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High-end brand puts innovative spin on appliance shopping at new flagship

BY Marianne Wilson

Miele, a premier appliance brand from Germany, has gone experiential with its first-ever “premium” mall location.

Located at Toronto’s Yorkdale Shopping Centre, the “Miele Experience Centre” combines digital elements, product experiences and expert advice. The store is interactive — visitors are invited to try out the appliances on display. All Miele product categories are represented, from laundry and floor care appliances to kitchen products and “smart home.” The flagship will reportedly serve as a prototype for future Miele locations in major markets globally.

The heart and soul of the store is the kitchen area, where cooking and baking demonstrations take place several times a day. Customers can sample freshly prepared culinary treats, and linger in the adjacent lounge area.

Digital elements are locationed throughout the space, allowing for further interaction with products or providing additional information. At the “swiping cooktop” screen, customers can perform virtual cooking and experiment with the various Miele induction cooktops on display.

A 46″ touch-screen display on the M-Touch Wall shows the product range with the technology in full size and illustrates the function of the controls which simplify the operation of numerous built-in appliances.

Information about Miele’s assorted cleaning and care products is featured on another digital wall display. Videos are launched by scanning items using the NFC scanner provided.

Design-wise, the store uses warm and natural materials that exude a homelike feel. The lighting and ambient videos on five screens in the store change to reflect the time of day.

“The new Miele Experience Centre is truly a unique showcase demonstrating excellent quality, technology and service,” said Yves Dalcourt, president of Miele Canada. “The experience we will give our customers will change the way people will look at buying appliances and will set a new standard within our industry.”

Miele, which was founded in 1899 and is based in Gütersloh/Westphalia, Germany, is one of the world’s leading manufacturer of premium domestic appliances. In addition to the new Yorkdale store, Miele, which currently operates four other locations in Canada.

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