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Inspiration for the senses

Miele's fifth appearance at the IFA trade show to be held in Berlin from August 31 until September 5, 2012 promises to inspire all the senses. On an area covering around 3000 m² in Hall 2.1, Miele will be presenting its new products and technologies, showcased for example in the culinary highlights offered by the 'Walk of Taste' or by the 'Miele Fashion Days'. A stylishly designed meeting place for discussions and a chill-out area with live music in the evenings is the well-loved Miele Café. 

The Walk of Taste offers delectable titbits, lovingly prepared by Miele Table Artists. The four stations of the Walk of Taste reflect the four elements Air, Earth, Fire and Water, with matching appliances and theme foods. 'Earth', for example, is represented by vegetables prepared in a Miele steam oven to preserve nutrients and vitamins. 'Air' is symbolised by bread with a delicious crust, fresh from Miele's Moisture Plus ovens.

Other product highlights include the new S8 premium vacuum cleaner, which had roped in its first design prize even before it was launched, and other products and features for which details will be provided shortly before the fair opening. On the subject of smart energy and the networking of appliances, Miele will be consolidating its leading position by launching further technologies which point the way to the future. These will both reduce the burden on the environment and domestic finances and offer even greater user convenience.

Once again Miele will be adding credibility to its outstanding expertise in taking optimum care of high-quality textiles by staging dazzling fashion shows. Three high-profile designers, fresh from the Fashion Week in Berlin, will be at the Miele booth to present a selection of their current collections: Marcel Ostertag, working with Miele at this event for the third time, MALAIKARAISS and Perret Schaad. Despite their different approaches, the designs on show are united in the fact that they can all be easily and reliably washed in Miele laundry-care appliances. Further similarities include the careful use of choice materials and the 'Made in Germany' label. The hourly fashion shows on the catwalk will start each day during the event at 10.30 h, compered once again by TV personality and actress Annabelle Mandeng.

In a separate area, trade visitors can be advised in peace. The Miele Café, which seats 200, will offer the opportunity for in-depth discussions and a bite to eat. During the evenings, the café will be transformed into a chill-out lounge. 'All trade visitors are cordially invited to bring their day at the fair to a pleasant close with live music in a relaxed atmosphere', says Christian Gerwens, Managing Director of Miele's German subsidiary.