Are you ready for the future? Smart Connections

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Smart ConnectionsAre you ready for the future?

TECHNOLOGY New centre of excellencein Austria

FASHION Classic meets casual in the Netherlands

BRAND New Galleryexperiencesaround the world

“Sustainability on the one hand and greater performance, preparation options and convenience on the other hand do not necessarily need to be mutually exclusive.”

Miele The Magazine // 3

EDITORIAL

Dear reader,

Our industry is once again turning its

gaze to Milan, where what is perhaps

the world’s most important trade exhibi-

tion for kitchen furniture and built-in

appliances is due to take place from 17th

to 22nd April – of course, Miele will be

there. A trend is already appearing: Besides

the gourmet and design components,

energy efficiency is becoming increas-

ingly important when it comes to built-in

appliances. The exciting thing about it:

More sustainability on the one hand and

greater performance, preparation options

and convenience on the other hand do not

necessarily need to be mutually exclusive.

For Miele it is self-evident that our

appliances, which will be on display in

Milan, belong to the most energy efficient

products on the market in all categories.

Moreover, Miele customers live happy in

the knowledge that they have made the

very best choice in terms of environmen-

tally friendly production, product lon-

gevity and a high level of recyclability. You

can find out more about what Miele un-

derstands by sustainability in practise in

our sustainability report (www.miele-

sustainability.com).

Our ovens with Moisture Plus are a

great example of how our appliances

score highly in terms of both quality of

results and convenience. The targeted

addition of moisture makes meat more

tender and bread crispier. Meanwhile,

our new ProfiLine dishwashers and the

ExtraSpeed hobs are on hand to ensure

more speed. Requiring just 17 minutes

for a rinse cycle, the ProfiLine dish -

washers are the quickest integrated

appliances on the market. The ExtraSpeed

hobs allow for uniquely short cooking

times in the class of hobs with radiant

heating elements.

And last but not least, at Milan you

can experience – live and at first hand –

how Miele is interpreting performance,

design and convenience with the new

extractor hoods and gas hobs, and how

you can use networked domestic appli-

ances to utilise renewable energy in a

more efficient way.

Have we sparked your curiosity?

Then visit us in Hall 9. Or take an evening

out to stop by at the Miele Gallery,

situated in the heart of Milan, Corso

G. Garibaldi 99.

We look forward to meeting you!

4 // Miele The Magazine

EDITORIALPerfect results for the customers

AwARDsWashing machines stand out

INTERvIEwDr Heiner Olbrich relies on premium

COvER sTORy:sMART CONNECTIONsThe future of domestic appliances lies in networkingDr Eduard Sailer promotes “energy intelligent appliances”

ExHIbITION pREvIEwMiele at Eurocucina

COvER sTORy: GALLERy OpENINGsAmbassadors for the brand

COvER sTORy: FAsHION2,000 guests attended the Miele Catwalk

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GREAT bRITAINDedicated to environmental protection

ITALyThe subsidiary celebrates its 50th birthday

spAINExperts only trust experts

pOLANDMariusz Przybylski’s collection Ultra²

UNITED ARAb EMIRATEsJoining forces for a cooking award

UsAEnergy efficiency shines at Solar Decathlon

AUsTRALIAJoost’s Greenhouse is unique

sINGApOREMiele launches its first Innovation Centre

CHILEA dazzling appearance in the capital

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22FASHIONIt is all about fashion at the Miele Catwalk

in Vianen ( Netherlands ).


CONTENT

GERMANyMiele is the premium brand for cooking appliances

sUsTAINAbILITyPeople are the focus

NEwsIreland is successful with Miele Centres

COvER sTORy:pROFEssIONALDisinfection technology comes from BürmoosAndreas Barduna on medical technology

pROFEssIONALRock n Roll Laundry for stars on tour

ExHIbITION REpORTsMiele captivates at the IFA and Küchenmeile

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40PROFESSIONALThe Bürmoos factory

is a new centre of excellence. Dr Markus Miele presents

a large chamber washer-disinfector.

FAIRSThe “Grand Designs” exhibitions attracted many visitors in Great Britain and Australia ( photo ).

NEw pRODUCTsWorld premières excite specialist retailers

pRODUCT HIsTORyThe success story of ceramic glass hobsInterview with early protagonists

AwARDsJury honours product design excellence

INTERvIEwFive questions for Olaf Bartsch

AwARDsAmong the best-respected companies

LAsT pAGEThe S6 Zone in Singapore

16 GALLERY The multi-purpose Miele Gallery at Sama Tower in Dubai opened last September.

PRODUCT HISTORY Dr Hartmut Dittrich (left) and Herwig Scheidler made a major contribution to the development of the first black ceramic glass hobs.

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T he renowned Australi-an consumer magazine “Choice” has tested and

approved individual Miele washing machines many times in the past. At a gala dinner in the Australian Museum in Sydney, the jury has now also awarded the Miele brand with the Choice Award for the “Best Washing Machine Brand”.

The domestic appliance experts in the jury drew on three criteria for their deci-sion: Firstly, the test results from previous years. Here they praised the “many years of consistent high performance” that the Miele appliances de-livered. In addition, the fre-quency with which the con-sumer magazine had recommended a brand in its “What to Buy” section was also decisive for the decision. Over the last five years, “Choice” had tested 15 washing machines from Miele, of which twelve won the test. The latest tests in 2011 saw the W 1611, W 3725, W 3831 WPS and W 3933 WPS models win first place.

In addition, 7,818 owners of washing machines rated whether their appliance had been reliable and trouble-free over the past year in a survey. This survey recorded that 91 percent of the respondents who use a Miele machine agreed with this; “an excellent result” according to Choice. Miele was the only domestic appliance brand to receive the Choice Award 2011.

Washing machines stand out

The best customer service

Consumers in Germany have selected Miele customer service as the

best in the industry for the 17th time. The large-scale comparative study “2011 Kun-denmonitor” for Germany saw consumers put their concrete experiences with the customer service departments of house - hold appliance manufacturers on record. Miele received an average mark of 2.05. The ave-rage mark for all manufacturer customer service departments stood at 2.20.

Australian consumer magazine “Choice”:

Consumers are satisfied with Miele

Competent and friendly

according to consumers: the

Miele service technicians

AwARDs

Using a scale of 1 (= complete-ly satisfied) to 5 (= dissatis-fied), 69 percent of those sur-veyed said that they were “completely satisfied” or “very satisfied” with the customer service team for the manufac-turer from Gütersloh. A fur-ther 27 percent were “satis-fied”. Only three percent were “less satisfied”. The percentage of dissatisfied customers stood at less than one percent.

This satisfaction with the service technicians is also re-flected in the brand loyalty: A

total of 86 percent of respond-ents who were “completely satisfied” or “very satisfied” would “definitely” or “proba-bly” recommend Miele cus-tomer service. 92 percent stat-ed that they would use them again if required. The 2011 Kundenmonitor for Germany

Faith in the brand

C onsumers trust Miele. As part of the “Reader’s Digest European Trusted Brands 2011” study, consumers in

Germany and five other European countries chose the family company as the “Most Trus-ted Brand” in the domestic appliance sector. As a result, Miele received the “Pegasus Award” for the highest level of consumer trust. In addition, they count Miele as one of the five most reliable company brands in view of sustainable business management in the sense of fair production conditions. This led to Miele being awarded the special prize “Trusted Brands Sustainability Prize”.

The media company Reader’s Digest awarded the prizes after carrying out its an-nual consumer study – the largest in Europe – covering a total of 33,000 people in 16 dif-ferent countries. Over 7,000 respondents came from Germany alone. The most trusted professionals and companies were calculated in 33 product categories using the results. Miele in Germany has been the undisputed number one in the household/kitchen appli-ance category since the study was first carried out in 2001. The “Made in Germany” trade-mark enjoys a similarly good reputation in many other countries. Over the past six years, Miele has also continuously picked up the prize in Austria, Switzerland, Belgium, Holland and Portugal.

“Most Trusted brand” award:

was based on telephone inter-views with 24,281 people. In the evaluation of customer ser-vice departments, answers were received from 1,718 peo-ple who had called a service technician to service a large electronic household appli-ance on at least one occasion.

Appliances like the W 3933 WPS often came out as winners of Choice tests in Australia.


INTERvIEw

Interview with Managing Director Dr Heiner Olbrich:

“Focusing on premium”

Cookers instead of trainers, a family business instead of a large public corporation – was it difficult to get used to working at Miele?Heiner Olbrich: No, because despite the industry specific differences, the challenges facing brand manufacturers are really quite similar. When it comes to the family com-pany Miele, I really like the lack of fussiness and the sense of purpose with which deci-sions that have been made are then implemented.

Coming from Adidas, Heiner Olbrich has been a member of the management board of the Miele Group for almost a year, representing Sales and Marketing.This is his first review:

what are the similarities between marketing dome-stic appliances and sports goods? Predominantly brand position-ing, product design and the creation of distinguishing char-acteristics, which are consid-ered to be key by the consum-ers. Then there is ensuring a profitable distribution, for all those involved, using compe-tent retail partners.

And the differences? These are predominantly to do with the short and long life spans of the respective products, as well as with the development and innovation cycles. For do-mestic appliances, the pace is more moderate. Conversely, you also need perseverance.

what are the essentials of the Miele brand? From my point of view – be-sides quality, reliability, func-

tionality and energy efficiency, as well as innovation, excellent customer service and inno-vation – an increasingly good design and the premium im-age. In order to systematically calculate how the customers perceive our brand, we will shortly be commissioning a global positioning study. This will also help us to better grap-ple with country specific dif-ferences and to design our products and our communica-tions in a more customer-ori-entated way.

Can a brand strategy be divided up? No, not when it focuses on key brand attributes such as quality and premium image. However, customers attach different weight to these fea-tures depending on the coun-try and the product sector in question. In net terms, how-ever, Miele will always have a higher profile than the compe-tition.

And why? Because we concentrate on do-mestic appliances, our single brand Miele and its positioning in the premium segment.

Do you see a fundamental shift in the global market conditions relevant to Miele? In actual fact I don’t; instead I see more a confirmation and acceleration of the trends of the past: As such, we can’t just keep an eye on the manufac-turers that have been estab-lished for decades; instead we must also keep young, Asian competitors in mind – they are expanding with vigour and not without success. In addition, customers are increasingly using the Internet to purchase high-quality domestic appli-

ances – and they expect a clear and easy-to-understand over-view of all the product fea-tures relevant to the buying decision.

what is the main issue that needs catching up on in regard to the relationship between the manufacturer and retailer?I believe that we are faced with two large challenges: Firstly, we must utilise the In-ternet distribution channel from both sides in a more sys-tematic and forward-looking way. Secondly, retailers and manufacturers must look to find a stronger consideration of figures, data and facts in their decision-making, besides orientating decisions based on experience and relation-ships. I believe that this is cross-industry, however. In other words, it is not specific to marketing domestic appli-ances.

which regions of the world do you see opportunities for growth for Miele and its retail partners? Predominantly in China and Russia in the medium-term. I see long-term potential mar-kets in India and Brazil too, where the latent demand for premium domestic appliances is not yet assessable. There are also considerable opportuni-ties for growth for us in some established markets, and these can be exploited in the short-term. In all of these countries we have good teams who are driving us forward.


RUbRIK

H ave you ever heard of a hot water connection for domestic appliances? Washing machines

and dishwashers require the most ener-gy for heating up water. Utilising the hot water system can lead to enormous electricity savings. For, instead of heat-ing up water using electricity in the ap-pliance, these appliances are supplied directly from the household’s own hot water system. Heating up water using

oil, gas, wood or solar energy in the household heating system is almost always more efficient than heating up the water in the washing machine or

dishwasher. If the central hot water system is situated close to the domestic appliance, the electricity costs are no-

ticeably reduced. The savings potential in figures: Regarding electricity costs alone, savings can be made of up to 47 percent with washing machines and up to 36 percent with dishwashers. The savings are greatest when the hot water comes from a solar energy system. In this case, washing and dishwashing is espe-cially environmentally friendly, as up to 40 percent of electricity can be saved respectively.

Needless to say, Miele products are some of the most energy efficient appliances on the market. However, where conventional savings potentials

have been exhausted, Miele is going one step further: The future of domes-tic appliances lies in their intelligent networking with other technologies. Even though the energy infrastructure is different in many regions of the world, the following examples demonstrate that, even today, we can all do

something to protect the environment and reduce our energy costs.

The future of domestic appliances lies in their networking with other technologies

Intelligently connected

HOT wATER FILL REDUCEs CONsUMpTION


RUbRIK

predominantly serve to channel (private) electricity consumption – ideally to times when demand is at its weakest, or to times when there is lots of renewable en-ergy available, for example from solar or

wind power. Electricity is offered at a cheaper rate during these periods. As domestic appliances require between 40 and 50 percent of the electricity con-sumed by a household, the savings poten-tials in this area are particularly high. Miele has been selling washing machines, tumble dryers and dishwashers that auto-matically run at times when electricity is at its cheapest on the German market since 2011, and as such is the forerunner in the branch. Several thousands of appli-ances with the SG Ready logo have

In contrast to many competitors’ prod-ucts, all Miele dishwashers can be con-nected to the hot water supply. A positive side effect: Certain programme durations are significantly reduced. In the case of washing machines, special models with hot water connections are required: They have two different water inlets – one for cold and one for hot water. How does the washing work with hot water? Standard appliances are programmed so that the hot water is added to the main wash cycle. If the hot water inlet temperature is higher than the selected wash tempera-ture, the water is automatically cooled with cold water until the maximum per-mitted temperature is reached.

The AllWater washing machines from Miele – which can alternatively also be connected up to other types of water, such as rainwater or well water – offer a further great saving potential when it comes to the

use of hot water: If the control set for cold potable water and hot water is selected, the programme option “warm rinse” can be used, which utilises hot water to rinse the laundry. This reduces the water con-sumption in the rinse cycle by around 10 percent, as warm water has a better rinse effect than cold water.

Conclusion: The hot water connec-tion for washing machines and dishwash-ers is worth it when the relevant con-struction pre-requisites are met, as energy costs are considerably reduced.

E urope is leading the way in energy conservation: 80 percent of house-holds in Europe are to be fitted

with a smart meter by 2020, which should lead to energy savings of up to 10 percent.*

Smart meters are required to establish intelligent electricity networks, which

TECHNOLOGy

* Strategy paper by the EU commission entitled “Smart Grids – from innovation to deployment”

sG READy sAvEs COsTs


RUbRIK

already been sold. The market launch is imminent in other European countries.

Last year saw some energy supply companies begin to offer smart tariffs with the equivalent savings potential for the first time; as such this market is now on the move. The technology received an additional boost from the new net-working platform “Smart Connect” from Deutsche Telekom. It is due to begin soon in 2012. Smart Connect represents a new standard of networking for do-mestic technology components, which is open to many branches and applications. And it is precisely this that makes the technology interesting for consumers: Deutsche Telekom’s Smart Connect box is to become the switchboard for a whole host of diverse components. For exam-ple, Miele customers will be able to profit from a larger range of flexible elec-tricity tariffs, as two of the largest energy supply companies in Germany are also

T he targeted channelling of electric-ity consumption is one feature of a Smart Grid. Another feature:

In an intelligent electricity network the consumer is also the energy supplier, for example by feeding self-generated elec-tricity from a photovoltaic plant into the electricity network, or, ideally, by using it themselves. Miele has developed a further application of the SG Ready technology for this purpose: Domestic appliances that automatically start when enough self-generated energy is available from the household’s own photovoltaic plant ( PV plant ).

In order to best utilise self-generated energy acquired using solar power, an en-ergy manager is needed, such as the one offered by the solar technology manufac-turer SMA ( Germany ). This energy man-ager (market launch 2012) forms the interface between the PV plant and the domestic technology components. It

on board the scheme. Customers can also use the very same box to control their air conditioning systems, or to use service offers via apps. Automatic pro-grammes which can be loaded onto Miele ovens via apps and can be used to cook a new special dish perfectly are also on the cards for the not-to-distant future.

Deutsche Telekom is assuming that further manufacturers of domestic tech-nology components will participate in Smart Connect over the coming months, which will make the growing number of offers available on this platform interest-ing for an even larger range of customers. Good news for Miele fans outside of Europe: In principle, Miele’s Smart Grid technology can work with a wide range of data transmission standards. As such, it is purely a question of time as to when the intelligent appliances will be able to conquer additional markets.


the selected programme and completes the job by the specified end point. Consumers who utilise self-generated energy with the help of SG Ready tech-nology by Miele are making an active contribution to environmental protec-tion, and are supporting sustainable en-ergy management, as the energy is con-sumed where it is generated. In Germany the state is subsidising this private con-sumption. Self-utilised electricity is, therefore, better subsidised than energy that is fed into the grid.

D rying laundry with hot water? – It used to be impossible; now a solar dryer from Miele is making this

possible in the most efficient way. The last IFA saw Miele present the appliance as a study, which had been developed together with the solar technology manu-facturer Solvis (Germany). Miele is cur-rently working on getting the product

TECHNOLOGy

have been selected; and what the expect-ed levels of energies required are likely to be. Finally, the energy manager also takes into account which end point the user has set on the domestic appliance, i.e. when the laundry must have been done by.

An example: The washing machine and dishwasher must have finished their cycles by 7 pm. According to the weather forecast, the sun will shine from midday, so the dishwasher will start at 1 pm, and the washing machine will begin two hours later. In this example, the fact that the PV plant will not supply enough en-ergy to run both appliances at the same time, as well as providing other devices with electricity, has been taken into ac-count. The key thing here is that the SG Ready technology guarantees process se-curity. Even when the photovoltaic plant does not provide enough electricity, the washing machine automatically starts

optimises the utilisation of the domestic appliances and other items consuming electricity, so that as many appliances as possible run using self-generated PV elec-tricity. The energy manager calculates the amount of power that will be generated by the photovoltaic plant over the next few hours, for example using online

weather forecasts. As such, the energy manager is like the switchboard for the supply side. Its counterpart on the de-mand side is the Miele Gateway – the switchboard for SG Ready technology. The Gateway links up all connected Miele domestic appliances.

The Miele Gateway informs the en-ergy manager which appliances are in SG Ready mode and, as such, are ready to start; which wash/dry/rinse programmes

wAsHING, RINsING AND DRyING wITH sOLAR pOwER

TECHNOLOGy

ready for series production. The savings potential is immense: In comparison to a heat-pump tumble dryer, electricity costs are reduced by half; when compared to a conventional vented/condenser dry-er, the savings are up to 80 percent. The primary energy saving can also amount to up to 80 percent.

The solar dryer requires an on-roof solar-thermal collector in combination with a Solvis stratified storage tank. The fluid in circulation in the collectors transfers its heat load to the water in the tank. Tem-perature layering in the tank means that various water temperatures are available for a variety of uses. The solar dryer re-quires the water with the highest tem-perature which is also used for tap water. The solar dryer is connected to the strati-fied storage tank via four lines: The first

pipe feeds hot water into the dryer where its heat is transferred to the process air for drying. The cooled water is then returned to the tank via a second pipe. There, it is heated afresh and fed back into the system for re-use. To cool the hot, damp air in the dryer, cold water is fed into the appliance from the tank through a third connection. The warm, dryer air is cooled within the heat exchanger and condensed. This heats up the water, which is then fed back into the tank via a fourth pipe.

Thanks to this closed circuit between the solar dryer and the tank, the system is virtually loss-free as for the most part the heat extracted for drying laundry is re-introduced to the storage tank in the condensation process. In terms of drying results, the solar dryer is on a par with its more conventional counterparts. Thanks to the low temperature of the process air, comparable to that on a heat-pump tum-ble dryer, the solar dryer is particularly gentle on fabrics.

Miele Managing Director is relying on “energy intelligent” domestic appliances

“Lower consumption and perfect results”

E nergy intelligent domestic appli-ances represent the most effective leverage for achieving further re-

ductions in electricity costs in the house-hold. This was stated by Dr Eduard Sailer, Technical Director of the Miele Group, at a recent congress held by the German Energy Agency (dena) in Berlin.

“Half of private electricity consump-tion is down to electrical appliances in the kitchen and utility room”, calculates Sailer, “consequently, there are great sav-ings potentials here.” However, in his

opinion, those who limit themselves to struggling with fractions of percentages using conventional methods are, above anything else, just reducing user conveni-ence and performance. The electricity consumption of Miele washing machines, tumble dryers, ovens and dishwashers has fallen by around 50 percent since 1990. Refrigerators consume up to 80 percent less today. “As such, if you solely work within the framework of technologies that are available today, the remaining opportunities for savings are naturally

getting less and less”, said Sailer. Future-proof energy concepts have to guarantee both – lower energy costs and perfect results.

Key advancements in this direction can be seen in the example of “Smart Grid” domestic appliances, which auto-matically start when electricity is at its cheapest, or when there is sufficient en-ergy available from the household’s own photovoltaic plant. According to Sailer, these appliances will help to reduce en-ergy costs and will contribute to making it possible to utilise environmentally friendly energies more efficiently. “An in-telligent transfer of 25 percent of the to-tal run time saves as much CO2 as ten-percent less consumption”, explained Sailer. The Miele Managing Director sum-marised: “I am convinced that the Smart Grid philosophy will have established it-self across a wide front and will play a key role in the future energy concept.”

Eduard Sailer is responsible for technology in the Miele management team.


A LEAp OF TECHNOLOGy TO THE sOLAR DRyER

Solar drying contributes towards increas-ing the efficiency of solar-thermal collec-tor systems, particularly during sun-rich summer months. Water heating in the stratified storage tank can also easily be combined with other energy sources, in particular with biomass or geothermal energy. This makes for cost-efficient and resource-saving tumble drying even in winter when less solar power is available. The use of tap water from the storage tank for other domes tic appliances such as dishwashers or ( AllWater ) washing machines is equally viable.


FAIR

Miele places faith at Eurocucina in exceptional product performance and design

“Lower consumption and perfect results”

Culinary competence

Cookery demonstrations by inter-nationally renowned chefs de cuisine showcasing new built-in

kitchen appliances and a sophisticated tradeshow booth – all the requisite ingre-dients for a top-class presentation of haute cuisine at Eurocucina in Milan (April 17–22, 2012). The show motto – Culinary Art by Miele – underlines this claim to excellence.

Compared with the 2010 Milan pres-entation, the new booth is considerably

larger, now covering an area of 860 m². The centre of the stand in Hall 9 is dom-inated by a large cube, visible from afar: On the outside, this structure represents the virtues of consistency, dependability and longevity, attributes also ascribed to Miele products. Inside, the cube houses a stylish café seating around 100.

The design worlds spanning Miele’s range of built-in appliances stand for ex-quisite product design, seamlessly com-bining with modern, contemporary kitch-en furniture. Appliance ensembles in

stainless steel (CleanSteel), brilliant white, jet black and “Ice” adorn the four corners of the stand. In the entrance area, machine combinations in jet black and Ice act as stages for two chefs. These kitchens provide demanding chefs with the features and equipment they need to give their culinary creations a profes-sional touch: High-performing modules from the domino-style CombiSet range for fast and effective cooking and roast-ing and combi steam ovens and ovens

A large cube, serving as a café, dominates the Miele booth at Eurocucina in Milan.

with “Moisture Plus” where there is a need for precise temperature control.

Numerous Miele innovations will be unveiled for the first time at Eurocucina on an international scale. Miele, for in-stance, is presenting new gas-on-glass hobs. A second range of gas hobs relies on near-flush stainless-steel surrounds.

Miele is responding to the trend to-wards full integration of kitchen appli-ances with a new ceiling extractor, provid-ing a very elegant and effective approach to ventilation. Neatly concealed behind

wall unit frontage is a new generation of slimline cooker hood. High-end models feature a slim and delicate canopy which is pulled down and clear of the wall unit when needed. New built-under models complete this demanding line-up of cook-er hoods. Automatic programmes and a perforated baking sheet support the Moisture Plus function on newly intro-duced Culinart campaign models.

In Milan, Miele will also be presenting the fastest fully integrated dishwasher

in the world, using Professional commer-cial-grade technology to wash loads in only 17 minutes, leaving the competition standing.

Another display showing off built- in appliances is aimed at conveying the convenience and user benefits of net-working domestic appliances. This pres-entation focuses on a dishwasher able to cash in on variable electricity tariffs (Smart Grid ready), launching pro-grammes automatically when electricity is at its cheapest.


New Galleries opened on four continents

Ambassadors for the brand Pure brand fascination – this is what the global Miele Galleries stand for.

Over the past year, new showrooms have been opened across four continents. Two galleries in Canada are particularly special: They are independently managed by passionate retail partners.

Product advice in the Berlin Gallery – over 3,000 people pass through it each day.

GALLERIEs


V alue-added resellers and consumers can now indulge their fas-

cination with the Miele brand live and at first hand in Berlin. Last summer, “Unter den Lin-den” opened the first Miele Gallery in Germany.

“Experience the Miele mo-ment” – the motto for the opening of the Berlin Gallery delivered what it promised. The German subsidiary pulled out all the stops for three whole days to give the new Gallery a worthy start: 30th June – almost 50 journalists got to know the new Miele flagship store. 1st July – official opening day with invited guests. 2nd July – the Gallery now belongs to Berliners and to visitors from across the world.

The lavish and atmospher-ic product presentation, fea-turing around 170 appliances, offers an insight into the di-versity and quality of the Miele range. There is also an

Berlin

event area with an active kitchen and space for retailer events, as well as a “Miele Café” with outdoor seating in the inner courtyard. The Gal-lery spans an area comprising a total of 650 square metres. An ensemble of listed neo-classical buildings provides a worthy setting for the Gal-lery. Location: Unter den Lin-den 26, just a few metres from the intersection between Un-ter den Linden and Friedrich-straße – one of the best ad-dresses in the German capital.

An exciting and diverse programme of events is avail-able to guests, including cook-ing events, wine tastings, fash-ion shows, product launches and other entertainment and informative events. “This Gallery will become an inci-sive key attraction for discern-ing stockists, consumers, fans of stylish pleasures, archi-tects, designers, journalists and visitors to Berlin”, prom-

ised Christian Gerwens. The rooms can also be booked for events by other companies.

In his welcome address, a visibly cheerful Markus Miele stated: “112 years after it was first founded, with this Gal-lery, Miele is establishing a business card that is yet to be matched within the industry.” Reinhard Zinkann reflected

Cutting the “red ribbon” ( from the left ): Christian Gerwens, Markus Miele, Governing Mayor Klaus Wowereit, and Dr. Reinhard Zinkann

Star chef Cornelia Poletto serves local specialities to guests at the opening ceremony.

The Gallery is situated in the building complex of Kaiserhöfe.

Built-in-appliances are the focus in Berlin.

on the chequered past of the company’s presence in the capital city, through war and separation, since the first Ber-lin branch was opened in 1927: “Today does not just stand for our clear acknowl-edgement of Berlin, but also as a signal of the power of our brand, that spans far beyond Germany.”

GALLERIEs


Cooking culture and pleasure are in focus in the new show-room in Munich.

DubaiM iele officially opened

its new multi-pur-pose Gallery at Sama

Tower in Dubai in September 2011. It was inaugurated by the Managing Director and co-proprietor of the company, Dr. Markus Miele, who had flown in from Germany especially for the launch. The event in-cluded the exclusive launch of the Fire and Ice product ran-ges for the United Arab Emi-rates and the Gulf region. The opening ceremony was atten-ded by 220 guests from over 30 countries; among them top designers and architects, developers, contractors, key account customers, trade part-ners and media.

The new Gallery is de-signed to showcase a wide range of stunning appliances on the lower floor. The harmo-nious design also features a walk-through floor plan that in essence offers a journey through Miele’s luxury prod-uct range: starting with the revolutionary home control system from Miele@home, through to cooking, cooling, laundry and floor care appli-

cooking station can be used for private cooking classes. “The Gallery’s architecture embodies quality, innovation, luxury and elegance – four el-ements that represent the very essence of the brand – in a full white setting. It accentuates the sense of detail, construc-tion and craftsmanship for which the brand is renowned, appealing to quality conscious consumers of all nationalities”, said Gaby Koudsi, Managing Director for Miele in the United Arab Emirates and the Gulf region.

The renowned guests en-joyed their evening and ex-pressed their enthusiasm with comments like “Congratula-tions on such a spectacular Gallery and a totally success-ful event”, “The Gallery is re-ally impressive and provides customers with an unforget-table buying experience” and “I love the brand, same for the event”.

Inviting: the Miele Gallery in the Sama Tower

ances. Sustainability is at the heart of all Miele design, thus the Gallery comes complete with a ‘green’ lounge where clients can relax with the best coffee made using Miele’s own high-end coffee machines.

‘Fire’, a part of the brand new range of home applianc-es, appeals to lovers of exqui-site design and those in pur-suit of unique values. The solid handles on these ma-chines have a high-gloss, gold-plate finish. They are com-bined with titanium-style fascia panels and rear-printed bronze glass surfaces. The characteristic trait of the cool-er side of the series, ‘Ice’, is its contemporary appeal. With a material mix comprising alu-minium, silver rear-printed glass and chrome, Miele ap-pliances accentuate the cool, puristic design of the kitchen.

The mezzanine level of the Gallery is perfectly fur-nished to host events like product launches and demon-strations, fashion shows, art exhibitions and training ses-sions to name but a few. A fully equipped, hands on


MunichW hen it comes to

quality of l i fe, Munich rules over

other German cities: from comfortable beer gardens in the summer to skiing in the nearby Alps in the winter. The Bavarian capital is not cheap, but it is a place worth living in, and offers a great deal of potential for high-quality Miele products. The show-room, which is connected to the Miele Munich Sales and

Service Centre, has now been fully redesigned for friends of the brand.

The renovation works lasted 14 weeks, before the building was reopened last November. The first guests to visit the 700 square metre ex-hibition space included repre-sentatives from the local me-dia, specialist retailers and Markus Miele and Reinhard Zinkann. Higher-priced built-in appliances form the focus

of the atmospheric and ele-gant product showroom. The showroom has an ambience well-suited to the brand, cre-ated by the predominantly white décor, featuring subtle contrasts in black and stainless steel, under a red ceiling. The showroom’s programme also includes retailer training ses-sions, cooking events, wine tastings and other events to do with the themes of kitchens and pleasure.

The Miele brand environment is situated in the Munich dis-trict of Schwabing-Freimann, in the heart of a popular com-mercial park, which is home to a range of attractive, large retailers. Besides Munich, Miele also runs further sales and service centres in Ham-burg, Bochum, Frankfurt and Karlsruhe, as well as an advice and training centre in Leipzig and the Miele Gallery in Berlin.

The Miele UAE team with Managing Director Gaby Koudsi, Mario Miranda, Regional Senior Vice President for Asia, and Dr. Markus Miele

Built-in-appliances are presented in a white setting.

GALLERIEs


GALLERIEs

Kuala Lumpur

L ast October, Miele opened its new Gal-lery in Malaysia’s capi-

tal Kuala Lumpur; within sight of the famous Petronas Towers. The brand’s world of

experience spans two storeys of the newly built Menara Kencana Petroleum Building.

The opening ceremony was attended by 90 guests, who avidly watched the cook-

Opening the Gallery ( from left to right ): Dr. Markus Miele, Mario Miranda, Yeow Kheng Chew, Casandra Teo, and Dr. Reinhard Zinkann

A coffee bar, wine cooler, oven and steam cooker await connoisseurs in the Gallery in Malaysia.

SydneyT hroughout Australia

and New Zealand, Miele has established

Galleries to not only reflect the company’s products, but also the brand, in a lifestyle setting that has been aptly named a Gallery.

Each Gallery has been de-signed to showcase artwork from local artists, to capture the essence of each of the in-dividual Gallery locations. The artwork encompasses glassware, ceramics, wood, canvas and metalwork. Each piece is carefully chosen to

ing demonstration by Chris Bauer, head chef at the Fran-gipani Restaurant in Kuala Lumpur. The visitors were serenaded by well-known vi-olinist Charmaine Lai as they delighted in the chef’s crea-tions. Then it was time for the highlight of the evening: Together with Miele Manag-ing Partners Dr. Markus Miele and Dr. Reinhard Zinkann, Mario Miranda, Regional Senior Vice President for the Asia region, Casandra Teo, Managing Director of Miele Malaysia, and Yeow Kheng Chew, Executive Director of Kenkana Petroleum, cut the red ribbon. Guests were then invited to embark on a jour-ney of discovery through the Miele Gallery.

On the ground f loor, brand and image-conscious visitors from Malaysia can experience the entire prod-uct range. The walking tour leads you around a kitchen equipped with all of Miele’s built-in appliances, the laun-dry care appliances, and Miele Professional machines for commercial use. Meanwhile, a coffee bar and wine cooler are ready to serve connois-seurs in the lifestyle area. An exclusive event centre with an active kitchen awaits on the building’s twelfth storey. This is to be used for events such as cooking demonstrations and dinners with business partners.

Founded in 2009, the Miele subsidiary has already equipped lots of exclusive residential locations in the country, including all 94 apartments in the luxurious One KL Tower, and the pre-mium penthouses and apart-ments at Zephyr Point. Fur-ther prestigious projects are also in the pipeline.


GALLERIEs

SydneyWalking through a glass walk-way into the Gallery, you see old meeting new: On the right, an exploded washing machine – pointing to the technical expertise of Miele today; on the left, a much-loved old, wooden machine – a link to the company’s roots and the brand’s longevity.

Looking outside, there is an impressive vertical herb instal-lation, constructed using Miele washing machine drums. This installation is by celebrated Australian artist Joost Bakker, now famous for his Green-

house projects and one of the few select partners of the Miele brand in Australia.

At the end of this walkway you approach the MasterCool Room, with large glass doors that close behind you, ensur-ing you can fully appreciate the elegance and size of the new Miele MasterCool range.In the centre of this room stands a large mosaic tiled bench with carefully posi-tioned seats. The shimmering blue, grey and luminous small mosaic tiles spill over the end of the bench like a waterfall,

The dining room in the Sydney Gallery is inspired by the harbour.

Contemporary art and modern built-in appliances complement each other perfectly in Sydney.

SeattleT he Space Needle, Pike

Place Market and now Miele’s newest U.S.

Gallery have become must- see destinations in the Pacific Northwest. Last July saw hundreds of VIP guests join Dr. Markus Miele and Nick Ord, President of Miele USA, to officially open the doors to Miele’s newest Gallery in Seattle. The Seattle Gallery is Miele’s tenth Gallery in the United States. During the evening’s grand opening cele-bration, area designers, archi-

tects, dealers, local business leaders and members of the media raved about the newly designed showroom. At more than 5,000 square feet (465 square metres), the Seattle lo-cation is the largest Miele Gal-lery in the United States.

Sweeping floor-to-ceiling windows are a key feature in the Gallery’s design, allowing natural light to fill the space and highlight Miele’s complete product range. The showroom’s circular design provides a fluid movement when showing cli-

Seattle welcomes Miele’s tenth Gallery in the United States.

work alongside the pallet of colours which is then inter-woven to create an overall theme to further reflect the individual regions.

In the recently renovated New South Wales Gallery, this creative palette has been de-signed to reflect the colours of the sea and the unique water-ways that make Sydney such a photographed city. Tur-quoise-blue is a major colour, and this is tempered by a won-derful gold and yellow that illustrate the sun and the beaches.

with large white snowflakes creating a cool and almost “iceberg-like” structure. On top of this, the glasswork fur-ther maintains this “icy” aura and works in conjunction with the tall glass vase-like pieces in the window.

Simple, stylish pottery is positioned to ensure that the words etched onto the glass panel at the end of the cook-ing display remain with you as you leave this stylish Gal-lery in New South Wales ... Immer Besser... or Forever Better!

ents the various models, design options and size configurations. Two large kitchens form the centrepiece to the Gallery and enable live product demon-strations, hands-on culinary classes and educational semi-nars. “Our goal when designing any new Gallery is to create a memorable experience for eve-ryone who walks through the doors,” explained Nick Ord. “The Seattle Gallery, with its sleek design and emphasis on interactive displays, exempli-fies all that Miele represents.”


GALLERIEs

In addition to the kitchens, the Gallery features a fully func-tional laundry room, coffee bar, five state-of-the-art televisions

and an AV system to highlight Miele videos and products throughout the entire space. The response from the design

The showroom’s circular design invites clients to a fluid movement when visiting the Seattle Gallery.

In Mexico Miele will open its new Gallery and offices in the most exclusive area of

Mexico City. Besides providing the ideal infrastructure to allow its customers to enjoy unique and special experiences and to interact with all the appliances, the new Miele Gallery will also bring the company closer to its consumers. In order to accom-plish these two objectives, the subsidiary has set its eyes on a neighbourhood on the west side of the city: Polanco, known as one of the most prestigious residential areas in Mexico City. The area is divided be-tween colonial California-style houses and modern high-rise buildings. Besides being a resi-

This model offers an impression of what Mexico City’s new Miele Gallery will look like.

Goemans-owned but Miele-inspired – this best characterises the

new Miele Gallery Goemans in Kitchener (Ontario, Canada). The Gallery is the seventh location for Goemans Appli-ances, but their first exclusive - ly dedicated to one brand.

Kitchener

community about the new Gal-lery has been overwhelmingly positive. “The Miele Gallery has raised the bar in the Pacific Northwest as the most cohesive and extensive learning centre of its kind, ever,” said Steven Hensel of Hensel Design Stu-dios. Hensel is just one of many Seattle-based designers to fre-quent the new Gallery since its

opening. “It is a pleasure to bring clients who truly appreciate the incredible breadth and quality of the Miele line in such a beau-tifully designed showroom.”

The grand opening celebra-tion also served as a continua-tion of the U.S. launch of the G5000 “Futura” series dish-washer. Since its opening, the Seattle Gallery has hosted mul-tiple special events including wine tastings, a Battle of the Chefs competition, a Microsoft team-building session and sev-eral private parties.

cated; not only because of the socio-economic level of the housing in the area, but also because of the lifestyle that this neighbourhood attracts. As part of the opening of the new premises, Miele Mexico will

Official opening: Tony Goemans, Carl Zehr, Mayor of Kitchener, and Jan Heck ( from the left )

hold a unique and exclusive celebration in which partners, customers, media and friends will help to play an important role in the evolution and consolidation of the brand in Mexico.

Mexico Citydential district, the peripheral area of the neighbourhood is also home to many corpora-tions and small offices. It also hosts the finest art galleries, boutiques, luxury hotels and fine restaurants. Furthermore, it is home to a vast array of his-toric buildings, monuments and museums of great impor-tance to the country.

In the first half of 2012, Miele Mexico will open its new offices and Miele Gallery in this exclusive area, occupying a renovated building spanning an area of 550 square metres. This setting will provide a magnifi-cent experience to the resi-dents of Polanco who are con-sidered to be most sophisti-


GALLERIEs

The Miele appliances are showcased in an exquisite 370 square-metre showroom.

Located in an exquisite 370 square-metre showroom. The Miele Gallery Goemans has taken the typical retail model and turned it on its head by focusing on the consumer ex-perience. The Gallery serves as a one-stop shop for both con-sumers and designers wishing to view a beautiful selection of Miele appliances, inclu - ding MasterCool refrigeration, steam ovens, induction cook-tops and laundry systems.

The incorporation of a top-quality live kitchen was

central to the design of the Miele Gallery Goemans – to welcome consumers and de-signers to experience the products first-hand through cookery courses and educa-tional seminars.

“Miele has been part of the Goemans portfolio of premi-um brands since Miele was first brought into Canada” said Tony Goemans, owner of Goemans Appliances. “We recognise there are a growing number of consumers that value the in-vestment in premium appli-

OttawaM iele Gallery on Bank,

a state-of-the-art ap-pliance store: The

first Miele-branded Gallery in Ottawa (Canada) officially opened its doors last March. It offers the ultimate in premium appliances showcased in an ex-quisite 372 square metre show-room on Bank Street. Privately owned by France Gascon and a friendly team of Ottawa foodies who are committed to impec-cable service, the Miele Gallery on Bank represents an impor-tant partner for Miele Canada in the national capital region.

Featuring a display incorpo-rating the complete range of Miele appliances, the Gallery

has been thematically created to provide a showroom that is designed to allow visitors to easily browse the wide variety of products within the different product categories; from cook-tops to ovens, to refrigeration to laundry systems. In addition, the Gallery is equipped with a fully functional live kitchen and café in the second level loft. The incorporation of this top-quality kitchen was central to the design of the Gallery: It welcomes consumers and designers to experience live products through cooking programmes and educational seminars. “The new Gallery will provide customers with beauti-

ful surroundings and staff who have extensive product knowl-edge to ensure a consistent brand experience”, noted Jan Heck, President of Miele Can-ada Limited.

Miele Gallery on Bank has the following image: “Our vi-sion is to offer you the highest standard of customer service

and the most state-of-the-art, elegant and functional appli-ances that will enhance your lifestyle by making everyday tasks easier, more efficient, and more enjoyable. We want you to be inspired in the kitchen, have fun, and to be confident that you will get the consistent re-sults you have come to expect.”

The stylish Miele Gallery on Bank showcases premium appliances over an area of 372 square metres.

ances and our new spectacular Gallery won’t disappoint.”“With Kitchener being such an important 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 premium brand,” noted Jan Heck, Presi-dent of Miele Canada. “The new Miele Gallery Goemans will provide customers with beautiful surroundings and staff that have extensive prod-uct knowledge to ensure a

con sistent brand experience.” As a long-time Miele retail partner, Goemans Appliances is also a great supporter of the new Miele Chartered Agent business model that allows their sales team to direct all their energies and resources towards what they do best – educating customers on the benefits and features of Miele appliances.

Goemans Appliances has been a family affair since Tony Goemans opened the doors of his first store in 1978. As Tony’s family has grown, so has his business: joined by his three sons Jason, Brad, and Jeff and now with seven locations in Stoney Creek, St. Catharines, Mississauga, Kitchener, Lon-don, Burlington Clearance Centre, and the KW Miele Gallery, Goemans has become one of Canada’s largest inde-pendent retailers. Goemans’ mission is to build loyal rela-tionships with customers and employees in the community and to provide superior value and service throughout the purchasing experience.


NETHERLANDs

L ast September in the Dutch town of Vianen, over 2,000 guests discov-ered what is hot when it comes to

autumn and winter fashion. The 2nd Miele Catwalk saw the foreign subsidiary invite guests to the Inspirience Centre on three consecutive days.

The opening event saw stylist Danie Bles impress the audience with her “Mix & Match” show. She specialises in com-bining completely different styles and fashion brands to create inspiring new outfits. In doing so, she incorporates crea-tions from Chanel, Zara and H&M. The result is certainly original and suitable for everyday use and saw the mielecatwalk.nl website attract very high visitor figures on the following days. The website fea-

tured pictures of all of the compositions, including information about manufactur-ers and prices of the pieces.

The absolute highlight of the ninety minute show was provided by the haute couture presentation by Mart Visser. The designer’s autumn/winter collection exceeded all expectations. Under the heading “A flair for classic”, Visser pre-sented timeless, elegant creations in natu-ral colours, manufactured using exclusive materials. A wedding dress with a special history provided a “Dream in White”: Visser used a modelling competition to search for the bride to present his creation. The competition was won by Wendy-Kristy Hoogerbrugge, who made her big appearance in Vianen.

Catwalk in vianen exceeded expectations

Casual meets classicGuest at Miele Catwalk: Sylvie van der Vaart is very well-known across the Netherlands and in Germany due to her appearances on TV shows.


NETHERLANDs

M iele is accelerating the built-in appliances business in the Nether-lands, and making ground both in terms of sales and communica-tion with customers.

The foreign subsidiary is in fact market leader in the fields of laundry and floor care, however there is room for improvement when it comes to built-in appliances: they only make up 22 percent of Miele Netherlands’ total turnover. This proportion stands at over 40 percent at the global level; thus there remains great potential in this sector in the Netherlands. The intro-duction of a selective sales system at the beginning of 2011 was a key step within the context of this realignment. In terms of the retailer network, quality trumps quantity. “We have consciously stopped working with many retailers in the kitchen segment, and are now relying on high quality sales”, said Sjaak Brouwer, Managing Director of the subsidiary. The foreign sub-sidiary wishes to intensify cooperation with the remaining retail partners. The retailers have to fulfil certain criteria with regard to presenting the ap-pliances, but can also profit from extensive training and marketing support. A study in the Nether-lands has demonstrat-ed how important re-tail partners are when it comes to buying kitchens: Even in cases where customers have formed an opinion in advance as a result of conversations with friends or Internet re-search, the final buying decision is influenced by the kitchen retailer in up to 50 percent of all cases – and they can do a much better job at putting across the ar-gument for Miele added value and the resulting higher price in the future.

The company is supporting the new strategy with an advertising cam-paign aimed at consumers. Advertisements presenting the benefits of Miele products are on display in high-circulation magazines such as Linda, VT Wonen, Ariadne at home, Mama, Kinderen and Happinez. The new website miele.nl/keukentotleven is also being launched at the same time. The web-site features detailed information about the appliances as well as recipes. But the star attraction is a kitchen planner, which allows consumers to design their own dream kitchens. This kitchen planner is no replacement for a professional sales representative in the kitchen store, but printing out your dream kitchen or showing your dream kitchen to friends via Facebook is a lot of fun. This kitchen planner has also been promoted in radio adver-tisements.

In order to ensure the theory is put into practice, Miele is placing greater emphasis on cooking events with external partners in the Nether-lands, both at exhibitions and in the Inspirience Centre in Vianen. Each year, over 30,000 visitors attend the unique exhibition at the subsidiary’s headquarters. Stylish enjoyment is to play a much greater role here in the future.

Catwalk in vianen exceeded expectations

Miele accelerates the built-in appliances business

Casual meets classic

Enjoyment takes centre stage

The Miele website in the Netherlands makes kitchen planning fun.

Expertly combined: Composition by Danie Bles at the Miele Catwalk 2011.

Guests also included many prominent Dutch personalities, such as Sylvie van der Vaart, Leontine Borsato, Patricia Paay, Lieke van Lexmond, Quinty Trustfull and Bastiaan van Schaik. They all experienced how fantastically Miele and fashion go together, in a most impressive way. After all, there is no better way to care for your favourite jumper or silk scarf than in the honeycomb drum of a Miele washing machine and tumble dryer.

Wendy-Kristy Hoogerbrugge in a wedding dress designed by Mart Visser.


GREAT bRITAIN

Sustainability plays a decisive role in product development at Miele. Many appliances such as heat

pump dryers save both energy and the planet. With this in mind, Miele has now partnered with The Woodland Trust, the UK’s leading woodland conservation

Anyone with an interest in design, interiors and innovation is sure to be excited about Grand Designs

Live, the UK´s number one consumer show. The event takes place twice a year, in London and Birmingham, and attracts nearly 150,000 people. Based on the in-credibly popular UK television show, fronted by the British designer Kevin Mc-Cloud, the exhibition presents the latest trends in construction, interiors, bath-rooms, kitchens, gardens and technology to its visitors. Miele is the headline spon-sor of Grand Kitchens, as well as of the VIP experience at the show.

Miele’s sponsorship of the VIP expe-rience was new for 2011. VIP ticket hold-ers were able to enjoy the show in com-fort and style, with a glass of champagne on arrival, complimentary Miele coffee, a show guide and exclusive access to the

Miele sponsors Grand Designs Live in the UK

A sense of tasteMiele VIP Lounge. Visitors were able to experience the company’s coffee exper-tise by sampling espresso, cappuccino or latte macchiato from the CVA 5060 and CM5 Barista coffee machines.

At the exhibition, Miele presented its highly successful interactive Kitchen In-spirations feature which allows both homeowners and homebuilders to see the capabilities of Miele’s latest kitchen technologies. Celebrity chefs and culinary experts gave impressive daily cookery demonstrations. Meanwhile, Miele’s own team of experts were also on hand to of-fer help and advice about successfully choosing and creating an inspirational kitchen space.

M iele launched the S6 range of vacu-um cleaners to key

UK media. The launch saw a stunning townhouse in the heart of Soho, London, be dressed as a family home complete with actors play-ing the role of father, moth-er and two children. Dexter, the Labrador dog, joined the event to complete the family.

Key journalists were in-vited to the house, which was built in 1681, to see live demonstrations of the S6 effectively and efficient -ly dealing with everyday household mess including dog hair, mud, sawdust and even tacks. The journalists also had the opportunity to try out the new vacuums for

Meeting of initiators and sponsors: Zoe Carter, Miele, Georgina McLeod, Head of Jubilee Woods Project, Princess Anne and Sian Rees, Miele (from left)

Miele presents the latest kitchen inspirations to its visitors.

Relax with a good coffee:

the Miele VIP Lounge at Grand Designs Live

charity, to develop the UK’s forests. For every heat pump dryer sold, Miele will donate money for the planting of five new trees, benefiting the environment for years to come.

To celebrate the anniversary of Queen Elizabeth’s historic 2012 Diamond Jubi-lee, the Woodland Trust is helping mil-lions of people across the UK come to-gether to plant six million trees. Princess Anne is Patron of the Jubilee Woods pro-ject, and attended the launch at Burghley House, Lincolnshire. The new woodlands around the UK will form a fitting and lasting tribute to the Queen’s sixty-year reign.

Dedicated to environmental protection The ultimate family test


M iele has had a subsidiary in Italy, situated in the beautiful sur-roundings of South Tyrol, since

1961. To celebrate its 50th birthday, the Italian subsidiary organised several team-building activities and business conven-tions in and around Bolzano. The events saw colleagues, employees and managers celebrate this important anniversary to-gether. Dr. Reinhard Zinkann, who took part in the festive evening, emphasised the company’s excellent performance at the Eurocucina, which was managed by the Italian Miele team. As a result of this, Miele Italia has become the company’s ambassador, with a positive influence ex-tending far beyond the country’s borders.

The festive evening was followed by a two-day convention, focusing on the is-sue of energy. The convention highlighted how Miele Italia is responding with pas-sion and determination to the challenges of tomorrow in this period of global eco-nomic difficulty.

With an emphasis on this contempo-rary issue, the employees took part in

an energetic pentathlon competition, comprising beach volleyball, football, basketball, rock climbing and go-karting. It was a great occasion, giving participants an opportunity to challenge themselves, work as a team and strengthen relations outside of office hours.

On the occasion of its 50th anniver-sary, Miele Italia wanted to pay homage to Bolzano, the town that has been home to the Italian headquarters for many years. This led the subsidiary to act as main sponsor for the 2011 Ferruccio Busoni International Piano Competition – one of the most prestigious local cul-tural events.

The first competition was organised back in 1949 to show off the young inter-national pianists and to promote the town of Bolzano and its Academy of Music (Conservatorio). Today it stands as a popular and well-known event which promotes young people and a true value-based society. And it is true values that have seen Miele become a symbol for quality and tradition.

ITALy

Over 50 years in Italy

Celebrating with true values

The S6 expertly passes the everyday household test with a fictitious family and dog.

Miele sponsored the Ferruccio Busoni International Piano Competition 2011 in Italy.

themselves. All of those who attended were impressed with the new S6 vacuums, as well as with the fun, innova-tive and interactive approach to the launch.

Passion for the job: Miele Italia

employees celebrate the company’s

50th birthday in Bolzano.

The ultimate family test

26 // Miele The Magazine 26 // Miele The Magazine

spAIN

W hat do a fashion designer, a leading chef and the Managing Director of a glass manufac-

turer have in common? They combine a passion for their work with trust in the premium quality of Miele products: Appliances that perfectly complement their work.

The Spanish designer Amaya Arzuaga has a distinctive style. Brightly coloured and structured outfits, combined with origami folding techniques, create ac-cents, while simple shapes form the basis. Her collections attest to her wealth of ideas and versatility, and each season sur-prises the world of fashion anew. When it comes to her clothing, the quality of the textiles she uses is almost as important as the design. It is only natural that Arzuaga also sets high standards when it comes to caring for her items of clothing: “Miele washing machines have brought me the perfect results, both for delicate textiles and for ultra-modern fabrics.” Amaya Ar-zuaga is convinced that even when they have been washed and dried several times,

the outfits guarantee a magnificent look thanks to the exactly adapted care pro-grammes.

Creativity and design also play a big role in the kitchen. In the Taller Inhova, the test kitchen for La Terraza del Casino in Madrid, head chef Paco Roncero lets his fantasies run wild and creates new recipes with his team. When it comes to cooking, the Michelin-star chef relies as much on intuition as on the greatest pos-sible precision: “How can we be creative without adequate appliances?” In 2005 Roncero was distinguished as the best fu-ture chef for his work in the field of mod-ular cooking. However, alongside his fi-nesse, he also pays close attention to the highest quality – from buying to storage to the moment the food is plated up. “I always want to achieve the exact results that I expect – without exception. With Miele I can do this”, states Roncero. With the high quality steam cooker, oven and co. kitchen aids, the chef plans the prepa-ration of his dishes, their aroma and their consistency to the finest detail.

45 years of Miele spain: Celebrities reveal their secrets for success

Experts only trust experts

Smell the freshness: When it comes to food, Michelin-star chef Paco Roncerno leaves nothing to chance.

Once the food has been savoured, there is washing up to do. The time when no-one dared to put their long-stemmed wine glasses in the dishwasher is over. Georg J. Riedel, whose family has been running a traditional glass factory for 250 years, knows this too. After extensive laboratory tests and studies, Riedel has no doubt when it comes to placing his trust in the dishwashers from the Gütersloh-based domestic appliance manufacturer for both mouth-blown and machine-produced glasses: “You cannot even get better results washing them by hand.” The expert’s satisfaction shows that Miele even exceeds the quality demands of customers in the professional sector.

Quality means security: Fashion designer Amaya Arzaga entrusts her collections to the Miele washing machine.


spAIN

Oktoberfest in the heart of Barce-lona – at first glance it may not appear to quite fit, but it is there

for good reason. Miele has been in Spain for 45 years. The subsidiary celebrated this occasion with a typical German fes-tival by the Mediterranean Sea, along with other events.

The first Spanish “Oktoberfest”, which took place in the Miele Gallery last Oc-

spain celebrates anniversary with events in the Gallery

A Bavarian custom by the Mediterranean Sea

“Oktoberfest” in the Gallery: Numerous guests enjoy hearty German specialities.

tober, was traditional. A master chef treated retailers and customers with typ-ical German specialities such as Brezel, various types of sausage, Flammkuchen and apple strudel. 45 years of quality and customer satisfaction on the Spanish market were celebrated to the sound of German folk music.

One week previously, the Miele Gal-lery in Barcelona had invited around 80

Joy at the award: Antonio Otero, Director of

SuperBrands in Spain, presents Cristina Reque, Marketing & Communications Manager at

Miele Spain, with the certificate.

Miele has been award-ed the “SuperBrands 2011” prize in Spain.

A high level of customer sat-isfaction and above-average quality were the key points that saw the company distin-guish itself from other brands in its sector. A jury comprising experts who work in reputa-ble companies, associations of companies and universities in the industry nominated 350 finalists out of more than 1,000 candidates. Around 3,000 consumers then gave their assessment. A total of 26 brands from various industries were distinguished.

SuperBrand in Spain

retailers from across Spain to attend five different evening events. After a guided tour of the showroom, the visitors could enjoy a culinary highlight. Óscar Teixidó, head chef at the State Cookery School in Barcelona “CETT”, created a gourmet menu in the active kitchen. The guests were also able to test the Miele cooking appliances for themselves and to sample the food. Then an expert from the Riedel glass company ensured fascinating taste experiences with quality glasses. During the wine and whiskey tasting, guests learned how great an influence a quality glass has on the bouquet. This series of events saw Miele once again position itself as a premium brand for cooking culture.

Since the subsidiary was founded in 1966, Miele has developed its position to become market leader for premium do-mestic appliances in Spain. The latest brand perception survey brought with it some excellent results: 96 percent of all respondents would recommend Miele, and general satisfaction stood at 90 per-cent. Initially situated in the heart of Ma-drid, the subsidiary was able to expand

and move to a site spanning 9,000 square metres in the suburb of Alcobendas just a few years later. Miele currently employs 155 members of staff here and operates a comprehensive sales and customer ser-vice network across Spain.

Quality, service and innovation: The Miele Gallery in Barcelona opened under this motto in 2009. It is an avant garde showroom in which a range of products are presented across the 600 square me-tres of floor space. Since its opening, the Gallery has been a magnet for customers and retailers, who are given the opportu-nity to experience the Miele world of domestic appliances and its special offer-ings at numerous events.


pOLAND

T he Miele Company was a partner for one of the season’s most impor-

tant fashion events: the show for the latest spring/summer 2012 collection by Mariusz Przybylski, entitled Ultra2.

In cooperation with distin-guished designers, Miele has been partnering and organis-ing fashion shows all over the world. In Poland, this tradition started back in 2004, and since 2010, the company has been associated with one of the most famous Polish de-signers – Mariusz Przybylski. His latest collection Ultra2

has received international rec-ognition. It was first presented in Berlin where it was given enthusiastic reviews. It com-bines classic elements with modern, sculptural forms and uses precious fabrics, such as cashmere, wool, silk and dyed furs.

T he journalist, lec-turer and nutrition expert Tessa Cap-

poni-Borawskia and Miele chef Kamil Sadkowski set themselves the target of increasing the popularity of asparagus dishes in Po-land with a culinary high-light. In order to live up to this challenge, the journal-ist invited guests to attend the Warsaw Miele Gallery and created a menu that left absolutely no doubt about the quality and delicious taste of the regal vegetable. Steam cookers, which are known for their preparation of tasty and healthy dishes that are rich in vitamins, proved to be the perfect tool for the “Spring air in sticks”. An exquisite velvet soup with salmon and asparagus in a Dutch sauce with a note of orange, and a mar-vellous risotto with aspara-gus, combined with anec-dotes from Italian cuisine and recipe tips, ensured culinary pleasure and the best entertainment for the guests.

M odern design was the guiding theme for the second La-

dies Summer Tour, organised by the BMW Group Polska. Miele worked together with BMW to partner the tour, and in doing so demonstrated how well this motto combines

Mariusz przybylski’s collection Ultra2

Innovation combined with the classic

Mariusz Przybylski

debuted with his first fashion show in 2005.

He has been creating ladies’

fashion since 2009.

A summer tour for ladies

Asparagus Festival in

Warsaw

with high-quality household appliances. The women taking part were thus treated twice over with two quality German brands. They began their very special test drive at the Cen-trum Olimpijskie in Warsaw – in the latest BMW models, including sports cars and

Polish ladies enjoy an exquisite menu prepared by Miele chef Tomasz Wozniak.

Minis. The destination was Lidzbark Warminski, often called the Pearl of the Warmia region. The four-star hotel Krasicki, which is accommo-dated in the Castle of the Bishops of Warmia, welcomed the guests with an extra spe-cial cookery show. Miele chef Tomasz Wozniak wowed the group with freshly prepared dishes, including guacamole with crab, shrimps with ginger and basil, maracuja with ricot-ta and pistachios, and mango with tequila and mint – all rounded off with a cup of aro-matic coffee.

Lots of celebrities and jour-nalists curious to see the Polish première of the world-

famous collection gathered at a specially arranged stage in Warsaw. Matching the

contrasting colour lines of the clothes, the guests were also attracted by the stylish Miele Fire & Ice built-in ap-pliances. Sipping a delicious coffee fresh from the Miele coffee makers, they exchanged their impressions of the vari-ous design highlights of the evening.


UAE

F our of Dubai’s most prominent chefs com-peted in the inaugural

cooking competition at the “Young Chef of the Year Award”, which took place for the first time in the newly launched Miele Gallery. The competition was designed to find the city’s finest young cu-linary talent through a one-off event that saw amateur food critics and an expert panel of judges determine the result us-ing the latest Miele appliances.

The competition, which was sponsored by the Emir-ates Culinary Guild, saw four finalists from the finest five-star hotels, all under the age of 30, compete against one an-

Miele and Time Out Dubai join forces for a cooking award

The city’s finest young chef other. Each chef had to pre-pare a four-course meal for an expert judging panel and 25 amateur critics. Each dish was scored against specific criteria, such as creativity, presenta-tion, taste and texture. The expert panel of judges con-sisted of Uwe Micheel, presi-dent of the Emirates Culinary Guild; Scott Price, executive chef at Verre by Gordon Ram-say; Becky Lucas, editor of Time Out Dubai; and Chef Sudu, certified judge and ex-ecutive chef at Traders Hotel.

Guests attending the event enjoyed a culinary evening while chefs prepared the most succulent and innovative dish-es using a basket of fresh stand-

A n all-star culinary line up was on hand to provide a unique

cookery and interactive expe-rience as part of the “2011 Taste of Dubai” event, which was held at the Miele Cookery School. Over three exciting days, each new hour – with a total of eleven sessions per day – saw food lovers and aspiring chefs line up to book their cooking stations, which were fully equipped with the latest Miele luxury cooking appli-ances. Around 800 gourmets

The first “BBC Good Food Middle East Awards” ceremony

rewarded and celebrated the top chefs and restau-rants in the region. Miele was the patron sponsor of this exciting night of cele-brations and networking at the Westin Mina Seyahi where the winners were an-nounced. Awards were dis-tributed to the most prom-inent nominees in various categories, such as Best Fine Dining Restaurant or Best Organic Cuisine. Over 400 guests, including UAE’s top hospitality professionals and members of the BBC Good Food Me Food Club, attended the event. Judges included food critics, the Director of culinary arts at the Emirates Academy of Hospitality Management, and celebrity chefs from the region.

Celebrating Good Food

Learning from the best

ard ingredients on four differ-ent cooking stations in the fully equipped Miele open kitchen.

“Dubai is shaping up to be the culinary capital of the world,” said Time Out GCC Publishing Director Zoe Coop-er-Clark. “With continued high-profile openings, and more than a thousand restau-rants spanning the spectrum of world cuisines, the food scene here in Dubai is only getting more exciting. Our event cel-ebrates and seeks to reward the next generation of young culi-nary talent in the city.” Presi-dent of the Emirates Culinary Guild Uwe Micheel added: “We’re proud to endorse this event with Miele, and we will

The chefs each had a standard set of ingredients at their disposal.

Food fans mastered new cooking tips at the Miele Cookery School.

continue to chart and promote the unsung, young talent in the city for years to come.”

Both amateur food critics and the expert panel of judges nominated five-star hotel At-lantis Chef de Cuisine Wesley Berghoff as their Young Chef of the Year during the glittering ceremony at the Miele Gallery. South African Wesley, aged 27, took the trophy back to his kitchen after a win of the nar-rowest of margins: Just a single point separated him from the second-placed chef from the Jumeirah Group in a contest that saw just four points sepa-rate all four competitors.

and passionate foodies were given the opportunity to mas-ter the art of cooking, and to follow step-by-step cooking demonstrations by interna-tional celebrity figures, such as Jun Tanaka, Richard Phillips, Suzanne Husseini and re-nowned chefs from the best restaurants and hotels in town. At the end of each ses-sion, the participants left with goodie bags filled with recipe postcards and a red, embroi-dered Miele apron. Certifi-cates of Excellence signed by

the inspiring chefs were dis-tributed to all participants who reproduced the dishes in line with the chefs’ instruc-tions.

30 // Miele The Magazine 30 // Miele The Magazine

UsA

A s a testament to the commitment of “For-ever Better”, Miele

USA was proud to participate in the U.S. Department of Energy 2011 Solar Decathlon. Started in 2002 by the Depart-ment of Energy, the Solar Decathlon challenges colle-giate teams from around the globe to design and build solar-powered homes that are cost-effective, energy efficient and attractive.

Not only is this unique competition a tremendous educational experience for the participants, it also edu-cates the general public about the many innovative options that are available for building solar-powered sustainable homes.

A total of 19 teams com-peted in this year’s competi-tion, which was held in

T he New York City skyline, filled with the rich autumnal hues of a beautiful setting sun, proved to be

the perfect backdrop for Miele USA’s of-ficial launch of the S6 canister vacuum, in cooperation with the Good Housekeep-ing Research Institute.

High above the city in the iconic Hearst Tower, Miele executives were joined by a select group of VIP dealers to celebrate the launch of this innovative new line. “We are extremely excited to share the S6 vacuum series with our deal-ers and customers,” explained Inga Wirth, Product Manager for Floorcare of Miele USA. “With its powerful motor, excellent manoeuvrability and stylish design, the S6 series is sure to revolutionise the way people vacuum.”

Also taking part in this special celebra-tion were members of the Good House-keeping Research Institute (GHRI). Like Miele, the GHRI has a long and time-honoured legacy and has become synony-mous in the United States with consumer

Washington, DC. Teams from Belgium, New Zealand, China and across the United States were among this year’s com-petitors. Miele USA was proud to partner with the University of Maryland Team Water Shed. Inspired by Maryland’s Chesapeake Bay, Team Water-Shed’s design highlighted re-newable energy, water quality and conservation. Their holis-tic approach to water conser-vation was a key component of the home’s design, which in-cluded a modular-constructed wetland that helped filter and recycle grey water from the dishwasher, shower and wash-ing machine.

Miele USA supported the team, supplying them with an assortment of high-per-forming, energy efficient ap-pliances. Showing off skills above and beyond home con-

winning team supported with Miele appliances

Miele launches s6 in New york

Energy efficiency shines at Solar Decathlon

A brand new Good Housekeeper

VIP dealers were the first to experience the new S6 in New York.

struction, Team WaterShed utilised the Miele Induction Cooktop and Speed Oven to host two dinner parties during the Home Entertainment sec-tion of the competition. Stu-dents prepared a gourmet five-course meal made with locally harvested and seasonal ingre-dients that certainly captivat-ed the judges.

“Miele has a reputation for providing elegantly designed, environmentally conscious, cost-efficient products that are constructed with longevity in mind,” said Brian Grieb, Team WaterShed’s Faculty Project Manager. “These at-tributes are exactly the quali-ties we knew we needed in order to win this year.” And win they did. After nearly two years of preparation and a week-long series of individ-ual competitions involving

every aspect of the house, on 1st October 2011, the Uni-versity of Maryland Team WaterShed was declared the winner of the U.S. Depart-ment of Energy 2011 Solar Decathlon.

“Not only was this a great opportunity for Miele to be-come involved with an out-standing educational pro-gramme like the Solar De-cathlon, but we couldn’t be prouder of the students and faculty from the University of Maryland,” said Nadine Hanselmann, Marketing Man-ager for Miele USA. “These students are our future engi-neers, architects, builders and designers. They have inspired us with their innovative tech-niques and helped to spread Miele’s sustainability message that anyone can make energy saving choices in their home.”


UsA

M iele USA capped off a successful summer following the U.S.

launch of the G5000 “Futura” series dishwasher with a major accolade. For the second year in a row, Miele ranked “High-est in Customer Satisfaction with Dishwashers” by the glob-al marketing information ser-vices company, J.D. Power and Associates, in the U.S.

Rankings are based on the J.D. Power and Associates annual U.S. Kitchen Appliance Satisfaction StudySM. This year’s study included respons-es from over 4,000 consumers who had purchased a dish-washer within the last two years.

“We are very pleased to see the results of this year’s J.D. Power and Associates Study,” said Nadine Hanselmann, Marketing Manager for Miele USA. “The ranking demon-strates how we are maintain-ing a tradition of excellence that imparts outstanding Ger-man engineering, solid con-struction and unprecedented cleaning quality into every dishwasher we produce.”

This annual ranking has long been considered a bench-mark for success and is highly regarded amongst both indus-try leaders and consumers. Miele scored exceptionally well in performance and reli-ability; features; ease of use; styling and appearance; price; and warranty.

protection and quality. For more than 100 years, the Institute has been testing and evaluating products to improve the lives of consumers and their families.

As part of the night’s festivities, guests were treated to an exclusive behind-the-scenes tour of the Institute and were able to see first-hand the rigorous testing pro-cess that every product must undergo before being awarded a Good House-keeping Seal. “It was an extremely educa-tional evening,” explained Ben Aslani, Owner of Wyckoff Vacuum and one of the night’s VIP guests. “I never fully un-derstood how extensive the product test-ing is prior to receiving the Seal. It cer-tainly makes you feel good to not only know you are selling a quality Miele product, but that is has been given the Good Housekeeping stamp of approval.” The Seal also comes with a limited war-ranty. If the product proves defective within two years of purchase, Good Housekeeping will replace the item or refund its purchase price to the customer.

Energy efficiency shines at Solar Decathlon

Satisfied withdishwashers

Miele’s commitment to the competition: an assortment of high-performing, energy efficient appliances

Students of the University of Maryland won the 2011 Solar Decathlon.

Products like the S7 have to undergo extensive testing to be awarded the Good Housekeeping Seal.

The S6 joins the rest of the Miele range of vacuums in bearing the Good House-keeping Seal. “At Miele, we appreciate the high standards of the Good Housekeep-ing Seal. Like Miele, they exemplify a commitment and dedication to quality,” explained Nadine Hanselmann, Market-ing Manager for Miele USA. “It’s this commitment that made us excited to partner with Good Housekeeping for this special launch.”

Exhibition attracted 25,000 consumers


AUsTRALIA

A s one of four major sponsors and the main sponsor of “Grand

Kitchens and Bath rooms”, Miele made a great impact with an impressive, purpose-designed “Glacier-Haus”, ins-pired by the latest European trends and Scandinavian the-mes. The “2011 Grand Designs Australia Live”, which was held in Sydney last October, is the first of the series to be held in Australia.

Miele occupied an area spanning over 160 square metres for three days at Syd-ney’s Convention & Exhibi-tion Centre. The prestigious environment saw Miele pre-sent a comprehensive range of appliances, as well as an aspi-rational kitchen set-up, a ‘Liv-ing Herb’ wall and an active Miele Kitchen Theatre.

Miele’s imposing presence at the exhibition reflected the company´s motto: Forever better. The stand was inspired by dual themes of ‘empowered water’ (Glacier) and ‘elevated living’ (Haus), combining a blend of cool architectural minimalism with warm tex-tural touch points, and thereby representing Miele’s excel-lence in design, performance and environmental sustaina-bility.

As part of Miele Australia’s ongoing association with cel-ebrated designer Joost Bakker – who is recognised for his unique, contemporary inter-

pretation of sustainable con-struction methods – the pres-entation also highlighted Miele’s impressive green cre-dentials through the use of giant forest super graphics and a Joost ‘Living Herb’ wall.

The Miele Kitchen Thea-tre represented a further high-light. Here kitchen appliance demonstrations were con-ducted regularly by Miele’s expert home economists as well as by the renowned ex-ecutive chef from Perth’s

Grand Designs for Australians

The Kitchen Theatre demonstrated the versatility of Miele appliances and provided visitors with delicious food.

The Miele stand was a main

attraction at the “2011 Grand

Designs Australia Live” in Sydney.

Greenhouse Restaurant, Matt Stone. While these demon-strations showed off the ver-satility, technical superiority and functionality of the company´s cooking applianc-es, the results shared with visi-tors were simply delicious. The key objective was to de-liver a unique experience, to engage, interact and connect with potential customers.

These demonstrations even inspired the host of Grand Designs UK, Kevin Mc-

Cloud, and award-winning architect, Peter Maddison, who both attended the show, to spontaneously participate in the cooking show. Visitors also had the opportunity to meet Kevin and Peter when they visited Miele at Grand Designs Live.

The lead-up to the exhibi-tion also comprised a 360- degree communications plan which included a dedicated Grand Designs microsite (www.mielegranddesigns.com.au), advertising on the internet, competitions, exhi-bition hand-outs, as well as an iPad application. Meanwhile, updates to the YouTube chan-nel during Grand Designs Live in the form of on-site interviews, added further en-thusiastic interest to the exhi-bition. These communications activities resulted in excellent exposure for Miele and direct interaction with approxi-mately 25,000 qualified con-sumers who attended the three-day event.


AUsTRALIA

Inspirational – that is how architects and interior desi-gners who gathered at the

Greenhouse described mee-ting Joost Baker, one crisp sum-mer morning in March 2011.

Standing on the rooftop of the Greenhouse, which is perched at the end of Circu-lar Quay, is a spectacular place to be as the sun rises over the sails of the Opera House; watching a cruise liner too large to fit under the harbour bridge steam towards the dock – this is quintessential Sydney.

Greenhouse by Joost was a temporary café designed to raise people’s awareness with regard to how a building can be a productive structure

rather than consuming and exploiting the environment around it. All of the materials used in the construction of the Greenhouse have either been recycled, or can be recycled, and have been chosen for their low embodied energy. The electricity is all produced on site using a biodiesel gen-erator fuelled by cooking oil

Miele partners with unique project in sydney

Joost's Greenhouse

Greenhouse by Joost was a temporary café designed to raise people’s awareness about buildings and their place in the environment.

When specifying the appli-ances, Miele’s superior energy efficient refrigeration and water-efficient washing ma-chines and dishwashers meant that it was the perfect partner for Joost’s Greenhouse. Laun-dry appliances were supplied so that all linen could be cleaned on site, eliminating the need to send laundry out

to be laundered, and thereby reducing the carbon footprint of this daily task.

Every part of this project needs to be examined in detail in order to fully appreciate the incredible amount of knowl-edge that Joost has built up over his many years of re-search about waste products and utilising reusable and recyclable materials to build this portable structure. Fin-ishes include the herringbone-patterned rubber floor made from recycled mining con-veyor belts. These are normal-ly buried by mining compa-nies as the manu facturing process renders them inde-structible. When thinking

about this waste, Joost devised a way of cutting the belts up into tile-sized pieces to use as an effective, durable and tac-tile recycled flooring material. However, in actual fact, the only limits on the possible ap-plications for this material are those of the user’s own imagi-nation. This is one example of how Joost views waste prod-ucts and thinks about how they could be recycled.

Think differentHe is currently in talks with large Australian building firms, such as Lend Lease, about their building practices, and how they can make changes, for example with regard their use of adhesives during the building process which make it impossible to reuse the plas-terboard and steel frame it is attached to.

Most of Joost’s ideas are not complex or difficult to replicate and this is the most inspirational part of his ideol-ogy. Everyone who comes into contact with Joost goes away with the belief that they can implement his ideas without comprising their quality of life, whilst at the same time mak-ing a positive impact on the environment around them. All too often we are paralysed by the numerous and overwhelm-ing challenges that bombard us each day concerning envi-ronmental and sustainability issues. Joost’s Greenhouse is an inspirational example of the possibilities in construc-tion. By seeing waste not as waste but as reusable products, we can move away from ex-ploiting our environment to making the products that we consume far more productive: A concept that Miele applies to all of its own appliances.

and solar panels. Energy con-straints and a focus on mini-mising waste and water usage meant that efficient appli-ances were critical to the suc-cess of this project.


sINGApORE

W hen seeking pure air, people rarely think that they will

find it in the heart of a city. In order to demonstrate how pure air can indeed be in the most unlikely of places by utilising the new S6 range of vacuum cleaners, Miele Singapore constructed a spec-tacular seven-metre-diameter, transparent outdoor dome

T he much-awaited fourth edition of The Miele Guide, Asia’s

first truly independent and au-thoritative guide to the re-gion’s finest restaurants, was launched at a black-tie gala

connected to a brigade of 11 Miele S6 vacuum cleaners atop the scenic Hort Park. The exceptional capability of the vacuum cleaners rapidly be-came apparent when they were switched on and their impressive suction power was set to work on all types of dirt – from dust and broken glass to hair and cat litter – within what was dubbed “The S6

dinner in Singapore last No-vember. The 2011/2012 edi-tion is proving to be a water-shed publication, revealing a record six new entrants in its Top 20 list: Restaurant Andre, Singapore (2nd place), Mr & Mrs Bund, Shanghai (7th place), Pierre Gagnaire a Seoul (8th place), 8½ Otto e Mezzo Bombana, Hong Kong (13th

An eye-opening concept for the best indoor air quality

Restaurant guide welcomes new players and celebrates old guards

Pure genius

Watershed year for The Miele Guide

The “Miele Zone”: A unique transparent dome that

illustrates how S6 vacuum cleaners address the issue of

indoor air quality and keep your home hygenically clean.

Ignatius Chan of Iggy’s is the number one chef in Asia.

place), Dakshin, India (16th place) and Sarong, Bali (18th place). The emergence of these restaurants on the list suggests that Asian diners’ tastes are shifting and that there is a growing acceptance of restau-rants whose chefs marry so-phisticated Western culinary techniques with Asian flavours and ingredients.

Zone”. A particle counter used to measure the exhaust air expelled from the vacuum cleaners into the clear dome during this demonstration was quick to confirm that the air emitted contained zero parti-cles. This stunning presenta-tion provided remarkable con-firmation that nothing escapes the Miele S6 vacuum cleaners except pure air.

The groundbreaking concept was also showcased in a video which captures the outstand-ing cleaning performance of the S6 range of vacuum clean-ers. The video shows behind-the-scenes clips of how the S6 Zone was set up, the special functions of the Miele S6 se-ries, and how a hygienic home is fundamental to creating a safe haven for the family.


sINGApORE

I n a bid to improve upon the functionality and tech-nologies of each new gen-

eration of Miele kitchen appli-ance through an Asian per-spective, Miele Singapore decided that it would be most apt to tap into the in-sights of Asia’s next genera-tion of chefs. In a pioneering partnership with At-Sunrice GlobalChef Academy – an EduTrust Certified, National Continuing Education Train-ing Institute which aims to equip chefs with the culi-

nary techniques of the East and West – Miele Singapore launched its first Innovation Centre in South East Asia last September. Equipped with Miele’s state-of-the-art appli-ances, the sophisticated gal-lery has been designed to provide chefs in Asia with a platform on which to experi-ment and innovate. The goal is to utilise the valuable in-sights generated by these young chefs to help home cooks prepare Asian cuisines more easily, intuitively and

Miele launches its first south East Asia Innovation Centre in singapore

Inspiring culinary invention

The sophisticated equipment is designed to provide chefs at At-Sunrice with a platform on which to experiment and innovate.

Selected by the dining public as well as by the region’s most respected restaurant critics, Iggy’s (Singapore) has been bestowed the title of the best restaurant in Asia for the sec-ond year running. Chef Andre Chiang returns to the list with a bang – his eponymous Res-taurant Andre, which opened in October 2010, debuts in the Top 20 at number two – making Chiang the chef to watch in the coming year. In-dia makes a strong showing in the Top 20 with three restau-rants from three Indian cities

making an appearance. This reflects India’s growing im-portance in Asia’s culinary scene, underscored by the fact that it also has the largest chapter in this year’s edition of the guide.

In addition to the Top 20 list, the new edition profiles Asia’s best 500 restaurants. Results are derived from pop-ular votes, the opinion of the region’s most respected restaurant critics and writers, and the votes of The Miele Guide’s invited jury. As the naming sponsor of the guide,

Miele does not hold any influ-ence over the selection and judging process that deter-mines which restaurants ap-pear in the guide.

Attended by 500 chefs, restaurateurs, hoteliers, F&B professionals, media guests, members of the diplomatic corps and other VIPs from across the region, The Miele Guide’s largest gala dinner to date was held at Resorts World Sentosa. The guests had a rare chance of savouring gastro-nomic offerings from Asia’s top culinary talents, including

Chef Antonio Escalante of Antonio’s in the Philippines (11th place), and Chef William Meyrick of Sarong in Bali (18th place).

Chef Umberto Bombana of 8½ Otto e Mezzo Bomba-na, Hong Kong, was voted the inaugural Miele Guide Chef of Chefs. Selected by chefs from the previous edition of the guide, the new award’s winner is viewed by his peers as an inspirational figure. Chef Bombana received a range of Miele kitchen appliances worth more than SIN $27,000.

with consistently exceptional results.

The Miele Innovation Cen-tre boasts a range of sophisti-cated domestic appliances that incorporates most pioneering technologies. This includes the DGC 5080 XL combi steam oven, the H 5981 BP 90 cm oven, and the CS 1223 I induction wok, an elegant must-have for Asian cuisine. One of the unique features of the Innovation Centre is its kitchen island which has a main cooking station as well another six individual work stations equipped with induc-tion hobs, making it the perfect facility for classes as

well as small group research and development. When not in use, the individual work sta-tions are seamlessly trans-formed into sleek counter tops for dining and entertain-ment.

Singapore is the ideal loca-tion for Miele’s first Innova-tion Centre in South East Asia as it is a hub for major Asian cuisines spanning Chinese, In-dian, Japanese, Korean, Thai and more. With the creation of this landmark centre, Miele will now be able to efficiently gather a wide range of Asian culinary feedback in a central location for its global research and development efforts.

Miele Innovation Centre at At-Sunrice GlobalChef Academy is Miele’s first Innovation Centre located within the premises of a culinary school.


CHILE

A n important award for the Miele Gallery in Chile and its architects: The Gallery was named as the best build-ing from America during the award of the prestigious

“International Property Award”. The Chilean architect Gonzalo Mardones Viviani, who had stood with the Gallery as a refer-ence object, received the award last December in the London Savoy Hotel. In his acceptance speech, Mardones Viviani high-lighted the importance of the award for Chile, as it underlines the high level of Chilean architecture. The International Prop-erty Award is also presented to other regions of the world in cooperation with Bloomberg TV and Google. This was, how-ever, not the first time that the Miele Gallery in Santiago de Chile had been the focus of the world of architecture. The building was awarded the “Bienal de Buenos Aires, Argentina” and was also acknowledged at the “World Architecture Festival”.

Architecture prize for Gallery

T he Miele pavilion at the CasaCor exhibition – the largest exhibition

of architecture, design, inte-rior design and landscape gar-dening in Latin America – rep-resented a successful compo-sition of light, airiness and colour accents. The exhibition has been taking place in 17 cities in Brazil, Peru and Panama for over twenty years. 2011 saw Chile’s capital city Santiago de Chile participate for the first time.

The exhibition took place on 45 days between October

Dazzling appearance at the CasaCor

Furniture exhibition in Chile excites creative personalities

and November in the “Paper-chase Club”. The extensive club park provided a stylish backdrop for around 50 pres-entations by designers, archi-tects, decorators and landscape gardeners. CasaCor was the highlight of the year for the largest Chilean exhibitors. As such, Chile was able to present itself as a trailblazer for inte-rior design in Latin America.

Gonzalo Mardones, who had designed the new Miele Gallery in Santiago de Chile during the previous year, de-signed a LightBox for Miele.

Gonzalo Mardones designed the LightBox at the CasaCor exhibition in Santiago de Chile.

An expert jury were impressed by the shape and functionality of the Miele Gallery.

This pavilion, which spanned an area of over 100 square metres, was so open and so light that it appeared to float above the ground. Orlando Gatica, designer and premium furniture specialist, designed an exclusive kitchen lounge inside. The ambience of the LightBox and the products presented by Miele combined to form a harmonious whole. Colour accents were created by the façades, beams and columns, which were painted Miele red. The extractor hood, which floated like a work of

art, was also red, providing an effective contrast to the black of the built-in appliances.

With the concept of the LightBox, Miele wishes to bring the people of Chile closer to a new lifestyle: The kitchen is the focus: a place where you can spend special moments cooking with friends and family – and where you can rely on the technology from Miele. As such, numer-ous events took place in the LightBox, featuring eight to ten acquainted guests, includ-ing many well-known trend-setters in Chile. National star chefs wowed them with culi-nary creations and incorpo-rated the Miele appliances into their cooking demonstra-tions in the best possible way. It was a very personal “Miele Experience” for all those in-volved.


GERMANy

M iele has established itself as THE premium brand for cooking ap-pliances amongst connoisseurs

in Germany. Many of the most popular TV cookery shows are already equipped with Miele; estimated to bring the com-pany several hundreds of thousands of contacts per day.

Enthusiastic cooks can experience the appliances live and in action at gourmet events such as the “eat & STYLE”, which took place in four large cities in 2011. At the Cologne event it is always worth see-ing how men cook: Half a sirloin on the worktop, an eight-metre-long kebab on the special grill – in the “Man’s World” it can even exceed this, with a hearty “yes please” with it. Udo Horsmann, who is responsible for marketing in the specialist kitchen/furniture retail trade in Germa-ny, explains the involvement at the eat & STYLE events: “The wide-ranging pro-gramme with exciting shows, celebrity and Michelin-star chefs has precisely the event character that highlights the sen-sual side of cooking. Miele and the eat & STYLE combine this emotional approach. As such, in 2011, we were on hand as main sponsor for the 5th time.”

The “Frankfurt Book Fair” took place in 2011 with Miele on board for the very first time. The Gourmet Gallery made it clear how well cooking and literature go together. Prominent chefs presented their new cookery books in a show kitch-en in the Gallery. We also noticed that cookery books are on the rise in the book

subsidiary relies on pleasure and event quality

Germany cooks with Miele

market. Besides “hobbies”, “cooking” is currently one of the strongest segments in the advisory sector, with the genre “healthy cuisine” growing faster than the rest. “With its offers and presentation concept, the Frankfurt Book Fair repre-sents a lively and contemporary accom-paniment to the latest trends and themes in a special way”, said Christian Gerwens, Director of the German subsidiary. This also applies to the discerning cooking

TV chef Alexander Herrmann

cooks in front of an audience at “eat & STYLE”.

The Tafelkünstler prepare dessert at the “A 30 Küchenmeile” event.

and enjoyment that is of central impor-tance for Miele.

The “Chef-Sache” has established it-self as an important forum for profes-sional chefs working in the food industry. Last September saw the most creative Michelin-star chefs in Europe meet in Cologne at the Chef-Sache. Miele was also present, equipping both the cooking stage and the backstage area with built-in appliances for the second time in a row. Miele built-in appliances also receive rec-ognition from the professionals; not least due to the fact that many applications from the professional sector, such as steam-cooking or induction technology, have since been developed for use at home.

Last but not least, the “Tafelkünstler” are an important multiplier for Miele’s cooking expertise. These “Table Artists” are a union of 37 independent cookery schools in Germany. The Tafelkünstler see hundreds of people come together each day to learn new preparation tech-niques, to enjoy international cuisine, or simply to have fun cooking together – and always with the latest Miele built- in appliances.


sUsTAINAbILITy

S ustainability has many facets within a company. The latest Sus-tainability Report from Miele,

entitled “A focus on people”, demonstrates this in an informative and detailed way. “Never before have we reported on our activities and results in such detail”, said Managing Director of Technology, Dr. Eduard Sailer. According to Sailer, the report shows Miele living up to the company philosophy of the domestic appliance pioneer, which was founded in 1899, and to the increasing economic importance of the sustainability issue, which is often disregarded in current discussions. “The Miele family company has mastered the recent economic crisis in an outstanding way, not least due to the fact that”, stated Sailer, “it has stuck to its values and long-term goals and strategies, even in a difficult economic environment.”

With the latest Sustainability Report, Miele is providing a transparent report for customers, suppliers, employees, politi-cians, scientists, environmental and con-

A focus on peoplesumer organisations, and society in gen-eral: in other words, for its stakeholders. The focus is on all those activities that see the company influence people, institu-tions and the environment. It is also clear how lived sustainability at Miele looks in figures. The report is categorised into five sections: “Company profile”, “Sustainabil-ity management”, “Product responsibility”, “Staff” and “Society”. The main part of the report is contained in the “Product responsibility” section. From product de-sign to production and the usage phase, to disposal; Miele provides information about measures taken and successes achieved. As such, the reader can discov-er how the consumption values of appli-ances have been continuously reduced, and how top marks are consistently awarded by energy labels. Investments have been made in energy saving meas-ures in production, and, as such, in cli-mate protection. For example, in 2010 old buildings in Gütersloh were given an energy efficient makeover, with a focus on climate protection aspects. The largest

The 2011 Miele Sustainability Report comprises the report itself ( depicted ) and “Facts & Figures”.

Miele appliances bear up against even the toughest product tests.

project saw five million euros being in-vested in the renovation of the outer shell of an administration building.

At Miele “A focus on people”, what-ever is being undertaken; hence the title of the Sustainability Report. This begins with the fact that sustainability cannot be simply ordered “from above”; instead it has to be lived on a daily basis by all those involved. Examples include exemplary managers, staff acting responsibly, care-fully selected suppliers, as well as custom-ers who value energy efficiency and ap-pliances that can be recycled when decid-ing what to buy.

The print version of the 2011 Sustain-ability Report focuses on achievements and innovations made during the period under review. The website www.miele-sustainability.com explains management approaches, includes practical examples from the company's international sub-sidiaries, and concrete key data. These are also summarised in the separate “Facts & Figures” document, which is also available in print or to download.

2011 sustainability Report published


NEws

Success with Miele Centres

A healthy swap with added benefit

Customer request granted

F or Miele Ireland 2011 was a very exciting year with the nationwide launch of the “Miele Centre” initiative. The subsidiary successfully launched six new Miele Centres

around the country in partnership with Ireland’s leading inde-pendent buying group Expert Electrical. All stores were chosen for their high standards of customer service and retail excellence. Since their launch, the Centres have been setting new standards in Irish electrical retail, with a strong focus on the interactive customer experience through sophisticated in-store displays. Essentially, Miele Centres are mini shops in shops, allowing cus-tomers to explore the world of Miele with live appliances, and to experience the Miele difference first hand, including through live cooking demonstrations with local and national celebrity chefs. Since the Centre initiative was launched and during the last quarter of 2011, each Centre has achieved strong double-digit growth in what is a very difficult appliance market.

L ast spring Miele Austria started a special three-month steam cooker promotion under the motto “Gesunder Tausch ist jetzt € 100,- wert” (Healthy swap now worth

€100). This promotion was bang on trend, as nutrition and or-ganic quality are currently booming. These days, it is widely known that steam cookers are ideal for preparing tasty and healthy dishes. As such, many people regret that they do not have enough space in their kitchens for the popular appliance. Or so they think. However, the Austrian Miele team has found an ideal solution for these enthusiastic cooks: Replacing the old and often rarely used microwave with a modern steam cooker. And anyone who equipped their newly created kitchen space in this healthy way received a bonus to the value of 100 euros. The promotion was very successful and thus repeated in autumn. The result: In 2011 Miele Austria sold for the first time more than 10,000 steam cookers.

Nothing is impossible! In line with this motto, the Miele extractor hood fac-tory in Arnsberg (Germany) has

granted a special customer request from Sin-gapore. Space Furniture, one of the highest-profile furniture stores with branches in South East Asia and Australia, required a special extractor hood for an active kitchen in the new “Space Asia Hub” showroom. The challenge: To come up with a device with a stainless steel design, spanning a width of 120 centimetres, to be fitted above the island cooking area in a room with a height of almost five metres. Colleagues in Arnsberg worked together with Miele technicians in Singapore to come up with a solution. They took two DA 5590 hood bodies and combined them with a DA 2210 extractor unit to create one piece. It weighs 130 kilograms and was deliv-ered whole by airfreight; although it had to be taken apart before it could be finally as-sembled on location. The only shame is that not everyone visiting the showroom at Space Asia Hub, 77 Bencoolen Street, Singapore will get to see this special design, as the active kitchen is solely used for events with VIP customers. To find out more about Space Asia Hub, visit www.spacefurniture.com.sg.

Miele Centres are setting new standards in Irish electrical retail.

Cracked it! The Miele technicians from Singapore, Joe Leow, Harald Kopietz and Hairolhisam Bin Sadon, with their special design ( from the left )


pROFEssIONAL

M iele Professional now has more space and more expertise in the

field of disinfection technolo-gy: An investment of 2.8 mil-lion euros has seen a 2,500 square-metre production hall for large steam sterilisers be built in the Bürmoos factory near Salzburg (Austria). Small sterilisers and large chamber washer-disinfectors are also produced in the factory. Last September, Dr. Markus Miele officially opened the second centre of excellence for disin-fection technology within the Miele Group – besides the cen-tre in Bielefeld – together with Josef Vanicek, in his role as Managing Director of Miele Austria, Manfred Neuhauser, Manager of the Bürmoos fac-tory, and Gerhard Mahr, who is responsible for the Professional sector in Austria.

When it comes to the new large steam sterilisers from Bürmoos, typical Miele values of quality, longevity and first-rate pro cessing are at the fore-front. With the production of sterilisers, the company –

a leading manufacturer of washer-disinfectors – has be-come a system provider. This means: advice, planning and the installation of a complete cen-tral sterilisation unit are now provided from the one source. As such, Miele is a competent partner for the entire central-ised instrument preparation sector. Miele markets the com-plete system under the name “System4Med”. Besides washer-disinfectors, it encompasses large steam sterilisers as well as the extensive range of services

Miele expanding bürmoos factory in Austria to create a centre of excellence

A new home for disinfection technology provided by Miele Service. “The benefit for customers is obvious: they only have one partner when it comes to solutions for centralised sterilisation units. For us, this represents a logical step to be able to appear as a sys tem provider to our customers”, said Markus Miele, explaining this decision to invest in Bürmoos.

Miele has been producing the large chamber washer-disin-fectors, which were previously marketed under the Dirschl brand, since January 2010. In order to be able to create the

Gerhard Mahr, Manfred Neuhauser, Josef Vanicek and Dr. Markus Miele ( from left to right) discuss the new factory in Bürmoos with moderator Ilse Spadlinek.

decisive production facilities in Bürmoos, these machines continued to be built at at the former plant in Erding near Munich until the beginning of 2011. Once the necessary building works had been com-pleted, step-by-step relocation to Bürmoos began. A clear ob-jective with regard to the relo-cation was to secure as many employees as possible for the relocation to the new premises in Bürmoos. “The members of staff have valuable knowledge in the development and pro-duction of large chamber disin-fectors, and we also want to be able to utilise this know-how in the future”, highlighted Works Manager Manfred Neuhauser. “In many cases, we were able to achieve this”.

Investment has been made in a production hall specifically for large sterilisers at the Miele factory in Bürmoos. The first appliances have already been rolled out.


pROFEssIONAL

T he investment and ren-ovations have proven worthwhile: “An ideal

workflow, shorter sterilisation times and greater convenience for all staff”: this is how Dipl. Ing. Udo Svoboda, Technical Director of the Salzburg emer-gency hospital (Austria), sum-marised the benefits of the newly installed central sterili-sation unit. With an area of 370 square metres, there is more than twice as much available space as before, and that is not all: everyday tasks can also be planned more effectively. The central steri-lisation unit in Salzburg is the first in the world to be equipped with the complete “System4Med” product range offered by Miele Professional.

At the beginning of Octo-ber 2011, two large sterilisers from the new “PS 5000” gen-eration went into operation. With a capacity of eight sterile supply units per batch, they ideally supplement three new Miele PG 8528 decontamina-tion units, which each prepare 15 mesh trays in around 65 minutes. In addition, a further Miele washer-disinfector has been installed solely for the preparation of instruments for which are potentially con-taminated by prions, patho-gens causing Creutzfeldt-Ja-kob disease.

Together with feed belts for the automatic unloading of the machines and the new “EuroSDS” process documen-tation software, which forms part of the System4Med, this completes a validated and economic process cycle. There are also touch-screen moni-tors, installed on each of the four height-adjustable packing tables and to be used indivi-dually by members of staff.

Amongst other things, they display a photograph of how best to load the baskets and inserts for each instrument set.

According to Technical Director Udo Svoboda, it is not just the ergonomics that have been improved; the entire central sterilisation unit has

“system4Med” successfully established in salzburg emergency hospital

High-tech for perfect hygiene been given a new value and has become safer and more secure in many respects: “The com-plete range of emergency sur-gery is undertaken at Salzburg hospital; i.e. all kinds of bone, joint and soft tissue injuries are treated. As a result, we have to prepare almost all types of in-

Intense activity in the newly designed central sterilisation unit at the Salzburg emergency hospital: Three new Miele PG 8528 decontamination units are in use here.

Packing table with touch-screen monitor: The monitor displays the ideal way to load the baskets and inserts for each instrument set.

strument sets. Load arrange-ments have been documented using images for reference to rule out any future mistakes. Instruments prepared in the best possible way are now available for the around 5,100 operations that take place each year.


pROFEssIONAL

M iele Professional cel-ebrated a big birth-day during “Medica

2011”, the world’s largest medical trade exhibition in Düsseldorf (Germany): The first Miele washers for clean-ing surgical instruments were brought to market 50 years ago; as such, this year’s exhi-bition stand was under the motto “Experience – Trust – Innovation”. The very first ma-chine attracted a lot of att en-tion from visitors to the stand – as did the high-tech prod-ucts of today, such as the walk-in, large chamber wash-er-disinfector and the large steriliser from the current product range, which is suc-cessfully sold under the name “System4Med”.

Exhibition innovations such as the new “Robotvario” system once again attracted a lot of attention amongst the trade public. This system ena-bles the secure and cost-effec-tive reprocessing of robotic-assisted, long-shafted instru-ments, for example using a new loading trolley and a compatible processing pro-gramme. In addition, the in-novative PerfectEco system was in the spotlight for Miele large-cabinet decontamina-tion units: It utilises the avail-able waste heat to preheat

the process water. This in turn allows for great savings to be made in energy and water costs.

“Europe’s leading provider of washer-disinfectors is best equipped to provide complete solutions from the one source for all stages of processing”, explained Dr. Markus Miele to the around 200 people who participated in the event even-ing at the end of the first day of the exhibition. With this comment, he was referring to the fact that Miele Profession-al has been successfully oper-ating as a system provider for disinfection technology for a year now. German customers are so satisfied with this devel-opment that, according to a recent survey, almost all of them would opt for Miele Pro-fessional again and recom-mend the products.

Miele commemorates milestone anniversary at Medica

50 years of disinfection technology

The most important Medica innovation is called “Robotvario”: a new system for the secure and cost-effective reprocessing of robot-assisted, tubular-shafted instruments

The Miele Professional exhibition stand at Medica was once again well-visited.

Gold sponsor at Arab Health It is the third year in a row that Miele Professional has partici-pated in the renowned Arab Health exhibition: Held at the Dubai World Trade Center, it is the most important health-care trade show in the Middle East and North Africa.

“System4Med” was the focus for Miele Professional at Arab Health, and was highlighted through the layout and the visuals present at the Miele booth. During numerous con-versations with customers, suppliers and professionals,

the team demonstrated the ef-ficiency of System4Med, es-tablished new contacts and strengthened existing business connections.

Miele Professional was also present at the Arab Health Awards night in its role as gold

sponsor. The event saw various awards being presented for outstanding developments in the Arab health industry. Rep-resented by Andreas Barduna, Miele Professional presented the award for the Patient Safe-ty Category.


pROFEssIONAL

50 years of disinfection technology

System4Med was the focus at the Arab Health exhibition in Dubai.

Back in 1961, Miele devel-oped its first washers for surgical instruments. 51 years on, Miele Profession-al now counts among the world's leading players in the field of disinfection and sterilisation. In this inter-view, Andreas Barduna, head of this division, talks about milestones, plans and prospects.

Mr barduna, where do the differences between your first medical and laboratory washers and conventional Miele commercial dish-washers lie? barduna: Viewed from the outside, there has always been a close resemblance between the two categories, but inter-nal features caused a stir when they were first launched. Soon after, we witnessed the advent of special Miele baskets for cleaning injection syringes. Washer-disinfectors for the re-processing of surgical and an-aesthetic instruments, baby bottles and laboratory glass-ware followed in the early sev-enties. In 1980, we launched the first disinfector to be listed in the approved catalogue of methods according to German legislation on containing epidemics. This programme, named BGA after the federal

Interview with professional manager Andreas barduna on medical technology

In a strong position moving forward

agency responsible, was super-seded in 1994 by the Vario TD washing and disinfection pro-gramme which still runs on Miele machines to this day. In this cycle, thermal disinfection only takes place in the final rinse and water intake cycle. This significantly improves cleaning performance and pre-vents any recontamination from the water used in the fi-nal rinse.

And what about deve-lopments over the past ten years?Key milestones over more re-cent years have included the OxiVario Plus reprocessing cycle for instruments classified as critical from the cleaning viewpoint by the Robert Koch Institute, which include the

type of instruments used in minimally invasive surgery. This process has also been suc-cessfully tested with respect to its ability to deactivate prions, the pathogens behind the CJD variant. And then we also have the products which were pre-sented at Medica 2010 and have only recently been added to our product portfolio, such as sterilisers, and container and trolley washers. In fact, our System4Med range also in-cludes the latest in process documentation and is further supported by Miele service ex-cellence. As a system provider, Miele is well positioned to face future challenges.

which product or product group do you personally consider to be the most exciting?The fact that we can now offer turnkey central sterile supply departments! A study con-ducted by a highly reputable B2B consultancy has revealed that Miele can expect a mar-ket share of over 20 percent for its sterilisers in Germany, Austria and Switzerland.

How do you define your market position in the field of medical technology?Miele is already market leader in Germany and several other

European countries. In the field of washer-disinfectors market shares stand at around 50 percent.

which area within Miele medical technology has experienced the strongest growth over the past years and where do you expect growth over the coming years? Sales of large-chamber decon-tamination units have been particularly pleasing. But as we move forward, it will be our new product segments – steam sterilisers, and container and trolley washers – which are likely to drive growth over the coming years. Also, the dental field has grown strongly and continues to grow. Here, too, we are active as a full-line sup-plier with our System4Dent.

Andreas Barduna expects growth over the coming years.

Washer for surgical instruments back in the 1960s


pROFEssIONAL

Two new Miele tumble dryers with heat pumps have put an end to argu-

ments with neighbours for the “Alten- und Pflegeheim 1980” in Burgdorf, Lower Saxony, as they don’t require air dis-charge via wall vents. The noise emitted by this pipe together with the lint in the spring air caused a dispute at the begin-ning of 2010: This in turn led to a complaint to the local au-thority, and they reacted with a written statement: No tum-ble dryers to be used on Sun-days, and this for a nursing

home with 39 residents, many of whom require fresh laundry several times a day. As a result, the old vented dryers were re-placed with new heat-pump tumble dryers, which do more than just allow for use on a Sunday. They also considerably reduce the consumption costs in the nursing home.

As tumble dryers in the laundry consume a considera-ble amount of energy, the new heat-pump technology is equivalent to savings of approx-imately 2,000 operating hours per year per appliance. The

New heat-pump tumble dryers reduce operating costs for nursing home

How Miele brought peace to Burgdorf

Laundry worker Alla Portnjagin empties one of the new Miele heat-pump tumble dryers, which have been in use in the nursing home in Burgdorf since 2010.

When it comes to keep ing rock stars’ laundry clean on the

road, Hans-Jürgen Topf, own-er of “Rock n Roll Laundry” is an expert. Rock bands – such as U2, Bon Jovi, Pink and Elton John – trust Topf to keep their wardrobe clean, dry and ready-to-wear when their entourage hits the road throughout Europe, South Africa and South America. 2011 saw Rock n Roll Laundry join U2 on their 360° cross-country tour of America and purchase Miele Professional’s commercial compact laundry systems to do the “dirty work”.

According to Topf, Jake Berry, Production Manager of the U2 360° tour, came to him early, knowing that 150 or more staff members would require professional on-board laundry services, as local cleaners would not be able to keep up with the amount of laundry and the very short handling times. “Lost and poorly cleaned laun-dry has become a thing of the past since Rock n Roll Laundry took over this job”, Topf stated.

“The Little Giants are the perfect solution as they are

Compact commercial laundry systems on the road with U2

Rock n Roll Laundry keeps the stars cleancompact enough to be stowed in a shipping crate and are easy to install and operate on site. They are exceptionally well-built, easily transportable and can withstand the wear and tear of life on the road. They

also provide dependable re-sults night after night,” Topf stated. “We also like the relia-bility – we know that wher-ever we are in the world, Miele can supply service.” Topf has been using the Miele Little

Giants in Germany for three years and has only had to ser-vice the machines once, when he was in Chile – a location that would have posed a great challenge to other laundry manufacturers.

The Little Giants do the laundry for stars on tour.


pROFEssIONAL

smaller dryer for up to 13 kilo-grams of laundry has been in operation for one year and has consumed (predominantly for drying towelling) 60 percent less electricity. With electricity costing 0.22 EUR per kilowatt hour, this equates to around 1,400 euros less. The larger dryer for up to 16 kilograms of laundry has been in operation since the end of 2010, and its projected savings represent a similar percentage saving. The nursing home has been able to save over 3,100 euros in elec-tricity costs in comparison to the previous year.

In the home’s own laun-dry, which also includes wash-ing machines with 16 and 7.5

Deputy home manager Gerlinde El Shafie is also satisfied with the new dryers.

Compact commercial laundry systems on the road with U2

Rock n Roll Laundry keeps the stars cleanIn March 2011, Topf pur-chased three sets of Little Gi-ant compact commercial laundry systems from Miele Professional USA; he crated them and then shipped them onto the venues where

U2 were scheduled to play throughout the United States. Topf’s method is to dedicate one laundry system to the cleaning of the band’s cos-tumes and attire, whilst the other sets are used to process

the laundry of the U2 “road-ies” – managers and other em-ployees who spend days on the road in hotels and require a quick and efficient way to launder their clothes, towels and accessories.

kilogram capacities, the com-plete flatwork and residents’ laundry is processed – a great plus point according to the Deputy Manager of the home, Gerlinde El Shafie. “We can react with great flexibility to special requests.” This is only possible because of the own laundry, and is also a reason for the high levels of satisfac-tion. This is why the laundry is often mentioned when con-tenders for a new place and their relatives have an initial discussion about the home. The decision to opt for the nursing home in the heart of Burgdorf is often a result of its ability to provide fresh cloth-ing to its residents.

Perfect solution: The washing machines and tumble dryers are compact enough to be stowed in a shipping crate.

U 2 frontman Bono excites his fans.


FAIR

T he 51st year of IFA once again saw the event break all records. 238,000 visitors travelled to

Berlin to view the latest products being exhibited by the 1,441 exhibitors. Miele was the clear victor when it came to winning over visitors: “Although the last IFA had already massively exceeded our expectations, there was renewed two-figure growth”, concluded Christian Gerwens, Head of Miele Germany, “on balance, our visitors were younger and more international than in previous years.” The great interest was not without

reason: many media outlets had already reported about the new products in the run up to the exhibition, thus heighten-ing curiosity levels.

The company was in the realms of superlatives with two world firsts and one complete new product: the fastest fully integrated domestic dishwasher in the world, the new ExtraSpeed hobs and the FashionMaster, the first active steam iron system from Miele. Read more about these products on page 49.

Needless to say, Miele products are some of the most energy efficient appli-

Miele fascinates visitors at the IFA

For connoisseurs and techno hilesVisionary emerging tech-nology, high-performance products and experience-orientated exhibits – Miele used this combination to electrify visitors at the International Radio Exhibition (IFA) in Berlin last September.

Luxurious creations made from gold silk with rhinestones:

The fashion label “C’est tout” presented a dress designed especially for Miele.


FAIR

For connoisseurs and techno hiles

It’s showtime: A waterfall creates

the Miele logo.

ances on the market. But the Miele difference begins where savings poten-tials have been exhausted using conven-tional means – as a study of the world’s first solar tumble dryer demonstrates. The Miele appliance converts the hot water from a solar thermal energy plant into process energy used to dry the laundry. In comparison to a heat-pump tumble dryer, the electricity consumption can be halved again. In the future, owners of modern photovoltaic plants will be able to automatically start their domestic appliances with self-generated electricity.

The new function of the Smart Grid tech-nology from Miele makes this possible. After all the high-tech excitement, peo-ple enjoyed relaxing with culinary speci-alities from France, Italy, the USA and Asia, or at exclusive fashion shows. The key words here are “Walk of Taste” and “Miele Catwalk”. The former saw Miele Tafelkünstler conjure up delicious snacks for visitors.

On the catwalk, the company put on several shows each day, celebrating the Miele Fashion Days, an extravagant per-formance of dance, music and not least

the latest creations from three fashion labels: Marcel Ostertag, Frida Weyer and C´est tout. Well-known TV presenter Annabelle Mandeng expertly presented the 45-minute shows.

At the beginning of the fair, Reinhard Zinkann had made the following an-nouncement to over 100 journalists: “At the IFA 2011 we will set new benchmarks, and not just when it comes to product in-novation and quality; instead with a view to stylish enjoyment, experience-orientat-ed presentations and an informal hospital-ity.” – And Miele was true to its word.

The “Walk of Taste” saw the Tafelkünstler serve burgers and spare ribs true to style in the American diner.

Miss IFA and Christian Gerwens let off some steam with the Fashion-

Master – the innovative

ironing system from Miele.


FAIR

A good atmosphere amongst value-added retail-ers and a new visitor record for Miele – this is how the “A30 Küchenmeile” exhibition,

which took place last September in the east Westphal-ian town of Rödinghausen (Germany), can be sum-marised. Over 5,000 guests made their way to the romantically situated Gut Böckel, where Miele was exhibiting for the ninth consecutive year. Once again, the number of visitors clearly exceeded that of the previous year; quite remarkable when one considers that Miele only invites professional visitors, such as kitchen studio owners, buyers for furniture stores, ar-chitects and designers, to this trade fair.

As far as products are concerned, the focus was on the new extractor hoods, the super-fast Extra Speed hobs, the ProfiLine dishwashers and promo-tional models of ovens and refrigerators. Full integra-

Trade fair with over 5,000 guests / Great faith in the brand

Visitor record at the “A30 Küchenmeile”

For many years, the Gut Böckel estate has provided a special atmos-phere for the Miele exhibition.

tion is currently en vogue in the extractor hood market: The new slimline cooker hoods from Miele are subtly concealed behind furniture fronts and do not appear from under the cupboard until cooking begins. In cases where extractor hoods ruin the aes-thetics of the area above cooking islands, a ceiling extractor mounted in a suspended ceiling offers in-teresting design alternatives. Miele ceiling extractors include a high-end DC motor to effectively combat cooking fumes. This direct-current motor requires around 70 percent less energy than conventional fan motors.

Convenience and energy efficiency at an attrac-tive price – a range of promotional appliances stand for just that. The “Culinart” oven incorporates a lot of features and the “Moisture Plus” function. Mois-

ture is supplied during baking and roasting, which leads to especially good results. Refrigerators and freezers in the energy-efficiency category A++ are new: And the truly special thing: PerfectFresh cool-ing zones, which allow food to be stored for longer, are integrated into these energy-wise models.

On the occasion of the exhibition, Miele was crowned as the winner in the “Built-in appliances performance review” held by the German industry journal “markt intern”. The performance review sees retailers rate the product range, the quality of the appliances and the manufacturer’s response to com-plaints. Having already achieved first place in the floor care and large electronic appliance categories, this victory meant that Miele was able to sew up all categories relevant for the industry – a key sign of faith in the brand and satisfaction with the products.

Product advice by the ExtraSpeed hobs: Over 5,000 guests visited Miele at “A30 Küchenmeile”.


FAIR

IFA world première no. 2: A new generation of ExtraSpeed hobs ensures speed in the kitchen, as the electric hobs with radiant heating elements allow for super-short cook-ing times. As such, they are the fastest hobs in the world in their class. The latest models can be identified by the ExtraSpeed label on the cooking zone. ExtraSpeed reduces cook-ing times by up to 35 percent in comparison with a 15-year-old appliance, and as such represents a real alternative for those people not wishing to rely on induction cooking. Despite being considerably faster at cooking, the new models consume even less energy than their predecessors.

The FashionMaster, a new steam ironing system from Miele, celebrated its world première at IFA. With the FashionMaster Miele is broadening its product range to include a new appliance that casts a spell over both ama-teur ironers and professionals. The steam ironing system with active ironing board guarantees crease-free results and a significant reduction in work load when compared to conventional models. The patents pending honeycomb soleplate of the iron plays its part here. Feature highlights include a steam-er, which is ideal for smoothing hanging textiles such as dresses and jackets. The appliance was awarded the 2012 iF product design award even before its market launch.

IFA world première no. 3: The fastest fully integrated dishwasher for the home comes from Miele – the ProfiLine dishwasher, whose technology was developed in the Professional sector, requires just 17 minutes for one cycle. It is extremely quiet and offers all of the comforts that users have come to expect from high quality Miele domestic dishwashers: flexible basket design including a 3D cutlery tray, BrilliantLight interior lighting and a choice of pro-grammes that leaves nothing to be desired. As such, the ProfiLine dishwasher is in demand wherever lots of crockery and glasses are needed. The product range includes different models.

Exhibition innovations with unique selling points await

World premières that exciteExcited value-added resellers and a great response from the media – innovations on show at IFA included the FashionMaster, ExtraSpeed hobs and ProfiLine dishwashers. A short portrait of the three:


Cooking on glass – is that even pos-sible? Professional opinions on the subject differed greatly at the

1971 Domotechnica domestic appliance exhibition in Germany. At the heart of the discussion: A hob made from black ceramic glass, which the domestic appli-ance manufacturer Imperial had just pre-sented at the exhibition.

This discovery was the result of a chain of fortunate events. At the end of the 1960s, the specialist glass company Schott was commissioned by the Max Planck Institute for Astronomy to work

on new mirror technology based on ce-ramic glass for a new observatory in Spain. Meanwhile, pots and pans were being manufactured using ceramic glass in Mainz. The basic know-how and cor-responding production facilities were, therefore, already in place. Parallel devel-opments were also taking place in the USA. The Americans had produced a ceramic glass to be used as a heat protec-tion shield for the Apollo space capsules. The original idea to use the robust mate-rial for cooking also originated in the States. The first ceramic glass hobs pro-

duced in the USA were white, but they discoloured and were prone to cracking under thermal strain. Tainted with this bad reputation, ceramic glass hobs were not sold again in the USA for many years. News of the new, if less than successful product, reached Schott and Imperial. The companies had already established business ties with one another, as Schott had supplied door screens for Imperial ovens and cookers. Together the compa-nies decided to give cooking on ceramic glass a second chance. It was also clear that this product would need to be sig-

Lots of work is done by hand during the assembly

of hobs in Bünde.

Ceramic glass hobs – a unique product’s success story

From a niche product to a million-sellerThe new super-fast ExtraSpeed hobs from Miele are the latest highlight of a development that began 41 years ago in Bünde (Germany). The first black ceramic glass hobs were built in the factory there, which is now the centre of excellence for Miele hobs. The story behind how we came to cook on glass and how modern hobs are manufac tured is an exciting tale.

pRODUCT HIsTORy


pRODUCT HIsTORy

nificantly better than the one produced by the Americans in order to achieve market success.

This was easier said than done, as a series of problems arose during the devel-opment stage. The first ceramic screens had to be sawn out of blocks of solidified molten glass. An uneven surface and trapped bubbles resulted in high scrap rates. In the beginning, the heater ele-ments were made from a wound wire filament, a technology that was far from mature.

On 29th January 1973, series produc-tion of the first ceramic glass screens be-gan at melting tank no. 13 at the Mainz plant. The ceramic glass screens were cut to size and decorated, and then sup-plied to the Imperial factory in Bünde. Here they were given a frame, fitted with heater elements and wired up. For Imperial, the new hob units saw the be-ginning of a successful period of business: The company from Bünde was able to maintain its innovative leading edge over many years, and even produced hobs for many competitors in the industry over the years. The product was further devel-oped in cooperation with Schott; im-proved heater elements and grades of ceramic glass were introduced. Today, ceramic glass hobs are a key component of a modern kitchen. Schott is the leading supplier of ceramic glass in Europe. Last year, the company rolled out the 120 mil-lionth Ceran® ceramic glass hob unit.

There is a great deal of high-tech equip-ment in and below the ceramic glass screen in the latest Miele hobs. A little background information:

Ceramic glass hob units contain main-ly silicon dioxide, aluminium oxide, lith-ium oxide, titanium oxide, zirconium oxide and zinc oxide. These materials are available across the world in natural raw materials in almost inexhaustible quanti-ties. A melting vat is used to heat the raw material to 1,500°C, causing it to turn into a viscous molten glass, which is then rolled into four millimetre thick panes. The glass, which remains in a transparent state, is then cut and sanded.

The next step sees the glass surfaces printed on the underside according to Miele design guidelines. The subsequent ceramising is a decisive stage in the pro-duction process. The glass is heated to around 900°C, causing finely distributed crystallites to appear in the glass. These turn the heat-sensitive glass surface into an almost indestructible ceramic glass, which can absorb temperatures of around 700°C without noticeably expanding.The ceramising process also gives the ce-ramic glass its black colour. The hob units are then tested and approved before be-ing readied for delivery to customers.

Tested and ready for packaging:

finished ceramic glass screens at Schott in Mainz

A ceramic glass screen alone does not make a hob unit – this is where the Miele Competence Centre for hob units in Bünde comes into play. This is where the research and development, as well as the production, of hobs, steam cookers and warming drawers takes place. The large self-build content is a distinctive feature in all areas of production. For ex-ample, cable loops for all products pro-duced in Bünde are also manufactured by the company.

The final assembly of the new Ex-traSpeed hobs and the induction models takes place across six assembly lines; gas hobs are manufactured in a neighbouring hall. Heater elements and electronic controls are fitted to the chassis and each cable has to be properly connected. The ceramic glass screen does not come into play again until the end. It is attached to the frame and then bolted with the frame to the chassis. Each finished hob unit passes through diverse testing sta-tions, which check the appliance for its power input, the functioning of the heat-er element, and the electronic software. This individual testing of all finished products is unique for the industry; how-ever it is standard procedure at all Miele factories.

Radiant heater elements from the early years

High-tech equipment below glass


pRODUCT HIsTORy

Mr scheidler, is there a reason why ceramic glass hobs are black?Herwig scheidler: Back then we present-ed the first samples in black and white to Schott employees in the staff canteen. The vote was unanimous. We then de-cided on black, as the glowing red of the heater element was still clearly visible through the screen. That is how market research worked back then.

Mr Dittrich, how did the industry react to the new hobs?Hartmut Dittrich: We were just laughed at by the larger competitors. “Let Imperial get on with making fools of themselves”, was the talk back then, especially as there had been initial bad experiences with similar products in the USA. With the presentation at the Domotechnica in 1971, the former Imperial Managing Director Heinrich Holste was taking a big risk, as no one was sure that we would be able to produce appliances ready for series production.

It took a good two years until the first ceramic glass hobs were brought to market... scheidler: It was 1973, and we had had to overcome lots of problems. The first ceramic screens were cut from a block of solidified molten glass, and had to be pol-ished. Bubbles and surface irregularities posed significant problems as the surfaces were undulating to the extent that they even caused pots and pans to wobble. The screen graphics also wore off easily. The first heater elements did not last for long and caused the ceramic glass to crack.Dittrich: We spent a long time in Bünde developing our own heater elements con-

taining a high platinum content. It was not justifiable in terms of cost, but we were rushing to bring the product to mar-ket. We later found a reliable supplier for radiant heater elements.

when did it become clear that ceramic glass hobs would establish themselves on the market?Dittrich: After our successful product launch, many competitors began asking whether Imperial could manufacture ce-ramic glass hobs on their behalf. This was back in the mid-1970s. We did, including for well-known brands such as Bosch, Siemens, Neff, De Dietrich and then also Miele. At that time, it was essential for Imperial’s survival, as it provided money to restructure the company and place the focus on built-in appliances. Freestanding gas cookers, which had previously been a key product for Imperial, were no longer profitable. Increasing unit sales made building their own production facilities an interesting option for our competitors. Later we produced the hobs under our own name and for Miele. Miele then took over Imperial in 1989. Hobs, steam cook-ers and warmer drawers exclusive to Miele continue to be manufactured in Bünde. scheidler: In the beginning, the other manufacturers did not recognise the great potential that this product held. However, for many customers it wasn’t just the pure

functionality, but also the ease of cleaning and visual impression that were impor-tant: Ceramic glass hobs significantly en-hanced built-in kitchens, which had been on the increase since the 1970s. The will-ingness to pay more for this new product was correspondingly high. In hindsight, one can say that without the conviction and great persistence which Schott and Imperial had in driving on the develop-ment, we would not have ceramic glass hobs today.

what are the key milestones in the history of ceramic glass hobs?Dittrich: The beginning of series produc-tion in 1973scheidler: That we were able to offer a variety of decors on Schott Ceran® screens as early as the mid-1970s.Dittrich: At the beginning of 1990, the first HiLight heater element was brought to market: It provided more power and, in principle, represents the current state of technology.scheidler: The development of induction hobs from the 1980s. Although, it took two decades for induction technology to really establish itself.Dittrich: The new ExtraSpeed hobs from Miele in 2011. ExtraSpeed hobs represent the fastest hobs on the market for anyone who hasn’t switched to induction tech-nology and wants to keep their old pots and pans.

Interview with the early protagonists

Why are ceramic glass hobs black?

Herwig Scheidler ( left ) and Dr. Hartmut Dittrich with a first-generation Imperial hob

When the domestic appliance manufacturer Imperial pre-sented the first black ceramic glass hob in 1971, responses ranged from “absurd” to “sensational”. In this interview, Herwig Scheidler and Dr. Hartmut Dittrich explain how this technology was able to prevail, and what initial problems faced the inventors. Scheidler worked at the technology corporation Schott and had a key role in the development of Schott Ceran® ceramic glass hobs; Dittrich was involved in the cooking appliances through his work with Imperial, which later became a Miele subsidiary.


AwARDs

Customers plan in 3D

Find out how the new appliances

will look in the kitchen: the product

configurator in the Berlin Gallery

W ith an interactive configurator for kitchen elements,

the “people interactive agen-cy” has won the “Digital Sig-nage Best Practice Award” in the “Retail Signage” category. The system was developed for Miele and is in use in the Ber-lin Miele Gallery. This is how it works: By typing and rotat-ing on a 1 x 1.8 metre large high-tech display, customers can experience how select ovens, hobs and extractor hoods look together and will appear in the future kitchen.

The presentation is three-di-mensional and is very realistic. The appliances can also be integrated into six different styles of kitchen, in which it is even possible to select the work surface and the tiled backsplash on the wall. In ad-dition, the system provides extension information about various types of appliances. In the Berlin Gallery, customers use the configurator with great enthusiasm, as it provides a unique, interactive product experience and a concrete tool when it comes to planning.

International jury honours product design excellence

Four Miele machines awarded “red dot”

The highly reputable Design Centre North Rhine Westphalia (Ger-

many) has awarded Miele domestic appliances its cov-eted “red dot” 2011 design award. The G 5935 SCi XXL dishwasher and the integrat-ed W 2859i WPM washing machine received the red dot for product design excel-lence. An “honourable men-tion” went for exceptional de-sign details to Miele’s DA 7000 island decor hood and the PTT 7189 commercial dryer-dryer stack.

The design experts this year evaluated a record 4,433 products from over 60 nations. Their verdict was based on cri-teria such as degree of innova-tion, functionality, ergonom-ics, durability, self-explanatory functions and environmental friendliness. The jury also fo-cused its attention on whether a product offers sensual prop-erties over and above immedi-ate practical advantages and

how it integrates into its envi-ronment. Good design forges ties with to both products and brands and creates confidence in quality, explains Professor Peter Zec, Initiator and Presi-dent of the competition dur-ing the announcements of this year’s winners.

The award-winning G 5935 SCi XXL dishwasher from Miele sets standards in terms of flexibility of use and load capacity. Its patented 3D cut-lery drawer is adjustable both in terms of depth and width and hence able to accommo-date larger items of cutlery and utensils such as soup la-dles and whisks.

The integrated W 2859i WPM washing machine disap-pears behind cabinetry front-age, blending in with kitchen furniture and leaving only the fascia panel visible. In terms of features, material and form, this model is a perfect match for tumble dryers from the same model range.

The elliptical DA 7000 designer hood appears to levitate in space. Its design dispenses with the chimney so charac-teristic of cooker hoods as it is suspended on four steel wires. De-signed exclusively for recirculation operation, it uses highly efficient Active AirClean char-coal filters and a powerful mo-tor to make light work of cooking odours.

Two dryers stacked one on top of the other, each with a capacity of 8 kg of laundry, join to form the PTT 7189

Miele’s PTT 7189 dryer-dryer stack

with its 40 special programmes caters

for a broad range of applications.

dryer-dryer stack. It is operat-ed via an easily accessible con-trol panel located between the two machines. To cater for feather beds to fire-fighting apparel, no less than 40 special programmes are available.


INTERvIEw | NEws

The European debt crisis is increasingly burdening the global economy. What does this mean for Miele and its sales partners? Olaf Bartsch, Managing Direc-tor for Finance, Controlling and Administration, is here to address the issue.

Mr bartsch, the global economic forecasts have had to be repeatedly made more conservative for the coming year. Does the same apply to Miele’s business? Olaf bartsch: No. It was al-ready clear at the end of our last financial year, which fin-ished on 30th June 2011, that the economic framework data does not currently permit any large leaps in growth. How-ever, our expectations for the current year were and remain cautiously optimistic.

Five questions for Olaf bartsch:

“Positive signs in difficult times”

what does that mean in figures? We want to continue growing, and to at least keep our turno-ver stable. The political and economic situation is currently very difficult to predict, and as such it is hard to make any seri-ous prognoses. A lot depends on whether Europe’s govern-ments succeed in quickly find-ing a viable solution to the European debt problem.

Are there also positive signs? Yes, definitely. In times of eco-nomic uncertainty, people in-creasingly opt for strong brands such as Miele, which offer spe-cial guarantees with regards to quality and reliability. In addi-tion, they make more large purchases when they fear that their savings will suffer from increasing inflation. The low European exchange rate is stimulating business outside of the European market.

what effects is the unstable situation having on the Miele strategy? It is not having any effect on the core of the strategy. We follow the founders’ motto “Forever better” through all economic cycles; we are cur-rently focusing investment on

O nce again Miele will be represented at the largest international

exhibitions for the domestic appliance industry in 2012 and 2013. Shortly prior to the time of going to press, the company announced that it will once again be exhibiting at the 2013 LivingKitchen in Cologne (14th to 20th January 2013). “The exhibition concept at the last LivingKitchen was impressive, the visitor figures exceeded our expecta-tions, and the ex-hibitions had a positive effect on our built-in appliance busi-ness”, stated Christian Gerwens, Head of the Miele Germany subsidiary, which is responsi-ble for the Miele stand in Co-logne. Besides LivingKitchen, Miele will also be displaying built-in appliances at Euro-cucina in Milan (17th to 22nd April 2012). Meanwhile, it is traditional new products in the free-standing appliance range that are the focus at the IFA in Berlin (31st August to 5th Sep-tember 2012). Besides these fairs, the company is also rep-resented at a number of exhibi-tions with regional significance that take place in Europe and across the world, including the A 30 Küchenmeile (15th to 21st September 2012) in Rödinghausen, Germany.

A t the Gütersloh com-pany headquarters Miele is building ad-

ditional office space and is also constructing a demonstration and training centre. 21 million euros have been put aside for

Miele exhibits at leading

international fairs

21 million euros for new buildings at Miele headquarters

customer-orientated product innovations, first-class service and distribution suited to the brand. Thanks to our subsidi-aries and their close proximity to the markets, we are able to react quickly and with great flexibility to fluctuations in sales. The heavily mentioned credit crunch is also not an is-sue for us as Miele has been financing its investments sole-ly with self-generated money for a long time now.

Are your sales markets currently growing in step with one another or are they more uneven? Our growth curves continue to develop very differently from region to region. Thus, we are currently experiencing high levels in the large core markets of Germany and Aus-tria; whilst the high national debt and the need to econo-mise in Southern Europe are having a negative effect on our business. After a dry spell last-ing many years, Miele is once again on a growth course in the USA; whilst we are currently achieving the highest percent-age growth in China. Despite the in part difficult market conditions, there remains fur-ther growth potential for Miele in all countries.

the building works, which are due to be completed in 2014. The first stage will see an old boiler house, which used to produce heat, give way to a new 2,000 square metre train-ing centre building. The train-

ing centre will be built in the immediate vicinity of the Miele Forum. Furthermore, two old production halls and a part of an administration building are to be torn down. Two building phases will see

new office space be construct-ed in their place. The office buildings will provide space for an additional 100 employ-ees as well as additional capac-ity. The building works began in February 2012.


AwARDs

The greatest respect amongst managers

M iele is one of the best-respected companies in Germany. This was the conclusion of the “Im-

ageprofile 2012” study, which was organ-ised by the leading German business jour-nal “manager magazin”. The study sur-veyed 4,000 managing directors and top managers from German companies. Out of the 170 companies being rated, Miele oc-cupied an outstanding 6th place in the overall ranking and was even selected as top of the pile in the consumer goods section – ahead of the sports manufacturer Adidas.

Markus Miele and Reinhard Zinkann re-ceived the award at a gala event in Ham-burg. Audi, BMW and Apple occupied the top three places in the overall ranking.

The survey was carried out by Profes-sor Joachim Schwalbach from the Hum-boldt University in Berlin on behalf of manager magazin. It wasn’t just the over-all image of each company that was called into question; evaluations were also made of five factors that influence image, including customer orientation and strength in innovation.

T he Danish consumer magazine “Taenk” rec-ommends two Miele

cooling appliances and has awarded both models the “Best in Test” distinction (9/2011 edition). The K 12820 SD won in the free-standing appliance category; whilst it was the K 9752 iD-1 that achieved top marks amongst the integrated models. The goods testers placed particular value on the rapid cooling of food products after a large shopping spree, and on maintaining the speci-fied temperatures during dif-ferent ambient conditions. It was the cooling performance in particular that saw other notable models in the compe-tition fail as the purchased food products had not been cooled to at least 7°C after 33 hours – a real no go when it comes to sensitive products like fish. For the models in the 177 to 190 centimetre catego-ry, energy efficiency and user convenience, as well as clean-ing and development of noise, were also tested alongside cooling performance. M iele has been awarded the “BMK

Innovation Prize 2011” in Ger-many for the G 5835 SCi XXL

dishwasher. The award is presented by the “Federal Association of Medium-Sized Specialist Kitchen Retailers” (Bundes-verband Mittelständischer Küchenfach-handel, BMK) and is based on a survey of 1,600 kitchen specialists. The respond-

“Taenk” recommends

cooling appliances

Innovation prize for dishwasher

Dr. Markus Miele and Dr. Reinhard Zinkann received the award from Professor Joachim Schwalbach and Dr. Arno Balzer (right), chief editor manager magazin.

ents selected the luxury class dishwasher in first place. Decisive assessment criteria include that the product has already prov-en itself in terms of sales, but has been on the market for less than a year. The BMK Innovation Prize was awarded for the sixth time and is the only award in the industry that is presented directly by specialist kitchen retailers.

Miele The Magazin 2012

Publisher: Miele & Cie. KGP.O. Box, D-33325 GüterslohTelephone: 0049 (0) 5241 89-1951 to -1959Telefax: 0049 (0) 52 41 89-19 [email protected]

Overall responsibility: Carsten Prudent

Chief editor: Michael Prempert

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

Photos: Bechtel, Bielesch, Bildschön, Green-house by Joost, Brantley Gutierrez, Haselhoff, Roberto Hegeler/manager magazin, Janke, Roman Keßler/www.tricklabor.com, Kolarik, Medienfabrik Gütersloh, Miele, Ring, Schings, Schott

Editorial archive:Heiko Johannpeter

Support subsidaries: Julia Cink

Editorial secretaries: Wencke Ellermann, Ines Mundhenke,Melanie Oesterwinter

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

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

Follow us on Twitter:http://twitter.com/#!/Miele_Press

Cover: illustration by Roman Keßler, www.tricklabor.com

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