Generation 5000 - Miele

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