Miele celebrates 125 years with new flagship store in HK

In celebration of its 125th anniversary, German home appliance brand Miele has unveiled a new flagship store in Causeway Bay, Hong Kong.  

The opening of the Flagship Miele Experience Centre marks a new chapter for Miele in Hong Kong, offering an immersive shopping experience for customers with a sophisticated and distinctive lifestyle to feel, touch, and use Miele’s products.

Targeting high-end consumers, who values premium quality, innovative technology, and exceptional customer service in their home appliances, the two-storey store, spanning nearly 5,000 square feet, embodies the brand’s latest retail philosophy.

The design elements are carefully curated to reflect the brand's ethos, creating a sophisticated atmosphere that perfectly combines modern luxury with refined elegance, making the store a destination for customers seeking a blend of style and functionality. Customers will have the opportunity to engage with an extensive selection of Miele's cooking and cleaning products while appreciating the exceptional craftsmanship and cutting-edge technology.

Focusing on an immersive interactive experience, the new flagship store artfully divides Miele's signature product lines into two main categories: Kitchen experience and cleaning experience.  

A highlight of the kitchen experience area is the active kitchen, where Miele in-house chef will demonstrate cooking techniques, allowing customers to explore the superior performance and craftsmanship of Miele products firsthand.  

Additionally, the store features a kitchen gallery and a relaxing coffee lounge, providing a tranquil space for customers to enjoy a unique Miele coffee and various special drinks at the entrance.  

The cleaning experience zone includes a laundry lab, dishwashing oasis, and FloorCare Parade, enabling customers to delve into Miele’s expertly designed environment and discover the ideal fusion of style and functionality for their homes. 

Looking ahead, the new flagship store will collaborate with complementary brands to host a diverse array of exclusive events, including chef table dining experiences with chefs, exclusive MasterClass cooking classes and product launches, all designed to provide customers with one-of-a-kind interactive experiences. 

In line with the brand's commitment to sustainability, the flagship store will also run a "Recycle to reward" programme, encouraging customers to embrace eco-friendly living and contribute to a sustainable home environment for the future. 

In conjunction with the grand opening, Miele has also rolled out a wide range of activities to bring the rich traditions of a German Christmas to Hong Kong.  

To inspire festive recipes for the customers, Miele has invited chef Peter Find, the executive chef from the German fine dining restaurant Heimat, to demonstrate innovative techniques and cherished Christmas recipes. He will also host interactive sessions where guests can decorate classic German Christmas Gugelhupf together, creating delightful holiday memories while immersing themselves in Miele's German heritage. 

During the holiday season weekends, guests also had a chance to participate in the Miele Christmas Quest, an immersive game experience at the new flagship store, allowing them to uncover the enchanting secrets of laundry and cooking with Miele appliances.

A campaign named 'Once a Miele, always a Miele' will also launch simultaneously following the grand opening of its flagship store, emphasising its commitment to accompanying customers in experiencing a wonderful life with Miele products, said Miele’s spokesperson in a conversation with MARKETING-INTERACTIVE.

This campaign will be introduced through a globally new platform, focusing on human stories and experiences. “By highlighting real-life testimonials and showcasing how Miele products enhance daily life, we aim to create a deeper emotional connection with our customers worldwide. The platform will feature interactive content, including videos and social media posts, to engage our audience and foster a sense of community. Our goal is to not only promote our products but also to celebrate the human moments that make life special, reinforcing Miele's role in enriching those moments,” the spokesperson added.

“Experience is important to us in Miele, we will have many brand and cross-brand collaborative activities to drive customer experience, together with omnichannel approach to maximise reach and engagement with our target audience.”

Janet Lam, marketing director of Miele Hong Kong and Macau, shares his vision for the new store: "The new flagship store marks an important milestone in Miele's development in Hong Kong. Spanning over 5,000 square feet in the heart of Causeway Bay, the larger space features multiple interactive areas that will enrich the shopping experience. By enhancing customer interaction and continually improving service quality, we believe this new store will create more business opportunities and further solidify our competitive edge and customer loyalty in the Hong Kong market."

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