Brand Experience in Own Retail redefined
Miele Canada opens Toronto Flagship Store with new concept
Toronto, July 27, 2018. – Miele is due to open its fifth Miele Experience Centre, this time at the Yorkdale Shopping Centre on July 28. The new flagship is the brand's first own retail store in a premium shopping mall and is presenting itself with a completely new concept and design. The focus is on experiencing the brand with all the senses.
Digital first, but human at heart: The concept behind this most modern Miele Experience Centre relies on a combination of digital elements, product experience and expert advice. 'The new Miele Experience Centre is truly a unique showcase demonstrating excellent quality, technology and service', says Yves Dalcourt, President of Miele Canada. 'The experience we will give our customers will change the way people will look at buying appliances and will set a new standard within our industry'. Visitors are welcome to try out appliances and discover the user benefits they offer. From laundry and floorcare appliances to kitchen products through to Smart Home, all Miele product categories are represented. This is a full retail store where customers can purchase all products.
The kitchen eco system is the heart of the experience
The heart and soul of the new store is the active kitchen area. Cooking and baking demonstrations take place several times a day. Freshly prepared culinary treats from croissants to homemade soups can be sampled by customers during their visit. The lounge area adjacent to the kitchen is an invitation to linger and enjoy the atmosphere. In terms of store design, Miele relies on warm and natural materials which exude a homelike feel. The lighting and ambient videos on five screens in the store change to reflect the time of day.
Imagine a seamless physical, human & digital expression of the @MieleCanada brand at @YorkdaleStyle Tweet
Various digital elements further induce interaction with products or provide additional information. At the new Swiping Cooktop Screen, it is possible for example to perform virtual cooking and to experiment with the various Miele induction cooktops on display. The 46" touch screen display on the M-Touch Wall shows the product range with the eponymous technology in full size and illustrates the function of the controls which simplify the operation of numerous built-in appliances. New, too, is the Miele CareCollection Consumables Wall. With the aid of short videos, this feature informs visitors about the various Miele cleaning and care products. Videos are launched by scanning items using the NFC scanner provided.
Premium Shopping Location: Yorkdale Shopping Centre Toronto
Whilst the four other Miele Experience Centres in Canada – located in Calgary, Montreal, Toronto and Vancouver – offer large-scale showrooms in edge-of-town locations, the new store is the brand's first location in a well-frequented premium shopping mall. 'We are extremely excited about our partnership with Yorkdale Shopping Centre and believe that this new location will make the Miele brand even more accessible to even more consumers', says Yves Dalcourt. The Yorkdale Shopping Centre has approximately 18 million visitors per year.
This new endeavour also demonstrates the commitment of Miele to the Canadian market where demand for its world-leading, premium appliances continues to grow. The company has been represented in Canada since 1989, with headquarters in Vaughan, Ontario. The new Miele Experience Centre will be officially opened on Saturday, July 28 at 10 a.m.
Miele Experience Centre Yorkdale
3401 Dufferin Street, North York
ON M6A 2T9
905-532-2270 ext. 273
Company profile: Miele is the world's leading manufacturer of premium domestic appliances including cooking, baking and steam-cooking appliances, refrigeration products, coffee makers, dishwashers and laundry and floor care products. This line-up is augmented by dishwashers, washer-extractors and tumble dryers for commercial use as well as washer-disinfectors and sterilisers for use in medical and laboratory applications (Business Unit Professional). The Miele company, founded in 1899, has eight production plants in Germany as well as one plant each in Austria, the Czech Republic, China and Romania. 2016/17 turnover amounted to approx. EUR 3.93 bn with sales outside Germany accounting for 70%. Miele is represented with its own sales subsidiaries and via importers in almost 100 countries. The Miele company, now in the fourth generation of family ownership, employs a workforce of around 20,200, 11,200 thereof in Germany. The company headquarters are located in Gütersloh/Westphalia, Germany.
To learn more, visit www.miele.ca