Generation 5000 - Miele

THE MAGAZINE
Generation 5000
RESPONSIBILITY
Miele protects
the environment
2008
The ultimate in design,
taste and technology
AUSTRIA
A new attraction
in Salzburg
NEW MARKET
A brand conquers
China

“Miele household appliances
are an essential part
of the basic equipment
in exclusive construction projects
around the globe –
even before the new owner
has moved in.”

Dear Reader
In the previous fi scal year with a turnover
record of 2.74 billion euros, Miele
achieved the highest sales in the history
of the company. One key factor was the
consistent expansion of world-wide mar-
keting structures. Miele has grown or-
ganically under its own steam over its
109-year history. The fi nancial independ-
ence of our family-owned company has
been a true strength in this process. It
enables us to both think and act over the
long-term by developing new products
and opening new markets. Miele contin-
ues to aspire to new heights. And we will
maintain our independence as we grow.
India and South America show great
potential for new subsidiaries. The Baltic
States, Chile, China and New Zealand
already feature on Miele’s map of the
world. Subsidiaries in these countries
ensure that we offer customers the best
possible service. A comparatively young,
but in some markets key, fi eld of opera-
tion is the real estate market. Miele
household appliances are an essential
part of equipment in exclusive construc-
tion projects around the globe – even
before the new owner has moved in.
Read about fascinating projects in
China, Canada, Sweden and Chile in
this issue.
Our products are a solid, tangible
guarantee for the success of our company,
or more accurately: the quality, the de-
sign and the technology that goes into
them. Conversations with trade partners
over the last few months have confi rmed:
The Generation 5000 built-in appliance
series will captivate the minds of cookery
fans from all over the world. Nothing else
on the market today compares to our
new 90-centimetre ovens. The Moisture
Plus feature in ovens not only provides
the best climate for baking and roasting,
it also supplies an excellent sales pitch…
choose your favourite yourself !
Miele The Magazine // 3
EDITORIAL

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EDITORIAL
Miele grows organically
AWARD
Excellent results in tests
REINHOLD MESSNER LECTURED
With a strong will to succeed
TRAVEL REPORT
How Miele conquers China
BALI
Chris Salans’ new cooking school
SOUTH AFRICA
Jubilee on the Cape
NEW YORK
Tantalizing the senses
CANADA
Prestigious project in Toronto
CHILE
No 1 in South America
4 // Miele The Magazine
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AUSTRALIA
Celebrating Spring Carnival
NORWAY
Headquarters with style
Generation 5000
The new built-in
appliances provide a centre
of excellence.
TRAVEL REPORT
Sweden – Unique in the North
GENERATION 5000
The new built-in
appliances were
introduced in
a series of events.
44
40
55 DESIGN
Miele products,
including the new
CombiSet modules,
have been
awarded
design prizes.

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NOW OPEN
The Manhattan
Gallery has a very
special atmosphere.
45
EXPERTS FOR OVENS:
The Oelde plant offers tailormade
solutions.
POLAND
Cross-marketing event with BMW
GREECE
Gentle laundry care
AUSTRIA
Miele shines anew in Salzburg
GERMANY
Becoming the perfect housekeeper
BELGIUM
An exciting show in Mollem
NEW PRODUCTS
Generation 5000 raises the bar
GÜTERSLOH
Guests are welcome
in the Professional
Forum.
49
38 MIELE BELGIUM
affected 1,100 visitors
with a show.
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EVENTS
Magical elements
INSIGHT
Miele invests in Oelde works
INTERVIEWS
Simplexity and growth
PROFESSIONAL
Travelling in the Kaiserwagen
JAPAN
A ceremony in the showroom
MIELE MARINE
A brand goes offshore
ENVIRONMENT
Miele shows responsibility
FOCUS
Good prospects for 2009
AWARD
Managers choose Miele
Miele The Magazine // 5
CONTENT

AWARDS
Miele appliances impress German testers
Standing order
for winning
products
German consumers are used to the best when it comes
to product quality, which is why the German consumer
reports magazine “Stiftung Warentest” (Sti-
Wa), publisher of “Test” magazine, adheres to very strict testing
parameters. But the consumer protectors found very little
to criticize with the series of Miele appliances nominated test
winners in 2007.
The DA 416-4 and DA 429-4 cooker hoods are an excellent
example. Both vented wall cooker hoods received a rating
of “very good”. For technical reasons, cooker hoods with
air recirculation tend to be somewhat less effi cient, but here
too Miele appliances ensured fresher air than other products
tested. The cooker hoods manufactured in Arnsberg (West-
phalia) not only remove grease and odours best, they were also
the quietest machines in the test and impressed testers with
their good workmanship and simple operation.
Less is sometimes more. The S 5 Ecoline cylinder vacuum
cleaner achieved better results with “just” 1,600 Watts of suction
power in head-to-head competition with more powerful machines
(Test issue 4/2007). “Strong suction on velour and looped
carpeting, on smooth fl oors and easy to handle on stairs. Very
good fi ltering, durable and easy to operate”, was the positive
evaluation for the test winner S 5 Ecoline. The testers emphasised
that the good overall design of the machine was more
important than pure power output. After all, the motor’s low
watt intake reduces energy consumption with no reduction in
the cleaning quality.
Miele washing machines have a long-standing order for fi rst
place at “Stiftung Warentest”. The W 3741 WPS, voted best
appliance in the September 2007 issue, is no exception. Its “very
“Which? Award 2007” goes to Miele
The “Which? Award 2007” in
the home appliance category
has been awarded to Miele
by the eponymous magazine.
The magazine explained
its choice as follows: “In our
tests this year Miele outshone
its competitors, offering outstanding
quality across a
6 // Miele The Magazine
wide range of products for the
home. Miele successfully managed
to rack up an unrivalled
18 Best Buys across seven categories
– twice as many as any
of its competitors…. It’s simple
– we like Miele appliances because
not only are they easy
to use but they also produce
The DA 429-4 was evaluated
as the best cooker hood by the
German consumer magazine
“Stiftung Warentest”.
1
THE DA 429-4 RECEIVES
A “VERY GOOD” IN
THE ENDURANCE TEST,
AMONG OTHERS.
good” rating was based in part on the endurance test where the
W 3741 WPS did not even have to work partiuclary hard to
make the cut: StiWa demands that machines complete only
1,840 wash cycles to pass the endurance test, whereas in the
laboratory in Gütersloh, a Miele has to master 5,000 loads of
laundry to meet internal quality standards. While they were
at it, testers wanted to fi nd out who offers the best customer
service and prepared machines from different manufacturers
with faults. Miele’s customer service took fi rst place because
the technicians offered the best quality work and were “skilled,
accurate, reliable and friendly.”
“Cheap is uncool” was the headline of the StiWa refrigera tion
appliance test in the November 2007 issue, which compared
small free-standing appliances 85 centimetres in height. The
Miele K 2319 S came out on top. Testers praised the model’s
low energy consumption, reliable maintenance of storage
temperature and the user-friendly interior.
excellent results.…So although
Miele prices might sometimes
be higher than those of
other brands, the company’s
products definitely give you
long-term value for money.” –
Understood!
The “Which? Awards” were
given out for the fi rst time in 2007
but is to be a permanent event
in the coming years. Peter
Vicary-Smith, the magazine’s
chief executive, explains:
“To give recognition and to
congratulate companies that
have excelled throughout the
last year, we’re launching the
‘Which? Awards’”.

Mountaineering legend Reinhold Messner lectured in Gütersloh
A strong will to reach
the highest peak
Forever better – forever higher. The twin mottos of the Miele company and the mountaineer
Reinhold Messner (63) are not the only point of agreement. The astonishing similarities
between Miele and Messners’ approaches to their respective tasks emerged at Messner’s lecture
opening a series of education seminars for employees at the Miele Forum in Gütersloh.
Reaching the highest level of perfection
with the simplest means
possible – Miele successfully
follows this rule of thumb in household
appliances, as did Reinhold Messner
when he fi rst enjoyed success on May 8,
1978 at 8,884 metres when he climbed
to the top of Mount Everest, the highest
mountain in the world. But not with an
experienced team at his side, a number of
base camps, and an endless series of rucksacks,
tents, wireless equipment and a
helicopter standing by for an emergency.
No, a 20 kilogram pack, one base camp
and a single companion (Peter Habeler)
were enough for Messner. He did not
even bring along a respirator. Doctors at
the Miele Forum expressed their doubt
at the possibility of this feat – Messner
and his companion would have suffocated
at such heights according to their
medical opinion. “That’s true”, Messner
admitted. This is why they fi rst braved
the climb after spending a number of
weeks at six and seven thousand metres
above sea level. So that their bodies
would have time to manufacture oxygenbearing
red blood cells. “We acclimatised”,
Messner explained.
Messner completed this astonishing
feat 14 times over his lifetime. He climbed
an eight-thousand metre mountain
without an oxygen mask and extensive
“I WAS ONLY INTERESTED IN
TWO QUESTIONS: WHAT CAN
I DO BETTER? HOW CAN I MAKE
PROGRESS?”
equipment 14 times. The father of four
children describes his approach in 50
books: With logic, care and intensive
mental preparation, he was able to break
through ever increasingly diffi cult barriers.
Messner: “I never asked what I could
not do. I was only interested in two questions:
What can I do better? How can I
make progress?”
These are questions asked at Miele every
day during production. “We cannot know
today what people will demand in future.
As such, we like mountaineers, continue to
be faced with new, unknown challenges”,
Dr. Markus Miele summed up. He is not a
mountain climber himself, but read Jon
Krakauer’s mountain climbing adventure
“Into Thin Air” with great enthusiasm.
Not one to shy from extremes:
Reinhold Messner recounts
his expeditions for a few
hundred Miele employees.
Miele The Magazine // 7
FOCUS

CHINA
Miele is in demand for construction projects / A travel report
Coming to China
In the Miele anniversary book, the founding of the Hong Kong subsidiary in 1997
was mentioned almost as an afterthought: “The subsidiary has the important
function of monitoring economic developments in mainland China.” The status
quo: Miele is celebrating ten years in Hong Kong as an established luxury brand,
and the conquest of the Chinese market is in full swing. A fascinating journey
begins in Macau in the south of the massive country, and stops off in Hong Kong,
Shanghai and Hangzhou before ending in Beijing.
8 // Miele The Magazine
On arrival in the fer ry
harbour of Macau the
mobile rings. A text
message reads: “Ride the Sands
shuttle and you could bring 1
Million home! Be the next
Millionaire from Sands Lucky
Ticket.” – Welcome to the Las
Vegas of the East. Before you
can take advantage of the
generous offer of free transportation
to the Sands Casino
though, there is the queue for
passport control to contend
with. Like Hong Kong, Macau
also enjoys the status of a special
administrative region in
China. Entry is only possible
with a passport, and the city
has its own currency.
This gambler’s paradise
entices millions of visitors annually
and now even nets
more cash than Las Vegas.
Most guests are from the Republic
of China or Hong Kong
where gambling is officially
forbidden. From Hong Kong,
the ride lasts just an hour on
the fast ferries. Guests with
further to travel can fl y into
Macau International Airport
in the enclave.
The former Portuguese
colony of Macau is booming.
In the last two years alone,
three American casinos have
opened for business: the Sands,
the Wynn and the Venetian.
Another US offshoot, MGM,
is still under construction. The
Venetian has really raised the
bar: It boasts full-sized reproductions
of famous Venetian
landmarks such as Rialto
Bridge and the Doge’s Palace
Guests can tour the property,
which includes ex clu sive hotel
suites and a15,000 seat event
arena, in gondolas. The stiff
competition between local casinos
and the completion from
the USA has borne strange
fruits. Rumour has it that Mr.
Stanley Ho – a respected per son
ality in Macau – had his New
Lisboa casino built so it exerts
an unfavourable Feng Shui influence
on the neigh bou r ing
Wynn. This is reason e nough

%
Once in a lifetime Chinese
people should visit the
Great Wall.
Macau from above: The
One Central housing estate
(red arrow) numbers among
the most ambitious projects
in the city. Miele will equip all
768 apartments.
for some Asian guests to try
their luck at a different casino.
“The pinnacle of the boom
in Macau has not yet been
reached”, according to Wendy
Lam, assistant project sales
manager for Miele Hong Kong.
The view from Macau Tower,
the city’s tallest building,
seems to support her hypothesis.
Large parts of the city are
still characterised by buildings
Miele The Magazine // 9
CHINA

CHINA UND MIELE
that harken back to the Portuguese
colonial era, among
them old villas surrounded by
park-like grounds at the very
finest locations. Parts of the
historic city centre have already
been restored. A fascinating
mixture of South European
fl air and Asian bustle
awaits visitors to the luxurious
shopping districts and
narrow alleyways.
The One Central housing
estate numbers among the
most ambitious new construction
projects in this city of
close to 600,000 inhabitants.
At a prime location along
manmade Nam Van Lake, 768
10 // Miele The Magazine
housing units are planned that
will contain fl ats with up to
two bedrooms and larger units
with up to four bedrooms.
Miele will equip all 768 apartments
with between six and
seven built-in appliances. To
ensure that no mistakes are
made in either the planning or
construction phase, Miele has
hired its own supervisors.
They work in close cooperation
with construction managers
and ensure that the
water and electrical connections
are laid correctly – a
service that will guarantee
optimal operating safety of all
appliances.
Employees and 250
guests will long remember
October 31,
2007 as the date of the 10 th
Anniversary Ball hosted by
Miele Hong Kong: the extravagant
fashion show, dance interludes
by prominent persons,
and perhaps even more
the memories and viewpoints
communicated by the Miele
crew. Carsten Nittke, Carmen
Ho and Kenny Lam shared
their personal experience of
Miele’s successful ascent to
top brand. The key to success:
Only those companies that
set and help shape trends
stand a chance.
The Grand Lisboa
is a local casino in
Macau.
Old Macau
has southern
European fl air.
This applies equally to
cooking. What was once the
preserve of housemaids is fast
becoming an activity enjoyed
by increasing numbers of
people with their friends.
“Customers do more cooking
at home and they are very interested
in healthy issues”,
reports Charmaine Cheung,
executive chef in a Citysuper
department store. Charmaine
offers cooking courses to visitors
to the gourmet foods section
of the chain a number of
times a week. Most customers
book more than one of the
courses that owe part of their
popularity to the fact that tra-
Beijing
Hong-Kong
Macau
Shanghai
Hangzhou
ditional recipes are prepared
quite simply in a Miele steam
oven, Charmaine explains.
The subsidiary is satisfying
the desire for healthier
living with a new campaign:
“The HealthyHome by Miele”.
A brochure explains different
topics, among them how to
get allergies under better control
via the careful selection of
the right household appliances.
New presentation modules
of washing machines,
tumbler dryers and vacuum
cleaner models for specific
target groups in local retailers
support the campaign.

1
Designer fashion from Europe
is an omnipresent theme,
and a supplement in milkX
magazine recently attracted
attention: A Miele fully automatic
washing machine was
prominently displayed on the
cover of the fashion show report
with the latest trends
from New York, London, Milan
and Paris. MasterCard
Luxury Week communicated
the message that fashion and
laundry care à la Miele are inseparable:
500 invited guests
were thrilled with the event
held by Miele in cooperation
with Mercedes in the Swank
1 Never say no when you are invited to
lunch in Hong Kong: Charmaine Cheung,
Veronica Man and Joe Chong (from left).
2 The crew celebrated ten years of Miele in
Hong Kong. Some colleagues are missing
on the photo. 3 Christmas decoration of the
Miele Boutique in Hong Kong
2 3
– one of the finest fashion
boutiques in the city.
Brands enjoy success in
the million-inhabitant metropolis
only when their name
is on everyone’s lips. By contrast,
anyone with nothing to
say will soon lose the approval
of a demanding public. The
Four Seasons Campaign in the
Miele Boutique, a small but
very nice showroom that reopened
in April 2006, quickly
advanced to a hot topic of city
conversation.
Young designer Johnny
Wong had suggested black
glass front panels for the
exterior façade that could be
thematically redecorated as
needed. This allows the Miele
Boutique to present a constantly
changing face to visitors
and passers-by, whether
as a spring garden or pre-
Christmas extravaganza.
Light, Speed, Elegance,
Growth, People” was
the short and pithy formulation
the Shanghai Urban
Planning Exhibition Hall used
to describe an exhibition in
this thriving metropolis on
the Huang Pu River. It fits,
though can only scratch the
surface of the dimensions of a
city that has redefi ned itself
over the last 15 years.
Miele The Magazine // 11
CHINA AND MIELE

CHINA
AND MIELE
A place for millionaires: The Skyline Mansion
in Shanghai consists of three towers with a total
of 560 fl ats, all equipped with Miele appliances.
An around 600 square-metre
model of Shanghai in the
exhibition hall is a better
illustration: The centre of the
city is divided into Puxi and
Pudong. Puxi is the historical
city centre with the famous
river bank promenade the
Bund. Pudong was created on
a green-fi eld site on the opposite
bank of the river in the
1990s. Pearl Tower, a television
tower, is the hallmark of
this new economic city centre.
Shanghai International Finance
Center reaches even
further into the clouds. When
it is complete, at 492 metres it
will number among the tallest
buildings in the world.
12 // Miele The Magazine
Modern, European design dominates in the apartments
of Nine Tree near Hangzhou.
Bulthaup kitchens and Miele
appliances in the Nine Tree
housing development.
Pudong is home to one of
the city’s most exclusive housing
developments: Skyline
Mansion. It consists of three
towers with a total of 560
fl ats, each of which boasts a
kitchen outfitted with between
seven and nine Miele
built-in appliances. Miele
opened an offi ce in Shanghai
in 2006 and has been very
successful in the property
business. This is evidenced by
another prestigious project,
the Rich Gate across from the
Xintandi Quarter, famous for
its international pubs, restaurants
and fashion boutiques.
In the Paulaner Brauhaus for
example, Bavarian pork joint
and dumplings is served by
personnel decked out in Bavarian
folk dress. An old Miele
washing machine, Model 155,
serves as a stand for a rustic
The Bund is the famous
river bank promenade in
Shanghai.

Guests of the Morgan
Center are going to have
a great view on the
National Stadium.
tabletop in the cosy restaurant.
Rich Chinese are willing
to pay the price for this popular
location with its international
fl air. The 108 Rich Gate
apartments sold for 2.8 million
euro each. Owners get
400 square metres of luxuriously
outfitted living space
including Miele built-in appliances
in the kitchen.
Travelling from Shanghai
to Hangzhou around 150 km
to the south by car takes
around three hours. The capital
of the Zhejiang province is
home to around seven million
people and located on West
Lake, a popular recreation
spot in the region. Gently rolling
hills known for excellent
teas rise into view just beyond
the lake. Between the edge of
the city and the tea fi elds, the
Nine Tree housing development
is tucked away in a picturesque
bamboo grove.
The twelve five-storey
build ings have a cubic floor
plan and each of the 350-433
square metre apartments takes
up a whole fl oor. Prospective
buyers can view two completely
outfitted show flats.
The furnishings are modern
European with designer pieces
and elements from famous
furniture brands. The kitchens
in all 60 apartments are from
Bulthaup and Miele: there are
eight built-in appliances plus
a washing machine and dryer
in an adjacent laundry room.
Quick thinking buyers who
purchased their units when
construction commenced paid
3,000 euro/sqm. As soon as the
fi rst buildings were ready for
viewing, the price shot up to
4,200 euro/sqm. By October
2007 – three months before
the expected completion of
the entire project – 54 of the
60 apart ments had already
been sold.
Beijing is in Olympic
fever. Many residents
are already decked
out with T-shirts, pins, caps
and other souvenirs purchased
at one of the innumerable offi
cial shops. Hardly a street car
can be found that does not
bear advertising for the organiser
or sponsors of “Beijing
2008”. At Tiananmen Square,
the largest square in the world,
the antique Greek athletic
arenas have been recreated
using fl ower arrangements.
“Beijing people are proud
to have the Olympics in their
hometown”, according to
Carrie Dong. Carrie grew up
Miele The Magazine // 13
CHINA
AND MIELE

CHINA
Prepared for the Olympics: the Tiananmen Square
in Beijing.
in the capital and works for
Miele as a PR manager. The
city is cleaning up and people
hope air pollution will soon
drop, she adds. Car traffi c is
one of the reasons the air
quality here is so poor. The
old cliché of thousands of cyclists
underway on the roads
of Peking no longer applies.
During rush hour in the morning
and evening, a mass of
steel winds its way torturously
along the six- to eightlane
main roads. By the time
10,000 athletes from 205
nations and a significantly
larger number of visitors fl ood
the city this coming August,
the situation is supposed to
have improved. The underground
network has been expanded
over the years and
important connecting points
are scheduled for completion
prior to the Games. The international
airport will then be
home to one of the largest terminals
in the world.
The Olympic arenas
around the National Stadium
– also knows as the bird’s nest
– are still a large construction
site. This is also true of the
Morgan Center, a building
14 // Miele The Magazine
complex across from the
Olympic stadium. Seven-star
flats are going up here with
Miele appliances in their
kitchens. Word has it that Bill
Gates has already reserved a
suite and will have box seats
for the opening of the Games:
stadium atmosphere through
the open window, live broadcasting
from the stadium on
TV all accompanied by the
perfect cup of coffee from a
Miele automatic coffee maker
– what could be better?
A 15-minute car ride away
from the Morgan Center, one
of the largest and most exclusive
housing complexes is
being built. It bears the name
Star River and is like a city
within a city. The infrastructure
of this enclosed area
offers everything the heart of
a retiree could desire for a
comfortable life style: shops
and medical care in the resident
complex along with a
large park with a manmade
lake. Star River will be completed
in three construction
phases. The kitchens of the
214 apartments in the second
construction phase will be
Only the best:
Miele appliances in the
apartments of Star River
in Beijing.
outfitted exclusively with
Miele built-in appliances. The
remaining rooms of the 300
to 600 square metre fl ats are
to be decorated in conservative-classical
style.
Miele has also submitted a
bid to outfi t the kitchens of
the third construction phase.
Since demand for luxury fl ats
is high, the price per square
metre is on the rise. The fi rst
apartments were purchased
for 3,000 euro/sqm, but future
owners will have to pay
considerably more.

Founding of subsidiary in China planned for 2008
The real estate market
is booming
Though Miele has been
an established brand
in Hong Kong for ten
years now, the Shanghai and
Beijing offices were first established
at the beginning of
2006. Unlike in Hong Kong,
Miele appliances cannot yet
be purchased in stores, since a
special license is required for
this. Once the license has
been granted, Miele China is
scheduled to start operations
in 2008. Up to now, Miele
has only been active in the
real estate market in China
which is governed by its own
laws.
Both foreign and domestic
fi nanciers invest in the Chinese
real estate market. According
to a study carried out
by CB Richard Ellis, an international
real estate consulting
firm, investment in housing
complexes with luxury fl ats is
particularly popular. Project
developers borrow money
from investors to finance a
property. Since completely
outfi tted kitchens and baths
are an integral part of highquality
living spaces in China,
a call for tender is part of the
planning process. Miele is involved
in this process or is
sometimes approached by
project developers ahead of
time. The chances of “winning
the bid” for very exclusive
properties are good, since only
two to three brands are in the
running when it comes to outfi
tting the kitchens of luxury
fl ats.
“A good year can pass between
initial contact and the
signing of the contract,” according
to Carsten Nittke,
general manager of Miele
Hong Kong. Large complexes
are often completed in a
number of construction phases,
during which the price per
square metre often goes up,
Nittke reports. Since negotiating
with project developers
requires a great deal of empathy
with and understanding of
Chinese mentality, these positions
at Miele are fi lled with
locals.
In less than two years,
Miele has already outfitted
over 2,700 fl ats on the Chinese
market (not including
Hong Kong and Macau) with
home appliances. In addition
to One Central in Macau,
Miele Hong Kong has also
been awarded the contract for
two more renowned projects
still in the construction phase:
Kowloon Station Package 6, a
tower with 830 planned residential
units, is part of a new
830 residential units
in the commercial
centre Kowloon
Station (front) will
be equipped with
Miele appliances.
Bel-Air No. 8 is the
new luxury residence
on the peak in Hong
Kong.
commercial centre in Hong
Kong. Bel-Air No. 8 is the new
luxury residence in Hong
Kong. Norman Foster, who
also designed London City
Hall and the new Reichstag in
Germany, is responsible for
the Bel-Air No. 8 project
scheduled for construction in
a prime location near the Peak.
Miele will deliver the built-in
appliances and washer-dryers
for the 709 units.
Miele The Magazine // 15
CHINA

SINGAPORE
16 // Miele The Magazine
The Workshop by
Chris Salans is equipped
with Miele appliances.
Chris Salans opens a cooking school in Ubud
More reasons
to visit Bali
Delicious food has always been abundant
in the holiday paradise of Bali. Not least
because one of the best chefs in Southeast
Asia, Chris Salans, is hard at work on this
“island of the gods”.
Salans, chef and owner
of the Mozaic Restaurant
Gastronomique,
has been cooking for gourmets
from all over the world in the
small city of Ubud since 2001.
He has joined forces with
Miele Singapore for his latest
project, The Workshop.
The Workshop is a modern
and comprehensive training
facility for amateurs and professionals.
Perched on the edge
of rice fi elds on the grounds of
the Mozaic Restaurant Gastronomique,
the new cookery
school is a lifestyle experience
for chefs of all levels of skill
that offers relaxing and enjoyable
classes for groups or individuals.
Courses range from “Foie
Gras” or “Caviar and Champagne”
to a “French Bistro
Cuisine” afternoon or lessons
on creating a “Mozaic Dinner”.
Participants enjoy a wide variety
of topics accompanied by
a delicious alfresco lunch for
half-day or full-day classes.
The spacious open kitchen
Unique and fascinating –
rice terraces in the region
of Ubud.
of the Workshop is fully
equipped with Miele’s stateof-the-art
cooking appliances,
creating a stimulating and expert
environment for professional
and hobby chefs alike.
The list of awards received
by the Mozaic Restaurant Gastronomique
is long. It was the
first restaurant in Southeast
Asia to be recognized by the
prestigious Tradition et Qualité
association as a member of
‘Les Grande Tables Du Monde’
(The Grand Tables of the
World), and as such joined an
exclusive group that includes
some of the world’s most famous
restaurants such as Lucas
Carton (Alain Senderens), Le
Louis XV and PlazaAthénée
(Alain Ducasse), Guy Savoy
(Guy Savoy) and The French
Laundry (Thomas A Keller). It
also received the 2006 and
2007 Award of Excellence
from Wine Spectator Magazine
for its comprehensive
wine list. For more about Chris
Salans and his restaurant see
www.mozaic-bali.com.

The giant cake in honour of
Archbishop Tutu’s 75th
birthday was created at the
Miele showroom.
This was the only moment that
harkened back to the past however:
Miele South Africa enjoys a
reputation as a young and future oriented
company.
The Miele Gallery of Fine Living, for
example, more than lives up to its name.
In 2004 the subsidiary moved into its new
headquarters in Bryanston, Johannesburg.
Since then, the showroom has been drawing
increasingly large crowds. The events
held there always have one simple motto:
good taste.
This also applied to the huge birthday
cake created for Archbishop Desmond
Brand-name manufacturers
enjoy using the Gallery’s
kitchen to present their
products.
Numerous events mark anniversary in South Africa
25 years
on the Cape
The oldest washing machine found in South Africa has
been around for 57 years. This is the surprising result of a
contest made public via radio and news paper by Miele’s
South African subsidiary in honour of its 25th anniversary.
Tutu’s 75th birthday by the best pastry
chefs the country has to offer. Nobel peace
prize winner Tutu – lovingly referred to as
“the Arch” by his people – is one of the
country’s most respected citizens. It was
truly an honour for Miele to be able to
offer the Miele Gallery as an ideal space
to create this exceptional cake.
In addition to a series of photo shootings
for magazines, cookbooks and TV
adverts, the exclusive ambiance provided
by the Miele Gallery is perfectly suited to
cross marketing activities: Unilever’s food
division presented its new spice series
here, Bentley South Africa has invited
customers to cooking events in the gallery
and potential customers of the Engel and
Volkers Real Estate development company
were impressed by the versatility
offered by Miele appliances at evening
dinner events. Last but not least, the subsidiary
called attention to itself by offering
a wine trophy to the best vineyard. Wine
coolers have been shown at diverse wine
exhibitions throughout the country.
Miele, Bentley and
traditional Zulu dances
go well together in
South Africa.
Miele The Magazine // 17
SOUTH AFRICA

USA
New York: Loft style concept for the new Manhattan Gallery
Tantalizing the senses
Imagine a place where innovation, beauty and quality rule the day and where the best
things in life come easy. Miele’s new Manhattan Gallery is such a place and unquestionably
the jewel among Miele’s eleven luminous design centers across the United States.
It is located at the epicenter of the design district in the Architects & Designers Building
(150 East 58th Street).
Enjoy your coffee at Miele´s
new Manhattan Gallery.
18 // Miele The Magazine
Cutting the ribbon: Dr. Reinhard Zinkann,
Dr. Markus Miele and Nick Ord offi cially opened
the Miele Gallery in New York.

The ribbon-cutting on June 19th was celebrated
with two prominent guests: Dr. Reinhard
Zinkann and Dr. Markus Miele. Dr. Zinkann
marked the opening as, “a milestone in the U.S. and
around the world.” Dr. Miele stated that, “the showroom
is a symbol for the quality of Miele products
and the passion consumers have for them.” Nick Ord,
President and CEO of Miele’s U.S. subsidiary,
commented that the Gallery “will further Miele’s
business goals and serve to strengthen the brand’s
relationship with the builder/developer and design
communities.” He described the marketing concept
behind the 3,000-square-foot design center as, “an
experience that fi lls the senses and spoils the visitor
with comfort.”
The fundamental idea for the loft concept was to
present individual Miele appliances in stylized everyday
situations. As visitors walk along the centerline
of the showroom, they experience the full range of
Miele products as they pass from one area to the next
including the coffee café and lounge, fl oorcare center,
walk-in laundry wardrobe and live kitchen. In
order to create a smooth transition from inside to
outside, a vast window wall was integrated into the
design concept. As it infuses the Gallery with natural
light, the café bar offers guests a spectacular view of
Manhattan while they enjoy espresso or coffee from
the nearby coffee systems.
The number of materials used in the design is
purposely limited, choosing instead to allow lighting
to provide the main color scheme. The illuminated
“THE SHOWROOM IS A SYMBOL
FOR THE QUALITY OF MIELE
PRODUCTS AND THE PASSION
CONSUMERS HAVE FOR THEM.”
Laundry care can
be an experience
for the senses.
Nick Ord and his guests
enjoyed the opening of the
Manhattan Gallery.
Miele logo on a ruby red wall invites guests into the
entry and reception area. Suspended above the
coffee lounge is a dramatic light cloud that calmly
alters its color, refl ecting on the soft white surfaces
throughout the showroom. Showroom Manager
Jennifer Goren noted, “As the mood lighting transitions,
you feel the warmth running through you.”
Goren further commented that, “our showroom
neighbors wander in to the showroom throughout
the day to escape and relax in the sublime ambiance
created in the Miele Gallery.”
As visitors continue their tour, lighting is used to
set the mood in the walk-in wardrobe with the use
of rear-lit elements. At the end of the showroom, the
changes in lighting colors are repeated in the live
kitchen through the use of strips that illuminate the
various niches. The speed the colored lighting changes
can be varied using a remote control module in
order to set a pace fi tting to any event. It is also possible
to stop the light change and set only one lighting
color.
Design professionals and consumers are welcome
to visit the showroom from 9:00 am to 5:00 pm
(Monday through Friday) in the Architects &
Designers Building, 150 East 58th Street (between
Lexington & 3rd), 9th Floor, Suite 951. The showroom
will host live cooking demonstrations where
guests learn more about Miele products and afterwards
enjoy the delicious results. The showroom is
also available as a venue for design-related, cooking
and team-building events.
Miele The Magazine // 19
USA

CANADA
Festival Tower is being developed by
The Daniels Corporation in partnership
with renowned fi lmmaker Ivan Reitman
and his sisters Agi Mandel and Susan
Michaels. Reitman, best known for
producing and/or directing Hollywood
comedies including Animal House,
Ghostbusters and Twins, said in a press
release that he looks forward to staying
in Festival Tower as his home away from
his home in California during his frequent
visits to Toronto.
Although this project is unique to
Toronto, it has had an overwhelming impact
on the project business in Canada.
As one of the fi rst successes of its kind, it
has snowballed into several other Mielebuilder
partnerships. Including other
prestigious properties such as: 1 Bedford,
Four Seasons Residences, L tower,
Pier 27 and 1 Bloor just to name a few.
The Festival Tower
with an expected
fulfi llment date of
2010 is supposed to
be one of the hippest
addresses in Toronto.

Tom Dutton (2nd from left)
and Sam Tassone personally
informed Dr. Markus Miele
and Dr. Reinhard Zinkann
about the project.
Festival Tower is the most prestigious project in Canada
Stealing the show in Toronto
Picture your favourite movie star on the eve of a premiere screening of her latest film,
sipping champagne in the kitchen of her hotel suite. She admires the shiny finish on
the Miele dishwasher and says to her husband, “Darling, let’s get one of these for our
home in Milan!”
The scenario is hardly far-fetched,
especially since a marketing breakthrough
that has landed Miele
Canada its most prestigious project to
date. Festival Tower, an upscale high-rise
that will host stars staying at Toronto’s
International Film Festival, will feature a
full Miele kitchen in every one of its 400
luxury condo and hotel suites.
It took time and artful persuasion.
Initial contact with the developer was
established in November 2005, appliances
were specifi ed in March of 2006
and in September 2006, Tom Dutton,
Vice President Daniels Corporation and
Sam Tasone, Vice President High Rise
Construction were on-hand to personally
award this important project to
Dr. Markus Miele and Dr. Reinhard
Zinkann.
Competition is fi erce among builders
in Toronto, a city that boasts the largest
condominium market in North America.
For builders, many of whom have a reputation
for working as fast and as inexpensively
as possible, a skyscraper fi lled with
premium brand appliances can be a tough
sell. It is therefore a credit to the Daniels
Corporation, developer of the Festival
Tower, that it opted for the classier route.
In the end, the developer acknowledged
that the added value of Miele kitchens
would help this condo building stand out
from the rest. Festival Tower units range
in price from $280.000 to 2.270.000
CDN .
One thing was key in this venture:
Daniels Corporation wanted to cement
its name as a reputable builder. In such a
competitive environment it’s not uncommon
for owners of a large house to sell,
move into a luxury condo, and discover
they have downgraded to a home with
discount appliances that may or may not
work. In the case of Festival Tower, everyone
wins. Not only does Miele reap the
benefits of this prestigious business
arrangement, but the builder can justifi -
ably charge more per unit and the condo
dweller or hotel patron is guaranteed
products of the best quality.
Festival Tower is a 41-storey structure
its creators are calling downtown Toronto’s
“hottest, hippest address.” With an
expected fulfi llment date of 2010, it will
rise above the Bell Festival Centre, a fi vestorey
podium building in the heart of
Toronto’s Entertainment District. Bell
Festival Centre plans to be the new permanent
home of Toronto international
Film Group and the cultural mecca of
fi lm in North America.
Tower residents will not only share
the same roof as guests in the entertain-
ment industry, but will also be intimately
connected to Bell Festival Centre by way
of membership, screenings, in front of the
line bookings, early access and exclusive
Festival Film passes.
Condominium suites in Festival Tower
range from 435 sq.ft. studios to the
ultimate in penthouse living at up to
4.000 square feet. Suites are named after
famous actors and actresses: Douglas,
Pacino, Bacall, Garland just to name a
few. The offi cial website of the Toronto
International Film Festival features a description
of the Festival Tower stating
that the kitchen will be “fully loaded with
Miele appliances including state-of-theart
convection ovens, cooktops, refrigerators,
dishwashers and laundry”. Miele is
in good company. To further illustrate the
level of comfort Festival Tower residents
are paying for, they will also experience a
complete Spa and Fitness Centre with
indoor and outdoor whirlpools, saunas, a
fl oor-to-ceiling waterfall, aromatherapy
steam rooms, and access to a full menu of
spa treatments. Confi rmed buyers of the
Tower condo units receive yet another
level of customer support. Condo
purchasers will be invited to attend
“Get to know your appliances and Meet
Your Neighbours” event sponsored by
Miele.
Miele The Magazine // 21
CANADA

CHILE
Chilean subsidiary off to a good start
No 1 in South America
It is one of the younger
members of the Miele family,
though trade between Miele
and this South American
country can look back on
fi ve decades of successful
cooperation.
The country in question is Chile, an unusual
land in many respects. It stretches in a northsouth
direction over 4,300 kilometres between
the Andes and the Pacifi c and is no wider than
240 kilometres at any given point. A third of Chile’s
16 million inhabitants live in the capital, Santiago de
Chile. This is also where the subsidiary offi cially began
operations on February 1, 2007, thus setting a
milestone: It is Miele’s fi rst South American branch
offi ce.
Miele as a brand has been known in Chile
for a number of years thanks to the efforts of the
Schiess family who immigrated here from Germany.
Wilhelm Schiess made a name for himself in the
1950s as a general importer of products from East
Westphalia. From these humble beginnings, he built
up the TransTec company run by his son Christoph
today. As soon as Miele Chile offi cially took up work,
all the TransTec employees who had been working
for Miele switched to working directly for the household
appliance manufacturer. “This was a defi nite
stroke of luck for us, since it made the transition very
smooth”, reports Jürgen Freyer, general manager of
Miele Chile.
Built-in appliances comprise the main focus of
operations. Miele had already exhibited at the Salon
Innotec, a specialty trade fair for architects, construction
engineers and project developers, the previous
year. At this year’s Casa 2007 presentation, which
showcased current design trends and was organised
by the ADD designer organisation, one kitchen was
completely outfitted with Miele appliances. This
level of commitment was apparently well received
by target groups, since the subsidiary was able to
conclude its fi rst independent contract with a project
developer immediately afterwards. In Mirador Santa
22 // Miele The Magazine

Architects and
project developers
approached
Miele at the Salon
Innotec speciality
trade fair.
Dr. Reto Bazzi and
Horst Schübel visited
employees at Miele Chile.
New headquarters will
hopefully be found this
year, since the current
building is too small.
The Mirador
Santa Anita apartment
complex is a prestigious
property in Santiago de
Chile. Miele will be
outfi tting the fl ats in the
fi rst stage of construction
with built-in
appliances.
Anita, an exclusive apartment complex in the most
expensive district of Santiago de Chile, the fi rst 24
residential units are to be outfi tted with Miele builtin
appliances. The fi rst building is currently under
construction and two more are planned for 2008 and
2009. Miele stands a good chance of winning the bid
here too. The fl ats, designed by star architect Jorge
Figueroa, will vary in size from 393 to 735 square
metres.
“Most Chileans prefer modern, European furnishings.
The whole range of built-in appliances, from
automatic coffee makers and steam cookers to the
90 cm ovens, are in demand. The preferred cuisine is
international Mediterranean and as a rule, domestic
workers do the cooking. Our customers, however, are
increasingly beginning to discover the joys of cooking
as a hobby”, Jürgen Freyer reports. Unfortunately
Miele cannot offer any cooking events of its own
yet. The building that houses the subsidiary is simply
too small with only 250 square metres available for
both showroom and all 15 employees. But this will
soon change: In 2008, Miele Chile will move to new
premises with at least 1,000 square metres of usable
space, plenty for an attractive showroom.
Rapid development
Chile is considered the “Switzerland of South America”
because it is the wealthiest country and leads the South
American continent in exports. Chile’s economy has continued
to grow since the middle of the 1980s, and annual
economic growth has averaged around six percent since
2002. Copper is an important export product, along with
wine, fruit and vegetables. Chile numbers among the 20
most corruption-free countries in the world. The International
Finance Corporation ranked Chile 25th in the world’s “most
company friendly countries”.
Miele The Magazine // 23
CHILE

AUSTRALIA
Celebrating art, food and fashion in Knoxfield
A colourful Spring Carnival
Have you ever heard of Spring
Carnival? The Melbourne Cup,
the most important horse race on
the Australian continent, is the
highlight of Spring Carnival and is
always held on the 1st Tuesday in
November. The whole nation looks
forward to this day in happy anticipation
as betting heats up and
ladies check out the newest fashion
trends to see and be seen in on
Flemington race track.
Miele held a Spring Carnival of art, food and fashion in
its Knoxfi eld Gallery as a warm-up to the national
event. Well-known Australian artists like William
Linford, Craig Penny, Jennifer Taranto and Kate Smith showed
their pictures in the Miele exhibition for a week. 130 people
were invited to to the Gallery to attend opening night alone.
Host Michael Jeanes and his crew had prepared a special programme
for their guests. The culinary high-point were the extraordinary
tasting plates prepared by Australian star chef Shannon
Bennett. Bennett also signed copies of his new book “My
French Vue”. Guests had the opportunity to talk to the artists
between courses. Another highlight for the ladies: Miele invited
24 // Miele The Magazine
The Miele Gallery Knoxfi eld serves
as inspiration for Spring Carnival.
an image colour stylist in anticipation of the upcoming Spring
Carnival. Rumour has it that each and every female guest who
enjoyed a personal consultation made a grand entrance at the
racetrack the following week.
Shannon Bennett (r.) signs
his book “My French Vue”.
A perfect match – art in the
Miele Gallery.

New Project in Norway
Aker Kvaerner
headquarters
with style
Architect Nils Torp
has planned lightfi
lled rooms and
open spaces for
Aker Kvaerner’s
new headquarters.
Employees at Aker Kvaerner can count themselves lucky,
for they will soon be working in one of Norway’s most
modern buildings. Aker Kvaerner, a leading global
provider of engineering and construction services, is currently
building new company headquarters right outside Oslo. Nils
Torp, Norway’s most famous architect and the designer of Oslo
Gardermoen Airport, has created an unusual design for
Aker Kvaerner’s new headquarters. The building will feature
rooms fi lled with light and open spaces. When fi nished
it will house 2,200 employees over an area of 56,000 m 2 .
Miele Norway has been selected to supply 20 refrigeration
appliances and 40 dishwashers to be installed in the kitchens
and community rooms for the convenience and comfort
of employees.
Central sterilization unit in Martina Hansens Hospital refurbished
Safe for patients, comfortable for employees
W
hen employees at the central
sterilisation unit at Martina
Hansens Hospital (Norway)
returned from their sum mer holidays, a
whole new workplace awaited them:
All the rooms had been remodelled,
windows added, sliding doors mounted
and the space divided into sterile/nonsterile
areas. Three new large-cabinet decontamination
units from the professional
programme form the new heart of the
central sterilization unit.
The new machines operate using the
Miele OxiVario and OrthoVario reprocessing
programmes. These offer exceptionally
high sterilisation performance on
critical instruments such as those used in
minimally invasive surgery. This means
that patients are now even better protected
against infection from contaminated
OP instruments. Positive side effect
for the employees in the central sterilisation
unit: The rooms are lighter and more
spacious following remodelling. The new
large-cabinet decontamination units also
work more quietly and save time.
Martina Hansens Hospital is a specialist
clinic for orthopaedic surgery in
Bærum. The clinic was founded in 1936
and numbers among the best in its fi eld
in Norway. The hospital decided in favour
of Miele because they needed the very
best product with the safest reprocessing
procedure. Miele was also able to ensure
comprehensive service for the operation
of the machines around the clock. The
professional service engineers from Miele
Norway were involved in the entire planning
process from the start right up to
installation of the units.
Safe instrument reprocessing
programmes and improved working
conditions for employees are the
clear advantages of the new Miele
large-cabinet decontamination units.
Miele The Magazine // 25
NORWAY

SWEDEN
The new Miele Gallery in
Solna/Stockholm: The
large windows provide an
excellent venue for fi ne
displays.
New showrooms strengthen brand image in Sweden
Unique in the North
Miele Sweden has created a whole new look with the Miele Gallery in
Stockholm and the Gallery in Gothenberg that opened in 2006. These
exclusive showrooms are good starting places for a journey that explores a
country with so much to offer.
In October 2007 Miele Sweden inaugurated
its new Gallery in Solna just
north of Stockholm. Miele’s managing
director and co-proprietor, Dr. Markus
Miele, offi cially opened the showroom.
The main focus during the opening was
on experience, inspiration and trends, and
on the opportunity to ask questions of
product specialists of course as well.
After 16 months of refurbishment –
the entire building has undergone considerable
renovations – the new Gallery in
Solna provides excellent opportunities
for fi ne displays. The premises contain
about 2,000 square metres on two fl oors.
All household products are on the ground
fl oor and products for professional use
for housing societies, hospitals and laboratories
are on one floor above. “The
Miele Gallery is much more than just a
display of our products. We want to provide
our visitors with both inspiration
26 // Miele The Magazine
and experience,” says Kent Oderud, CEO
of Miele Sweden.
The Gallery is designed for both the
general public and Miele’s agents and
dealers. Knowledgeable experts are available
for visitors who need advice and assistance.
Visitors may make an appointment
or come in on impulse. Various
activities will also be arranged, such as
open courses for steam-cooking, winetasting
and much more. In addition to the
actual display area, there is a large “active
kitchen” consisting of a fully functional
kitchen outfitted with various Miele
products. It is partly intended for the
Miele Academy to train Miele’s agents
and dealers, and partly for holding various
customer events. The “Rent a Chef” programme
is just one of the highlights.
In spring 2006 Miele in Gothenberg
called attention to itself with the
opening of the Miele Gallery. This
new showroom concept is unrivalled in
Sweden’s second largest city: In a space
totalling 800 square metres, all appliances
are on display in high-quality and
well-designed exhibitions, starting with
the vacuum cleaner, including laundry
care products, and rounded off by built-in
appliances.
Miele Gallery in Gothenberg
One large corner is devoted to professional
products. The guiding principle of
the concept: Customers should feel free
to experience the appliances in the showroom
and ask for assistance and information
as needed. This new showroom con-

cept was fi rst realised in Gothenberg and
comprised an open design, active kitchen,
rooms available for use to train agents and
dealers, and the Miele Academy. One particular
highlight is the “Rent a Chef” programme
which offers company-external
groups the opportunity of renting the active
kitchen. The first cookery events
have already taken place in the Gothenberg
Miele Gallery and response has been
overwhelmingly positive.
The Gothenberg showroom is easy to
reach as it is ideally located directly on
the E6, one of the most important traffi c
arteries along Sweden’s west coast that
stretches all the way from Trelleborg to
north-Norwegian Kirkenes. Eye-catching
advertisements on the E6 are designed to
draw even more attention to the Miele
Gallery.
A
successful concept has more than
just one mainstay. Miele Sweden,
founded in 1970, knew from the
very start that specialised dealers were
important sales partners. This knowledge
has been successfully handed down
thanks to decades of experience, though
specialised trade does not have a uniform
structure.
Mainstay number 1
for Miele: Specialised dealer
partnerships
The Belab/Elman company, a large private
trading organisation with a current
total of seven locations and over 50 employees,
is an example of a modern specialised
dealer partner. Five shops are
located in Stockholm and the surround-
More than just
a display of
products: The
elegant environment
contributes
to the overall
experience.
Melker Andersson,
one of Sweden’s
foremost chefs,
teased taste
buds during the
opening.
ing area, and Köping and Västerås are
home to one shop each, with headquarters
in the latter. Together with Miele,
Elman/Belab is currently running the
shop-in-shop concept in three of its fi ve
stores in the greater Stockholm area. The
newest in Rotebro opened a year ago and
a forth is in the planning stage. Managing
Director Johan Axelsson sees the shop-inshop
concept as a win-win situation: “In
the shop, the presentation alone ensures
Miele The Magazine // 27
SWEDEN

SWEDEN
Miele exclusivity, since it is perceived as
an individual brand,” he is convinced. Advantages
for his company include an improved
and clearer line via the presentation,
making the products easier to sell.
The shop-in-shop system, which has been
completely set-up by Miele Sweden, also
provides the outlet with the advantage of
always having the most current product
range in their store.
While Elkedjan primarily sells freestanding
appliances such as washing
machines, dishwashers and refrigeration
appliances and looks at built-in appliances
as a growing fi eld of business, the
opposite is also sometimes true. Kitchen
supply Kvänum in Malmö is one example
of a business specialising in kitchens and
built-in appliances. Kvänum, located in
Malmö’s exclusive new residential area in
the west port area directly next to the
prestigious Turning Torso, offers Miele
built-in appliances ranging from ovens,
hob units and cooker hoods to steam ovens
and automatic coffee makers in its
high-class showroom. The exclusivity of
the presentation refl ects the tasteful style
of the shop’s owner and his employees.
28 // Miele The Magazine
Specialised dealer partnerships are part
of Miele. In Sweden these are retailers
and private retailer organisations.
The new Miele showroom concept
was realised for the fi rst time in the
Gallery in Gothenberg.
The Turning Torso – at 190 metres
the highest skyscraper in Scandinavia
– has been the landmark of
the 250,000-inhabitant city of Malmö
since 2005 and can easily be seen from
afar. The tower twists a full 90 degrees as
it rises and was built over a period of four
years (2001-2005). It is located in the
western port area, a newly created residential
area directly on the Öresund. The
building consists of nine cubes of five
stories offering 400 square metres each
and eight fl oor plan sections. The façade
of the cubes is curved, the external walls
of the triangular floor plan sections a
straight. Anyone lucky enough to reside
here in one the 147 fl ats that range in size
from 45 to 190 square metres truly lives
at a different standard. All fl ats are exclusively
furnished and include a Miele
washing machine and dryer, installed as
integrated versions in half of the fl ats.
Building living space is an
important project business
The 54-fl oor building is divided into different
areas: Offi ces, fl ats and assembly
rooms on the fi rst two fl oors can be leased.
The fl oor plan sections also offer residents
suffi cient space for parties etc. The building
gives one the feeling of being on board
the command bridge of a ship, a conscious
architectural design element. The view,
up to 80 kilometres in good weather, is
breathtaking.
In the west port close to the Turning
Torso other living quarters are currently

Housing schemes by
building societies
also include kitchens
exclusively outfi tted
with built-in
appliances.
under construction. One of these is being
implemented by the Packwerk planning
offi ce, a project developer. The “Industrial
Living” project in the western port
area consists of two buildings housing a
total of 18 loft apartments. The fl ats are
characterised by their size and the fl oorto-ceiling
windows that grace the façade,
unusual in Sweden. The ceiling height is
also an unusual three metres (only the
kitchen and bath ceilings are 30 centimetres
lower), well above the average in
Sweden. Heidi Pettersson, project manager,
emphasises the special features such
as the elevator that opens directly into
the fl ats, and the roof-top garden to be
used by all residents and that includes a
pantry.
The freehold fl ats were completed at
the end of 2007 and range in size from 63
to 123 square metres. They are outfi tted
with only the most exclusive furnishings.
Owners were given the option of choosing
a fl oor plan design that ranged from
one room to multiple rooms. There was
no choice however in technical appliances:
All fl ats are equipped exclusively
with Miele built-in appliances such as
ovens, hob units, dishwashers, microwaves,
refrigerators and automatic coffee
makers. The bathrooms contain a Miele
stacked washing machine and dryer.
Miele Professional is an important
mainstay in Sweden. In
addition to washing technology,
due for further expansion, appliances
are present in dental laboratories,
hospitals, hotels and apartment complexes.
It is normal in Sweden to equip housing
units with either a washing machine
and dryer in each fl at or with communal
laundry facilities, which often use Miele
commercial laundry care machines. And
while these housing schemes are not the
sole reason for the top ranking of the Professional
branch in Sweden, they have
certainly done their part.
The twisted Turning Torso
in Malmö is very distinctive.
Anyone who lives here enjoys
a truly exclusive address.
Miele The Magazine // 29
SWEDEN

SWEDEN
Student housing schemes also number
among the larger housing complexes. The
University of Gothenberg is the largest
university in Sweden and home to over
50,000 students. The Student Association
manages a wide-reaching network of
around 50 student hostels in order to be
able to offer accommodations to every
student. Housing is spread throughout
the city and consists of single- or multi-
room flats. In addition to a number of
communal spaces, every student hostel
has a launderette. The latest launderette
equipped with Miele appliances is in the
Kviberg hostel that opened in 2006.
Kviberg is a complex of seven
buildings providing housing to
around 500 students. 25 washing
machines and dryers are on site. The
building at number 16 Regementsvägen,
home to 100 students, has four washing
machines and four clothes dryers. The
“Little Giants” with Profi tronic controls
are ideal since they are simple to operate
and offer a user interface in over 20
different languages – an important aspect
in view of the highly diverse student
population and one that makes operation
even easier.
Laundrettes in student
dormitories
The cost of launderette use is included in
the monthly rent. Only a small amount
needs to be paid separately for detergent,
which is added by an automatic dispenser.
The management is partiuclary impressed
by the automatic liquid batcher
which ensures that the machines stay
clean, since there is no powder to spill
and get all over the fl oor.
30 // Miele The Magazine
Hotels like the Avalon in Gothenberg
place great importance on the comfort
image for guests.
Mikael Hermansson (manager) and
technician Kent Rosengren (left)
from SGS truly appreciate the Miele
laundrette in the Kviberg dormitory.
A
guest should feel at home: This is
the goal of hotels world-wide.
The fi rst impression a guest has
of a room are provided by the bed clothes
and towels along with the dressing gown.
It is important that everything is in perfect
order. To ensure perfect results every
time, many hotel owners have chosen in
favour of an in-house laundry.
Miele works in the background
of hotel laundries ensuring
the highest level of comfort
This is also true at the Hotel Avalon in the
heart of Gothenberg, characterised by a
roof-top swimming pool that extends beyond
the façade. The hotel opened on the
magical date of 7/7/07 and offers 101

ooms in six different categories. The entire
building and all rooms are furnished
with only the fi nest, creating a harmonious
atmosphere. The in-house laundry is
home to one washing machine and one
clothes dryer each with a load capacity of
20 kilograms. These machines are responsible
for caring for all towelling items
from the rooms (towels and dressing
gowns). Additionally, two pairs of “Little
Giants” stand ready to deal with small table
cloths, kitchen towels and other items
Historical Miele bicycles
that need to be laundered. The chambermaids
operate the machines. This is where
Miele appliances really shine, since the
controls and programmes ensure that operation
by a number of different people is
straightforward and simple.
Sweden is an ice hockey country.
At least this is a popular topic
of conversation and a sport that
needs laundry care by Miele. There is an
excellent reason for this: An ice hockey
On the longest cycling
tour in Sweden
The Vatternrundan is
a unique experience.
Sport as image bearer:
Miele Professional sponsors
the Djurgården ice hockey
team in Stockholm.
kit consists of over a dozen parts that
have to be cleaned after every game. This
is why stadiums generally have washing
machines and dryers. The hockey team
in Djurgården who plays in the large
Globen Arena in Stockholm is just one
example.
Ice hockey – always a
talking point in Sweden
The Djurgården team plays in the fi rst
league and Miele is not just a partner for
laundry care: The company also sponsors
the team. All players proudly bear the
“Miele Professional” logo on the front of
their helmets so it is clearly in view during
games and present in some of the
photographs of the first league in the
newspapers – a means of opening many
doors in Sweden.
Agroup of cyclists from Gütersloh
on historical Miele bicycles covered
the longest recreational cycling
tour in the world in seventeen and a
half hours: The Vatternrundan. Over
17,000 cyclists started off on this 300
kilometre tour around Lake Vattern in
Sweden in the summer of 2007. Eight of
the nine athletes on Miele cycles crossed
the fi nishing line. One was unlucky and
suffered mechanical damage just fi ve kilometres
into the race.
Outfitted in black jerseys with the
red-white Miele logo proudly displayed
on their chests, the men on their historical
bicycles enjoyed applause and admiration
all along the course. After all, the bikes
from Westphalia were 50, 60, 70 or even
80 years old. In front of television cameras
the German cyclists praised the high
manufacturing quality of their twisty
steeds. From 1924 to 1960 Miele built
around 1.2 million bicycles at the
Bielefeld works. A remarkable number
are still on the road today.
The plant began manufacturing dishwashers
instead of bicycles, most recently
over 600,000 in one single year.
Miele The Magazine // 31
SWEDEN

POLAND
Cooking at the BMW car show in Poland
Taste of novelty
How about a convertible looking as light as fruit parfait? Or a SUV with the dynamics and
power which could compete with juicy sirloin marinated in whisky? Presenting the latest
achievements in the motor industry can go hand in hand with exceptional works of
culinary art.
Miele and BMW Poland decided on such an unusual combination.
Miele was an offi cial partner in the presentation
of the latest BMW models, which took place at the
Warsaw Olympic Centre on the day before the introduction of
new cars into showrooms. Journalists were given an opportunity
to see the cars and taste some extraordinary dishes prepared before
their eyes by some of the best chefs in Poland.
The event offi cially called the MultiLunch BMW combined
the presentation of sophisticated motoring innovations with a
live cooking show. Top chefs prepared dishes which best described
the character of each of the cars. Therefore, next to the
latest models of the BMW at the Olympic Centre there were
special cooking stands equipped with the Miele appliances. The
masters of cooking had TepanMobils, ovens, steamers and
ceramic electric hobs at their disposal.
And so, for the starters, chef of the Moonsfera restaurant
served a brand-new three-door version of the BMW 1 Series accompanied
by fresh fi g caramelized in balsamic vinegar with
32 // Miele The Magazine
The BMW 1 Series goes well with caramelized fi gs.
wasabi-mascarpone. The BMW 5 Series arrived as the first
course. It came along with steam-cooked salmon obviously
prepared by the coastal representative. The fi sh was served on
celery-ginger puree and grilled zucchini. The main course was
the new version of the BMW X5 whose power and dynamics
were emphasized by beef sirloin marinated in Scotch and fried
on the Tepan Yaki griddle by the Miele chef. For dessert there
was a genuine delicacy, the BMW 3 Series Cabrio, a modern
convertible with an innovative hard-top roof. It was served together
with light and fresh parfait made with exotic fruit, mint
and yoghurt by the chef of Warsaw’s KOM restaurant.
Due to a very tight schedule the chefs were required to
make their dishes at a truly express pace. It was a real test for
the Miele appliances, which had to be just as fast and smooth
as their professional equivalents used by chefs on a daily basis.
The Miele devices passed the test with fl ying colors. In the opinion
of the chefs and those who were so lucky as to taste the
dishes, the event turned out perfect.

Promotional event impresses dealers and customers
World of care
in Greece
“Gala Grande” has helped Miele earn a reputation as the
specialist for gentle laundry care in Greece. The campaign
featured the Gala Grande W 3000 and T 8000 special
models and the B 895 rotary ironer.
The message – that only
Miele offers complete
solutions for washing,
drying and ironing straight
from one manufacturer – was
well received by trade partners
who set aside individual
sales areas for the entire range.
The Miele service certifi cate
provided additional incentive
for dealers and customers. It
guarantees ten years of service
on all three appliances.
The ten-day presentation
at the Mall, Athens’s largest
shopping mall, was a highlight
of the country-wide campaign,
where all three appliances
were hard at work in
full view of the general public.
Visitors to the Mall could experience
for themselves how
quietly a Miele washing ma-
chine operates and how wonderfully
soft towels emerge
from the dryer. Shoppers were
particularly impressed by the
simple operation of the rotary
ironer and the time savings it
offers. Around 30,000 people
come to the Mall to shop on
an average weekday, and this
number more than doubles on
Saturdays. The “Gala Grande”
was the logical further development
of a marketing strategy
the company has pursued
in Greece for years. Here the
focus of the information provided
is less on the individual
features of each product and
more on their usefulness to
customers. Or expressed another
way: When it comes to
gentle care for clothes, Miele
is the one who knows!
The perfect laundry care trio
storms the charts in stores all
over Greece.
Miele Hellas celebrated
the introduction of SAP company
software with guests.
SAP comes to Hellas
“Make Miele One” was the motto for a
gala evening event celebrated with guests
and employees by the Greek subsidiary
last September. The introduction of SAP
software provided the occasion. Greece
now numbers among the fi rst subsidiaries
to use the German manufacturer’s
company software. A unifi ed company
software platform enhances the exchange
of data and information within
Miele. “This is an important step for
us because we will be able to simplify
processes and increase the efficiency
of many procedures”, reports Vassilis
Georgopoulos, general manager of Miele
Greece.
After a tour of the redesigned showroom
and a gala dinner, another surprise
was in store for Miele Hellas’ guests the
next morning. Perfect cruising weather
meant a trip to Aigina Island. Afterwards
participants agreed across the board that
this time together gave them new energy
and enthusiasm to face the challenges
ahead.
Miele The Magazine // 33
GREECE

AUSTRIA
Austria’s first Miele Gallery
Salzburg stages Miele:
Architecture – Art – Design
It was a successful performance in the new headquarters on the outskirts of Salzburg.
Guests and hosts alike were full of only the highest praise. According to Josef Vanicek,
Managing Director of Miele Austria: “The Miele Gallery brings the brand philosophy
to life; It is a place for encounters and an open invitation to enjoy and find inspiration.”
The premiere guests at the “Enjoying art – Miele for the senses” opening were enthralled
by the images and music, not to mention the delicious cuisine and excellent
wine selection at Austria’s first Miele Gallery.
34 // Miele The Magazine
Josef Vanicek, Managing Director of
Miele Austria, Dr. Markus Miele,
Dr. Reinhard Zinkann and Customer
Service Manager Georg Schachinger
(from left) talk at the podium with ORF
journalist Katherina Kramer (centre).

Architecture, art and design as the
expression of lifestyle – that has
been the short formula for Miele
Austria since the opening of the Miele
Gallery in summer 2007. Thousands of
visitors had already visited Miele Austria’s
new home by the beginning of last winter
when the internationally successful artists
Anna Zangerle, Peter Mairinger and
Bernd Horak enriched the puristic reduced
architecture of the company headquarters
with their art.
At the offi cial opening on June 1, the
newspapers praised the architecture of
the structure as “design-oriented but
timelessly beautiful” with its key wall
decked out in Miele red. What was immediately
apparent to journalists is
equally eye-catching to passers-by and
visitors: Miele Austria has reinvented
itself right outside Salzburg with the
newly created Miele Gallery.
In just eleven months a distinctive
building was erected around the old company
headquarters, over 30 years old, in
the city of Wals. Amazingly, it did not
close for even a day due to the renovations,
modernization and new construction.
Miele employees simply soldiered
on through the challenging working
conditions brought on by the months of
construction to achieve a record sales of
156 million euros in Austria for 2007.
With a plus of seven percent, Miele
Austria’s revenues in 2007 grew at a faster
rate than the market itself. Josef Vanicek
reports: “Our home-market revenue grew
four times stronger than the market for
electronic appliances. The consistent
THE CRÈME DE LA CRÈME FOR
THE OPENING OF THE MIELE
GALLERY: MIELE AUSTRIA
PERFORMED AN EMOTIONAL
STAGE EVENT
application of our quality marketing allowed
us to expand our already considerable
market leadership.” Vanicek is
especially proud of the new record level
of customer satisfaction which is evaluated
regularly. “The combination of the
highest product quality, personal contact
with customers and a perfectly functioning
customer service network are all
musts for our premium market.”
In the new Miele Gallery with 670
square metres of the most modern exhibition
space, close proximity to the customer
has clearly been improved. The
entire exhibition exudes high quality, elegance
and emotion. Added to this is the
advantage of professional advice by Miele
Austria’s excellently trained employees.
Customers can truly get to know “Miele
quality up close and personally” in the
Miele Gallery. This includes the premium
Powerful, aesthetic:
the Cosmic Artists,
riveting power
percussion with lead
singer Kerstin Heiles:
“What a feeling”.
Modern, innovative and
demanding: The Miele Gallery
in Wals near Salzburg is
setting the bar higher for the
presentation of fi rst-rate
household appliances. In
2007 Miele Austria invested
10 million euros in the new
customer service centre
and the modernisation of the
new company headquarters.
Miele The Magazine // 35
AUSTRIA

AUSTRIA
brand’s newest innovations and technologies.
The 120 square metre active kitchen
outfi tted with the most modern Miele
built-in appliances helps round off this
exceptional experience.
Both Miele managing directors Dr.
Markus Miele and Dr. Reinhard Zinkann
travelled from Gütersloh to Salzburg to
attend the opening and were thrilled with
the concept and its implementation: “The
Miele Brand has enjoyed a very successful
position in Austria over the past 52 years,”
explained Dr. Zinkann. “We are the market
leader in this area. We would like to
continue to expand on this position.”
Dr. Miele emphasised that the new
showroom in Salzburg, aptly named
‘Miele Gallery’, makes “what we can do
and what we are proud of” clear in a very
hands-on sort of way. In this context he
referred to the 20-millionth Miele automatic
washer on display there, an anniversary
machine that is evidence of the
innovative ability of this Westphalian
manufacturer of household appliances.
The era of the automatic washer began
in 1958 with the “Miele fully automatic
505”. Suddenly, laundry no longer
needed to be shifted from one machine
to another for spinning after washing. In
36 // Miele The Magazine
1962 Miele presented the fi rst automatic
washer operated by a single dial. The
built-in “electric brain” determined the
right wash cycle time, mechanical action,
water level and temperature, along with
the rinsing and spinning cycles all on its
own based on a turn of the dial. This innovation
helped the company expand its
market leadership.
At the end of the 70s the computer
era truly began when microprocessors
moved right into washing machines.
Miele was one of the fi rst to make full use
of this new technological advance thanks
to an in-house electronics department in
Gütersloh. Solid-state circuitry has been
the heart of every Miele washing machine
ever since and has continued to perfect
laundry care.
The two anniversary models from the
W 4000 and T 9000 series on display in
the Miele Gallery received the most coveted
prize world-wide for their exceptional
design: the red dot design award for
sophisticated and innovative design. They
also stand in the first Miele Gallery in
Austria next to innumerable other builtin
appliances as shining examples of how
design can be the expression of lifestyle.
At the opening
celebration only thrilled
employees, satisfi ed
guests and cheerful
customers as far as the
eye could see.
Internationally successful
artists designed the fi rst
exhibition in the Miele
Gallery in Wals. Their art
enriched the puristic
reduced structure. Culinary
delights abounded under
the “Enjoy art – Miele for
the senses” motto.

There is lots of work out there: At the moment Leciejewicz
is helping customers fi nd a total of 80 housekeepers, ten
caretaker couples and three cooks. And it’s a bull market.
Since 1984, when this trained chef went into business and
founded an agency for domestic service, demand has risen steadily.
Not just the rich and famous or companies are in need of
domestic help. Very successful professional couples are looking
for someone to care for their children and homes as well. He has
2,000 families on his books world-wide.
The demands made on personnel are high. The homes tend
to be exquisitely furnished as a rule, and a gentle touch combined
with great deal of know-how is a must. How does one care
for silk wallpaper, silver and antiques? How should a perfectly
set and decorated table look? How does one pack a suitcase
wrinkle-free or remove stains and spots? The range of courses is
equally varied and covers topics like wine and beverage skills
and fl ower care, time management, education and even mathematics.
Karl-Heinz Leciejewicz is the founder
and manager of the European
Domestic Science Academy.
Hands-on practise on Miele appliances
Becoming a
perfect housekeeper
“Wanted: Domestic help for upscale private
household.” This phrase calls up images
of stiff butlers and neat chambermaids.
But does this refl ect reality? Karl-Heinz
Leciejewicz knows better. Almost two years
ago he founded the fi rst “European Domestic
Science Academy” in Essen (Germany)
in which prospective housekeepers learn
the skills they need.
Miele comes into play when the topic turns to a healthy diet
or laundry care. The teaching kitchen and laundry room at the
academy are almost exclusively equipped with Miele appliances.
“We selected high quality household appliances because
these are the ones used in these households”, reports
Leciejewicz. Marlis Pieper from Mühlheim has been working in
upscale private households, and with Miele, for 40 years now.
She explains the proper use of washing machines and dryers
to seminar participants. Perhaps explain is not the right word.
She teaches them to selectively use instruction manuals, for she
feels: “Anything else would be ineffective.” She praises how
simple it is for most women to learn how to operate Miele
appliances.
“Did the stains come out?” Participants
learn how to perfectly care for laundry
and fabrics of all kinds.
After all, most have been running their own household for
years. Nine to twelve women participate in each course. They
are between the ages of 30 and 55, often with at least preparatory
training in the restaurant/the hotel sector or from nursing,
while some have vocational training. After graduating from
the Domestic Science Academy, most of them again find a
position.
Miele The Magazine // 37
GERMANY

BELGIUM
1,100 guest attended showroom opening in Belgium
Mollem shines anew
When it comes to politics, the Flemings and Walloons, the two largest ethnic groups in
Belgium, are not always in agreement. But differences are put aside when Miele calls.
Around 1,100 dealers and business associates travelled to the headquarters of Miele
Belgium in Mollem. Founded in 1954, it is one of the oldest Miele subsidiaries.
The new Miele Belgium showroom
in Mollem is modern and
fl ooded with light.
38 // Miele The Magazine
Noël Smets,
Dr. Reinhard Zinkann,
Koen Van Elsen, mayor of
Asse-Mollem, Kris Peeters
and Dr. Markus Miele (f.l.)
opened the new showroom.
Guests enjoyed a gala show on
three evenings, the highlights
of which included the opening
of the new showroom, and a fl oor show
accompanied by dinner. The event was
rounded off by a presentation of Generation
5000 new built-in appliances.
Noël Smets, managing director of Miele
Belgium, had invited the Flemish Minister
President Kris Peeters to attend the
opening event along with Dr. Markus
Miele and Dr. Reinhard Zinkann. Peeters
praised Miele’s reputation for innovation
and drew parallels to politics: The Miele
company philosophy of “forever better”
could be taken as the basis of a govern-

ment programme that strives to encourage
young people to get more involved in
technology and research.
Visitors to Mollem right outside Brussels
can look forward to a wonderful large
exhibition divided into thematic sections.
Appliances for laundry and fl oor care are
on view in experience centres. Kitchens
and built-in appliances provide inspiration
in a realistic display with ample
space in another sector. Commercial appliances
shine in a cool and highly technical
atmosphere.
Miele Belgium is known for its cookery
events, often fully booked months
in advance. Mollem boasts two active
kitchens specially outfitted for steam
oven cookery courses to the increasing
demand. Demonstrations and cookery
shows about working with steam have
been well worth it for the subsidiary. Interesting
to note and proof of the success
of its “awareness raising” strategy: Miele
sells more built-in pressure cookers in
Belgium than anywhere else.
The expert audience therefore welcomed
the Generation 5000 built-in
appliances with a rousing round of
applause. Along with steam ovens, the
Belgians were particularly enthusiastic
about the new compact ovens. The
built-in appliances for a 45 cm cabinet
are very popular in Belgium and the
Netherlands for they can do everything
a “larger” oven can do – including automatic
programmes, Moisture Plus, microwave
function and pyrolitic self-cleaning.
Read more about the new products on
the following pages.
Fiery dances and a percussion show
heralded the presentation of the new
built-in appliance series.
Miele The Magazine // 39
BELGIUM

NEW PRODUCTS
The new built-in appliances are raising the bar
5000
Welcome to the
1
1 The new ovens offer a lot of space in an extra-large cavity.
Miele exclusively uses CleanSteel fronts for the Generation
5000 appliances, making them exceptionally easy to care for.
CleanSteel is a special stainless steel fi nish whose surface is insensitive
to fi ngerprints. Marks can be wiped off simply with a
moist cloth. Customers may choose between appliances with
rotary or touch controls. Automatic programmes on many models
increase the ease of food preparation. Ovens with pyrolitic
cleaning are available and make cleaning a real breeze.
2 Miele developed ovens with the Moisture Plus function to
ensure perfect results every time when roasting or baking. Adding
moisture helps dough rise to new heights and gives it a shiny,
crispy crust. Roasts also emerge deliciously crisp outside.
3 The new 90 cm oven has been endowed with the genes of a
professional chef. From Moisture Plus to a wireless food thermometer,
this appliance offers all that is technologically possible
and sensible. The gigantic oven cavity with a volume of 85 litres
is “fi red” by a TwinPower hot air fan, which guarantees uniform
cooking results and rapid heat-up.
40 // Miele The Magazine
Generation
Exceptional products evoke desire, since
there is no alternative to them. This also
applies to the new Miele series of built-in
appliances: Generation 5000. These new
products are raising the bar in the kitchen.
It has never been simpler to prepare meals,
and never has a design been more memorable
or distinctive. This generation is oldfashioned
in one sense only: There is absolutely
no compromise when it comes to
quality. This has held true for over 100
years. Here are some of the highlights of
Generation 5000:
4 The only compact thing about the new compact ovens is their
size, for the versatility and freedom they offer when cooking are
easily equal to that of larger ovens. Miele offers appliances for a
45 cm cabinet with over 80 automatic programmes and microwave
function (photo) along with models that include Moisture
Plus and pyrolitic cleaning.
5 Here a compact oven, built-in automatic coffee maker and
combination steam cooker (from left) join forces to create unparalleled
gourmet delight. The design is unique and attractive
with clean, crisp lines. The operating controls are intuitive, easy
to understand and follow the same principle for all appliances.
6 When things have run over at the offi ce again and dinner is
waiting at home, the new warmer drawers are a great help, since
they ensure that meals stay warm and appetising longer. Warmer
drawers are available in two sizes and are the ideal complement
to an oven, steam cooker or compact oven.
7 The Miele DG 5060 steam cooker is a revolutionary new
development. Cookery fans who require an over with 30 litre
capacity but can well do without automatic programmes will
be thrilled with this versatile built-in appliance.

2
3
4
5
6
7
NEW PRODUCTS

NEW PRODUCTS
42 // Miele The Magazine
9 10
11
8 You’ve long dreamt of a personalised cookery centre with an
induction wok, barbecue grill, deep fat fryer, gas hob…? Nothing
is impossible with Miele’s new CombiSet programme. The
salamander, an ideal built-in appliance for keeping food warm,
browning, or escalloping, is unique and only available at Miele.
9 They shimmer in graphite grey and emit a sense of unostentatious
elegance: Talk here is of the new built-in appliances with
a titanium fi nish, a surface developed by Miele with the typical
titanium colour. All appliance fronts are hardened and sealed to
make them resistant to fi ngerprints and easy to clean, thus ensuring
they survive the trials and tribulations of the kitchen.
10 What will it be: a rich espresso or preferably a latte macchiato?
The CVA 5000 can produce any java-lover’s dream at
the press of a button. The removable stainless steel fl ask is a
special feature of this new automated coffee maker. This means
milk goes into the fridge at night and stays fresher longer.
11 The purist design of the DA 5590 W cooker hood is reminiscent
of a cube, lending the appliance a distinctive shape. The
90 cm hood has touch controls on a glass panel. Its performance
is extraordinary: two double-sided fans work together to move
a maximum of 1,300 m 3 of air an hour.
8

Fair presence and event draw expert audience
Feel the
Elements
Miele introduced the new built-in appliance generation to its trade partners in
Germany with an opulent show. “Feel the Elements” was the motto of this splashy
presentation of new innovations that drew 4,500 dealers and partners to Gut Böckel
which Miele has been using as an exhibition venue during the M.O.W. kitchen trade
fair for years
In addition to elaborately designed
exhibition rooms, Miele has also set
up a 1,500 square metre marqueewith
a glass roof where host Christian
Gerwens, director of Miele Germany,
greeted a total of 2,100 guests over six
nights. Dancers and acrobats put on a
show inspired by the four elements:
Water, Earth, Fire and Air.
THE PRESENTATION
AT GUT BÖCKEL SET
A NEW RECORD WITH
4,500 GUESTS
The show playfully incorporated the
highlights of the new built-in appliance
generation which was revealed bit by bit
on stage. The grand finale of this gala
event that included exciting shows, music
and an elegant dinner, was a grandiose
fireworks display every evening where
rockets exploded high in the sky above
the guests in time with the music. The
audience honoured every performance
with a standing ovation. “Feel the Elements”
truly left a lasting impression on
all who experienced it, and the gala
evening events were the talk of the trade
fair. Specialist magazines also reported
extensively on the Miele programme.
The fair presentation
at Gut Böckel included
a show programme that
lasted all evening.
Udo Horsmann
displays the Miele
cube where
guests expressed
their appreciation.
Miele The Magazine // 43
EVENT

EVENT
Caution – live
cookery ahead!
After the show, visitors were
enticed into three interconnected
cubes where an appetiser, main
course and dessert were all expertly prepared
by professional chefs in their best
show-cooking style. No matter whether
it was the combination steam oven, oven,
hob or automatic coffee maker – almost
every new built-in appliance enjoyed a
moment in the spotlight at this special
presentation. “Great culinary highlights”,
“a relaxed and very entertaining evening”,
“a really imaginative presentation of the
new products”, “interesting conversations
with colleagues from other countries,” –
these are just a few of the opinions and
impressions expressed by the international
audience at “Magic for the Senses”.
Visitors really appreciated the fact
that at least one member of the board
took the time to interact with guests at
every evening event. The visit to Westphalia
ended for many with a tour of a
Miele factory the next day.
44 // Miele The Magazine
International guests enjoy a show at the Miele Forum
Magic for the Senses
“Magic for the Senses” was the motto of a series of nine events in the Gütersloh Miele
Forum attended by guests from over 20 nations. By the end of 2007 alone, over 600
guests had enjoyed this inspiring show where artists and magicians presented the new
built-in appliance generation very entertainingly.
A performance
troupe presented
“Magic for the
Senses” in
Gütersloh.
The new ovens
were the topic of
the fi rst cube.
Visitors enjoyed
the relaxed
atmosphere.

Miele invests ten million euros in Oelde works
Tailor-made for gourmets
Among its fellow plants the Oelde site is affectionately referred to as “the plant for
connoisseurs”. The products that emerge from this small town near Gütersloh are indisputably
the secret stars of the new Generation 5000, rich in innovations that will
redefine baking and roasting.
The unique products and features – such as Moisture Plus,
the new 90 cm ovens and the extra-large cavity for the
60 cm ovens, just to name a very few – required considerable
investment. In Oelde alone, a total of over ten million
euros went into a production line for cavities and an enamelling
facility. Development costs and investments in other Miele
works bring total investment for the Generation 5000 built-in
appliances up to 51 million euros.
The new production line for cavities – at seven million euros
the largest single investment in Oelde – is designed to produce
compact ovens (43 litre cavities) and the “60 cm oven” (66 litre
cavities). As so-called volume appliances, the models made on
this production line comprise a large part of all appliances produced
in Oelde. Cavities for the new 90 cm ovens and the MasterChef
models, tailored for the North American market with a
volume of about 100 litres, are some of the items produced on
three additional production lines. A total of seven different
cavities sizes form the basis of over 700 different models and
feature types – an unusually wide spectrum that offers customtailored
solutions for customer needs all over the world.
Enamelling is a complex process. Miele has developed a special
process (electrophoretic bath enamelling) in which cavities
that have already been welded are dipped into a bath under high
voltage current. The enamel in this bath binds particularly well
to the smooth metal sheets and creates an even surface that is
extremely robust after fi ring. Miele invested around 3.5 million
euros in this new enamelling process to increase capacity at the
plant. PerfectClean processing is a well-protected non-access
area where cavities, baking sheets and other accessories are
Preparing to “take a dip”: The cavities have
to be repeatedly degreased and washed to
ensure that the enamel adheres well. Actual
enamelling is the fi nal station in the new
enamelling facility.
Cavities with volumes
of 43 and 66 litres can
be produced on the
new production line
at Oelde.
given a unique surface treatment following enamelling – PerfectClean.
It is almost impossible for food to burn onto this
surface, making cleaning a great deal easier.
The complex production processes for cavities and oven
accessories contribute to their long life, but really only represent
the preliminary stage in the whole process of creating an oven.
Key components are added during assembly: heater elements,
insulation, an oven door and the so-called E-box with an at-
Miele The Magazine // 45
REPORT

REPORT
Works director Dr. Ernst-
Jürgen Breford presents the
cavities that Miele
produces in Oelde for the
world-wide market. Seven
sizes are available.
tached control unit. Electrical power supply and electronics are
integrated into the E-box which functions like a distribution
centre for the oven.
All Generation 5000 appliances are outfi tted with electronic
controls developed and produced in the electronic works in
Gütersloh. Electronically controlled appliances offer consumers
a number of advantages compared to mechanically controlled
models: The basic models alone offer eight operating modes.
The appliance suggests a logical temperature for each operating
mode that may be adjusted as needed. The ovens adhere ex-
Key data about the
Oelde plant
Miele has been producing cookers
and ovens in Oelde since
1987. The plant has been continually
expanded into a competence
centre for this product
group. The factory premises in
Oelde cover an area of 150,000
square metres. Miele employs
580 people (as of June 31, 2007)
at the Oelde works. The plant has
a current productioncapacity of
350,000 cookers and ovens annually,
and the number of items
could be expanded.
46 // Miele The Magazine
actly to temperature and temperature sequences during the
heating-up phase and during the entire baking process, a distinct
advantage when preparing sensitive foods.
Close cooperation between appliance production in Oelde
and electronic development in Gütersloh allows specifi c customer
requests to be taken into consideration to a greater extent.
In practical terms this means that automatic programmes to suit
the recipes and food preparation methods of a specifi c country
can realistically be integrated into Generation 5000 ovens. An
oven destined for the French market is therefore outfi tted with
different programmes than one manufactured for German
households.
Strict quality controls that ensure the legendary Miele quality
are indispensable. The most demanding standards the branch
has to offer are applied in endurance tests of products from the
Oelde site. Products fresh from the production line are placed
on the test stand where all operating modes are run – for a total
of 4,000 hours. This corresponds to a lifetime of 20 years. Additionally
no appliance leaves the works that has not undergone
and passed diverse testing.
Every appliance is subjected
to a series of tests. Employees
run through operational
modes and inspect the
heating-up phase.
Perspectives can be misleading:
Generation 5000 ovens
(left) have a much larger inner
cabinet than models from
the previous series.

Interview with Dr. Eduard Sailer and Dr. Reto Bazzi on the Generation 5000
Simplexity and growth
Miele invested 51 million
euros in the Generation
5000 series of built-in appliances.
How were these
funds allocated?
DR. EDUARD SAILER: We invested
over 10 million euros
in a new production facility
at the Oelde works alone. The
production line for ovens is
now very fl exible and we can
manufacture over 700 different
model variations.
The lion’s share however
went into research and development.
Miele has a very large
proportion of components
in-house to ensure our excellent
quality. This means our
appliances incorporate a large
number of our own developments
that make them unique.
Electronic controls that manage
new functions such as
Moisture Plus are one example.
Design is another illustration
of our pursuit of perfection.
The design and user
interface of our ovens, steam
cookers, automatic coffee
makers and dishwashers harmonise
perfectly. This is something
we do better than any of
our competitors, since we design
and produce all the design
elements ourselves and purchase
nothing “off the rack” so
to speak.
How will a Miele oven in
2018 be different from
today’s models?
DR. EDUARD SAILER: In the
near future cookery appliances
will be increasingly individually
adjusted to suit the
needs of our customers. Cooking
habits and recipes are
strongly infl uenced by regional
differences. This will be increasingly
refl ected in the automatic
programmes designed
to cater to regional cooking
Dr. Eduard Sailer, Managing
Director Technology
styles. We already employ sensors
today in our appliances
that we can reliably monitor
with the help of dependable
automatic programmes. Future
appliances will be even
more intelligent. The challenge
will be not to overwhelm
the customer and offer easy
access to the entire range of
features. This is entailed in the
idea of “simplexity”, which is
the ability to make complex
technical processes accessible
to users via a simple user interface.
How will I communicate
with an oven in future?
DR. EDUARD SAILER: The Apple
iPhone user interface has
shown one possibility. We are
looking to make handling simpler
and more intuitive. Voice
control is another option. I
could also imagine that the
oven might communicate via
a network and be able to report
when food is done, for
example.
Dr. Reto Bazzi, Managing
Director Marketing and Sales
What is the importance of
the new built-in appliance
generation for Miele?
DR. RETO BAZZI: 40 percent of
Miele’s total sales world-wide
are from built-in appliances.
The Generation 5000 will enable
us to expand this segment
because the product range is
even more directly tailored to
meet customers’ needs. We
introduced new compact appliances
that fi t into a 45 cm
cabinet, an increasingly important
segment of some
markets. The new CombiSet
range is ideally suited to the
cooking habits of many Asian
countries. Miele developed a
particularly powerful gas
burner especially for these
markets. And we mustn’t forget
our ovens with the innovative
Moisture Plus function
and their fl agship 90 cm wide
model. An entire series of
product features and the homogenous
design of our appliances
are unique selling points
customers can only find at
Miele. The “Poggenpohl Porsche
Design Kitchen” with its
exclusive appliance series is
further proof of our design
competence. Technically the
appliances here were based on
the Generation 5000.
Miele has always stood for
quality and longevity. What
sort of meaning do these
virtues have in today’s fastpaced
world?
DR. RETO BAZZI: Miele today
stands for a triad comprised of
quality, design and innovation.
We are successful because
these values are in complete
harmony. We test our appliances
for a 20 year life span
and that will never change.
Even if customers don’t use
their appliances that long and
decide to purchase a new
model in just ten years, a Miele
appliance provides a feeling of
security from the very first
day. You know you have got
the best value for your money.
We call this “peace of mind”.
Where do you see further
growth potential?
DR. RETO BAZZI: I am certain
that Miele will continue to
grow by conquering new markets
and with product innovations
like the Generation
5000. Care and cleaning products
are a new area being offered
for the fi rst time in many
countries as the Generation
5000 is introduced. These
products are designed to best
suit Miele appliances and ensure
optimal results. Luxury
ocean yachts are another interesting
area. Miele is already
on board many yachts and
ships the world over. We are
looking to offer expanded
service in this area by continuing
to develop sales and marketing
structures.
Miele The Magazine // 47
INTERVIEW

PROFESSIONAL
The conductor wears a dark blue
gabardine jacket with large silver
buttons and silver braiding along
the collar. When it gets dirty, then it’s
time for Sauberland, a contract cleaning
fi rm at the edge of Wuppertal working
exclusively with the Miele WetCare wet
cleaning system, to step in. Their customers
come from all over the city to enjoy
the advantages of wet cleaning.
Owner Eleonore Kral specialises in
fabrics that would previously have been
considered “dry clean only” and cleaned
with chemicals. These include not only
hand-made jackets, but also the costu-
48 // Miele The Magazine
Uniforms like those worn in the olden
days in the “Kaiserwagen”: When the
dark blue jackets worn by personnel
get dirty, it is a job for the Sauberland
Fabric Cleaners in Wuppertal.
Wet cleaning system creates pleasant odours
A fresh scent in the
Kaiserwagen
In the “Kaiserwagen” or “Emperor’s Car” from
the Wuppertal suspended railway nothing
has changed since its first voyage in 1900.
Passengers who hire the saloon car enjoy a
nostalgic ride as in days of old – golden curtains,
plush seats and the personnel dressed
in period uniforms.
For costumes and hand-made
jackets Eleonore Kral uses the
Miele WetCare system.
mes of the “Carnival Royals”: “The princesses
outfi t, which we clean every year,
comes out of wet cleaning just like new,”
reports this experienced expert. “Her
robe is made of lace, velvet and golden
brocade – all no problem, just like sequined
bodices and silk evening gowns.”
Every one of the Miele washing machines
and dryers with a 20 kg load capacity
weight are in constant motion morning to
night to quickly meet the cleaning needs
of private households and major customers.
The machines with their low water
level and temperature and gentle drum
rhythm ensure that fabrics retain their
original shapes. Continuous operation bothers
neither the employees at Sauberland
Cleaners nor their customers. Working
without solvents creates an agreeable
working climate and clothes have a
pleasant fragrance when they emerge
from the water bath. The unpleasant
odour in the laundry was the major reason
Eleonore Kral gave away her old
dry cleaning machine and started fresh
with modern laundry equipment: “That
was over two years ago and I am still very
happy with my decision.”

Acrobatics, theatre
and music:
220 guests enjoyed
an entertaining Miele
evening event at
the Medica.
The cream of the crop in medical
technology, music, theatre and acrobatic
feats of prowess on a bar
4.5 metres above the ground: The 220
guests who attended the Miele evening
event at the Medica 2007 enjoyed an informative
and entertaining event under
the “thank you for your trust” motto. Dr.
Markus Miele and Dr. Reinhard Zinkann
took the opportunity to show their appreciation
for the numerous customers
who have purchased new Miele largecabinet
decontamination units. Since their
220 guests attended an evening event
Straight to the top
at Medica
Professional Forum opens in Gütersloh
Where professionals test technology
Customer groups from all over the globe now have another
reason to visit Miele headquarters in Gütersloh.
The new Professional Forum has provided this leader
in laundry, cleaning and medical technology with its own showroom
and an open invitation to experiment. Washing machines,
dryers and ironers, cleaner/disinfectors, laboratory and commercial
dishwashers are ready for a test run at any time. The advantages
of state-of-the-art Miele technology can now be shown by
practical example in 156 square metres.
Possible applications range from the analysis stand that tests
the water and electricity used by a washing machine to demonstrations
of the latest large-cabinet decontamination unit. Via
“live feed” cleaner/disinfectors can be connected to customer
service to demonstrate access per data telecommunication
to customers – and as such the advantages of Miele’s remote
service.
Dr. Markus Miele and Dr. Eduard Sailer opened the Professional
Forum with a press event for around 30 journalists from
Germany, Great Britain and Greece in May 2007. The new ex-
introduction to the market in March
2007, these machines have been installed
almost 200 times throughout Europe.
Many of the 137,000 Medica visitors
from at least 100 countries easily found
their way back to the Miele booth this
year. The new conveyor belts scheduled
to go on the market in 2008 were a central
focus of interest. Added to the largecabinet
decontamination units, they increase
ease of use for operators. Instru -
ments to be reprocessed can simply be
positioned in the respective loading trol-
ley. The conveyor belt then transports
them automatically into the wash cabinet
and back out again after reprocessing.
Also in the spotlight: The Miele Oxivario
Plus reprocessing method, which has now
been proven to effectively disinfect instruments
contaminated with the pathogen
that causes Creutzfeldt-Jakob disease
in animal testing. Miele customer support
also presented its wide spectrum of
services, from remote access service to
validation including all the necessary
instruments.
hibition space is also ideal for receiving guests: The ironer bar
with its cloth-covered roller shaped to look like a Miele ironer
stands ready to provide hospitality to visitors.
Commercial laundry
technology has a reserved
space in the new showroom.
Miele The Magazine // 49
PROFESSIONAL

INTERNATIONAL
Japan introduced new laundry care appliances
Ceremony in the showroom
Miele Japan inaugurated the new
laundry care appliances last
April with a ceremony. Approximately
100 guests including dealers,
developers, designers, food specialists and
journalists joined Yasuo Kawamura and
Dr. Markus Miele in the showroom Oasis
in Tokyo.
Followed by the stunning appearance
of the new washing machines and tumble
dryers (W 1712, W 4144 WPS, T 7644 C
and T 9246 C), the participants were led
on a guided tour of all the product lines
marketed in the country. The showroom
Unusual event in Italy
Talented
sales people
increase
turnover
Miele employees in Italy revealed
their hidden talent for sales
during the “Miele in Action”
project. Participants traded in their desks
for a position as a sales person at a Media
World store.
But before they could hit the sales
fl oor, employees from accounting, marketing
and customer service together
with personnel from IT, the translation
department and spares supply had to attend
sales training, where they learned
about their new line of work from spe-
50 // Miele The Magazine
was uniquely designed under the concept
of an Oasis where visitors were able to
feel the sense of nature by seeing a sylvan
lagoon island in the centre of Tokyo. The
products were displayed around the Oasis
by category group like islands.
Ms. Yukiyo Tokuizumi, associate professor
of Japanese cuisine in Ecole Tsuji
Tokyo presented cooking demonstrations
with steamed tomatoes and various
Japanese cuisines in the active kitchen. It
was a perfect match for DG 2661 and the
steamed tomatoes to appeal to the Japanese
traditional cooking style.
cialised merchandisers. The true test of
their mettle, in which the head of Miele
Italy and managing director Dr. Alessandro
Covi also participated, then took place at a
Media World store, where a special space
had been set up for Miele products. Fairly
lively competition developed between the
freshly trained Miele sales people and their
established colleagues at Media World as
a result of the project. The product of
In Tokyo the new
laundry care
appliances were
inaugurated with
a ceremony.
Participants enjoyed the guided tour
through the Oasis showroom.
their combined efforts: Miele’s turnover
increased significantly and in one store
as many appliances were sold by the end
of the month as over the entire previous
year.
The programme ran from June to October
2007 in many cities, among them
Turin, Milan, Parma, Bologna, Florence,
Rome, Naples and Catania, and was a positive
experience for everyone involved. The
temporary sales people and
their professional counterparts
at Media World agreed
in the end: If you’ve got the
right sales pitch, Miele appliances
almost sell themselves.
Two Media World employees,
a mechandiser and
Miele marketing employee
(left to right) on the sales
fl oor in Verona.

King Juan Carlos has built-in appliances aboard his yacht
Miele Marine – the royal choice
The 40.5 metre Luxury yacht
“Cloud 9” built by German
Kaiserwerft GmbH has a
Miele kitchen on board
More information at
www.miele-marine.com
GEHEIMNIS DES ERFOLGS:
SOLIDE GESCHÄFTSBEZIEHUNGEN
They are tiny and live in
carpets, mattresses,
bedclothes and upholstery
– dust mites. Physicians
agree that dust mites are the
number one allergen. Vacuuming
is the best defence
against these unpleasant little
pests. The French consumer
test magazine “Que Choisir”
(April 2007 issue) therefore
recommends vacuuming all
the rooms in a home a number
of times a week. But of course
you need a powerful machine
with optimal fi ltering, such as
the “Miele Pacifi c Power”.
The Miele machine proved
to be the most powerful and
effi cient vacuum cleaner tested.
On rugs and carpets, the
“Pacific Power” worked best
Any one who has Miele
in their home will not
want to do without it
on holiday. This was probably
on King of Spain Juan Carlos’
mind when he had his luxury
yacht “Fortuna” outfi tted with
Miele appliances.
Built-in appliances and
machines for commercial laundry
care have been proving
Miele technology seaworthy
for years now on cruise ships
with a half-full dust bag, and
remained unbeaten in the removal
of pet hair as well. It
was awarded a “good” in handling
and of course numbered
among the five appliances
that retained 99 percent of allergens
vacuumed up in the
dust bag.
According to a study by
the French household appliances
group (Gifam), users of
tumble dryers can save up to
twelve whole days otherwise
spent hanging up and taking
down laundry. This is surely
reason enough to get a tumble
dryer. “60 Million Consommateurs”
(October 2007 issue),
a French consumer magazine,
recommended getting
an energy saving model how-
and oil rigs. And the number of
hobby captains who want to
outfi t their on-board kitchens
with Miele has been on the rise
over the past few years. There
is now a specially compiled
product programme marketed
under the Miele Marine name
to fi ll this need. Miele Marine
extends from hobs to commercial
washing machines and includes
appliances from all
product areas. The company
Vacuum cleaner and condenser dryer front and centre in France
The “Pacifi c
Power” cylinder
vacuum cleaner
is effi cient against
dust mites.
has been presenting its product
range and services at boat exhibitions
in Italy, France and Germany
for some time now.
Owners of ocean-going
yachts need not worry about
their present port of call should
they need assistance. Customer
service is there to help regardless
of the country in which
the appliances where purchased
anywhere the yacht is
under sail.
Battling dust mites with “Pacifi c Power”
ever, since time controlled
models in particular use too
much electricity. And again, a
Miele appliance took first
place in the corresponding
test. The T 7744 condenser
dryer was rated best with a
total of 15.5 points.
Miele The Magazine // 51
INTERNATIONAL

ENVIRONMENT
Environmental protection in products and production
Our responsibility
In view of the current climate debate, many industrial companies, including
the manufacturers of home appliances, have been driven to actionism.
Not Miele. Miele customers have always counted on a standard of quality
that includes active environmental protection.
52 // Miele The Magazine
Miele AllWater
W 3841: Additional
savings potential

The rule of thumb at
Miele has always been
to manufacture energy
saving household appliances
that use fewer resources and
are gentle to the environment
from the production stage onwards.
Environmental protection
has been an important
topic in the day-to-day running
of the company for over
30 years now. The continual drive to optimise water and electricity
consumption is just one example.
Miele automatic washers employ powerful and reliable drive
concepts with innovative sensors and perfectly tuned electronics.
It is no accident that they regularly receive the highest marks
for energy effi ciency, washing performance and spin effi ciency
– whether in international comparisons or for the energy label
classifi cation system required by the European Union.
Some of the individual components that infl uence energy
consumption in automatic washers are the ball valve under the
suds container, which ensures that only as much water as is
needed for washing is heated, the pressure sensor on the circuit
board in the electronic controls responsible for monitoring the
amount of water added, or frequency-regulated drive motors.
The AllWater washing machine (not available on all markets)
offers additional savings potential for individualists since
it can be run with either well water or hot water. Compared to
cold water operation, using hot water saves a considerable
amount of energy and electricity in particular. Calculated based
on a four-person household using 250 mixed laundry programmes
a year, the AllWater washing machine can save 40% in
electricity along with 21% in primary energy, 28% in energy
costs and up to 9% in time. The potential savings in drinking
water are also impressive: By using well water 5498, with rain
Effi ciency of Miele washing machines
Energy effi ciency
class A: 100%
Washing effi ciency
class A: 100%
First principle of company philosophy
“It is our objective to produce goods to the highest Standards
of Quality using processes which are both ecologically and economically
sound. These products should not only excel in terms
of performance and safety but also minimise the burden on the
environment throughout their entire life cycle.”
Spin effi ciency
class A: 23%,
class B: 75%
class C: 2%
water even 9303 litres of
drinking water can be saved,
also based on 250 mixed
washing programmes/year.
Along with the AllWater,
all other Miele household
appliances offer consumers
ways of actively controlling
consumption, such as the
short and energy saving programmes
in automatic washers
or dishwashers that allow washing and rinsing to be carried
out exactly as needed. Automatic programmes in ovens and
sensible functions like residual heat utilisation also help limit
energy use.
The company expects its manufacturing plants to meet very
high standards as well. In keeping with the company philosophy:
“Forever better”, Miele continues to work to improve environmental
protection. Quite successfully as the most recent data
show. Despite a considerable increase in production of 20.4%,
energy consumption only went up by only 1.2%, considerably
less than such a production increase would lead one to expect.
The in-house energy management system, in place for years
now, is responsible for this success. Production emissions even
dropped by 2.9% despite the increase in production. Additional
measures like switching to district heating and natural gas, the
use of modern facility and fi lter technology and building insulation
have also been incorporated.
Miele is looking forward to facing the major challenge in the
foreseeable future: to further optimise both processes and facilities.
So far this strategy has yielded economic benefi ts, enabling
the company to continue to make use of the full potential
in environmental protection in future as well. The consumer is
ultimately the one who will choose to place their trust in this
successful strategy.
In the EU all household
appliances sold commercially
must bear the energy label
(image of German version).
Here Miele washing
machines always get the
best marks. All appliances
received the top
Miele The Magazine // 53
ENVIRONMENT

FOCUS
German-French
connection
An honour for the city, a pleasure for guests: Star chef
Alain Ducasse accepted an invitation from Dr. Reinhard
Zinkann to come to Gütersloh and enter himself in the
city’s Golden Book this past December. Ducasse is the only
cook the world over to ever have been granted the highest
Michelin Guide rating for three of his restaurants simultaneously.
The star chef has also had a good relationship with Miele
for a number of years now. He was present, for example, when
a new steam oven was presented in the Paris Showroom in 2002.
At the time he stated: “I have worked with Miele appliances and
fi nd them quite close to perfect.” This time Ducasse accepted
Reinhard Zinkann’s hospitality in Gütersloh after the two men
met in Paris a few months earlier. Following a visit with the
mayor, the inoffi cial part of the trip commenced behind closed
doors: Alain Ducasse cooked alongside German star chefs
Thomas Bühner and Tim Raue at Villa Zinkann.
Miele The Magazine 2008
Publisher:
Miele & Cie. KG
P.O. Box
D-33325 Gütersloh
Telephone: 00 49 (0)5241 89-1951-59
Telefax: 00 49 (0)52 41 89-19 50
http://www.miele.de
E-Mail: presse@miele.de
Overall responsibility:
Theodor Siepert
Chief editor:
Michael Prempert
Reporters:
Reinhild Portmann, Anke Schläger,
Ursula Wilms
Photos:
Cyber-Port Limited, Glöggler, Haselhoff,
Kaiserwerft GmbH, Laible, Miele,
Studio Casa, Sun Hung Kai Properties, Wotke,
Wuppertaler Stadtwerke AG
Editorial archive:
Dietlind Bökenhans, Heiko Johannpeter
Support subsidiaries:
Julia Löhr
Editorial secretaries:
Wencke Ellermann, Helga Möckel
Layout / Production:
Büro für Grafi sche Gestaltung – Kerstin Schröder,
Christian Ring, Frank Rothe
Printing:
Druckerei und Verlag Hermann Bösmann GmbH
Paper bleached without the use of chlorine.
54 // Miele The Magazine
Miele aspiring
to new heights
Nothing against laundry care; it
just smells better in the kitchen”
– is how the dpa, Germany’s
largest press agency, quoted Miele Managing
Director Horst Schübel in an interview
at the beginning of 2008.
Schübel was talking about his conviction
that the new built-in appliances from
the Generation 5000 series will contribute
considerably to an anticipated growth
in sales. Miele’s managing director declined
to give a detailed prognosis, though
he did reveal this much: Miele plans to
move considerably beyond the current
sales threshold of three billion euros in
2009.
Should this come to fruition, then
Miele will have again grown faster than
the market itself, for which only moderate
growth has been predicted. The dpa
reported that Miele has invested a total
of around 51 billion euros in research,
development and new production facilities
for the Generation 5000. This report
published in numerous magazines and
Alain Ducasse – shown here with wife Gwenäelle,
Dr. Reinhard Zinkann and Mayor Maria Unger ( r.) –
immortalised himself in the Golden Book of Gütersloh.
Managing Director
Horst Schübel is well
satisfi ed with Miele’s
prognosis for growth.
daily newspapers, added a few more facts
as well: Miele earns almost three-fourths
of its total income outside of Germany.
World-wide the company employs more
than 16,100 people.

Exemplary design
times twelve
Not yet available everywhere and
already award-winning: The new
Generation 5000 started off the
year with a bang when eight models were
awarded the coveted iF product design
award by the renowned International Forum
Design in Hanover. The “simplicity
and minimalism of the products” was an
important criteria for the jury, who also
noted exceptional quality in materials,
manufacturing, function and operation
along with ergonomics and safety. The iF
product design award was also given
to three Miele refrigeration appliances
and a washing machine. The models to
receive awards were: H 5681 B oven,
H 5981 BP oven, CS 1000 CombiSet
cooker, DGC 5080 combination steam
cooker, DG 5080 steam cooker, DG 3460
steam cooker, DA 5000 D cooker hood,
CVA 5065 coffee maker, K 9557 iD refrigerator,
KFN 9755 fridge-freezer,
MasterCool refrigerators and W 4800 /
W 4840 washing machine.
Managers choose Miele
Miele numbers among the companies with
the best reputations in Germany according
to the respected “Manager Magazin”. This
was the result of their Image Profile Study 2008
which asked 2,500 top managers of German companies
to assess the popularity and reputation of a total
of 152 companies from ten branches. Miele followed
Porsche, BMW, Audi, Adidas and Google to take
sixth place in the overall rankings. This is the best
placement the maker of household appliances from
Gütersloh has achieved since the Image Profi le survey
began in 1986. In the survey from September to
mid-October 2007, top managers evaluated more
than just the overall reputation of a company. They
also offered their opinions about product and appliance
quality. Here Miele followed three automobile
manufacturers, Porsche, Audi and BMW, to take
fourth place.
The H 5681 B oven
and the CVA 5065
automatic coffee
maker are recipients
of the popular iF
product design award.
Five ‘red dot’
awards received
Five Miele products/series
have now been
awarded the coveted
‘red dot’ by the Design Centre
in North Rhine-Westfalia,
Germany. The ‘red dot’ award
for superb design quality went
to washing machine and tumble
dryer series W 4800 /
W 4840, T 9800 / T 9820 and
to wine storage and conditioning
units KWL 4912 SG ed
and KWT 4974 SG ed. The
highlight among the prize
winners is a stainless-steel
fridge-freezer which also won
the ‘best of the best’ award for
highest design quality.
In the latest competition
the ‘best of the best’ prize was
only awarded 43 times – from
among more than 2500 entries.
One of these prizes went
to the KFN 8998 SE ed fridgefreezer.
The jury was especially
impressed by this model‘s
GlassLight shelf-edge
lighting technology for which
patents are pending.
Miele‘s KFN 8998
SE ed fridgefreezer
received
the ‘red dot best
of the best’ award
for highest design
quality.
Strong company brand
O
ver the past year Miele was the recipient of
three awards for the company brand: ‘superbrand’,
‘best brands’ and ‘Most Trusted
Brand’. ‘best brands’ was based on a representative
marketing research study that established how wellknown
and popular brands were in consumer consciousness.
The ‘Most Trusted Brand’ award was based on a
survey carried out by ‘Reader’s Digest’ in 15 countries.
Miele took fi rst place in the kitchen appliance
category for the seventh time in a row. The company
has often been the proud recipient of the ‘Superbrand’
award. A jury assesses the best and strongest
product and company brands in over 50 countries to
determine who will be ‘Superbrand’.
Miele The Magazine // 55
AWARDS

The Miele built-in appliances are
perfectly designed to compliment the
stylistic elements of the Poggenpohl
Porsche Design Kitchen.
Introducing the ultimate kitchen for men who love hightech
and clear stylistic elements. It is the brain child of
Porsche Design and Poggenpohl and is known as the
P´7340. And since appearance is not everything, it has
been exclusively equipped with Miele built-in appliances.
They know just what appeals to proud owners and execute
their tasks with the touch of a fi nger.
The mark of distinction of this innovative kitchen are the
narrow aluminium frames around the cabinet fronts that
simultaneously serve as design elements. Aluminium,
dark glass and either driftwood or dark oak for the front
elements are the dominating materials used. The oven,
steam cooker, warming drawer, coffee maker, dishwasher
and hob unit from Miele perfectly suit its ultra-cool appearance.
The appliances with glass fronts, touch controls
and Porsche Design handles will only be available with the
Poggenpohl Porsche Design Kitchen P´7340. Poggen pohl
Studios are exclusively responsible for sales, and the
kitchens will be sold in Europe starting in spring 2008.