Miele presents innovative roadshow to encourage sustainable lifestyle

Miele, the German manufacturer of premium domestic appliances, has launched its innovative roadshow at ELEMENTS on display until 23 October 2022.

In recognition of Miele’s 25th anniversary in Hong Kong and the brand’s carbon neutral achievement, the roadshow proudly presents the concept that "Longevity is the ultimate sustainability". Through the "Miele Longevity House", the brand’s progressive outlook is portrayed by a number of different zones with interactive installations and inspiring workshops, emphasising Miele’s environmental commitments and introducing creative ways to live ecologically.

Visitors will also learn more about green principles such as upcycling, where an art installation has been produced by local upcycling product designer, Kevin Cheung. Featuring two used pieces of Miele’s iconic honeycomb drums, the conceptual and eye-catching art piece demonstrates how old products can be given a new life, and raises environmental awareness via a modern, artistic interpretation.

The key message of the upcycling artwork is to demonstrate the right balance between sustainability and consumption, inspiring people to rethink their own actions. The hanging installation can be viewed from even outside the roadshow, piquing visitors’ interest from afar.

Miele has invited 10 local influencers who have the same values as the brand to share their vision for ecofriendly living at the roadshow. The 10 local trendsetters are from various backgrounds including high jump athlete Cecilia Yeung, swimming athlete Karen Tam, climate protection advocate Natalie Chung and Melody Cheng, wellness tutor Saffie Ng, photographer and interior designer Timmy Lo, Andrew Tsui from Rooftop Republic, Peggy Chan from Zero Foodprint Asia, and fashion organisations such as Fashion Clinic and ReDress. They have all thoughtfully chosen a product that demonstrates their idea of a greener lifestyle and how these daily items can be implemented into anyone’s daily routine.

The Miele Longevity House is split into four experiential areas of a smart home: The Living Room, The Miele Longevity House is split into four experiential areas of a smart home: The Living Room, The Laundry Room, The Kitchen, and The Dining Room. Miele’s vision for a low-carbon planet is prevalent around the roadshow, with environmentally friendly messaging across all zones.

Miele has also been collaborating with a selection of local chefs and Zero Foodprint Asia for the brand’s #EatGreenWithMiele campaign, a specially curated culinary showcase with the aim to embrace locally grown produce through creative videos and recipes. The first video will premiere at the roadshow, with Miele’s social media channels posting the individual chef videos and collective recipes thereafter. Miele also steps further into the local agricultural industry by providing farmers with better access to regenerative farming resources. Through the brand’s donation to Zero Foodprint Asia, Miele is revitalising all five of the organisation’s local projects with good quality compost, which will be applied over approximately 3.5 acres of farmland over the next 12 months. 

Kenny Lam, managing director of Miele Hong Kong and Macau, said, “With this roadshow, Miele reinforces its brand image as the industry pioneer of promoting environmental awareness on a global scale. As a brand that has been established for over 120 years, we seek to produce the best possible products and services which have the least negative impact on the environment, with the ultimate vision to make them 100% carbon neutral. I hope this roadshow demonstrates how we want to encourage all visitors and the wider community to join Miele in building a more sustainable future.”

Kevin Cheung, the upcycling product designer who created Miele’s centre art piece, expressed that designers have the ability and obligation to protect the environment in any way they can. He said, “Through this collaboration with Miele, a brand that also values sustainability, and my upcycling product creation which demonstrates our shared green visions, I hope to raise the public’s eco-awareness and reinforce the idea of giving items a new life, showing that there is an alternative solution to waste. Through smaller actions such as upcycling and practicing better habits, I believe we can all work together and make positive changes for our planet.”

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