Generation 5000 - Miele

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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
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 and 22: Tom Dutton (2nd from left) and Sam
Page 23 and 24: Architects and project developers a
Page 25 and 26: New Project in Norway Aker Kvaerner
Page 27: cept was fi rst realised in Gothenb
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

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