Miele opened its fifth Experience Centre, and its first retail store in a premium shopping mall, on July 28. The new flagship location is in the Yorkdale Shopping Centre in Toronto. The company had confirmed plans to open the location back in April.
The store features a completely new concept and design, with a focus on "experiencing the brand with all the senses." The concept includes combining digital elements with 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 can try out appliances, ranging from floorcase to kitchen products to smart home, and discover their benefits. All Miele product categories are represented, and customers can purchase all products.
Central to the new location is the active kitchen area, where cooking and baking demonstrations will be taking place several times per day, allowing customers to sample things like freshly-baked croissants and homemade soups.
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 that the company says exude a "homelike feel." The lighting and ambient videos on five screens in the store change to reflect the time of day.
Various digital elements further induce interaction with products or provide additional information. At the new Swiping Cooktop Screen, customers can perform virtual cooking and 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 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.
The other four Miele Experience Centres are located in Calgary, Montreal, Toronto, and Vancouver, and all offer large-scale showrooms in edge-of-town locations. This is Miele's first location in a busy, 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," adds Dalcourt.
The Yorkdale Shopping Centre has approximately 18 million visitors per year.
At the end of last year, Dyson, which also makes floor care products as well as fans, purifiers, and more, opened its first Canadian demo store in Yorkdale Shopping Centre as well, which is home to several other tech-branded stores, including Samsung, Apple, and Microsoft.