One step ahead - Miele press

One step ahead

T H E M A G A Z I N E

2010

PORTUGALThe wine experience

GERMANY NAVY washes with Miele

TURKEYBiggest challenge in Istanbul

How Miele invests in plant and technology

Miele The Magazine //// 3

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DeaDear Rer Readeader,r,

In the Burj Khalifa, the tallest building on

earth, 900 luxury apartments have been

fi tted out with a total of 7,000 Miele ap-

pliances. Star chefs from around the world

choose Miele for their cookery schools,

and nowadays, when a solar-powered

catamaran sets off to circumnavigate the

globe, Miele is also on board (see Pages

57, 31 and 53).

Examples such as these prove again

and again the high demands that our

products fulfi l as far as brand prestige,

professional quality standards, versatility

and robustness are concerned. At present,

however, some consumers are being led

by another impulse. Diffi cult periods are

precisely the times when people place

trust in strong brands that give them a

feeling of quality and stability. It is for this

reason that Miele has been able to estab-

lish successful subsidiaries in so many

different countries, despite the diffi cult

framework conditions. Unfortunately, the

following is also true: for the time being,

economic forecasts remain vague and

development is patchy.

We are well prepared for the next

upswing. In this issue you can read about

how Miele has invested in new locations

and new production techniques, and

how global marketing and sales struc-

tures have been further developed (Page

8 ff and 34 ff ). This is helping us to

avoid a backlog in investment and in-

novation, and is allowing us to create

additional capacity and to strengthen

our global market presence. Economists

call this an anti-cyclical approach, and

it will provide further competitive ad-

vantages once the markets pick up

again.

The fact that this is paying off is

demonstrated by the many innovative

products which Miele presents at inter-

national trade exhibitions. Visit us at the

Eurocucina in Milan or at the IFA in

Berlin and discover for yourself how for

Miele the future has already begun!

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20FASHIONCatwalk events

demonstrate the connection between fashion and Miele.

EDIEDITORTORIALIALConfi dent for the years ahead

NOMNOMINAINATIOTIONNBusinessmen of the year

DESDESIGNIGNAwards for design and performance

Title topic:TECTECHNOHNOLOGLOGYYMiele invests in factories

TRATRADE DE SHOSHOWSWSThe IFA and “Küchenmeile” in focus

VACVACUUUUM CM CLEALEANERNERSSMobile with a new motor concept

NEWNEW SU SUBSIBSIDIARDIARYYIndia welcomes Miele

FASFASHIOHIONNIdeas from the catwalk

Title topic:PORPORTUGTUGALALA unique wine experience

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88

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USAUSAOutstanding employer

AUSAUSTRITRIAABoogie in the Gallery

GERGERMANMANYYLafer’s cookery school

IREIRELANLANDDMiele promotes food festival

FRAFRANCENCEChez Ducasse

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MARKETINGNew Zealand has its fi rst Miele Gallery in Auckland.

SINSINGAPGAPOREOREDishing it up for the president

GALGALLERLERIESIESFrom Vianen to Auckland

NEWNEWSSLet’s iron!

MIEMIELE LE MARMARINEINEFlying the fl ag in Texas and Dubai

Title topic:PROPROFESFESSIOSIONALNALFrigate soldiers wash with Miele

MEDMEDICAICAL IL INSTRNSTRUMEUMENTSNTSSwedish hospital trusts in Miele Professional

SYSSYSTEMTEM PR PROVIOVIDERDERMiele takes over Dirschl

NEWNEWSSThe Big 5 in Dubai

REPREPORTORTMr. Hünemeier’s wooden bicycle

NEWNEWSSHong Kong supports Watchdog

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Title topic:PROPROJECJECTSTSBig in Istanbul and Dubai

PREPREVIEVIEWWDesign worlds steal the show

NEWNEWSSGermany’s chef of the year

LASLAST PT PAGEAGEHot trends from Milan

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TRADE SHOW The IFA in Berlin was a big success for the company.

GERMANY Hermann Hünemeier’s

masterpiece: A Miele bicycle made of wood.

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TECHNOLOGYThe company has invested in a new test and development centre in Gütersloh.

6 //// Miele The Magazine6 //// Miele The Magazine

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The two managing partners of the Miele Group, Dr Markus Miele and Dr Reinhard Zinkann, have been nominated as “Family Businessmen of the Year 2009” by an inde-

pendent jury of experts. The organisers of this award, which was presented for the sixth time last November as part of a ceremo-ny held in Schloss Bensberg near Cologne (Germany), are the renowned Intes Academy for family-owned enterprises in Bonn and the business journal “impulse”.

With Dr Markus Miele and Dr Reinhard Zinkann, the jury paid tribute to a pair of family entrepreneurs rather than an individual family entrepreneur for the fi rst time. According to the jury, the Mieles and Zinkanns have been impressively dem-onstrating for over four generations now how successful a dualleadership of two families can be, when those involved are will-ing to put aside their personal interests for the good of the com-pany. Explaining the decision, the jury chairman and Intes founder, Professor Peter May, said that the simultaneous incor-poration of strong managers, who are independent from the families, makes the Miele leadership model a role model for all family-owned enterprises wishing to combine professional qual-ity with family continuity in an optimum way.

However, the jury also chose the two representatives of the Miele owner families as prizewinners in order to highlight a company whose success is based on the traditional virtues of family-owned enterprise during this time of economic crisis. Added to this are a strong brand, the renowned high quality of the products, thinking and acting over the long term, and an exceptionally pronounced focus on the employees themselves.

“Family businessmen of the year”

Jury of experts selects:

Miele is a Miele is a “Superbrand”“Superbrand”

M iele has once again been named one of the “Superbrands Germany 2009/2010”. Superbrands is an independent global

organisation with its headquarters in London, which, for the last 15 years, has singled out the strongest product and company brands in 85 countries. Only brands that can demonstrate a high standing and market value, even in these diffi cult economic times, qualify as a “Superbrand”. A 15-man jury, comprising personalities from both the world of commerce and the media, had to evaluate over 9,000 brands, which had been nominated by independent experts from the world of commerce, for the latest prize. Only 65 brands were awarded the title “Superbrands Germany 2009/2010”. Companies are not allowed to apply for the distinction themselves. “Superbrands” have been awarded to companies in Germany since 2004. Miele has already received the honour several times.

T aking responsibility for future generations is a Miele principle. In the biannually published sustainability report, the company docu-

ments its responsible conduct and its efforts in the fi eld of sustainability, from the product design phase to the appliance’s use in the home and its disposal. The report describes Miele’s commitment to the en-vironment, society and its employees. The next sus-tainability report, which is to be released in 2010, will place more emphasis on the activities and de-mands of the subsidiaries across the world. In order to meet the requirements of consumers in different countries, a questionnaire was carried out by the sub-sidiaries beforehand, and was used to record the par-ticular national interests in the fi eld of sustainability. The need for information on an international level is clearly aligned with that in Germany. The energy-effi ciency of Miele appliances is of particular interest to the global audience, whilst the topic of climate protection /CO2 is also high on the agenda. The next sustainability report, which will be the fi fth of its kind, will be published in June.

Sustainability – an international

topic

Distinguished as “Family Businessmen of the Year 2009”:

Dr. Markus Miele and Dr. Reinhard Zinkann, managing

partners of Miele & Cie. KG.


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Impressive in design and performance

Design is about more than just beautiful shapes, as demonstrated by the international design prizes which Miele products have

been bestowed with over the last two years. If there was a ranking system within the company,

then the 90-centimetre-wide H 5981 BP oven would be in the top spot. This appliance has just received three top awards, the “Australian International Design Award”, the “Focus in Silber” – the international de-sign prize of Baden-Württemberg (Germany) and the “White Star Award”, presented by the German pub-lishing house Gruner und Jahr. The “White Star Award” is particularly special, as the winner was not selected by members of a jury but voted for by 15,875 magazine readers – who chose the H 5981 BP as their number one in the oven category.

The “Good Design Award” is one of the oldest and most prestigious awards in the world. It has been awarded by The Chicago Athenaeum: Museum of Modern Architecture and Design every year since 1950. The Americans place particular emphasis on the performance and aesthetics of the products and also take the sustainable aspects of a green design into consideration when making their choice. The new S7 and S2 vacuum cleaner models and the Miele CombiSet programme were deemed particularly impressive based on these criteria, and as a result, were each awarded the “Good Design Award”.

The jury voting for the “iF product design award 2010” also considered the new upright S7 to be

Miele appliances awarded international design prizes

The 90 cm-wide H 5981 BP

oven collected three prizes.

unique. The 25-man panel of experts from Interna-tional Forum Design in Hanover (Germany) places great emphasis on design quality, workmanship, material selection, innovation, ergonomics and envi-ronmental compatibility. According to these criteria, the DGC 5080 XL combi steam cooker, the KM 5864 ceramic hob and the DA 6290 W extraction hood from Miele are all very reasonably priced. In the case of the new ceramic hob, which was only unveiled a few months ago, the experts were most impressed by the clear operational concept used in the appliance; the hobs are adjusted by simply run-ning a fi nger over a number line. Meanwhile, a unique feature sets the DA 6290 W extraction hood apart from rival products. An LED glass edge light has been integrated into the thin hood screen. It can be set to display a user-defi ned colour and can thus be adapted to suit the ambience of the kitchen design.

And last but not least, the DGC 5080 combi steam cooker and the KFN 14927 SD ed fridge/freezer combination were also winners of the pres-tigious “Focus in Silber” award. This means that two combi steam cookers have been awarded prizes. The prize-winning fridge/freezer combination proves that top features, such as PerfectFresh drawers and degree-precise temperature regulation, can be incor-porated into appliances, and still keep electricity consumption at a minimum. The free-standing, double-door model in elegant stainless steel is in the A+ energy category.

The lighting scenario created

by the LED bulb makes the

DA 6290 extraction hood one

of a kind (model pictured is

the island model).


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At the cutting edgeMieMiele le is is invinvestestinging in in ne new tw typeypes os of tf techechnolnologyogy an and pd prodroductuctionion eq equipuipmenment dt duriuring ng difdifficficultult ec econoonomicmic ti timesmes. T. Thishis is is ex expectpected ed to to benbenefiefit Mt Mieleiele gr greateatly.ly. On Once ce thethe gloglobalbal ec econoonomy my recrecoveovers,rs, th the ce compompanyany wi willll be be in in a p a posiositiotion tn to eo extextend nd itsits le lead ad in in thethe fi fi eldeld of of in innovnovatiationsons. O. Overver th the fe follollowiowing ng pagpages,es, yo you cu can an rearead ad aboubout et exemxemplaplary ry invinvestestmenments ts in in thethe Gü Güterterslosloh, h, WarWarendendorforf, Bi, Bieleelefelfeld and and Büd Bündende fa factoctorieries. s.

Miele invests in factories

Ice-cold in the

climate chamber:

a Miele coffee

maker must continue

to function when

subjected to extreme

temperatures.

C ooling and Coffee International (CCI) – This is the name of the Miele business area that inaugu-

rated a new test and development centre on the premises of the company head-quarters in Gütersloh last September. The company has invested a sum of ap-proximately ten million euro in erecting a perfectly equipped residence for the CCI team of experts. They will use the facility to test coffee makers, refrigeration and freezer appliances and microwave ovens, thoroughly and to improve them even more.

The building, which took 18 months to complete, is an ample 1,800 square metres in size and is kitted out with out-standing technical equipment, enabling comprehensive function and quality tests, as well as effi cient further developments, to be carried out there. A reverberation chamber, six laboratories and eleven cli-mate chambers with 56 storing positions are available for converting creative ideas into customer-orientated and reliable product innovations. These have to be able to withstand extreme climatic condi-tions, such as a “mild Siberian winter” at -20°C, or an “Indonesian summer” with

temperatures reaching as high as 45°C, and a humidity of 90 per cent. A real test marathon awaits the appliances, and it covers short-term and long-term loading as well as detailed tests that focus on the water-tightness, scratch resistance, dura-bility and facility of the assembly.

With these developments, the com-pany is taking an even more meticulous approach to ensure that the appliances that come from the CCI business area, which are produced in collaboration with top quality partners, fulfi l the Miele de-mands for quality and consumer benefi t. The most important aspects of this are that the designs have a life span of at least 20 years, as is the case with all other Miele appliances, and that these Miele models have their own attractive design and feature exclusive “Made in Gütersloh” product characteristics that are patented in part.

For example, the “TouchElectronic” featured in refrigeration devices, comes into this category and guarantees simple


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and uncomplicated operation via the touch-operated buttons. The same ap-plies to the patented door mechanism in the Miele coffee makers, which allows for an ease of use that is simply unrivalled.

On top of that, Miele has registered a patent for its electronic unit, which has been developed and is produced in-house. It allows the user to save an individual user profi le, which can be used to set the grind-ing time and amount of beans used, as well as the water temperature and the amount of milk or water for each cup, in line with the user’s own personal preferences.

Furthermore, the new CCI installa-tion has been designed as a prototype for a new energy-saving concept that will be used for all new Miele buildings and renovations to Miele offi ces in the future: With an automatic sun protection and ventilation system that takes into acconut various weather conditions, such as wind and rain, as well as the outdoor and indoor temperatures, a pleasant indoor climate is provided.

Replenishment

is provided for

the coffee makers,

which run on

a continuous

basis here.

The cross-

section

displays the

structural

detail of a

refrigeration

appliance.

GüterslohGütersloh


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T he door is opened and it is closed again – either slammed shut with force or closed gently. A washing

machine door has to withstand a lot, es-pecially one at Miele. In the test labora-tory in Gütersloh, the doors are tested with 30,000 close cycles; in other words they are opened and closed 30,000 times. And, as that alone is not suffi cient, the door is then loaded with 17 kilograms. If, after this torture, the door still closes properly. Behind the mnemonic 2C lies a door for washing machines that the Miele factory for plastic components, located in Warendorf, Westphalia, has been produc-ing since January 2010. This door is to be fi tted onto the new models in the W 1000 series. The component weighs exactly 4.2 kilograms and is a high-tech product that is produced using the so-called two-com-

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ponent procedure (2C). Comparable production technology is used in the pro-duction of protective headgear, and this says something about the qualities of the 2C door. It is particularly stable, shock-resistant and impact-resistant.

Miele has set up a completely new production line in Warendorf in order to

manufacture the innovative washing ma-chine door. An investment of 4.5 million euro was made in the infrastructure and machine outfi t, which covers an area of 30 by 12 metres.

The 2C door comprises a total of eleven individual components – of which three are metal, six are plastic, and one is

WarWarendorfendorf

Making room for innovation and growth

An employee places the porthole

in the base support of the 2C door.

Metal axes and hinges are also

inserted at this workstation.

“Despite the somewhat unfriendly economic climate, Miele has continued to ac-

celerate investment in its power to innovate and grow. We have therefore built a new

hall for the production of our steam cookers in Bünde, which will result in increased

unit production and more cost-effective production techniques. Meanwhile, in

Bielefeld we are merging the development and production sites of our medical clean-

ers and disinfectants in one new building complex, where we will be faster, more

effi cient and more fl exible. And thanks to the new testing and development centre

in Gütersloh, we can improve and refi ne our refrigeration, coffee-making and micro-

wave products in a more consistent way. These and other investments will contrib-

ute to the continued development of our competitive edge for

quality, while ensuring that production remains cost-effective.

With this in mind we will continue to invest at a high level in

the future in order to further develop our global market posi-

tion and, as a result, to help secure jobs.”

Olaf Bartsch, Managing Director for Finance,

Controlling and Administration


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rubber and one is glass. During three strands of production, the individual components are assembled into a base support, an interior panel and an outer panel. Subsequently, not a single bolt is required to combine these three compo-nents. Instead, Miele relies on a procedure that sees the components initially being clicked together in a method similar to that using a bayonet fi tting, then welded using ultrasound and fi nally glued togeth-er with a synthetic two-component mate-rial. “The 2C door is the most complex component that we have ever produced. With this production technology, we can

Final assembly: The three

components are clicked

together and glued at this

station. Indestructible:

The 2C door is an extremely

robust component.

The exterior panels for the 2C

door are produced under

enormous pressure in this

injection moulding machine.

produce a rigidity that makes the door practically indestructible. The 2C door has patents pending”, explains Works Manager Dr. Jürgen Jahn.

The fi rst development preparations in the factory began in 2007. “We had to fulfi l three important requirements”, ex-plains Dr. Rainer Lenzen, Director of Production Facilities in Warendorf. “The design of the door was further developed. Then it had to be implemented. The qual-ity should be even better than the wash-ing machine doors that have been used up to now, which we sourced from an exter-nal supplier. Ultimately, we wanted to be

able to produce the door ourselves at a signifi cantly reduced cost. We have man-aged to achieve this too.”

Signifi cant improvements were also achieved in terms of the transportation of parts from suppliers, like for example the porthole. Previously, the porthole was delivered in cardboard packaging. Now, new reusable packaging is used. This means that the porthole is supplied in the same transportation container as is later used to transport the fi nished doors to Gütersloh. These measures alone will lead to a 35-ton reduction in packaging material at the factory each year.


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W hen it comes to cooking, two Miele factories set the tone. The company manufactures

cookers and ovens in Oelde, whilst warm-ing drawers, gas, electric and induction hobs, and steam cookers are made in Bünde. Since the acquisition of imperial, a manufacturer of built-in appliances, in 1989, Miele has continued to develop the factory in Bünde, which is situated ap-proximately 50 kilometres from the com-pany headquarters in Gütersloh, into an expertise centre for hobs and steam cook-ers. Around 540 members of staff work in Bünde at present. They manufacture prod-

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ucts that are expected to provide great growth potential in the coming year.

Bünde has played a signifi cant role in making steam cookers a popular appli-ance today for the preparation of health-ier and tastier dishes. The world’s first domestic steam cooker was built in Bünde back in 1983. The successor to this pres-sure steam cooker is still being produced, and many new models have been added to the range. The flagship, the DGC 5080/85 XL (see the report on page 17), is at the forefront of these. In order to be able to update the production capacity over the coming years, Miele has invested twelve million euros in a new assembly hall for steam cookers.

The company has been producing various models in a total of seven assem-

Dr Reinhard Zinkann and

Dr Uwe Brunkhorst presented

the shell construction of the new

assembly hall last December.

F ounded in 1916, the site in Bielefeld has contin-ued to grow over the

years due to its ever-increasing product range. Industrial clean-ers have been manufactured here alongside domestic dish-washers and vacuum cleaners since the 1960s.

In order to strengthen this area, a new centre for devel-opment, manufacturing and testing has been built in Bielefeld. The centre was put into operation in December last year. As a result of the new 17-million-euro investment, the production of medical and laboratory technology devices, which had been spread across

several different buildings at the site, is carried out now un-der one roof.

In order to meet the high demands for hygiene and the standards governing the sec-tor, hospitals, laboratories and general practitioners have been investing in the mechan-ical preparation of medical instruments. This has led to a sustained period of growth for the cleaning machinery market for the medical sector. Miele has been producing medical engineering devices for over 40 years and offers an extensive range of cleaning and disinfectant machinery for this particular sector, most of which is produced at the Bielefeld factory.

The new building for the production of medical and

The new building in Bielefeld maximises

the process effi ciency.

BielefeldBielefeld

BündeBünde

At the end of the production process each appliance

is subjected to a “100 per cent function test”.


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bly areas since February 2010. One dis-tinctive feature is that the appliances are produced using the so-called one-piece-fl ow method. This means that one mem-ber of staff is responsible for the complete assembly of an appliance. The individual procedures and the material logistics have been optimised so that only 180 metres lie between the material delivery point and the completed and packaged steam cookers. The production of the steam cooker cabinets, which at present contin-ues to take place in a different building, is to be moved to the new assembly hall in summer 2010. “We will then have fully adapted the majority of our assem-bly area based on the principles of the Miele Value Creation System. Steam cookers and hobs will be produced from

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start to fi nish in a separate hall. This will increase effi ciency signifi cantly”, explains Works Manager Dr. Uwe Brunkhorst.

The new assembly hall is 8,000 square metres in size and was constructed in just

laboratory technology devices was designed and built in line with the latest technical fi ndings related to production. Having the facilities in one building maximises process efficiency, flexibility and synergy. The Construction, Production, Quality Control, Logistics and Administration departments for the profes-sional cleaning machinery seg-ment are all housed here in their entirety. Of the total cost, approximately nine mil-lion euros were spent on the building, with the rest being invested in the production facilities.

The investment in the new building and the restructuring of production was a strategic choice, as Andreas Barduna, Director of the Miele Profes-sional International division,

explains. “With this invest-ment, we have taken a signifi -cant step towards securing and developing our position as market leader in the medical and laboratory technology product sectors.”

In future, a 5,700-square- metres area on the ground fl oor will be used to manufac-ture cleaning and disinfection devices for hospitals, outpa-tient operation centres, gen-eral practices, laboratories and other medical facilities across the globe. The area on the fi rst and second fl oors of the new building, which com-prises a good 2,000 square metres, will accommodate ad-ditional facilities, such as labo-ratories.

According to works man-ager Dr Stefan Breit, merging the medical technology areas

has “optimised logistics, re-duced production processing times and improved the proc-esses with an overall increase in the flexibility of capacity control, as space for new prod-uct lines has already been made available.”

Operations continued whilst the production areas were set up. Manufacture in the new production hall has been in full operation since January 2010. The fi rst clean-ing and disinfectant devices, which were produced here, are the 90-centimetre-wide PG 8535 and PG 8536 clean-ers and disinfectants. They are designed to be used in hospi-tals and practices and were presented in detail at Medica, the most important medical trade exhibition in the world. The models are characterised

by technical highlights, that, until now, have been limited to large cabinet decontamina-tion units. These highlights include monitoring the number of times the rotary arm rotates and user conven-ience.

When it came to housing the production of medical and laboratory technology devices under one roof, the Bielefeld planning team was able to refer back to knowl-edge gained from the vacuum cleaner and domestic dish-washer product divisions. A similar project for dishwash-ers for the catering sector is planned for the future. The conversion of the halls adja-cent to the new building re-quired for this is scheduled to take place over the next few years.

Precision

work is

required during

the production

of cleaners

and

disinfectants.

Completion

takes place step

by step – here

the dosage

module with a

storage tank for

detergents.

seven months. Bünde produces approxi-mately 360,000 built-in appliances – steam cookers, hobs and warming drawers – each year. The entire factory premises comprise 80,000 square metres.

The production of

steam cookers in the

new assembly hall

started in February

2010.

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Surfing on the wave

Hybrid – mobile with a new motor concept

IFA attracted 230,000 visitors in Berlin / Miele will be there again in 2010

T he IFA 2009 trade exhibition was a complete success for Miele, just as the inaugural event had been

the year before. The company travelled to the “Exhibition under the radio tower” for the second year running, to present the latest product designs to visitors from all over the world, in a space comprising al-most 3,000 square metres. The Miele presentation at IFA 2009 was distin-guished by a great international feel – both in terms of the trading partners visiting

the stand and in terms of the number of employees travelling to Berlin from the Miele subsidiaries. Members of staff from a total of 26 different countries made the journey to Berlin to meet and advise their customers during the exhibition.

The German subsidiary was responsi-ble for organising the Miele exhibition stand, as was the case the previous year. The presentation was split into two areas, an area for professional visitors and, adja-cent, the various theme worlds for con-sumers. The fl oor plan of the stand was

dominated by a wave motif, and the wave also hinted at the association with the el-ement of water, which was the guiding theme throughout the presentations: a splash water test provided an example of one of the tests that washing machines are subject to in the laboratory. In the case of refrigerators, the physical state of ice was the focal point, whilst a smoke screen symbolised the steam cookers. A wall dis-playing the vacuum cleaner product range was one further attraction for consumers. Cooking appliances also drew the atten-

A world’s fi rst from Miele, presented at IFA 2009: The patent-pending development of the new hybrid vacuum cleaner is testament to the fact that the vacuum cleaner is an appli-ance that can still look forward to new techni-cal refi nements. A special motor concept sets this engine apart from its rivals. On the one hand, the vacuum cleaner works with normal mains power, but it can also be operated using power from a rechargeable battery. The user can switch between the two power sources at any time. If the power cable is pul-led out of the socket the appliance automati-cally switches to battery power. As soon as

the power cable is plugged in again it will switch back to mains power and the battery can be recharged. The charging display that has been integrated into the appliance dis-plays the current battery capacity. As the charger is built in to the appliance there is no need for an external battery charging station. The high quality lithium battery works without memory effect. This means that the rechar-geable battery can be recharged at any time and is always ready for use. In addition, the lithium ion technology is distinguished by a high power density and a long life-span.When using mains power, the Miele Hybrid

Vacuuming

without power cables:

no problem with the Miele Hybrid



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of success

tion of visitors, with regular cooking dem-onstrations taking place at the “front-cooking” counter. In addition, Miele pre-sented product innovations from all sectors to trade specialists, including new built-in appliances in the Brilliant White plus colour scheme. Visitors were particu-larly interested in the new hybrid vacuum cleaner. The topic of energy-effi ciency was presented as an overall theme that ran as a main motif throughout the entire exhi-bition, in both the public and trade spe-cialist areas of the Miele stand.

For Christian Gerwens, manager of the Miele subsidiary in Germany, the exhibi-tion was a great success. “We are extreme-ly satisfi ed with the number of orders re-ceived and with the visitor numbers. Just like the fi rst IFA, the second IFA was a great success for us. This was a key factor in Miele’s decision to attend IFA 2010.”

The exhibition in Berlin attracted a total of almost 230,000 visitors, including approximately 120,000 trade visitors. This is, according to the closing report of the Berlin exhibition, a signifi cant increase

on the numbers from the previous year. And it was not just those responsible in Berlin who had positive things to say about IFA, but the domestic appliance industry as a whole. This was also con-firmed by Dr Reinhard Zinkann, in his position as chairman of the professional association for electrical domestic appli-ances in the ZVEI (trade association for the German electrical and electronics in-dustry): “We are extremely satisfi ed with how the exhibition went; our expecta-tions were more than fulfi lled.”

has a maximum power output of 1,800 watts. When running from the battery, the output is reduced to 600 watts. This is suffi cient to give the fl oor a thorough vacuum. Depending on the power output setting, a battery output is suffi cient to vacuum an apartment that is up to 80 square metres in size, or to vacuum a car. The vacuum cleaner can be used for up to 20 minutes when running from battery power.The advantage of having a power source that is not dependent on mains power means that you can vacuum any time. This benefi t is particularly valuable when it comes to clea-ning stairs or other areas that are some dis-

tance from the nearest plug socket. These areas are now easy to vacuum. The appliance’s range of coverage is, therefore, essentially unlimited. The Miele Hybrid is based on the S4 range of cylinder vacuum cleaners. The S4 range is distinguished by its compact form and rela-tively light weight. The Hybrid technology, which is patent-pending, makes the appli-ance a fully-fl edged vacuum cleaner when running on mains power, but also offers the additional option of enjoying the benefi ts of a battery-powered vacuum cleaner that can run independently of mains power.

Miele impressed visitors to the IFA with the splash water

test for washing machines and the huge vacuum cleaner wall.


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4,800 guests experience a unique atmosphere

Autumn trade exhibition in Germany achieves record visitor numbers

M iele registered a new record number of visitors at the “Küchenmeile A 30”, which

took place at Gut Böckel in the east Westphalian town of Rödinghausen (Germany). Last September the com-pany registered over 4,800 visitors at its 750 square metre exhibition stand. The “Küchenmeile” is a traditional trade exhibition for the kitchen and furniture industries, and Miele has exhibited at the event for over ten years.

The highlight was the new DGC 5080 XL combi steam cooker, which was being presented for the very fi rst time. The appliance is both a fully fl edged oven and a steam cooker, and thus provides the end-user with a variety of brand new methods. Although this model does not come on to the market in Germany until April 2010, stockists have already ordered several hundred of these appliances. With a total of ten different models, Miele had the broadest range of steam cooker prod-ucts of all the manufacturers.

A new cooker hood with innovative glass edge feature lighting also celebrated its premiere. This hood utilises LED technology to produce an atmospheric light for the kitchen, which can be set to a user-defi ned colour. The Miele Tafel-künstler and the front-cooking Akademie provided culinary treats throughout the trade exhibition. The Tafelkünstler are a union of 32 cookery schools that work

together with Miele. The professional chefs showcased their skills, shared tips and tricks, and explained the new appli-ances at three cooking islands.

“The mood was very good. We held lots of interesting discussions in a relaxed atmosphere, and the ambience of Gut Böckel provided the ideal conditions for this. We want to exhibit here again in 2010”; this was the conclusion from Christian Gerwens, Director of the Miele Germany subsidiary.

Miele has been renting the old coun-try estate Gut Böckel, which was first referred to as a knight’s fi efdom in a doc-ument back in 1350, for many years as a venue for the “A 30 Küchenmeile”. The Miele exhibition is held in what was

Head of Miele

Germany,

Christian Gerwens

( left) and

Udo Horsmann,

Marketing and

Sales, present the

new DGC 5080

XL combi steam

cooker.

formerly the estate’s cowshed. Each year the construction department puts in a great effort to transform the building. During the summer months a whole range of cultural events take place at Gut Böckel. “The Royal Philharmonic Or-chestra” from London and the “Peters-burger Synphoniker” have already per-formed to an audience of 450 guests in the cowshed, which offers extraordinar-ily good acoustics.

The ambience of Gut Böckel

provided a unique

atmosphere for presenting

innovations.


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On a par with star chefsTechnology from the new combi steam cooker enriches cooking culture

A fully-fledged oven and steam cooker in one appliance – Miele caused quite a sensation with

the world premiere presentation of the new DGC 5080 XL combination steam cooker at the A 30 “Küchenmeile” in Germany. Although the model does not come to market until April 2010, so many advance orders have been placed with dealers in Germany alone that the unit production originally planned has had to be increased.

As a multi-purpose cooking appli-ance, the DGC 5080 XL features all the operating modes of a well-equipped oven. All the preparation options of a luxury class steam cooker then complement these features. The appliance is a com-pletely new development and the Miele engineers have come up with a few things to make sure that the combination steam cooker is the best in its class. The water tank, for example, is now concealed be-hind the appliance fascia panel, which is propelled upwards by motor operation. This offers the great advantage of increas-ing the volume of the oven interior to 39 litres, so that the baking tray from the larger Miele ovens can also be used in the combination steam cooker.

The DGC 5080 XL demonstrates its complete repertoire when in combina-tion mode, for example when preparing meat so steam and dry cooking phases are required in turn. When the appliance is set to automatic, the user does not need to enter the weight of the roast, nor do they need to worry about food probes and

core temperatures. However, selecting the gourmet mode allows the user to specify the type and length of cooking. A simple rule of thumb for this is that low tempera-tures and longer cooking times generally produce better results. In other words, the same roast is noticeably more tender and succulent when cooked for four and a half hours in the combi steam cooker than when cooked for two hours. The amount of time that you “allow” the roast to be cooked for is a matter of personal taste.

Every user is able to produce outstand-ing results thanks to the temperature sen-sor developed by Miele, which precisely measures and regulates the amount of

The DGC 5080 XL

combination

steam cooker

from Miele is a

fully-fl edged oven

and steam cooker

all in one unit.

steam in the oven interior. Experienced cooks can also set the temperature grada-tion and the moisture content of the indi-vidual cooking stages manually and, with the help of the wireless food probe, can infl uence the cooking result.

The large combination steam cooker provides a signifi cant plus in terms of con-venience as it condenses the surplus steam and collects it in a condensate tank. As is the case with the water tank and the wire-less temperature probe, the condensate tank is practically located behind the ap-pliance fascia panel and can be easily re-moved and emptied. As the condensation process means that less steam is fed into the air in the room, it has a positive effect on the kitchen climate. Miele also offers the large combination steam cooker in a model that can be attached directly to the main water supply (model DGC 5085 XL). After use, this appliance pumps any surplus condensate through the drainage system and obtains fresh water from the main water supply.

As is the case with all Miele cookers and ovens, the oven interior of the DGC 5080/85 XL is fi tted with PerfectClean. PerfectClean is a surface fi nish with special non-stick characteristics that make it very easy to clean. In the case of particularly stubborn marks, a soak programme can also be activated.

To fi ll the water tank, the motor-driven fascia panel on the DGC 5080 XL

combi cooker rises out of the way to reveal the water tank, the conden-

sate tank and storage space for the wireless temperature probe.

G iraj Sharma from consultancy fi rm “Behind the Moon” was one of 150 guests who participated

in the opening ceremony – and he waxed lyrical about what he experienced there: “To say that one really enjoyed the evening does not fully express the feeling of joy!” he wrote to Dhananjay Chaturvedi, direc-tor of the Indian subsidiary, a few days


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A great indicator of things to come

Subsidiary opens in India

MieMiele le welwelcomcomes es a nea new mew membember to ir to its ts intinternernatiationaonal fal familmily y witwith a brh a brilliilliantant ce celeblebratrationion. We. Welcolcome me IndIndia!ia!

after the celebration. Although Sharma had already organised numerous launch parties himself, he openly admitted, “Your show pushes everything into the back-ground with its spread of classic simplic-ity and ingenuity. This party has really set the tone for the great things that Miele will bring to the country. I am sure every-one present will be looking for more.”

Reva Singh, editor of India’s leading wine magazine “Sommelier”, confirmed this impression: “Your launch event was spec-tacular! And it was a great indicator of things to come.”

Dr Markus Miele and Dr Reinhard Zinkann, who travelled to the official opening ceremony of the new subsidiary to represent the senior management, are

Stylish atmosphere:

the coffee lounge in the

Indian Experience Center.


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All red and white like the Miele logo:

Dance troupe Saadhya greeted the

guests with energy and zest.

The offi cial prelude: Dr Reinhard

Zinkann, Dhananjay Chaturvedi and

Dr Markus Miele cut the red ribbon.

A journey through time to the late 19th

century: Dr Markus Miele and the

Indian Miele team show the journalists

how it all began.

also both convinced of this. This step was preceded by several years of intense mar-ket research. Entry into the trade register in January 2008 was followed by the ap-pointment of Dhananjay Chaturvedi in the summer of the same year. Several other very dedicated employees were hired over the months that followed. Since then, the Indian Miele team has increased to over twenty members of staff – and it is not yet complete; the number of employees is even expected to double to forty over the next few years. Miele wants to conquer the Indian mar-ket step by step, and has begun by focus-ing on the pulsating centre of the country: New Delhi and its surrounding area. Residents of the capital can now purchase Miele products from a total of ten distin-guished electrical stores and kitchen suppliers. Customer service offi cers who have been trained in Germany and Eng-land make the service complete. Plans for Mumbai (formerly Bombay) are currently under construction, whilst Bangalore, Chennai, Hyderabad, Pune and other cities are expected to follow over the next few years.

The model example for all subsequent projects is the Experience Center in Jasola, New Delhi, which was created in just a few months. Bright colours, chro-mium and the radiant Miele red highlight its luxurious design. The outward features aren’t the only positives of the 480 square meters centre, however; it is also used to host exquisite events. In fact, it has been used for this latter purpose right from the word go. On the opening day, twenty selected journalists were invited to an exclusive lunchtime press conference. Dr Miele, Dr Zinkann and Mr Chaturvedi were happy to talk and answer questions, whilst gourmet chef Karen Anand pro-vided a culinary highlight, prepared live

in front of the audience. The media rep-resentatives were also pleased to be treat-ed to a delicious giveaway in the form of freshly baked brownies. Thus the event proved to be a successful prelude to the evening celebrations. Renowned archi-tects, kitchen specialists, dealers, repre-sentatives from the German Chamber of Trade and Commerce, and Miele employ-

ees celebrated in the upbeat, festive at-mosphere and enjoyed culinary delights, live music and dance performances. At the touch of a button, the red curtain on the stage rose to give guests a view of a selection of the latest Miele products, which are now available in India too.

Dhananjay Chaturvedi knows the people of his country and has an optimis-tic view of the future. “The affluent Indian consumer is choosy, aware, well-travelled and has a keen eye for quali -ty and design. We are confident that Miele appliances will be well-received by them.”

Catwalk

20 // Miele The Magazine

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N Catwalk FeverWhether it’s haute couture, busi-ness dress or casual wear, when it comes to fashion, Miele’s con-nection is clear to see. This is demonstrated by events in the USA, Belgium and Great Britain, which deal with the topic of fashion in quite different ways, but all with the same result: their customers are inspired.

k Fever


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U sing components from Miele appliances, and other suppliers, a très chic ensemble was created

that really turned heads and, as a result, claimed the award for the fi rst place win-ning look at Product Runway in Seattle, Washington. Luwa Distributing, Miele’s appliance distributor agent in the Pacifi c Northwest territory of the United States,

materials and Pental tiles can be used to create an elegant garment. Much of our success is due to the quality partnership between SkB Architects, Pental and Luwa, and our determination to produce a supe-rior creation. We will walk away from this experience with lasting memories and stronger partnerships for future endeav-ours,” stated Sheri Walsh, Director of

teamed up with SkB Architects and Pen-tal Granite & Marble to compete against 17 other teams. Product Runway ran-domly paired product manufacturers with local design fi rms and design stu-dents to create a couture ensemble from the supplier’s materials.

“This experience has shown that with dedication and creativity, Miele appliance

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Main component of Sheri’s

dress and jacket: Miele’s

anti-slip warming drawer

mats.

Sheri Walsh modelling the winning

look. Using components from Miele

appliances, a très chic ensemble was

created.


Trade Relations at Luwa. “Miele is the per-fect match for Product Runway since their appliances are elegant, sleek and timeless – which is exactly what we wanted our garment to refl ect,” continued Walsh.

The winning look was a contempo-rary variation of the “little black dress” that transforms from offi ce to evening. Miele’s anti-slip warming drawer mats served as the main component of the dress and matching jacket. The dress it-self also featured a rotary iron cover,

dishwasher sound insulation, wiring from a roast probe and stainless steel and glass tiles. “Looking at the three compa-nies – you have tiles, appliances and in-terior architects. Though we make inte-riors and kitchen spaces beautiful, it’s more about functionality. A big ball gown or dramatic look didn’t seem right for the companies, so we created the lit-tle black dress and pieces that are multi-functional,” explained Kelli Garbutt, Marketing Manager at Luwa.

To complete the ensemble, the team created a chic handbag composed of a vent hood fi lter, Miele appliance screws, vacuum bags and ceramic and glass tiles. Matching earrings were constructed out of bent stainless steel and nickel-col-oured steel tiles.

A member from each team was re-quired to model its garment in the Prod-uct Runway fashion show and Luwa rep-resentative, Sheri Walsh, was ultimately chosen to walk the runway.

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2,700 guests experienced the Miele Catwalk in Brussels.

The latest autumn and winter collections for him and for

her were presented.

Which style of make-up suits me best? The professio-

nals from MAC provide the answers to questions such

as these at the Miele Catwalk workshops.

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Miele UK celebrated its estab-lished association with fashion and clothes care with the an-

nouncement of the winner of the Miele Fashion Prize competition at the high-profi le SPARKS fashion fundraiser held last October.

The theme of the Miele Fashion Prize, which was launched at London Fashion Week a year before, was to design a dress based on one of the gentle fabric care pro-grammes available on Miele laundry ma-chines. Celebrity judges, including TV presenter Natalie Pinkham, swimmer Mark Foster, and up-and-coming fashion design star Jasper Garvida, chose a design by student Nathan Jones, aged 23, from the hundreds of entries received.

Nathan’s winning design, themed around ‘easy-care couture’ and made by Jasper Garvida, was unveiled at the star-studded SPARKS charity fashion show. Nathan won the opportunity to follow his design – modelled by Strictly Come

Dancing star Camil la Dallerup - out onto the cat-walk and was treated to a table of honour at the fash-ion show, as well as receiv-ing £1,000 of Miele appli-ances for his home.

Chris Wright, Miele brand communications manager, said: “Fashion and clothes care go hand in hand and Miele has a com-mitment to supporting ris-ing talent within fashion. Clothes are a statement of personality and Miele’s award-winning laundry machines are developed to ensure that clothes look as perfect as they did the fi rst t ime they were worn. Miele’s patented honey-comb drum gently cush-ions clothes during wash-ing, and this, coupled with advanced programmes such as Silks and Delicates, means that you can care for even your most coveted fashion items.”

Jasper Garvida com-ments: “It was a delight to be a judge for the Miele Fashion Prize – the entries were all of an extremely high standard and it was exciting to see so much creativity. Nathan won for his beautiful design that

showed that high glamour and designer fashion can go together with easy clothes care.”

Nathan Jones said: “I feel so proud to have won the Miele Fashion Prize. It has been a unique experience working with Jasper and seeing my design change and take shape for the SPARKS Fashion Show. Winning the Miele Fashion Prize has set me on the path towards what I hope will be a great career in fashion design.”

Miele is proud to support SPARKS (SPorts Aiding medical Research for KidS) and help fund medical research into conditions affecting children. Miele has supported Jasper Garvida since his early emergence onto the fashion scene. His reputation for producing designs of great innovation as well as his technical expertise mirrors Miele’s own standing in technological innovation and as a leader in appliance manufacture.

SPARKS Fashion Show raised over £50,000.

Simple wash cycles and sophisti-cated laundry care systems are worlds apart. However, making

the difference between the two clear for all to see requires a little awareness training, as Miele Belgium is doing with its latest campaign. Step 1: Generate interest with one of the largest fashion shows that the country has ever seen – the Miele Catwalk.

The subsidiary was able to procure the services of twelve well-known fash-ion brands, including Olivier Strelli, Essentiel, Marie Jo, Xandres and Sarah Pacini, for the presentation of the autumn and winter ranges for 2009. The event, which was originally envis-aged to be an evening affair with 800 guests in Tour & Taxis, an events centre in Brussels, developed a momentum that could not have been predicted. Collaborations with the Feeling and Gael lifestyle magazine, the RTL and VIJF TV television stations, as well as advertisements in the August edi-tions of women’s magazines, triggered a run on tickets, which resulted in two Miele Catwalk evenings taking place last September on the 50-metre long catwalk. 2,700 visitors, who had each paid 30 euros for their ticket, were treated to an unforgettable fashion show, which presented everything that was hot for autumn and winter fashion in Belgium.

Meanwhile, step 2 of the campaign ensures that fashion shows and Miele‘s expertise in laundry care remain in the memory over the long-term – the Miele Catwalk workshops. The Catwalk workshops are daytime courses that take place at the Belgian headquarters in Mollem. Professionals inform the 24 participants in small groups which styles suit them best. This includes an individual fashion and style consulta-tion from style guru Lien Degol, a make-up course by MAC, forecasts for the upcoming summer trends from Feeling editor Lene Kemps, as well as tips on laundry care with Miele wash-ing machines and products from the Care Collection.

The workshops cost 65 euros per participant but are so sought-after that around 800 people are currently on the waiting list. Following fi ve events last November and December, a further eight workshops are planned for both February and autumn of 2010. More information about Miele Catwalk and the Catwalk workshops can be found at www.mielecatwalk.be.

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Camilla Dallerup models the

winning Miele Fashion Prize dress

on the SPARKS catwalk.

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L The Portuguese Wine Experience

Well-known oenologist turns customers into experts

WhiWhich ch winwine ge goesoes wi with th whiwhich ch disdisheshes? C? Can an I sI serverve a re a red ed winwine we withith fi fi sh sh or or chichickecken? n? WhaWhat it is ts the he besbest tt tempemperaeraturture te to o stostore re winwine ae at? t? – N– No qo quesuestiotions ns areare le left ft unaunanswnswereered ad at tt the he MieMiele le WinWine Exe Experperienience ce in in PorPortugtugal.al.

T he answers come straight from the expert mouth of a true profes-sional: Miele Portugal organises

wine seminars for connoisseurs and wannabe-connoisseurs together with the most famous oenologist in the country, Anibal Coutinho. The new demonstration kitchen at the Miele headquarters in Carnaxide provides the backdrop. Up to eight participants spend two evenings here learning about wines, starting with the “Wine ABC” for beginners. If this sparks an interest, three additional courses allow participants to further refi ne their skills.

Anibal Coutinho writes for newspa-pers and magazines, has his own televi-sion programme, and sits on the jury in national and international wine competi-tions. He has set himself the target of countering the image of Portuguese wines as hard, slow-ripening red wines that are full of tanning agents. His idea: Modern, young wines should be produced from the old wine regions, and these new wines will cause wine-lovers to hold Portugal in high esteem.

He produces full-bodied red wines, which taste fresh and fruity, from old

In Portugal you say “Saúde” – cheers!The demonstration kitchen in Carnaxide

provides the ideal conditions for the wine

seminars at the Portugal subsidiary.


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vines on the modern vineyards of Caves Vidigal and Quinta de Lixa. Thus he is creating a new style of Portuguese wines.

At the Wine Experience, wine-lovers receive some basic equipment: The course’s guide to understanding the prin-ciples of wine, a wine aroma wheel, and wine evaluation fi les. Participants are also given a voucher, entitling them to a dis-count on a Miele wine storage unit.

On the fi rst day, wine expert Coutin-ho teaches the basics: The range of grape varieties and soils, perception of colour,

scent, taste and fi nal note, wine in gas-tronomy and much more. The highlight is then the practical application of this new-found knowledge.

During the fi rst blind tastings, partici-pants are invited to compare two wines and to try and spot the key differences. The second evening then based on blind tastings. Now participants have to assess three different wines, and not just the fl a-vour, but also the full character of the wines. This means colour, aroma and with regard to the fi nal note, the aftertaste. The Wine Experience is completed with

expert tips provided by Coutinho, for ex-ample, how to fi nd the correct wine for each type of food, and which accessories help to make initial wine tastings a success.

By the end, the wine-lovers have been fully immersed into the world of wine, although the expert stresses that this is just the beginning, not the fi nishing line. Hans Egenter, Director of Miele Portugal, confi rms: “Our wine seminars are very well attended. We are pleased that the promotion with Mr. Coutinho has proven to be so popular.”

Connoisseurs

value his recom-

mendations:

Anibal Coutinho,

wine expert from

Portugal

Better than in a wine cellarAnibal Coutinho discusses grape varieties.

Miele The Magazine met with the famous oenologist Anibal Cout-inho to discuss good Portuguese wines and the best way to store wines.

Mr Coutinho, please give us a short introduction to Portuguese wines. It makes sense to classify the wines according to three diffe-rent profi les, which are orienta-ted around climate, terrain and cultivation traditions. The At-lantic wines are predominantly infl uenced by the maritime cli-mate. They possess an excellent natural acidity. In my opinion, regions such as Minho and the Bairrada are ideal for the pro-duction of white and rosé wines. The profi le of wines produced in valley regions is characterised by a continental climate with strong variations in temperature

as well as manual cultivation. This naturally leads to concent-rated, full-bodied wines with lots of elegance, which are mar-ked out for discerning palates both in Portugal and abroad. Examples include the regions of Terras do Douro, Dão and Beira Interior. Fifty percent of Portu-guese consumers favour the profi le that denotes wines from the South. Characteristic condi-tions include lots of sun, little precipitation, and fl at calcare-ous soils interspersed with sand and clay. These regions produce fruity and light-bodied wines that are easy to enjoy and which have a punchy aroma, repre-senting the style of the New World.

What are the defi ning characte-ristics and advantages of mo-dern Portuguese winesü?

As Portuguese wines have not yet achieved the recognition that they deserve on the inter-national markets, the greatest advantage for overseas consu-mers is being able to enjoy high-quality wines at low prices. An additional advantage for regular wine drinkers is contact with wines from a country that has the largest number of indepen-dent, in other words native, grape varieties per square metre in the world.

What conditions are important for storing wines? In order to preserve the charac-teristics of a wine whilst at the same time guaranteeing a uni-form ripening process, the fol-lowing storage factors must be taken into account:• A temperature of

between 10º and 12ºC. • Protection against the

transfer of aromas.• The bottles should be

stored horizontally.• There should not be

too much vibration in the storage area.

• There should be a high relative humidity.

• Suffi cient ventilation is required to prevent fungal attacks.

• The bottles must be protec ted from light.

Can a Miele wine storage unit / wine cooler be used instead of a wine cellar?Absolutely.

In your opinion, what are the benefi ts of a Miele wine storage unit / wine cooler?I am able to control some key parameters, which cannot be controlled in a wine cellar. Examples of this include up to three temperature zones that can be individually controlled, the maintenance of an exact temperature, and the regulati-on of humidity. Furthermore, air circulation is controlled via an active charcoal filter, and the bottles are protected from UV rays by the special door.

What is the optimum tempera-ture for storing red wine and white wine? 9ºC for white wines, 15ºC for red wines. If you have a wine cooler with three different temperature zones, champagne or sparkling wine should be stored at 7°C and fortifi ed wines, such as port and madeira, at 12°C.


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Award for the subsidiary’s management practices

Most outstanding Most outstanding employeremployerM iele was presented with the most “Out-

standing Employer” award by the New Jersey Business & Industry Association

(NJBIA) in the United States. This prestigious honour for outstanding work-

force management practices is bestowed as one of NJBIA’s 2009 Excellence Awards, presented to a se-lect few New Jersey companies in four award catego-ries: Environmental Quality, Business Expansion, Outstanding Employer and Public Service.

“At Miele, we are genuinely investing in the well-being of our employees and their families, and we truly believe that our main asset is the people work-ing for Miele.” stated Ingrid Astudillo, Miele Human Resources Manager.

Miele offers its employees unique benefi ts such as access to a full coffee bar, equipped with the brand’s own built-in coffee systems, where they can make themselves complimentary coffee, cappuccino, espresso or latté drinks. An on-site laundry facility featuring the company’s own washers, dryers and de-tergents gives employees the opportunity to wash their garments conveniently while they work. If gar-ments need to be professionally cleaned, Miele pro-vides a delivery service that will pick up and deliver the clothes cared for by a local cleaner operating Miele’s wet cleaning equipment. In addition, Miele’s mailroom stands ready to help employees ship their packages via UPS or Federal Express. At Miele’s Prin-ceton Gallery, employees have access to a kitchen

fi tted with Miele refrigerators, ovens and hobs where they can cook their own lunch. “All of these services are provided so our employees can accomplish their chores during the day and enjoy their time outside of the offi ce. We strongly believe that a work life and home life balance is important,” explained Astudillo.

Aside from a complimentary Employee Assist-ance Programme, full health benefi ts and a 401K plan (individual savings plan for retirement), Miele offers fully paid gym memberships through different Fitness & Wellness Centers, as well as discounts on smoking cessation, homeopathic remedies and weight loss programmes. Miele also plans enjoyable activities and contests for their employees. These range from the “Miele Olympics” and building-wide egg hunts, to tasks encouraging teamwork such as departmental gingerbread house building, T-shirt decorating and pumpkin carving. “These are small gestures meant to break up the normal routine and our employees genuinely enjoy them,” stated Astudillo.

Community service and charity are important to Miele. In addition to having a company-wide Holi-day Food Collection, Miele gives every employee eight hours off per calendar year to use as volunteer time at a local charity. “When you join Miele, you are given an invitation to join the Miele ‘family’ and en-counter the ‘Miele Experience’. That begins when you walk through the door each morning,” said Astudillo.

Ingrid Astudillo,

Miele Human

Resources Mana-

ger, proudly

presents the award.

Unique benefi t:

Employees enjoy

the opportunity

to wash their

garments conve-

niently while they

work.


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RIAAustria begins festival with a treat for the senses in the Gallery

Boogie, art and fi ne cuisine T he opening event of

the five-day “Shake the Lake” boogie festi-

val began in the Austrian Miele Gallery in Salzburg with the motto “Resonance of the Senses”. Over the last 14 years the festival, which after its opening event moves to the Wolfgangsee lake, has repre-sented an institution for fans of boogie-woogie and has be-come well-known far beyond Austria’s borders.

500 guests were at the Gallery for the launch of the fi ve-day festival and expe-rienced a perfect mix of art, music and f ine cuis ine. Alexander Steinwendtner, Günther Nussbaumer and Gerti Spreitz fi lled the stage with art from Salzburg, whilst Andreas Döllerer, an Austrian chef who rose to the top of his profession in double-quick

Over the past year, cus-tomers in Austria have been able to

save 100 euros by participat-ing in the Miele eco campaign. As environmental issues have been a hot topic of discussion in Austria, the subsidiary de-cided to introduce an “ex-change bonus”. Initially this only applied to certain indi-vidual washing machines and tumble dryers, but over the course of the year it has been extended to include all eco

Markus Brandl, Karl-Friedrich “Charly” Hohenzollern, Clemens

Vogler, Richie Loidl and Johnny Schütten ( from the left) bring

rhythm to the Miele Gallery.

Success with the eco

campaign: Josef Vanicek at

the “Futura” industry trade

exhibition in Salzburg.

models from this range of products. The heat-pump tumble dryers were one focus of the campaign, which com-pared to conventional con-denser dryers use up to 46 percent less energy, and the latest eco washing machines, which exceed effi ciency stand-ards set by the European energy-effi ciency label by more than ten percent.

The campaign was bol-stered by radio advertisements, internet promotions, campaign

100 Euro bonus with the purchase of an energy-saving laundry care appliance

Eco campaign accelerates sales

Displaying a sense for the

extraordinary ( from the left )

Clemens Vogler, Markus

Brandl (both from Shake the

Lake), Josef Vanicek, singer

Tinka Milinovic, gourmet chef

Andreas Döllerer and Richie

Loidl (Shake the Lake)

time, prepared the culinary highlight of the evening. More than 20 boogie stars came to-gether in a unique “All Stars

brochures, specialist advertise-ments and cooperative adver-tisements. The subsidiary achieved a 44-percent increase in unit sales of washing ma-chines included in the cam-paign as early as the fi rst stage of the campaign. The extreme-ly successful promotion has demonstrated that the bonus encourages customers to swap old appliances for new ones, as buyers don’t just save on the purchase itself but also on fu-ture energy consumption costs.

Session” to provide the back-ing for dancers from the Un-ion Boogie Club in Gmunden. Josef Vanicek, Managing Di-

rector of Miele Austria, was impressed with the symbiosis: “It is a real joy to experience such a wide variety of arts on the ‘stage’ in the Miele Gal-lery, which are hugely dynam-ic and yet complement each other perfectly.”


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Lafer’s unbelievable cookery school

W hen it comes to producing good fl avours, Johann Lafer is obsessed. The Austrian is one

of the most famous and one of the best chefs in the German-speaking region. He has published countless books, won nu-merous awards and appears on popular cookery shows on television.

Lafer’s credo is to make the culture of cooking and savoir-vivre more accessible to the general public. The 52-year-old’s cookery school “Table d’Or”, which he runs near to his Le Val d’Or restaurant (Stromberg, Germany), demonstrates that this is about more than culinary in-spiration. The concept for the cookery school – “the best of all” – combines pleas-ure, design, light and multimedia technol-ogy in order to create an atmosphere to delight all the senses.

In order to have more time for his pu-pils, Lafer utilises a global technical in-novation: an invisible infrared curtain cap-tures the hand movements of the star chef and transfers this information to a com-puter. The computer then turns the ges-tures into executable actions, thus allow-ing the master chef to work in the kitchen

Star chef treats his guests to an experience for all the senses

without actually having to touch anything, and by simply pointing his fi ngers.

As far as kitchen appliances are con-cerned, Johann Lafer trusts Miele, as the built-in appliances from Eastern West-phalia are known for their ability to com-municate and can be monitored and op-erated via the touch-screen terminal. Sophisticated lighting and audio technol-ogy allow the mood to be changed. Col-oured background lighting when the guests are busy working at the stove can therefore be transformed to create a can-dlelight atmosphere at the large dinner table, which seats up to 16 people. The master controls the lighting and the musi-cal accompaniment via the touch panel, or vocally. Meanwhile, a 70-inch monitor can be used to display fi lms or recipes and menus.

Cookery courses

at “Table d’Or”

have been a

revelation – and

not just because

of the food.


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Enjoy it in styleMiele sponsors fair for food lovers

T he eat’n STYLE in Germany is a must for gourmets, amateur

chefs and for all those who are passionate about good food and trendy kitchen accesso-ries. Organised by a large mag-azine publishing house, the consumer fair, which was held last autumn, enticed a total of over 50,000 visitors to Hamburg, Munich and Cologne – and Miele escaped no one’s attention. As prima-ry sponsor, the company was omnipresent. It fi tted out the “Children’s Paradise” and the “Cooking Theatre” with appliances and was also repre-sented through its own exhi-bition stand. Traditionally, the so-called “Cooking Thea-tre” is extremely popular with visitors to the fair. Here the best-known television chefs from Germany, Switzerland and Austria demonstrate their skills in front of an audi-ence. Meanwhile, with the

special “Chefsache” event, the Hamburg presen tation had a culinary twist. Designed to represent a network of the best, the Chefsache saw deco-rated star chefs – including famous names such as Juan Amador and Christian Bau – celebrate haute cuisine. Al-though the professionals rare-ly have the opportunity to work with “normal” house-hold appliances, the Miele appliances didn’t pose any problems to any of the chefs.

One thing certainly be-came clear to the inexperien-ced onlookers: cooking at this level has got nothing to do with just throwing things together at the cooker; it is re-ally hard work. This is because there fi rst needs to be an idea before the guest is able to en-joy something extraordinary. This idea is then developed at a desk before being tested over and over again in the kitchen.

Three-star chef, Christian Bau (centre) explains his

“Japanese Tryouts” to gourmet critic, Jürgen Dollase (right).

In fact, at second glance the cookery school turns out to be a modern TV stu-dio. Whether fi lming your own cookery show, streaming live on the internet or recording the cookery course as a remind-er for guests, anything is possible at Table d’Or, and of course nothing less than high defi nition cameras of professional quality will do.

“My guideline for the development of the forum for the culture of cooking and savoir-vivre is: Having fun whilst cooking and tasting and enjoying the food togeth-er with my guests, that is my priority”, says Johann Lafer as he explains the phi-losophy behind his new cookery school. “The technology behind the scenes is not important – what is important is that we can rely on it so that my guests feel com-pletely at ease!”

Representing the culture of cooking

and savoir-vivre: Johann Lafer.

Johann Lafer relies on built-in

Miele appliances for communication.

These can also be operated via the

central terminal.


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L ive cooking demonstrations have become a regular feature at the Miele Gallery in Dublin since the

opening of the facility in 2008. Resident Chef Rozanne Stevens has proven to be very popular with both existing and the prospective Miele customers. Rozanne has created a range of menu options to cater for every entertaining opportunity, from Specialist Healthy Eating Seminars, Christmas Canapé Demonstrations, Sim-ple Seafood, Tasty Tapas and the ever popular Cupcake Carnival. Rozanne has featured on Ireland’s leading breakfast show, TV3’s Ireland AM, on two separate occasions, highlighting seasonal recipes and upcoming demonstrations at the Gal-lery. In addition to Rozanne Stevens, Miele have invited a number of high pro-

Dublin cooks with MieleSubsidiary promotes food festival

Rozanne Stevens

knows how to

stimulate people.

Kevin Dundon supported Miele at the “Taste of Dublin” food festival.

fi le celebrity chefs to participate in cook-ing demonstrations at the Miele Gallery, including Neven Maguire, Oliver Dunne and Kevin Dundon.

Besides the cooking demonstrations, the subsidiary has established a hugely successful partnership with “Taste of Dublin”. Taste of Dublin is a culinary fes-tival with a footfall of 35,000 people over

the course of the four-day event. In 2009, Miele took centre stage at this highly an-ticipated food festival, featuring celebrity chef Kevin Dundon at the Miele Family Feature throughout the festival. Miele looks forward to participating in this event once again next year, as it repre-sents an ideal opportunity to interact with key customers at a social occasion.


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T he brand new “Ecole de Cuisine Alain Ducasse” (cookery school) has been welcoming visitors in a

warm and friendly home-like setting since last May. This contemporary 700 m² space is located in the very heart of Paris and offers four kitchens, a cellar for wine tast-ing, a meeting room and a boutique.

The four kitchens are exclusively equipped with the latest Miele household appliances. The whole product range is available to the public and meets the lat-est culinary trends, with its ovens, steam ovens and wok combi-sets, Teppan hobs and Salamander combi-sets.

With this unique space, Alain Ducasse aims to provide accessible and interactive cooking lessons – using simple words to teach and explain, teaching by demon-strating – so that scholars can easily repro-duce the recipes on their own. This is the philosophy of the “Ecole de Cuisine Alain Ducasse”.

The eight chefs working at the school offer a variety of lessons for all tastes: from traditional recipes to fl avours of the world, pastries, Alain Ducasse’s haute

Chez DucasseThe prominent chef opens his new Ecole de Cuisine

cuisine, and, not least, wine tasting les-sons. Each and every amateur chef, from beginners to advanced cooks, will fi nd a lesson to meet his/her expectations. The lessons last at least half a day or an evening, and lunch or dinner is included. Thus every participant is able to return home with recipes that they have fully mastered, as well as some useful tips. Maximum attendance is twelve people per lesson. Team-building cookery courses are also available.

The Ecole de Cuisine aims to attract 10,000 visitors a year. 4,500 people have already attended the school since its opening. The ten-year-old partnership between Miele and the “Ecole de Cuisine Alain Ducasse” gives Miele the opportu-nity to share experiences with the chefs and also contributes to the development of new products. This fruitful dialogue enables the company to anticipate the needs and expectations of a clientele that is always eager for both clever and easy-to-use appliances.

Alain Ducasse has also been develop-ing international partnerships with local

The “Ecole de Cuisine Alain Ducasse”

offers a high standard of cookery courses.

All you need – the four kitchens are

stylish and well equipped.

hotel management schools for several years, with the aim of both demonstrating the excellence of French gastronomy and training the chefs of tomorrow. These professional and amateur training pro-grammes are currently available in Japan, Brazil, the USA and Lebanon. Alain Ducasse is also working on numerous other projects.

Perfect Meal for the PresidentA once in a lifetime opportunity to cook for the head of

the state – this was the accolade held out to a number of ambitious chefs. Miele organised a cooking competi-

tion in Singapore. The prize: to serve a meal to His Excellency, President SR Nathan of Singapore.

Miele was able to gain the television station Channel News-Asia as a cooperation partner for the reality television series project “The Perfect Meal”, which reported on a competition over a total of seven episodes. The challenge: to reinvent classic local dishes with the aim of ultimately creating an iconic meal, which epitomises modern Singapore, to be served at a banquet. The participating chefs: Daniel Sia of The White Rabbit, Manjunath Mural of Song of India, Pang Kok Keong of Canele Patisserie Chocolaterie, Haikal Johari of Restaurant Ember in Bangkok, Yong Bing Ngen of Majestic Restaurant, and Paul Froggart of Saint Pierre Group.

“The Perfect Meal” culminated in an extraordinary fi nale that was broadcast last August from the Miele Gallery. Chef Haikal Johari, from restaurant Ember in Bangkok, emerged as the win-ner and presented his four-course perfect meal to His Excel-lency and 15 esteemed guests. On the menu were Haikal’s warm hamachi with fragrant oil, young ginger fl ower vinaigrette and petit salad; re-invented chicken rice; 8-hour braised beef short ribs with kichap manis and lemongrass, potato confi t and sweet peas; and homemade pandan ice-cream with semolina ‘sable’ breton and chocolate-chilli soup. These sophisticated creations impressed each of the seven culinary experts on the judging

Six of the most gifted chefs in Singapore competed in

The Perfect Meal.

Chef Haikal presenting

his perfect meal to

President SR Nathan

of Singapore.

panel, as well as the President and his guests. Prior to joining restaurant Ember in Bangkok, Chef Haikal Johari had worked for some of the most famous restaurants in Singapore.

“We congratulate Chef Haikal and, at the same time, hope that all six chefs who competed in The Perfect Meal will be cel-ebrated for taking up the challenge of pushing the boundaries of Singaporean cuisine and the enterprise that they have demon-strated”, said Mario Miranda, Managing Director of Miele Singa-pore, at the fi lming of the fi nal episode. “One of our key intentions in creating The Perfect Meal was for the television series to inspire and stimulate continued excellence in Singaporean cuisine. We hope the search for the perfect meal will be an eternal one.”

Miele initiates a cooking challenge in Singapore


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New edition of The Miele Guide presents 450 restaurants

Top-class in Asia

F ollowing the successful launch of its inaugural edition last year, the much-anticipated 2009/2010 edition of The Miele Guide was

launched at The Fullerton Hotel Singapore last Sep-tember. The red-carpet extravaganza enjoyed the privileged presence of some of Asia’s most celebrated chefs and restaurateurs, as well as regional and inter-national food critics and journalists.

The very fi rst edition of the independent guide to Asia’s fi nest restaurants has already set a new stand-ard for judging dining excellence in Asia, and has visibly drawn the world’s attention to Asia’s best cu-linary talents over the past year. Growing from strength to strength, the second edition of the guide adds new features in pursuit of delivering an ultimate guide to the dining public that is useful, independent, credible and authoritative.

This year’s guide features 450 restaurants from 16 Asian countries – an increase on the 320 restau-rants from 13 Asian countries in last year’s edition – chosen with the help of 85 of Asia’s most respected food writers and restaurant critics, 1,500 F&B profes-sionals, and over 19,000 voters from 98 countries. In addition to the annual ranking of Asia’s top 20 restaurants, the guide also lists the top fi ve restau-rants in each country represented in the guide to offer a stronger showcase for Asia’s top chefs and

restaurateurs. And there is another fi rst: this guide features an overview of each featured country’s dining scene, written by The Miele Guide’s contrib-uting editors, who comprise top restaurant critics and food writers in their own right in their respective home countries.

“L’Atelier de Joel Robuchon” in Hong Kong and “Iggy’s” in Singapore remain the best two restaurants in Asia. These two gastronomic institutions have, however, swapped positions on the leader board, with L’Atelier topping the list this year.

“This year and for many years ahead, we are proud to be continuing to play a part in recognising the best in Asia’s restaurant industry, whose fi erce passion and pursuit of excellence in their craft reso-nates with Miele”, said Mario Miranda, Managing Director of Miele Singapore, at the festive launch of the new edition of the guide.

This year, in addition to being the named sponsor of the guide, Miele contributed towards two scholar-ships offered under the auspices of The Miele Guide Culinary Scholarship Programme – giving two passionate young Asians the opportunity to refi ne their culinary skills at the acclaimed At-Sunrice GlobalChef Academy.

More information: www.mieleguide.com

Left: The 360 guests at this year’s The Miele Guide gala dinner were lavishly feted. Right: The fi nest

in Asia. From the left: Andre Chiang ( Executive Chef of Jaan par Andre, Singapore), Armin Leitgeb

(Executive Chef of Les Amis, Singapore), Michael Au (Restaurant Manager of L’Atelier de Joel Robuchon,

Hong Kong, and Robuchon a GaleraI, Macao) and Ignatius Chan (Owner of Iggy’s, Singapore)


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Miele opens new exhibitions around the globe

Brand experiences for the senses

Feel, see, smell and taste – Miele invites customers to experience something for all the senses at Miele Galleries and Experience Centres. Over the following pages, we introduce you to several exclusive experience venues that have opened during the past months, and Miele Managing Director Dr Reto Bazzi explains the marketing concept behind this unique brand presentation in an interview.


T he Netherlands subsidiary is as-tounding its customers with ex-cellent customer service and an

experience-orientated exhibition. From trade partners to consumers, whoever visits the new “Miele Inspirience Cen-tre” at the headquarters in Vianen enters a world for the senses.

A world of products is displayed over 3,000 square metres in the Dutch city of Vianen. The exhibition focuses on living, clothing and food – basic human needs that Miele seeks to fulfi l with its convenient and wide range of products. The domestic ambience is becoming more signifi cant for the modern person, and thus the demand for quality, longev-ity and technical solutions is increasing. Household appliances with refi nement and sophistication are gaining more and more importance in daily life. Visitors can discover the solutions that Miele has to offer at close hand in the “Inspirience Centre” – either on a guided tour of the exhibition, a visit to the cookery theatre or a cookery course in the Miele Culi-nary Institute.

Anyone who visits Miele in Vianen will be cordially received. Visitors can decide if they wish to take part in a guided tour or if they want to discover the exhibition for themselves. The

coffee bar helps to reduce the waiting time for a consultation or for a guided tour. Those who decide to go it alone are supplied with an iPod, which provides the most important information about the products on the interactive walking tour.

The high vacuum cleaner wall, with a refl ective backdrop that makes it look even more impressive, immediately captures the attention of visitors. How exquisitely colourful ! The tour of the exhibition takes in the various Miele product worlds. The Laundry World and especially the Living and Cooking Worlds display the latest appliances from Miele. In the Professional area, visitors can fi nd out information about the latest appliance technology for com-mercial use. The library provides Inter-net access and literature so that visitors can gain additional information, whilst the meeting rooms give visitors the op-portunity to discuss the range of appli-ances in peace, whilst they are still fresh in the mind. Children can also fi nd some necessary relaxation in their own Play World. Meanwhile, the accessories shop offers lots of fantastic items for the home – such as high quality service parts and cutlery, as well as detergents and care products.

VianenThe name is simply a play on words:

The “Inspirience Centre” and

the headquarters of the subsidiary

are located under one roof

in Vianen.


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From informative to entertaining:

The exhibition in Vianen caters

for the needs of customers.


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Water plays a key role in human life – and water is also a key raw material for Miele that must not be wasted. Miele appliances, such as washing machines and dishwashers, help to protect this valuable commodity with their low consumption values. In the “Inspirience Centre”, visitors can experience water in a quite different way: The Water Bar presents over 70 different types of the highest quality of water from across the globe. Those visitors who take the

opportunity to dine in the à la carte res-taurant can sample a selection of these.

Cooking with steam plays a special role in Vianen, both in the exhibition with its lavish presentation of the steam cookers, and in the two “VitaSteam stoomtheatres”. Potential customers are introduced to the benefits of Miele built-in appliances in the daily presenta-tions that take place here. The themes of nutrition and pressure-cooking are the focus.

Barcelona

Adragonfl y fl oats by like a fairy and greets a broadly grinning apple. A mysterious mist rises and a

dancer pirouettes to the gentle notes of a harp. No, this isn’t a scene from “Alice in Wonderland”; instead it is from the

A charming greeting for Dietmar Vierbuchen, Managing Director of the Spain

subsidiary, Dr. Reinhard Zinkann and Dr. Markus Miele.

opening ceremony of the new Miele Gal-lery in the capital of Catalonia, Barce-lona. 120 guests from the world of poli-tics, retail and the social sector, from the hotel industry and gastronomy, as well as customers and numerous representa-

tives from the media, found themselves at a

top-class event to duly cel-ebrate the inauguration of

the showroom, which stretch-es across three different levels.

Dietmar Vierbuchen, Managing Di-rector of the Spain subsidiary, Dr. Markus Miele and Dr. Reinhard Zinkann were all in agreement: a city that is as lively and modern as Barcelona is the ideal location for the stylish gallery, which is sure to draw visitors in their droves. This was also the case on the evening of the opening. In reference to the environmentally friendly approach of the company, guests were given tours of the building by actresses wearing costumes made almost entirely from natural materials. Each f loor of the building provided visitors with a differ-ent source of entertainment. Music lov-ers, for example, definitely got their money’s worth: pianist Michele Faber, who is well-known on the American and Spanish jazz scene, her trio and jazz singer Amelia Bernet, the vocal coach from the Spanish version of the TV show “American Idol” all produced

Vianen receives guests in a stylish lounge. The built-in appliance presentation teaches culinary expertise.

Those interested in cooking can take part in cookery classes at the Culinary Institute. These classes see professional chefs present the variety of ways that Miele appliances can be used. The cook-ery courses are suited to match the ex-perience of the participants and vary in diffi culty from beginner to professional. Conclusion: The Miele “Inspirience Centre” in Vianen inspires its visitors and shows them how life at home is so much easier with Miele appliances.


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feel-good performances exuding charm. Meanwhile, the soft tones of interna-tional musician Silvia Rifà’s harp offered a different kind of musical treat.

The physical well-being was also well catered for. Along with sweet and tasty finger-food, show chef Julio López grabbed the attention of guests with his live preparation of Japanese delicacies.

Creative and original: The creations of the “Fruit Art” team had the audience in raptures.

“And that wasn’t all !” A dancer entices the visitors on a guided

tour of the Miele Gallery.

Served fresh from the mist: Caipirinhas for the guests

in Barcelona.

Julio López runs his own cookery school in Barcelona and regularly works with the Spanish subsidiary. Numerous trips to Asia have turned Asian cuisine into his specialty. The cooking skills that López learnt there are now being shared with participants of the cookery courses and master classes, which take place in the fully-equipped kitchen on the lowest

fl oor of the Gallery. And it was here that liquid nitrogen created the mysterious mist from which the Caipirinhas were served on the opening night. The crea-tive masterpieces that the “Fruit Art” team conjured up from fruit and vegeta-bles provided an original end to the wide range of events that evening.

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I f you’re the sort of person who likes to try before you buy, the new show-room for Miele is going to change the

way you purchase appliances for good!” This is how an online city guide recom-mends the new Gallery in its “Places To Go in London” section. It is a good tip too, as customer service in the Gallery goes well beyond individual consulta-tions. Interested buyers are invited to bring along their own favourite items of clothing to test the qualities of the fully automatic washing machines on site. In addition, potential customers can at tend cooking demonstrations and practical cookery classes.

The fully equipped kitchens were inaugu-rated at the opening of the Gallery. Steve Groves, winner of the BBC TV show “Masterchef:

The Professionals” and Nicky Young-johns, Miele Great Britain’s Head of Central Training and trained home econ-omist, demonstrated their gourmet tal-ents together. They conjured up “Dim Sum” appetisers, which originate from China’s Cantonese cuisine, in the steam cooker, whilst elegant “Mini Croque Monsieur” sandwiches were prepared on the Salamander. Culinary delights such as fruit cocktails and wild mushroom risotto with parmesan were also await-

ing the guests.Dr Markus Miele, Dr. Rein-

hard Zinkann and Simon Grantham, Director of the Great Britain sub-sidiary, spoke to jour-nalists from various branches of the media during a press confer-

ence and individual in-terviews. Besides repre-

sentatives from media out-

An inviting atmosphere: the festively

decorated table in the new Miele Gallery

London.

Dr Reinhard Zinkann, Simon Grantham,

Director of the Great Britain subsidiary,

and Dr. Markus Miele in front of the

Gallery at Cavendish Place.

London

Even the eyes are tempted:

artistically presented “Dim Sum”

appetisers, in London.

lets such as the Financial Times, BBC Radio 4 and The Economist, forty other guests participated on the fi rst day of the opening ceremony. Fashion designer Jas-per Garvida and TV celebrity Hardeep Singh Kohli were amongst these guests. The next day, over eighty commercial partners, Miele employees and guests attended the second part of the offi cial opening. All the guests were deeply impressed with the new showroom, singing its praises and calling it “superb”, “ impressive” and “fantastic”. Miele’s


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Scottsdale

Demonstrating how it is done: TV chef Steve Groves and Miele employee Nicky

Youngjohns create a selection of exquisite delicacies for the guests.

I n the southwest region of the United States, Miele recently cut

the ceremonial red rib-bon marking the offi-cial opening of its new-est appliance Gallery in

Excellent venue for the new 5,000-square-foot Scottsdale Gallery:

The Airpark Design Center.

commercial partners all agree that the Miele Gallery is a wonderful opportu-nity and are convinced that visitors to the Gallery will follow up their trip with a visit to specialist stores “with a much longer shopping list”.

They have the ideal opportunity to do this as well, as the showroom, which is located at Cavendish Place on Wigmore Street, could not be situated more per-fectly – in the heart of the British capital city, the home of numerous premium kitchen showrooms and stores.

Scottsdale, Arizona. Lo-cated in what is referred to as the Great Ameri-can Desert, this new centre is positioned at the design epicen-tre of the Airpark De-

sign area of Scottsdale, a thriving suburb just outside of Phoenix. The Gallery will serve the growing, affl uent commu-nities in Arizona and neighbouring states. Dr. Markus Miele performed the offi cial opening ceremony with Scotts-dale Mayor W.J. “Jim” Lane. The open-ing event played host to over 250 area designers, builders, dealers and press, who sampled gourmet delicacies pre-pared in the showroom’s live test kitch-ens while touring the stunning product displays.

Dr. Markus Miele was quoted as say-ing, “As Sky Harbor Airport in Phoenix is a central hub with direct fl ights from many major cities, this gallery is predes-tined to become a main training facility for our dealers in Colorado, Utah, New Mexico, Nevada and beyond. At the same time, the Gallery is set to become a popular resource centre in which de-signers, builders and homeowners can experience fi rst hand the world of inno-vation that Miele has to offer.”

According to Scottsdale Mayor W.J. “Jim” Lane, “The City of Scottsdale wel-comes this elegant Miele Gallery. This is a great partnering of great brands. Miele and the Scottsdale community share the values of quality design and environmen-tal awareness. Both offer beautiful visu-al character and at the same time we continuously reduce resource consump-tion and enhance sustainability.”


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Two outstanding showrooms were opened last October in Canada under the Miele logo: Caplan’s in

Toronto and the Gallery in Laval (Mon-treal).

The “Miele Gallery Caplan’s” is the fi rst freestanding, independently owned appliance store in North America dedi-cated to a single brand. It offers the ulti-mate in premium appliances, showcased

in an exquisite 2,500 sq. ft. space, and serves as a one-stop shop

for both consumers and designers to view a beau-tiful selection of Miele appliances.

The incorporation of a top-quality active kitchen was central to

the design of Miele Gallery Caplan’s to wel-

Long partnership:

Martin, Fran,

Arlene and Robert

Caplan met

Dr. Reinhard Zinkann,

Maria and Jan Heck

( from left) at the

opening.

Toronto

More than just an

elegant and classy

backdrop: The Gallery’s

programme includes

cooking demonstra-

tions and seminars.

The new 465-square-metre Scotts-dale showroom displays an extensive selection of Miele appliance products in a unique minimalist environment – free from distractions of the typical kitchen vignette styling. This unique visual strategy allows customers to obtain a clear, uncluttered view of the appliances, making it easier to imagine what the ap-pliances would look like if they were in-corporated into their specific kitchen design. Scottsdale is Miele’s tenth U.S. appliance Gallery, joining Beverly Hills, Boca Raton, Boston, Chicago, Dallas, Princeton, New York, San Francisco and Seattle.

Consumers and designers who visit the Scottsdale Gallery will experience Miele’s innovative, live product displays and may fur ther their know-how through cooking programmes and edu-cational seminars. The Miele Gallery offers a fully functional kitchen area for classes, an elegant dining area for events, and a coffee bar for customers to enjoy a perfect espresso or coffee while they visit.

Cutting the ribbon (from left): Hal Ellison,

Gallery Showroom Assistant Scottsdale,

Juliana Adams, Gallery Showroom

Manager Scottsdale, Dr. Markus Miele,

W.J. “Jim” Lane, Mayor of Scottsdale,

Cortney Winger, Regional Sales Manager;

Adam Samford, Senior Field Technician.


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Montreal

A fter the much anticipated wait of Quebecors for the past year and a half, the Miele Gallery

Montreal fi nally opened its doors. The new Miele Gallery in Laval, Quebec showcases the entire collection of Miele appliances in an exquisite 4,500-sq.-ft gallery.

With the complete range of Miele ap-pliances on display, the Miele Gallery has been thematically created to offer a library of showrooms designed to allow visitors to easily browse the wide variety of products within the different product categories, from cooktops, to oven, to refrigeration to laundry systems. In ad-dition, the Miele Gallery is equipped

We speak French:

The opening of

the Gallery near

Montreal aroused

much interest.

The “Miele Gallery

Caplan’s” is dedicated

to a single brand.

come consumers and designers to expe-rience live products through cooking programmes and educational seminars with their full-time chef.

“Miele has been part of the Caplan family of appliances for many, many years,” said Robert Caplan, owner of Caplan’s Appliances. We recognise that there are a growing number of consum-

ers that value the investment in premium appliances and our spectacular new Gallery won’t disappoint.”

The grand opening was extremely well attended by the media. It was host-ed by Robert Caplan and Jan Heck, President of Miele Canada. Dr. Reinhard Zinkann was in Toronto and was the guest of honour for this event. “Dear

members of the Caplan family, you and Miele in Canada can look back on a long-standing partnership which reaches back as long as Miele has been in existence in this country. As ones who were ‘in on the bottom fl oor’, as it were, you have always been committed to promoting the Miele brand and have been instru-mental in its success,” he pointed out.


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Santiago de Chile

F rom visits to the theatre to fl amen-co courses and complimentary shoe care, you can find almost

anything in the Parque Arauco, one of the most important shopping centres in Chile, located in the country’s capital

city, Santiago. Visitors to the shopping paradise can combine shopping at the centre’s 300-plus shops with culinary enjoyment, art, culture and other leisure activities. Fans of designer products are particularly drawn to the Parque Arauco,

as the third fl oor is completely dominated by design and exclusivity.

30 international brand manufacturers present their premium products here, “which means Miele simply has to be there”, explains Jürgen Freyer, General

with a fully functional demonstration kitchen, in partnership with Studio Snaidero.

“With Quebec being such an impor-tant market for Miele, we are delighted to continue our investment within a mar-ket for consumers that truly appreciate the quality and the investment in a pre-mium brand,” noted Jan Heck. “The new Gallery will provide consumers in Que-bec access to Miele Ambassadors who have extensive knowledge to ensure they receive a consistent brand experience.”

Dr. Reinhard Zinkann, fourth gen-eration and co-proprietor of Miele, was in Canada to celebrate this special open-ing. “The Miele Gallery will attract at-tention on account of the numerous cookery demonstrations and other events held here. Alongside product launches, we can also cater for corporate and team-building events or offer evening meals in a stylish ambience,” he said.

The demonstration

kitchen in

Laval welcomes

customers for

cooking events.

The Miele

Boutique in the

Parque Arauco

offers tailor-made

solutions

for customers

in Chile.


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Auckland

A piece by New Zealand fashion designer An-

nah Stretton casually drapes a matte man-nequin. A cast-glass pacific paddle, spe-cially commissioned by Northland artist Garth Dobney, takes pride of place alongside many of his other vibrant pieces, which are stra-tegically positioned around the 140-square-metre space. Art on loan from a local art gallery includes a Sam Foley for-est scene and abandoned forestry equip-ment, delicately sculpted by Nic Moon. The Miele New Zealand Gallery really is altogether something else; a sophisti-

Art is the difference from other showrooms.

Manager of Miele Chile. For this reason, the company is now represented at the centre by an exclusive boutique on the Designer floor. The boutique has been open to customers since last December, with the offi cial opening ceremony taking place at the beginning of 2010. The bou-tique was designed by well-known Chil-ean architect, Gonzalo Mardones Viviani in conjunction with Miele’s own team of architects. He knows exactly how to cre-ate the right setting for premium prod-ucts, as he is also managing the construc-tion of the new Miele Gallery, which is set to open soon.

In Chile, people sum up the concept of a boutique in one short word: care. Tailor-made solutions for the care of del-icate items of laundry, exclusive fl ooring and precious tableware will be offered to Chilean customers. “Miele provides state-of-the-art technology, so that the objects which people value most can be perfect-ly cared for and protected – and we want to make this more accessible to our cus-tomers”, explains Freyer. Personal service takes centre stage: “Our specialist staff are available each day to advise customers and help them to discover the best solu-tion to suit their individual needs.”

Founded in 2007, this Miele subsidi-ary is the first in South America. The household appliances from eastern West-phalia have, however, been known in Chile for much longer. The Schiess fam-ily, which has German roots, was the gen-eral importer for Miele as early as the 1950s. All members of staff who were employed for Miele by the Schiess com-pany TransTec and who, as a result, have the relevant knowledge, were taken on when the subsidiary was founded.

Coffee and steam in the Miele Boutique

cated blend of design stu-dio, art gallery, cooking demonstration school, intimate dinner setting and appliance retail space all in one.

It’s no creative ac-cident that this retail

space draws you in. Cliff Thompson, General Mar-

keting Manager, has gained valuable experience from working

with Victorian architect Robert Blair, interior design coordinator Patricia Jeanes and Terry Earle from Without Pier Gallery to uplift and transform the Australasian showrooms. From a typical Victorian dry gully feature in Knoxfi eld, a ‘living wall’ in Queensland featuring


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Durban

2009 welcomed the opening of South Africa’s 4th state-of-the-art Miele Gallery of Fine Living, fol-

lowing the success of the Bryanston (Jo-hannesburg), Tygervalley (Cape Town) and Brooklyn (Pretoria) galleries.

Dr. Markus Miele and Michael Jeanes (background) with some of the staff from

Miele New Zealand.

From cooking to laundry care:

The Gallery in Auckland presents the

products in a stylish way.

indigenous plants, to the Pacifi c-themed Auckland Gallery; each pays homage to its essentially local fl avour.

Miele New Zealand staff, headed by national sales manager Brian Scott, enjoy an entire 125-square-metre offi ce envi-ronment that overlooks the Gallery and brings them eye-to-eye with the art on display. A warehousing facility, which is located behind the kitchen, houses a computer room and lends itself to fur-ther development into a training centre for product knowledge sessions and serv-ice training.

Ten recently appointed chartered agents were invited to join Dr. Markus Miele and Michael Jeanes, Managing Di-rector Australia and New Zealand, at a sit-down lunch at the Gallery. Miele am-bassadorial chef Shannon Bennett sent his two right-hand men, chef Andy Harmer and sommelier Michael Gray, to prepare and serve the meal, which was all cooked

on-site in the Miele kitchen. The menu was as sublime as the Gallery, with local shellfi sh risotto, slow-cooked venison and kiwifruit trifl e to tempt the senses.

This is just an indication of what the new Gallery has to offer. With the 50-square-metre cooking demonstration and 35-square-metre dining areas both seating 14, prospective customers can enjoy pre- and post-purchase product demonstrations with home economist Dominique Houlihan to ensure they are getting the most from their Miele pur-chase.

The new Gallery is situated in the aff luent area of Umhlanga Rocks, 30 kilometres north of the city of Durban. The showroom has been styled with great expert assistance from the Bau-abteilung at Miele Gütersloh, to maxim-

ise the space, volume, and fl ow of light. The tower-ing shop windows in-vite the visual bril-liance of the almost completely glass show-room, and allow visitors

to discover the world of Miele quality and style. The location has been

carefully selected because of the ever-increasing numbers of residential and business developments in this area, and not least due to the upcoming open-ing of the new King Chaka International Airport nearby. With the Football World Cup scheduled for 2010, this is an im-portant showcase for the brand. Further-more, there are tremendous develop-ments being undertaken, especially in the harbour area of Durban, and Umh-langa and Ballito are the new growth hot spots of Kwa-Zulu Natal.

Durban has a large Indian population and the interior visuals ref lect Asian grace and beauty. The design of the showroom differs from the others as it features an exclusive dining/conference Salon Prive up on the 4th level, where

In Cape Town, you should visit the Miele Gallery and – when the Football World Cup

starts – the Green Point stadium.


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Brennan Menday

(Miele) and Bertus

van der Veen

(CEO of

Euro Appliances)

experience Indian

folklore in front

of the Salon

Prive of the

Durban Gallery.

Many VIP guests

attended the art

exhibition at Miele

Bryanston Gallery

of Fine Living

(Johannesburg).

plush, private demonstrations take place for high profi le specialised clientele. The formal launch of this Gallery is planned for early 2010.

The Tygervalley Miele Gallery has been expanded and will now feature art, lifestyle and kitchen functions with regular cooking events and shows. MasterCool features strongly in all the galleries.

A highlight in the Johannesburg Gal-lery was an art exhibition by Aparna Swarup, who launched her latest work “bioscope”. Aparna is the wife of the In-dian High Commissioner, who is a celeb-rity in his own right after writing “Slum-dog Millionaire”. The Guest of Honour was Mrs Zanele Mbeki, wife of the former President of South Africa. Many VIP guests attended the launch.

Dr Bazzi, what do the

Galleries mean for the Miele

brand image?

Dr Reto Bazzi: Originally, their main purpose was to demonstrate to our trading partners worldwide what a presentation that is true to the brand looks like. This helps us to spark desire in the customers. Over time, how-ever, contact with consumers has played an increasingly role in many countries. Inci-dentally, many consumers come to the Galleries on the recommendation of the stock-ists, to get a better impression of the broad variety of the Miele world. The purchase itself is then handled by the stockist. In addition, the Gal-leries help our staff to better understand that they repre-sent an excellent brand and valuable products. When and where did Miele

open its fi rst Gallery?

Dr Reto Bazzi on the Gallery concept and further plans for expansion

“Bringing the Miele world to life”

The fi rst was in 2003 in Milan. Today we run around 70 show-rooms in a wide range of sizes and styles in almost 50 coun-tries. Around 30 of these have been created in line with our Gallery concept, including our newest Galleries in Barcelona, London and Kiev.

What are the characteristics

of this concept?

We look for prestigious build-ings that are easy to spot, easy to access and that are located in the vicinity of other global brands. This makes shopping

areas on the arterial roads of cities especially attractive. The exhibition area is generally between 200 and 800 square metres in size, excluding train-ing rooms, active kitchens and offices. The presentation is dominated by a meaningful, warm elegance and a fl air that is typical of the host country.

Has the Gallery concept

changed over the course of

the years?

Yes. The most important de-velopment arose from the emotionalisation of our brand image. We do not tell people that our appliances can help them to feel full, to wash dirty laundry and to vacuum their homes; instead we explain to them that they can enjoy a touch of luxury with Miele, that they can care for their clothing and homes and that they can do all of this in a gen-tle, effi cient and environmen-tally friendly way.

Dr Reto Bazzi has been

Managing Director of Sales

and Marketing since 1999.

And what does this

mean for the Galleries?

It means that we have moved away from pure product presen tation and instead we use the Galleries to stage atmospheric worlds of expe-rience. The showrooms in Hong Kong and Singapore are successful early exam-ples of this change.

Which Miele Gallery

is your own personal

favourite?

It’s always the one that we have opened most recently, as it provides the role model for the next one. Every new Gallery should be better than its predecessor – and we manage to achieve this.

And where is Miele

building the next one?

The next new openings are planned for Riga, Shanghai and Santiago de Chile – and these will not be the last.


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There could only be one reason for

Miele employees turning up for work

with laundry baskets packed full to the

brim: straight after their shifts they

were indulging in their new hobby and

enjoying an informal gathering at the

ironing meeting. Laundry care expert

Melanie Wolff organised in the Miele

Forum a total of twelve classes to

help the interested participants

produce perfectly pressed laundry.

After a short presentation from the

experts, the ironing fans, only 30

percent of whom were men, were

given a chance to display their own

skills. To the joy of the participants

and the spectators, who were able

to enjoy an ironing demonstration as

part of their visit in the Forum, the

creases and crinkles simply had to

accept their fate.

A nyone passing by the Wemperhardt border crossing between Belgium and Luxembourg will fi nd everything they need for the day there: the supermar-ket is open on Sundays and public holidays, and the petrol station provides

both petrol and clean laundry – around the clock. Klaus Theissen has rented half of the petrol station shop and now runs the “Textilreinigung Edelweiss” laundry com-pany from there with great success. The entrepreneur’s extraordinary concept, which is supported by the Miele Luxembourg subsidiary, has been awarded with the “RWin – Textile Cleaning of the Year 2009” prize by the well-known German trade journal “RW Textilservice”.

Theissen has set up an automatic machine in the lobby area of the launderette, which is operated with a prepaid card, for those customers wishing to drop off or collect their laundry in the middle of the night. The “Textilreinigung Edelweiss” launderette is open from Monday to Saturday, and with four Miele washing machines amongst its fl eet, is able to wash and dry around 100 items each day. Textile cleaning expert Theissen relies on the Miele wet cleaning system more than anything else, which even allows him to clean delicate outerwear and woollen blankets in the bain marie.

Easily accessible

on the route from

Belgium into

Luxembourg: the

“Textil reinigung

Edelweiss”

launderette.

Clean laundry from the petrol station

Trade journal awards prize to Textilreinigung Edelweiss

Cooking is fashionable. Cooking is enjoyable. Cooking brings peo-ple closer together. This is why

Miele Belgium has organised the Miele Cooking Trophy for its employees for the past three years. It is a successful way of teaching its staff to work with Miele ap-pliances. The cookery event is made up of pairs who must take on other pairs in a musical atmosphere.

In the fi rst year cooking took place to the rhythm of salsa, last year it was disco and this year it was “wrong” (a classical music ambience). The pairs must prepare two dishes and a well-known chef comes to taste and nominate the best dishes. Three starters, three main courses and three desserts are nominated from among all of the participants. These nominated items are put on the “Miele Village” website, where each member of staff can vote for his or her favourite dishes for the New Year menu. Of course, the three winning dishes are immediately put on the menu for the Miele New Year’s party, which is always held on the second Friday in January. And the winners … they win a culinary tour with the chef in one of Belgium’s cities.

Belgium enjoys Belgium enjoys the Cookingthe Cooking

TroTrophyphy

Let’s iron – no Miele, no fun.

A nyone who has Miele at home does not want to have to do with-out the quality and convenience

anywhere else – especially not onboard their own yacht. With “Miele Marine”, the company has created a range of prod-ucts that target the special requirements onboard ships and high-sea yachts. Miele contributed to large boating exhibitions, such as the Dubai International Boat Show and the International Boat Show in Fort Lauderdale (USA) by putting on its own presentations.

The 17th edition of the Dubai Inter-national Boat Show (March 2009) sailed into new waters and, in doing so, sur-passed all previous show records. With more than 30,000 visitors and an overall 20-percent increase in exhibitor space, the show has reconfi rmed its position as the largest and leading event for the lei-sure marine industry in the Middle East. Visitors were confronted with fi ve global launches, 22 regional premieres, 19 spec-tacular super yachts and over 400 boats.

The International Boat Show in Fort Lauderdale, Florida, celebrated its 50-year anniversary last November. The ex-hibition is one of the largest and most important platforms for the industry in the world. According to the data provided by exhibitors, boats, yachts, super yachts and equipment worth more than 3 billion dollars were on display at the 2009 event. Miele Marine was there for the fi rst time


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Flying the fl agMiele Marine exhibits in Fort Lauderdale and Dubai

The Miele Marine stand in Dubai

attracted interest from all over the

Middle East.

Under an American fl ag on board

the MY Katya, the washing is done

with Miele.

and caused a sensation with the “Little Giants”. The washing machines and tum-ble dryers from the Professional product range have – compared to American standards – small measurements and have also been commended for their short pro-gramme times and for displaying the traditional high levels of quality that Miele products are known for. The coffee consumption levels at the exhibition stand served as a gauge for customer in-terest: Despite an outside temperature of 30°C, over 1,500 espressos, cappuccinos and coffees were handed out during the seven-day trade fair.

The “Bahia Mar” exhibition site

in Fort Lauderdale is huge.


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T he “clean the ship”-order is made on board the Mecklenburg-Vor-pommern. For the rank and fi le,

this means spending the next two to three hours cleaning thoroughly and doing their washing. Later the sergeants will carry out an inspection that is even more fastidious than usual, because a small cel-ebration is scheduled for the afternoon. The frigate Mecklenburg-Vorpommern is celebrating its birthday, or more precisely, its commissioning, which took place 13 years ago, on St. Nicholas’ Day in 1996.

Frigate Captain and First Officer Gerald Liebich has gathered the offi cers together in the offi cers’ mess. The recon-ditioning of the diesel drive is almost complete. Decisions must still be made before the Christmas holiday as to when supplies, provisions and munitions are to be picked up and from which quay. The frigate is to set sail again in January 2010, initially to Dublin and from there on to Reykjavik. The priority will then be the training of new soldiers – a much less spectacular trip than the latest ones, and one that the public will hardly notice. The last two years have been somewhat different.

“Between November 2008 and April 2009, we were involved in the Enduring Freedom and Atalanta operations”, ex-plains frigate Captain Gerald Liebich.

Heavy shift around the Horn of Africa

On board the Mecklenburg-Vorpommern frigate, soldiers wash with Miele Professional

“Our mission was to combat terrorism and drug traffi cking, as well as to provide protection against pirates in the waters around the Horn of Africa.” The frigate was able to prevent the capture of mer-chant ships by pirates on several occa-sions during these assignments. Two Sea Lynx deck helicopters proved to be the strongest weapon in this. Although the frigate can plough through the water at speeds of up to 29 knots (54 km/h) – when it is switched over from the diesel motors to the gas turbines – it cannot always be in the right place at the right

time in the large stretch of water. This is not the case with the two armed deck helicopters: Once cries for help had been received from ships under threat, the speedy intervention of the helicopter was able to thwart the intentions of the pirates on multiple occasions.

Sea Lieutenant Thomas Fischer shows us around the ship. The Mecklenburg-Vorpommern is almost 140 metres long and 17 metres wide. This sounds large, but as the home and workplace for more than 200 soldiers, it is actually quite small. Eight soldiers sleep in each accommoda-

The Mecklenburg-

Vorpommern was

stationed at the pier

in Wilhelmshaven

last December for

maintenance work.

The technical control

centre is in charge

of ensuring that the

operations room is

ready for action.


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tion unit. A bunk with a curtain is the sum of their private quarters. Almost everyone has their own laptop with them. At sea, emails are the only connection to home, and this is only allowed when the location of the frigate is not a secret. De-pending on the mission, it is sometimes necessary for the commandant to cut the connection to the outside world. “The as-signments in the Persian Gulf and at the Horn of Africa were over six months, long at a time. It placed an extraordinary physical and psychological strain on the soldiers”, explains Thomas Fischer, Elec-trical Offi cer on board.

Steep steel ladders lead to the lower decks. The wash kitchen and washhouse are situated below the water’s surface. It is a good location for the Miele Profes-sional appliances on board, because it is the place where the ship’s movements are felt the least. Two PW 6101 EL wash-ing machines and two T 6250 tumble dryers with a load size of ten kilograms are installed. Similar or identical appli-ances are also in operation on the Ger-man Navy’s other war ships. The soldiers are, however, responsible for washing their clothes themselves. Laundry is done on a preassigned day and this depends on the main section of the ship in which you work. Several soldiers do their washing together to load the machines as full as possible. The navy provides the detergent.

“The machines do a good job”, says Thomas Fischer. His predecessor at the post told him that once the electronic unit on one of the appliances had to be changed. A technician came on board at an African port and rectifi ed the situation.

Back on deck, the hangar for the helicopters is be-ing inspected. The aircrafts are not on board and the huge space is ideal for the upcoming birthday celebra-tions. A few more weeks at the pier in Wilhelmshaven and then another trip begins. Sea

Lieutenant Thomas Fischer is already looking forward to it. An extended stay in the shipyard is planned for the Mecklen-burg-Vorpommern in May 2010. For many soldiers, this means taking their leave and starting a different post.

In the laundry bag in the honeycomb

drum: Sea Lieutenant Thomas

Fischer loads the Miele appliance.

Eight soldiers

sleep in

close quarters

on the sleeping

deck.


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T he region of Dalarna in the centre of Sweden is renowned for the

Vasaloppet ski race and for canoe tours amidst unspoilt nature. It is also famous for its world-class disinfection tech-nology. The Falu lasarett hos-pital has now become the second hospital in the region to be equipped with the latest generation of Miele cleaning and disinfectant machines. This hospital covers a territory that is home to around 275,000 people. The hospital has 500 beds, which are dis-tributed amongst 17 clinics and many specialist and serv-ice departments. The instru-ments used in operations, treatments and examinations have been prepared using four PG 8528 large cabinet decon-tamination units since spring 2009.

“We are extremely satis-fi ed”, says Elisabeth Bergqvist, director of the central sterile supplies department. Accord-

Safety fi rsting to her, the Miele devices have not just improved the standard of disinfection and the reliability; the noise level in the department has also been significantly reduced. But above all, the large cabi-net decontamination units supply complete documenta-tion for the process data: These are fi rst collated in a so-called NetBox, which is con-nected to each device via a serial interface. The data can then either be archived using a data medium or forwarded onto a network. The process data documentation proved to be the most important fac-tor in deciding to use Miele technology. In the case of a certifiable disease, Swedish law requires the individual instrument to be traced back from patient to preparation.

“Disinfecting medical in-struments is a science in it-self”, confirms departmen-tal director Bergqvist. Thus she regularly uses patented

Swedish hospital puts its trust in Miele Professional

The fi nest technology for

the inhabitants of the

Swedish region of Dalarna:

The Falu lasarett hospital

has invested in four of

the latest generation of

Miele large cabinet

decontamination units.

Complete documentation of process data: Departmental

manager Elisabeth Bergqvist and assistant manager

Dan Gustavsson utilise all the technology available to

protect themselves legally.

Miele special programmes such as “Oxivario”, which en-sures critical instruments are

cleaned safely, and “Ortho-vario” for the gentle yet thor-ough cleaning and disinfec -tion of orthopaedic instru-ments. Fully demineralised water is generally used and this, according to Bergqvist, has caused problems for cleaning and disinfectant ma-chines produced by other manufacturers – but not the Miele devices. In order to en-sure that they continue to work smoothly, the local Miele after-sales service is supported by the Miele off-site service.


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Perfect solutions for the

The 40th anniversary of the largest medical trade fair in the world

– Medica – attracted even more trade visitors to Dussel-dorf than usual: the exhibition organisers counted more than 138,000 guests from over 100 countries and a total of 4,324 exhibitors. Miele Professional has been amongst the exhibi-tors since the 1970s and the exhibition stand, which today is around 300 square metres in size, is a “must” for many visitors.

Professional invites guests to an evening event at the largest medical trade fair

All in white – and just for

show: The “White Men” were

in the mood to party, just like

the rest of the guests who

spent the evening event at

the Miele exhibition stand.

Miele Professional hosted

around 200 guests at the

evening event for the fourth

time. They were welcomed

by Professional Manager

Andreas Barduna.

By taking over the asset of Dirschl brand container washing systems, Miele has taken a logical step to-

wards becoming a systems provider. From now on, Miele will be able to provide a better service to customers in the hospital sector. “Container & Trolley Washing Bays”, which were previously sold under the Dirschl name, are now integrated into the Miele Werk Bürmoss GmbH / Austria.

Miele extends Professional branchContainer washing bays taken over from Dirschl

Those wishing to fi nd out about clever devices and ac-cessories did not pass up this opportunity to visit the Miele stand. The focus was on mod-ular accessory system innova-tions, for example a loading trolley, which allows instru-ments from the dental sector to be prepared in large cabinet decontamination units for the first time. Interest was also sparked by a water reclama-tion system for large cabinet decontamination units, and a new “Protein Check”, which

uses a colour indicator to dis-play any remaining proteins left on cleaned and disinfected instruments.

Over the years, the evening event on the opening day of the exhibition has become a fixed part of the exhibi-tion programme. This year,

Dr Markus Miele and Profes-sional Manager Andreas Barduna welcomed around 200 invited guests, who en-joyed an unforgettable evening with music from “The Rocking Chairs” and a show of amazing feats performed by the “Mas-ters of Magic”.

Container and trolley washing bays are large-chamber cleaning devices, which are used in hospitals to wash larger trol-leys, containers for sterile supplies, beds, bedside tables and other objects. The use of equipment of this kind in the Central Sterile Supply Department of hospitals is becoming increasingly common. As a manufacturer of cleaning and disinfectant machines, being able to offer container

washing systems that have been made in-house represents a logical expansion of the Professional product range. How do customers benefi t? There is now just one contact person for solutions in the fi eld of sterile supply. The production of the con-tainer washing systems will, for now, re-main in Erding along with all 14 members of staff. Incorporation into the Miele fact -ory in Bürmoos is planned for the future.

40th Medica


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M iele successfully participated in the Big 5, the leading Arabian trade fair which took place in

Dubai last November.The Big 5 – the Middle East’s leading

international building and construction show – was a successful four-day event, with exhibitors claiming that it was the best ever in terms of doing business, and that prospects for the construction industry in the Middle East are looking positive. Over 3,000 exhibitors from 52 countries showcased their latest products and services.

As the theme of the show was to pro-mote an environmental message, the Miele subsidiary decided to participate and showcase its ecological products. The main aim, besides brand building and brand exposure, was really to differenti-ate Miele from the common players in the market. “The environment is becom-ing more important to the decision mak-ers here, and we are targeting projects that are driven by environmental initia-tives,” explained Gaby Koudsi, Managing Director of the subsidiary.

The show primarily targets profes-sionals. Miele invited its key accounts, key clients and export dealers. The attend-ance levels were exceptional. The sub-sidiary took the opportunity to launch the new Octoplus washer and tumble dryer, from the Professional range, in the region. Its target audience is, however, not

Great performance at the Big 5

just limited to commercial customers in the Emirates. In places like the Gulf, fam-ilies are large, so although it is a Profes-sional machine, the level of domestic use is high.

Miele participates in leading trade fair in the Persian Gulf

Ecological topics were

on top of the agenda at the

Miele stand.

M iele has been a well-known brand in Turkey for decades now, not least because many

Strong parStrong partners in Turkeytners in Turkey

Professional machines

are often used in households.

Customers need advice.

Turks who once lived in Germany took their household appliances with them when they returned to their home coun-try. In the meantime, the subsidiary in Turkey has been working together with a large number of successful trade partners. Dr Markus Miele visited two of these as part of a visit he paid to Istanbul.

Congratulations on a great exhibition:

Markus Miele, Taner Sagbas, Managing

Director of Miele Turkey and retailer

Saban Gürbüz.

recently presented its latest product mix, “Miele Marine”, at “Boot”, Germany’s most important boat show, which takes place in Düsseldorf. These are models that have been tested specifi -cally for use at sea and have, where necessary, been modifi ed for this purpose. In the case of dishwashers, this means that the electrical components have been specially sealed against mois-ture, and the appliance has a deeper drip tray to prevent leak-ages caused by the motion of the sea. Marine products are also special, because as well as an international service network, Miele offers an additional guarantee for their use on board. This means that an appliance that has been purchased in Germany can also be serviced in a harbour in Florida if it breaks down.

Incidentally, the “Solarwave” is still admitting guests for its emission-free journey around the world. If you would like to book a leg of the journey in one of the three double cabins, please visit www.solarwave.at.


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If Heike Patzelt and Michael Köhler manage to circumnavi-gate the globe in their 14-metre-long catamaran “Solarwave”, their achievement will be published in the Guinness Book

of Records. This is because the “Solarwave” is a motorised boat driven solely by solar power and wind energy. The two Austrians are aiming to generate 90 kW of electricity per day with various solar panels and wind turbines. The electric motors are supposed to generate speeds of four to eight knots, as well as enough power for laundry washing and cooking on board. Miele appli-ances – a washing machine, a hob, a microwave and a vacuum cleaner – can also be found on board the “Solarwave”.

“They run as standard on 230 volts. We have a DC-AC con-verter on board, which can generate 12, 48 and 230 volts when required,” explains Heike Patzelt. While the electric-powered catamaran may be extremely unusual, having Miele appliances on board yachts is not. The domestic appliance manufacturer

Around the world withsolar power

Unique electric catamaran gets Miele Marine on board

Heike Patzelt cooks on board with Miele.

From March 2010 the “Solarwave” is

aiming to circumnavigate the world using

just solar power and wind energy.

Opening ceremony for

the newly designed

showroom run by trade

partner Enkay.

Retailer Saban Gürbüz was delighted with the visit made by the director of the company to his new showroom. He is one of the “Miele pioneers” in the country, becoming the fi rst offi cial Miele service partner in Turkey back in 1987. Today he owns fi ve sales outlets and three after-sales service points in Istanbul. His new showroom is in an attractive environ-ment, situated in a modern shopping mall.

The Enkay Company has been a trad-ing partner with the Turkish subsidiary since 2001 and previously represented imperial products in the country. The newly designed showroom is the high-light of the company’s 17 sales outlets.


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Scale 1:1 in wood

T ime seems to pass more slowly in Lichtenfels-Fürstenberg, which is located on the edge of the Sauer-

land (Germany). During the summer months, some walkers do fi nd their way to the small village to use it as a starting point for exploring the rolling hills of the Central German Uplands. Apart from this though, the villagers have plenty of time for crazy ideas – such as building a bicycle out of wood.

Carpentry is a passion for Hermann Hünemeier. Evidence of his talents can be found in several dog kennels and a duck house in the local neighbourhood. How-ever, it is with a replica of a Miele bicycle from the 1950s, which is true to the orig-inal, that he has created his masterpiece. “Seeing the old bicycle at a shop in the next town gave me the idea. I borrowed the bicycle and set it up in the workshop as a visual aid”, explained the 66-year-old pensioner.

He began working on the project at the beginning of 2009. He acquired, measured, sawed, shaped and sanded beech and oak wood - and did everything all over again if something was not right. Mr Hünemeier, a trained metalworker, believes attention to detail is extremely important and wanted to create a replica that was true to the original at a scale of 1:1. The pedals and wheels rotate, the

Hermann Hünemeier has

recreated a Miele bicycle out

of wood to a scale of 1:1.

Sisyphean labour: Chain

links “forged” from wood

Hermann Hünemeier recreates Miele bicycle in the style of the original

fork is made from one piece of wood, and the mud guards have been bonded from several layers of wood. The air pump must, of course, fi t onto the turning valves. The kickstand and luggage rack are just as movable as the brakes on the front wheel, and, of course, there isn’t a single screw on the entire bike. “The saddle, the arrangement of the spokes and the chain were the greatest challenges”, said Mr Hünemeier.

The pensioner spent eleven months working on the Miele bike. It was his second “large project”. Prior to this, he worked on a replica of the R 75 BMW motorbike. He wanted to display the BMW in front of the guesthouse that he runs with his wife Elsbeth with a sign saying “Bikers Welcome”, but the bike is too good for that, and so the R 75 now stands next to the Miele bike in the work-shop. Only a chosen few know about the secret of the wooden BMW. Hermann Hünemeier has fi lled the place where the battery is located on the original motor-bike with a wooden crate with a remov-able side panel. “Battery fuel”, he says as he picks up two small glasses of herbal schnapps from the hiding place. The fact that the shape of the glasses is somehow reminiscent of a spark plug is perfectly fi tting for this unique workshop and its owner.

Miele The Magazine // 55

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Last September, Miele Canada celebrated its 1st year anniversary of switching to the Miele Chartered Agency business model. Over the past twelve months, despite the challenging economic climate, the subsidiary has been able to con-

tinue to develop a strong retail presence with a unifi ed and consistent message to both consumer and Miele Agents. The focus has been on building an infrastructure with investments in new distribution centres across Canada (Montreal, Vancouver and Calgary, in addition to Toronto), an expanded consumer contact centre, new Miele Innovation Centres and expanding the distribution network.

One of the major successes has been the support of the Miele Agents as well as their acceptance of the new system. “Our initial concerns regarding losing our custom-ers and confusion amongst sales personnel have been to put to rest. We see the ben-efi ts of increased prices as we are no longer competing with fi ve other retailers on price alone and do not have the accounts receivable problems or delivery and damage issues. The ease of doing business has been great”, explained James Sayer, President of Tasco Distributors, which has Canada’s No.1 retail location.

Successful Successful business modelbusiness model

A s part of an ongoing CSR pro-gramme, Miele Hong Kong has helped raise money to improve

the lives of different segments of the community. In 2008, the company raised funds for the Hong Kong Red Cross

Help that arrives pliances including a washing machine and tumble dryer – to the new Watchdog Early Learning and Development Centre in Kowloon. Watchdog is a charitable or-ganisation providing early intervention and education for pre-school children with special educational needs.

Miele Hong Kong was also a proud sponsor of the 2009 Watchdog Charity Luncheon and Fashion Show and donated a luxury yacht cruise to be auctioned at the event. The exceptional experience promised aboard the “Belle Epoque” – complete with fl owing champagne, luxu-rious surroundings and a sumptuous meal prepared by a private chef – elicited the highest bid and a lot of well-deserved funds for Watchdog.

The employees of the subsidiary got involved personally in the spirit of giving and generously bid on Miele items in a mini in-house auction. All the income generated from the sales was donated to Watchdog. Miele Hong Kong is proud to have developed a long-term partnership with Watchdog and highly values the work that the charity is undertaking to improve the lives of children in need.

Hong Kong supports Watchdog

A washing machine makes everyday

life easier in the Early Learning and

Development Centre.

How does a dishwasher actually work? Miele provided the an-swer to this question in Russia

during the theme weeks, which are regu-larly organised by the subsidiary at galler-ies in Moscow and St. Petersburg. Cus-tomers were able to find out all about how dishwashers function with the help of the transparent demonstration models. The theme weeks were well received, es-pecially because the occasion was used to draw attention to the 80th anniversary of the Miele dishwasher. In addition, exam-ples of perfect table decorations were also on display in the galleries.

Russian theme weeks

L ast renowned for its “Perfect Gar-ment Care”-concept, Miele spon-sored Dorian Ho‘s Autumn / Win-

ter Collection catwalk show at the an-nual MasterCard Luxury Week Hong Kong last August. Ho’s collection was headlined by a dramatic “Red Eco Diva”- nightgown, and adopted a luxury “green” theme – promoting an environmentally friendly approach to contemporary deca-

Hong Kong celebrates the Red Eco Divadent fashion. In line with the theme, Miele created a range of limited-edition eco-friendly bags: A trendy, chic and eye-catching multi-purpose bag made of soft canvas fabric and embellished with glit-tery red details was designed by Dorian Ho and presented to all the guests and celebrities invited to the unveiling of his new collection. Ho is famous for a range of green initiatives. MasterCard Luxury

Week Hong Kong 2009 is the world’s fi rst consumer-focused luxury fashion event showcasing high-end apparel and acces-sories from some of the world’s leading luxury fashion brands.

The showcase for the young fashion designer was one of 14 professional cat-walk shows to take place over the course of the exclusive fi ve-day fashion extrava-ganza.

China Relief Fund to support those af-fected by the Sichuan earthquake. For 2009, the subsidiary was delighted to support “Watchdog” in its very important work and was pleased to donate a kitchen – complete with all top-of-the-range ap-

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Living in MashattanLargest order in company history from Turkey

The Miele design studio allows those interested in

the properties to start selecting appropriate house-

hold appliances for their possible future purchase.

B roadway, SoHo, Park Avenue – if you think you are in the heart

of New York, you are on the wrong track. We are in the middle of the largest city in Turkey.

In reality the small differ-ences between Manhattan and Mashattan mean the two could not be more different.

Taner Sagbas , Director of Miele Turkey,

Nuh Yapis lar, Managing Director S.S Otomotiv

Cooperative, and Dr. Markus Miele ( from left) sign

the contract.

Mashattan is an elegant, mod-ern residential development in Istanbul. Names from New York’s most famous district, including street names, have been used for the luxury apartments in the Turkish metropolis on the Bosporus. Whoever moves in here can look forward to an upmarket sense of well-being that goes

the extra mile. Quality Miele appliances will

help to furnish the 1,000-plus

apartments in these modern buildings. Eight or nine kitch-en appliances will be installed, depending on the size of the apartment, and these will be joined by products from the Miele laundry care range. The proud fi gure of approximately 9,200 appliances makes this order the largest in company history.

It is a wonderful success story for the Turkish subsidi-ary, which has been running since 1999, and is also a mile-

stone in its still young history. Dr Markus Miele travelled to be there at the signing of the contract and took the oppor-tunity to visit the stylishly de-signed showroom situated within the complex. It pro-vides future apartment own-ers with a taster of the fi ttings in their new apartment, and also allows them to fi nd out more about other innovative ideas from Miele. The project is scheduled to be completed by the end of May 2010.

The exhibition leaves visitors wanting more.


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High, higher, Burj Khalifa7,000 appliances installed in the tallest building in the world

The Burj Khalifa touches the skies

with ease. 7,000 Miele domestic

appliances are in use between the

fi rst and the 108th fl oors.

Faster, higher, further – that was yesterday. People measure success with superlatives in the United Arab Emirates. The tallest building in the world, the most storeys anywhere and

the highest residential fl oor at more than 600 metres high, the tallest construction ever built by humans – these descriptions pro-vide a good idea of the proportions of the newly opened Burj Khalifa in Dubai. It took just fi ve years to build the skyscraper from scratch, and in the end a total of 14,000 people from 45 different countries worked on the site. In the desert sands of the country’s interior, the Bedouins wonder what that thing in the distance shimmering like a Fata Morgana actually is – on clear days the summit of the 828-metre-high steel, glass and concrete giant can be seen from almost 100 kilometres away.

The desert heat fl ickers around the cool glass façades, and the Shamal desert wind sweeps around the building’s pinnacle at speeds of up to 200 kilometres per hour. Reaching the top on foot involves walking up 11,300 steps. However, there are 57 lifts on hand to give you a quicker alternative. The lifts race to the heavens at speeds of ten metres per second. The glass viewing level “At the Top” is situated on the 124th fl oor. Brave visitors can even step outside here, 442 metres above the ground. The date palms, fi g trees and agaves in the extensive park that surrounds the building are hardly visible from up there.

US architect Adrian Smith based the design of the tower on the shape of the spider lily fl ower. The tower therefore rises from the ground with three “fl ower petals” that lead out from its centre. The construction has been designed so that the curved surfaces offer the wind as few targets as possible. In order to guarantee stability, concrete piles are anchored deep in the sandstone, more than 40 metres underground.

Designer Giorgio Armani has opened a luxury hotel in the bottom 19 fl oors of the building for the most discerning guests who wish to immerse themselves in this world of superlatives. A sophisticated range of leisure facilities with exclusive swimming pools, a cigar club and a library awaits visitors. Domestic appli-ances should also offer the highest levels of convenience in this oasis of luxury. And it is for this reason that the famous designer selected washing machines, tumble dryers and refrigeration appli-ances from Miele.

Miele domestic appliances are part of the furniture on the up-per fl oors too, as they comprise part of the exclusive fi ttings in the coveted apartments, which have been styled by international de-signers. The apartments were all sold after just eight hours of bid-ding. The largest single order in company history (until December 2009) saw Miele fi t out 900 apartments with a total of 7,000 washing machines and tumble dryers, dishwashers, ovens, hobs, extraction hoods and plate-warming drawers. Miele appliances can also be found in other prestigious complexes in the Gulf, for example in the houses on the artificial island of Palm Jumeirah, in the Yas Marina luxury hotel in Abu Dhabi and in the Al Fattan Properties.

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Ice

Fire

Brilliant WhitePlus

Do you like things to be a little hot,

or are you more of a cool person?

How do you feel about pure white? –

Miele is now displaying new design

worlds that promise to lead to

emotional discussions at the dinner

table. Fire, Ice and Brilliant White Plus

have got one thing in common: they

offer state-of-the-art technology as

well as high quality materials, such

as a gold-plated milk holder in the Fire

coffee makers and sparkling chrome

handles in the Ice design world. Find

out more about these products at

Eurocucina.

Your Style!


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Miele The Magazine 2010

Publisher:Miele & Cie. KG P.O. Box D-33325 GüterslohTelephone: 00 49 (0)52 41 89-19 51-59Telefax: 00 49 (0)52 41 89-19 50http://www.miele.de E-Mail: [email protected]

Overall responsibility:Carsten Prudent

T he well-respected “Gault Millau” restaurant guide has named Wahabi Nouri Chef of the Year in Germany. The restaurant guide awarded the chef from Hamburg 18 out of a possible 20 points. Especially pleasing is the fact that

Nouri, who was born in Morocco and who grew up in Germany, has been one of the Miele Tafelkünstler for many years now. The Tafelkünstler is a union of independent cookery schools that are supported by Miele. Wahabi Nouri runs his cookery school with the help of his wife, Souard Amrani, near his restaurant “Piment” in Ham-burg. Nouri, 39, has now competed in the “Bocuse d’Or” – a competition seen as the world championship for the best young chefs – twice and has been ranked amongst the most talented. The “Gault Millau” praises Wahabi Nouri for his technically out-standing, classically established cuisine. He incorporates North African fl avours into his cooking with fascinating results.

T he Swedish subsidiary was “well placed” with its participation in the 2009 motorsport season. Miele Professional appeared in the “Porsche Carrera Cup Scandinavia” as the primary sponsor of Stefan Söderberg, who achieved seventh

place in the overall rankings. This result saw him fi nish ahead of Swedish Crown Prince Carl Philipp Bernadotte, who fi nished in 15th place. The red and white Miele Profes-sional logo was highly visible at each race – located in the centre of the engine bonnet of Söderberg’s Porsche, for which Miele Sweden was also a sponsor. “Stefan Söderberg had all the attributes. The “Carrera Cup” is also a good place for marketing our quality products to racing fans who are potential customers”, said Berth Nordin, Pro-fessional Director at Miele Sweden. The “Carrera Cup” takes place in a total of four countries and has a large following amongst motorsport fans.

Nouri is Chef of the Year

On the racetrack

Swedish racing driver

Stefan Söderberg competed in the

“Porsche Carrera Cup Scandinavia 2009”.

T he British consumer magazine Which? has awarded Miele top

spot in its ranking of the best kitchen appliance brands.

The survey, which is con-ducted by the magazine each year, is based on the views of over 12,000 Which? members and reveals the kitchen appliance brands that consumers can trust and, similarly, those that are best avoided.

Which? wrote the fol-lowing about Miele: “Miele topped the survey, gaining the highest customer score in nearly every category includ-ing washing machines, tum-ble dryers, upright vacuum cleaners, cylinder vacuum cleaners, fridge freezers…”

Which? editor Martyn Hocking is said: “If you’re go-ing to buy a new kitchen appliance…, check that the manufacturer has done well in our survey. Buy the right brand and it should see you through the next decade. Buy the wrong one and you could get taken to the clean-ers.” Which? customer scores are based on customers’ overall satisfaction with an appliance and how like-ly they are to recommend that brand of appliance to a friend.

Topping the charts

Chief editor:Michael Prempert

Reporters:Claudia Mai, Reinhild Portmann, Catharina Saalbach, Anke Schläger, Ursula Wilms

Photos:Bauabteilung Miele, Bildschön, iStockphoto, Johnson, Kohnle, Lappartient, Lucas, Miele, Ring, Schmutz, Tosi, Wemhöner

Editorial archive:Heiko Johannpeter

Support subsidiaries:Julia Löhr

Editorial secretaries:Wencke Ellermann, Helga Möckel

Layout / Production:Büro für Grafi sche Gestaltung – Kerstin Schröder, Christian Ring, Frank Rothe

Printing:Druckerei und Verlag Hermann Bösmann GmbH, DetmoldPaper bleached without the use of chlorine.

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