By Patrick Avenell in Melbourne
Miele this morning hosted the gala breakfast to officially open the 2012 Grand Designs Live show in Melbourne. A new name in home and architectural expos, Grand Designs Live is visiting Melbourne for the first time this year after debuting in Sydney in 2011.
The combination of namebrand exhibitors and the starpower of TV show host Kevin McLoud has led to a rush on ticket sales, with sources confirming to Current.com.au that 25,000 tickets have been sold for the three days of the event.
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As the principal appliance sponsor, Miele had the rights to host an exclusive breakfast this morning hosted by "discipline-crossing creative and visionary" Joost Bakker.
Noted for his sustainable architecture philosophy, Bakker spoke passionately to the assembled specifiers, designers and architects about his belief in using recycled and recyclable materials in his work. Bakker was responsible for the remarkable vertical herb garden that adorns one of the walls of Miele's stand (see image below). Throughout the show, these herbs will be used by Miele's home economists in their live cooking demonstrations.
Of particular interest to Miele's retail partners under its Chartered Agency scheme is the new referral system being trialled at Grand Designs Live. Consumers at the stand who show an interest in purchasing Miele appliances will have their details collected by staff via an iPad. These details will then be sent to that person's nearest Agent as a sales lead (see image below).
Joost Bakker opening Grand Design Live in front of his Herb Wall.
Miele's home economists at the live kitchen.
The Herb Wall: note the perspective creative by having people standing directly in front of it.
Miele's induction wok hob in the foreground and its one-of-a-kind Salamander in the background. Although several rivals have withdrawn induction woks from the market, Miele is persisting, with a source saying that sales are increasing slowly.
A screenshot of Miele's iPad program to take down sales leads and refer them to their nearest Chartered Agent.