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Country: GermanyCategory

Miele announces world first – and presents cooking appliances in XXL format

'A new world of cooking' is the motto under which Miele will be presenting itself at the LivingKitchen in Cologne (January 19-25, 2015). In terms of products, the tradition-steeped Gütersloh-based company will be treading new ground in two respects: Firstly, Miele will be creating a completely new product category and, secondly, the company is set to present versatile cooking products with American format for the first time on the European market.

The new cooking appliance, a world exclusive, which is characterised by high-level user convenience and benefits blends in seamlessly with the existing range of Generation 6000 built-in products. On a show stage, Miele will be attracting particular attention to this product with video footage and live cooking demonstrations every 20 minutes. 'We do not wish to divulge any further secrets at this point', says Frank Jüttner, Executive Manager of Miele Germany who will be hosting the show on behalf of the Miele Group. 'We are very excited to see how this appliance is received by retailers and consumers.'

Miele is equally curious as to the response of visitors to the show to the new range cookers, cooking appliances in the American size and format paired up with the quality and features familiar from Generation 6000 built-in appliances. The range cookers are large-format products which include a 1.22 m (48") wide free-standing model which introduces features previously unknown by American standards. These include two ovens, one of which can be used as a microwave, six gas burners, a stainless-steel griddle plate for contact grilling and a warmer drawer.

'The LivingKitchen is an important seismograph for the range cookers which, recently launched in the US and Canada, are now generating enthusiastic feedback', says Gernot Trettenbrein, Managing Director of the Domestic Appliances International business unit. 'We are now trying to sound out whether we can also launch these products here in Europe'.

Another focus of innovation at the LivingKitchen will be cooker hoods which will be subject to energy labelling throughout Europe from January onwards. 'Here, too, Miele is enviably positioned', Trettenbrein announces.

A new approach is also being adopted with respect to the design of the booth. With an area covering almost 1000 m² and a total of 382 kitchen appliances on display, black and white will dominate on the almost square-shaped booth. Alongside the product islands, a large café in the form of a reverse trapezium, is designed to grab attention. This playful use of geometric forms adds an overall modern and dynamic impression and offers fascinating opportunities for product presentations both inside the walled space and on the outside.

The café itself seats 150, offering an ideal setting for detailed discussions with dealers and journalists – and promises a pleasant atmosphere for serving culinary delights and chilling out to live music in the evenings (January 19-21). The Miele booth is in Hall 4.1 and is open to visitors from 9h00 until 18h00 (until 17h00 on Sunday).