Page 42 - Miele D The Magazine 2018

COOKING CULTURE
Miele Canada has been a proud partner of the Canadian compet- itive cooking show MasterChef
Canada since 2014. The Canadian judges are national celebrities Claudio Aprile – Chef and Restauranteur, Michael Bonacini – Chef and Restauranteur and Alvin Leung – Chef and Restauranteur with three Michelin stars at Bo Innovation in Hong Kong. MasterChef Canada is the No. 1 Canadian cooking programme with many viewers and ranks in the top ten most-watched programmes.
Nenad Mlinarevic cooks in Switzerland with and for Miele.
To kick-off season ve, and leveraging this culinary partnership with MasterChef Canada, the subsidiary hosted the of cial auditions during the summer of 2017, during which hundreds of eager amateur cooks visited the Miele Experience Centre Toronto for their chance to cook and audi- tion for the MasterChef judges.
With Miele as the official on-set appliance partner, contestants tested their culinary skills on state-of-the-art appli- ances each week. In addition, Miele is featured when the MasterChef kitchen is introduced, with verbal mentions and banners throughout each episode as well as social media integration. Miele em- ployees also got the unique opportunity
“In addition to the excellent appli- ances and the family company's high standards of quality and sustainability, I have been inspired by the profes- sionalism of the team and the product innovations”, says Nenad Mlinarevic. Co-operation with the family compa- ny encompasses both special projects as well as communicative and repre- sentative appearances.
The first project where Nenad Mlinarevic and Miele appeared to- gether was the pop-up with bar, res- taurant and séparée (VIP area) in the old Town Hall Zürich. The newest Miele appliances that form part of the open kitchen were “parked” where the car park used to be. Visitors could look over Nenad Mlinarevic's shoulder and enjoy premium cuisine from close up.
42 // Miele The Magazine