Generation 5000 - Miele

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-