“Creating New Dimensions” Miele at Milan Design Week 2018
The Miele Dialog cooker was first presented at the IFA 2017 – with the help of a marketing event that was designed to surprise with a dramatic moment. In 2018, the Dialog cooker was presented at EuroCucina in Milan and was set to surprise once again. This time with a walk-through, multidimensional and sensory brand experience that was to spark enthusiasm and contribute to distribution on social media. The central part of the one-week side event was a walk-through kinetic 360-degree multimedia installation by Flora&Faunavisions.
In an area of 10,800 square feet, a kinetic structure of 730 mirror prisms affixed to the walls was developed. They served as a media surface but could also generate the effect of an infinity room with surprising reflections and visual effects. This created a constantly changing wall 260 feet long and 16 feet high: an impressive experience that was designed to reinforce interest in the brand and the product through enjoyment and at the same time convey the special features of this innovation. In terms of content, the multimedia sound and image collages led step by step through the key product themes of excellence, simplicity, speediness and cooking innovation. It was hardly surprising that the around 40,000 visitors shared their experiences there avidly on social media. During the day, the location and installation were open to the public. In the evenings, it transformed into an exclusive dinner location for invited guests.