Generation 5000 - Miele

Fair presence and event draw expert audience
Feel the
Elements
Miele introduced the new built-in appliance generation to its trade partners in
Germany with an opulent show. “Feel the Elements” was the motto of this splashy
presentation of new innovations that drew 4,500 dealers and partners to Gut Böckel
which Miele has been using as an exhibition venue during the M.O.W. kitchen trade
fair for years
In addition to elaborately designed
exhibition rooms, Miele has also set
up a 1,500 square metre marqueewith
a glass roof where host Christian
Gerwens, director of Miele Germany,
greeted a total of 2,100 guests over six
nights. Dancers and acrobats put on a
show inspired by the four elements:
Water, Earth, Fire and Air.
THE PRESENTATION
AT GUT BÖCKEL SET
A NEW RECORD WITH
4,500 GUESTS
The show playfully incorporated the
highlights of the new built-in appliance
generation which was revealed bit by bit
on stage. The grand finale of this gala
event that included exciting shows, music
and an elegant dinner, was a grandiose
fireworks display every evening where
rockets exploded high in the sky above
the guests in time with the music. The
audience honoured every performance
with a standing ovation. “Feel the Elements”
truly left a lasting impression on
all who experienced it, and the gala
evening events were the talk of the trade
fair. Specialist magazines also reported
extensively on the Miele programme.
The fair presentation
at Gut Böckel included
a show programme that
lasted all evening.
Udo Horsmann
displays the Miele
cube where
guests expressed
their appreciation.
Miele The Magazine // 43
EVENT