Generation 5000 - Miele

ment programme that strives to encourage
young people to get more involved in
technology and research.
Visitors to Mollem right outside Brussels
can look forward to a wonderful large
exhibition divided into thematic sections.
Appliances for laundry and fl oor care are
on view in experience centres. Kitchens
and built-in appliances provide inspiration
in a realistic display with ample
space in another sector. Commercial appliances
shine in a cool and highly technical
atmosphere.
Miele Belgium is known for its cookery
events, often fully booked months
in advance. Mollem boasts two active
kitchens specially outfitted for steam
oven cookery courses to the increasing
demand. Demonstrations and cookery
shows about working with steam have
been well worth it for the subsidiary. Interesting
to note and proof of the success
of its “awareness raising” strategy: Miele
sells more built-in pressure cookers in
Belgium than anywhere else.
The expert audience therefore welcomed
the Generation 5000 built-in
appliances with a rousing round of
applause. Along with steam ovens, the
Belgians were particularly enthusiastic
about the new compact ovens. The
built-in appliances for a 45 cm cabinet
are very popular in Belgium and the
Netherlands for they can do everything
a “larger” oven can do – including automatic
programmes, Moisture Plus, microwave
function and pyrolitic self-cleaning.
Read more about the new products on
the following pages.
Fiery dances and a percussion show
heralded the presentation of the new
built-in appliance series.
Miele The Magazine // 39
BELGIUM