Miele Reignites the Love for the Heart of the Home
As the design world converges on Milan for its annual Design Week, Miele is reaffirming its enduring promise to elevate the heart of the home with the relaunch of its compelling communications campaign, “Once upon a Miele, always a Miele.” This powerful message speaks directly to the unique bond formed with Miele appliances, asserting that once you’ve experienced their unparalleled quality, unwavering reliability, and intuitive ease of use, there’s simply no turning back.
Building on its initial success from September 2024, this second wave of the multimedia campaign sweeps across 49 countries, showcasing Miele’s comprehensive range of household innovations. However, this time, the spotlight shines brightly on the kitchen – the true nucleus of modern living.
Miele understands that the kitchen is more than just a place to prepare meals; it’s a space for connection, creativity, and cherished moments. This campaign beautifully captures that sentiment, weaving together evocative imagery with glimpses into the exceptional features that define Miele kitchen appliances. The aim is to not just inform, but to truly fascinate and inspire those who value both performance and aesthetics in their culinary spaces.
Imagine the seamless integration of a Miele combined steam oven, where culinary exploration meets effortless maintenance thanks to the innovative HydroClean self-cleaning function. Picture the sleek sophistication of a Miele induction hob with an integrated hood, a masterpiece of elegant design that not only performs flawlessly but also becomes a stunning focal point in any kitchen.
These are more than just appliances; they are meticulously engineered tools designed to enhance every aspect of the cooking experience. Miele’s commitment to high-quality materials and timeless design ensures that these appliances not only perform exceptionally but also integrate harmoniously into diverse kitchen styles, adding a touch of understated luxury.
Through this renewed campaign, Miele invites you to rediscover the joy of cooking and the enduring satisfaction of owning appliances built to last. “Once upon a Miele, always a Miele” isn’t just a tagline; it’s a testament to the lasting relationship Miele builds with its customers, a promise of quality and reliability that transforms the everyday into something truly exceptional, starting right at the heart of your home – the kitchen. As Milan Design Week unfolds, Miele reminds us that true design excellence extends beyond aesthetics, encompassing the enduring quality and intuitive experience that make a Miele kitchen a joy to live with, day after day.
Tag Archives: quality
Miele at the IFA Kick-off: 125 years of quality and innovation meet 100 years of IFA
New standards in laundry care and design
Sustainability as a common thread – with a focus on circularity and AI
Attractive promotional appliances and new colour worlds for the anniversary
“I am delighted to have the opportunity to speak to you in this symbolic year” – with these words, Dr Reinhard Zinkann welcomed around 150 journalists to the IFA kick-off in Berlin. The Managing Partner of the Miele Group presented an initial preview of the Gütersloh-based premium manufacturer’s trade fair innovations and other focal topics. Product highlights include, in particular, the new ‘Nova Edition’ series of washing machines and dryers, which promises, for example, maximum protection of textiles.
“Once a Miele. Always a Miele. 125 Years of Quality” – this is the Miele motto for this year’s IFA. “Like no other company in the industry, Miele stands for quality and longevity”, says Reinhard Zinkann, whose great-grandfather founded the company together with Carl Miele Sr. In its anniversary year, Miele is presenting more than 70 attractively equipped special models from all product ranges in two series of special offers: The “125 Edition” includes a total of 28 attractively equipped models with a price advantage and/or free accessories. The 45 appliances in the “125 Gala Edition” also offer a free warranty extension of 125 weeks.
At the same time, the great-grandson of the company’s co-founder of the same name reaffirms his clear commitment to Germany, where Miele currently operates eight of its 15 plants, with investment commitments for the German plants totalling 500 million euros. According to Zinkann, the same strict quality standards apply in all Miele plants and are implemented and monitored 100 per cent everywhere. “Made by Miele is indivisible”, says Zinkann.
Giving appliances a second life
Another part of Miele’s ‘DNA’ is sustainability – at this IFA with a focus on circularity and the inclusion of AI. “We want to give our appliances a second life and are focussing on the reusability and recycling of appliance components and materials.” The company therefore continues to focus on durable, repair-friendly products and resource-saving production. At IFA, the company is also presenting a concept study for the first Miele product that is made entirely from recycled material and can also be completely recycled.
In the field of AI, the company utilises digital applications throughout the entire life cycle of its products: From AI-supported software in research and development, to AI-based optimisation of product quality in production, to AI-supported Smart Food ID cooking detection. Zinkann gave an example of one of the latest functions of the Miele app, which also contributes to greater sustainability: “With AI Diagnostics, we offer our users self-help in the event of appliance malfunctions and thus save many unnecessary customer service calls.”
Sustainable stand concept reused
As announced in 2022, Miele is reusing the sustainably designed IFA stand with modular structures for the third time at this trade fair. This is in combination with the extensive avoidance of waste, climate-friendly logistics and the use of environmentally friendly cleaning agents. In addition, Miele will also be prominently represented in the IFA ‘Sustainability Zone’ exhibition area this year, where it will present innovative approaches and technologies for the topic of circularity.
Zinkann gave an initial preview of one of the most exciting new products at IFA under the heading “Nova Edition”, which refers to the washing machines and dryers that stand out above all in terms of laundry care and design. “I can’t reveal any more here yet, all the details will follow at IFA.”
Versatile new design options
The two new colour worlds for built-in appliances in the handleless ArtLine range are real eye-catchers. With ‘Pearlbeige’, Miele presents a versatile mix of grey and beige, and with ‘Obsidian black matt’, the premium manufacturer picks up on the trend for matt surface textures. Both colours can be individually and harmoniously integrated – both in a dark overall concept or as an elegant accent in a light environment.
As usual, Miele will be presenting its new products with 270 appliances on a stand area of 3,000 square metres in Premium Hall 2.1. Two-star chef Alexander Herrmann will be providing tasty samples at the stand.
Schulthess Swiss brand of the year
Schulthess is Swiss Brand of the Year 2023/24 – Swiss Brand Monitor is an online survey. Consumers aged 18 to 82 were asked about their experiences with various brands. 190,000 customer opinions were obtained. Schulthess received the “Outstanding Quality” award for customer satisfaction.
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