Generation 5000 - Miele

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