchen”, says Rico Fallegger, Managing Director of Miele Switzerland.
N
enad Mlinarevic and Miele join forces: with his professional rea- lignment and independence, the
premium chef has decided to use appli- ances from Miele for his kitchen. “Pre- mium cooking reinvented” is the common philosophy with which Nenad Mlinarevic will represent Miele as a brand ambassador and realise joint projects in the future.It kicked off in the open kitchen of his pop- up restaurant in Zurich Town Hall.
Nenad Mlinarevic is one of the most talented chefs in Switzerland. He is in the vanguard of a generation of chefs who are breaking new ground. With two stars in the Michelin Guide, 18 Gault-Millau points and the title of “Chef of the year 2016”, the young chef from Zurich has proved that he is among the elite. He has set new trends with
COOKING CULTURE
Challenge under time pressure: the semi nal oft he Cooking Star in Berlin
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