First look at Miele’s ‘chilled out’ IFA 2012 appliance lounge

By Claire Reilly

Miele has shed light on its expectations for IFA 2012, giving a first look at the ultra-stylish stand it will have on display at the appliance and consumer electronics trade show in Berlin this year.

With a 3000m² display area dedicated to its range of products, Miele will be making its fifth appearance at the show, showcasing everything from steam ovens and built-in appliances, down to its new S8 vacuum cleaners, which are set to arrive in the Australian market in the first half of 2013.

The stand will also feature a ‘Walk of Taste’ cooking area, themed around the four elements of air, earth, water and fire, as well as the Miele Fashion Days, which will see three high-profile fashion designers from Berlin fashion week showing off their latest designs – which the brand notes can all conveniently be washed in Miele machines.

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The German appliance brand has also confirmed that the space will include a dedicated area for trade visitors, including a 200-seat Miele Café area which will be transformed into a “chill-out lounge” in the evenings, complete with live music.

“All trade visitors are cordially invited to bring their day at the fair to a laid-back close with live music in a relaxed atmosphere,” said Christian Gerwens, managing director of Miele’s German subsidiary.

“I am convinced that the next IFA presentation will go down extremely well with consumers and dealers alike,” he added. “We take it as a huge compliment that many of our dealers have added this event to their diaries as a permanent fixture.”

IFA will open to the public on 31 August 2012 in Berlin, and run through until 5 September.

For more information, contact IFA’s Australian representative, Rudi Barth, at The Trade Fair Company on 02 9955 5515 or email: r.barth@fairsltd.com.

A digital mock-up of Miele's stand for IFA 2012, which will feature the brand's new S8 vacuum cleaners.

Miele will have a number of experience zones on show at IFA 2012 (click on the above image for a closer look).