Generation 5000 - Miele

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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
Page 1 and 2: THE MAGAZINE Generation 5000 RESPON
Page 3 and 4: Dear Reader In the previous fi scal
Page 5 and 6: 32 33 34 37 38 40 18 NOW OPEN The M
Page 7 and 8: Mountaineering legend Reinhold Mess
Page 9 and 10: % Once in a lifetime Chinese people
Page 11 and 12: 1 Designer fashion from Europe is a
Page 13 and 14: Guests of the Morgan Center are goi
Page 15 and 16: Founding of subsidiary in China pla
Page 17 and 18: The giant cake in honour of Archbis
Page 19 and 20: The ribbon-cutting on June 19th was
Page 21: Tom Dutton (2nd from left) and Sam
Page 25 and 26: New Project in Norway Aker Kvaerner
Page 27 and 28: cept was fi rst realised in Gothenb
Page 29 and 30: Housing schemes by building societi
Page 31 and 32: ooms in six different categories. T
Page 33 and 34: Promotional event impresses dealers
Page 35 and 36: Architecture, art and design as the
Page 37 and 38: There is lots of work out there: At
Page 39 and 40: ment programme that strives to enco
Page 41 and 42: 2 3 4 5 6 7 NEW PRODUCTS
Page 43 and 44: Fair presence and event draw expert
Page 45 and 46: Miele invests ten million euros in
Page 47 and 48: Interview with Dr. Eduard Sailer an
Page 49 and 50: Acrobatics, theatre and music: 220
Page 51 and 52: King Juan Carlos has built-in appli
Page 53 and 54: The rule of thumb at Miele has alwa
Page 55 and 56: Exemplary design times twelve Not y

Generation 5000 - Miele

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