Miele Experience Center

In 2022 Miele designed a state of the art Experience Center, where customers can see their products, see how they work and experience their incomparable quality. 

They’ve asked us to develop an experiential strategy and design special experiences, so that more people visit the center. We decided to transform MEC into an extraordinary experiential space, for human connection.A space of atmosphere, stimulating every sense, where extraordinary people want to gather, into a social club. A space where people could experience Life In Miele.

To introduce the concept we designed a Grand Opening Event, where we brought to life the most important elements of their Brand Film and highlighted their main product pillars, with elements of ice, food, and sound. We’ve created sculptures out of machine parts, a circular bar decorated with parts that served molecular cocktails, we’ve invited a Swing band and their sound was “tested” against our washing machines and served pastries that Miele’s Chef prepared real time. 

All, witnessed by Dr.Markus Miele and Dr. Reinhard Zinkann, the descendants of the family that founded the company.