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People Brand Possibilities

The IFA trade show in Berlin has a long-standing reputation as being the world's most important exhibition for consumer electronics and domestic appliances. For Miele, this is an important annual event – and a challenge at the same time. From September 2 to 7, 1441 exhibiters presented their products in Berlin and competed fiercely for visitors' attention. On a 3000 m² stand, Miele focused particularly on bringing the company brand and its core competences alive.

Basis for all activities on the IFA was the Miele booth concept with a spacious flowing wave design. The lounge and event area housed a large catwalk. Regular fashion shows performed in a relaxing and inspiring atmosphere with creations by young German designers tied in perfectly with laundry-care topics.  The "Walk of Taste" brought new products and features from the world of cooking appliances to life. Four small restaurants in traditional Italian, French, American and Asian styles offered local dishes to whet appetites. The diversity of foods served also represented the wide range of cooking styles and food preparation methods offered by Miele appliances. Miele's booth café was opened every evening for chill-out events exclusively for the trade public.

But not only the booth concept attracted attention. Exiting innovations were presented in integrated worlds of experiences such as the world's fastest fully integrated domestic dishwasher with a programme lasting only 17 minutes and the fastest electric hob ("Miele ExtraSpeed"). Many visitors gathered around Miele's FashionMaster to watch demonstrations and to try out the appliance. It is the first active steam ironing system of the Gütersloh based domestic ironing pioneer. The first solar-heated tumble dryer, too, was met with great interest. It uses water which has been heated with solar energy to dry laundry – directly, without converting sun rays into electricity first.

Miele demonstrated its special power of innovation also by developing future-oriented SmartGrid technology further. Apart from appliances that start automatically when electricity is cheapest, in future, this technology can be combined with the use of home-generated solar power. SmartConnect goes the extra mile in terms of intelligent and energy-saving households which Miele presented together with Telekom and other reputable partners on the IFA. SmartConnect – market launch is planned for mid-2012 – is a new standard for networking domestic appliances and open to many applications and branches of industry. Miele customers can benefit from available varying electricity tariffs with economical Miele SmartGrid-enabled domestic appliances.