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Facelift for Miele

Woodhead break from tradition with Miele, redesigning their Australian and New Zealand displays.


September 2nd, 2008

Internationally renowned German appliance company, Miele, is currently completing a major refurbishment of its retail displays in Australia and New Zealand.

Miele have entrusted the job with the architecture and design firm, Woodhead, and asked them to create displays that would challenge the traditional appliance retail display.

Each display module is designed to frame Miele’s ovens, microwaves, steam ovens and coffee machines within a seemless black surround.

"The gallery design was intended to engage the customer on a different intellectual and emotional level and to evoke a connection of dynamic association with the Miele brand," says Kestie Lane, project designer from Woodhead.

Described as a concept as ‘unique as an art installation’, the gallery-style displays use a number of unique features including a black glass casing, sitting flush with the appliances as well as custom-designed wallpaper specifically for Miele.

With 10 showrooms completed to-date the response has been positive. Winnings Newcastle store manager Andrew Murrell is noticing the benefits.

"We have noticed a marked increase in consumer interest in their range since it’s been installed," he says. "This is partially because no other display compares to it in this region, but also as it shows the product to its full potential."

For those in Brisbane, make sure you head out to the stunning new Miele gallery space at Eagle Farm, or during Brisbane in Design on Saturday 20 September, you can catch up with Miele in the Cibo Kitchens showroom in Fortitude Valley, where they are sharing with Zip Heaters for the event.





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