‘Exploding’ Washing Machines, Virtual Kitchens: Miele $1.5m Glossy Showroom
The refurbished Miele Center South Melbourne officially opened this week doubling the showroom size to 520m2.
Marking an investment of more than $1.5 million, the refurbished Miele Center demonstrates the German’ appliance giant commitment to the local market where demand for premium appliances continues to grow.
The 520 m2 the luxury showroom is flooded in environmentally friendly LED lighting, and is located at Coventry Street, South Melbourne.
Australia is the brand’s most successful subsidiary outside of Germany. The company also has an Australian webstore although does not sell its full range.
Miele’s Joint Managing Director, Dr Reinhard Zinkann, was in Melbourne to witness the showroom opening this week.
Inside the lifestyle showroom are the new Miele Generation 6000 cooking appliances in Mink, Black and White, to CleanSteel fridges, floorcare, laundry appliances, dishwashers.
It also has innovations like a digital Kitchen Visualiser which enables consumers to build thier own kitchen virtually and the Miele Center’s Live Kitchen offers cooking appliance demonstrations and an ‘exploding washing machine’ showcases the quality of the appliances.
The showroom also retails the full line up of appliances and innovative digital point of sale.
Managing Director of Miele ANZ, Michael Jeanes, said the project “is a testament to Miele’s commitment to Australia, the brand’s most successful subsidiary outside of Germany. “
“We believe that the refurbishments will be welcomed by our increasing number of customers including homemakers, architects and specifiers as well as our retail partners.”
“The generously-appointed South Melbourne Center gives us even better opportunity to showcase and demonstrate our appliances, so that customers can confidently make the right appliance choices to suit individual lifestyles.”
The luxury showroom mirrors other Miele Centers in Australia and international locations.
Miele Ambassador, Shannon Bennett of Melbourne’s internationally renowned Vue de monde restaurant was also in attendance at the opening.
Miele Center at South Melbourne is located at 206-210 Coventry Street, Victoria, and operates from 9.00am to 5.00pm, Monday to Saturday.