EAST END accompanies the global
product launch for Miele Professional

  • Miele Professional introduces new benchmark machines for industrial laundry solutions
  • The agency for brand experiences creates an event for the expert audience with a day program and evening event parallel to the Internorga trade fair

EAST END accompanies Miele Professional on the path to innovation after the brand receives this year’s future prize at the Internorga. The agency for brand experiences organized the global product launch of the new benchmark machines „Performance” and „Performance Plus” from Miele Professional in Hamburg. EAST END was responsible for the concept, planning and realization of the launch.

The event was focused some 170 dealers from businesses in Europe, Russia and Canada. During the day program dedicated to getting to know Hamburg, the international guests visited the Elbphilharmonie Plaza, experienced Hamburg by ship on the Elbe River and through the warehouse district. An evening event in the Elbe location situated near the harbor continued the maritime theme and rounded off the day. Guests encountered a colorful show program with musical and artistic acts. The evening’s highlight was the unveiling of the new benchmark machines “Performance” and “Performance Plus” as well as an exhibition of the individual components.

“Like the traditional German company Miele Professional, the city of Hamburg unites a rich cultural history with the pursuit of progress and innovation”, says Oliver Golz, EAST END’s founder and Managing Director. “This background makes the harbor city the perfect location for the event revolving around the union of tradition and state-of-the-art and turns the Miele Professional brand into an experience.”

EAST END created a product video especially for the launch in which the benchmark machines are unveiled and introduced for the first time on-site.


About Miele

Miele is the world’s leading vendor of premium domestic appliances for the cooking, baking, steam cooking, cooling/freezing, coffee preparation, dishwashing, laundry and floor care product segments. These are supplemented by dishwashers, washers and dryers for commercial use and cleaning, disinfecting and sterilization machines for medical facilities and laboratories (“Miele Professional”). The company founded in 1899 maintains eight production sites in Germany and one manufacturing facility each in Austria, The Czech Republic and Romania. The turnover in the business year 2015/16 totaled approximately 3.71 million Euros, whereby 70% were achieved outside Germany. Miele is represented by its own sales organizations or by importers in nearly 100 countries. Worldwide, the family-owned company in fourth generation employs approx. 19,000 people, 10,500 of them in Germany. The company headquarters is in Gütersloh in the state of Westfalia, Germany.

Want to know more?

Oliver Golz
Managing Director
T +49 40 899 60 61 33
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