Miele revamps its London Experience Centre

Premium home appliance brand Miele has refurbished its London Experience Centre.

The front half of the 200 square-metre showroom, which is situated at the top of Wigmore Street, in Cavendish Place, now includes four kitchens that are fitted out with the latest Miele products.

The company’s in-house design team, which is based at Miele’s headquarters in Gütersloh, Germany, has created the kitchens, basing the designs on current global trends.

The rear section of the London Experience Centre houses a separate laundry and dishwasher area with live appliances, as well as a working kitchen for customer demonstrations and retail training.

Dealers can send prospective Miele customers on Taste for Design – Just Imagine sessions, which include a half-day demonstration and lunch.

Built-in training will take place at the London Experience centre for kitchen studios within the M25.

Miele London Experience Centre
Miele London Experience Centre

As well as the refurbishment of the inside of the showroom, the exterior of the building has also been updated to include a new entrance with two full-length glass doors.

The Miele London Experience Centre was first opened in 2009.

Said Simon Grantham, managing director of Miele GB: “I was proud to lead the openings of the Miele Experience Centres in the UK, which set the benchmark for demonstrating and experiencing Miele products.

“London and its refurbished Experience Centre are at the heart of our growth strategy. It will deliver a premium service and is a valuable tool for our kitchen partners to help them increase their overall business.”

Dr Axel KniehlSpeaking exclusively to ERT, Dr Axel Kniehl, Miele’s executive director of marketing and sales (pictured left), said: “We have over 90 Miele Experience Centres worldwide. They are extremely important for our whole brand experience.

“Over the last year, we’ve learned that this [Wigmore Street] is a location where people typically come when they are renovating their homes. They have design ideas, they come with their designers and they want to have discussions on how appliances will fit into their kitchen and which designs to use.

“The Experience Centre is an environment where consumers can have those discussions and get a clear understanding of what the final outcome will look like.”

Dr Kniehl revealed to ERT that Miele has plans to open a major new Experience Centre in Manchester next year.

The company has also recently refurbished its Experience Centre in Manhattan, New York and will be opening new ones in Madrid and Paris later this year.