MIELE IFA 22/EN
photo: Rötzel Studio
MIELE IFA 22 & 23
BERLIN
Community values, social responsibility and sustainable action are issues that Miele has been addressing for considerable time. With its commitment to becoming the most sustainable company in the industry, the fourth-generation family-owned enterprise is increasingly assuming responsibility and facing up to what is probably the most important challenge of our time. To present the strategic goals and ambitious visions to the IFA 2022 audience, Milla & Partner, together with Rötzel Studio (architecture), designed and created the concept for an experience-oriented trade fair stand for Miele. It focuses on the overarching theme of sustainability and - with references to the current brand campaign - makes the brand values consciously tangible.
DIRECT DESIGN
Through all planning-phases the whole 3000 sqm project was designed by following Rötzel Studio´s principle of DIRECT DESIGN. DIRECT DESIGN claims to eliminate every unnecessary side-process to concentrate on the very design and its preferably accurate execution.
For that reason , with the help of an organically developing and more and more detailed 3D -document, the project was 3D concept- and detail-designed, which even allowed a following 3D tender-process and was finally executed exactly on that basis. During the whole planning-process, it was therefore possible to make all design-decision with the client via collaborative “3D site-inspections” through the “real-time adaptable” 3D-model. All info and specifications, which were relevant for the tender-process and the final execution, were stored in the database of the actual 3D-component. This principle of designing and planning makes separate drawings and presentations dispensable which saves precious resources in the first place. Furthermore, it minimizes the design-fading and the “Chinese whispers” between the different planning parties. In that way Rötzel Studio remained to possess the full control over the entire planning via this single 3D file. Best conditions for a constant quality control right to the point of a built result, which truly follows the quality of the original design. This MIELE project can veritably proof that.
photo: Sven H. Hillert
URBAN DESIGNED BRAND LOCATION
The urban designed brand location was created with dialogic and participatory meeting formats on a space of approximately 3,000 sqm. In addition to product presentations, its focus is on emotional brand experiences.
photo: Sven H. Hillert
BRAND ENTRANCE
The first customer journey touchpoint is the Brand Entrance, which stages images and installations from the brand campaign. Here, both trade visitors and end customers are connected with the brand core.
photo: Sven H. Hillert
AGORA
On the central Agora, the sustainability theme becomes tangible, whilst on the "Sustainability Alley", trade fair guests can stroll in an urban context: here they can check out exciting examples and innovative ideas and enter into direct dialog with enthusiastic Miele theme ambassadors.
photo: Sven H. Hillert
elevations: Rötzel Studio
PRODUCT-PROMENADE
The spatial trio is rounded off by the "Promenade of Product Areas": as an extension of the Brand Entrance, it spans the Agora and creates an interplay between today and tomorrow. Here, the product areas are presented in a store-like fashion, resembling a street with boutiques. The staged environments allow visitors to experience how Miele supports its customers in adopting a sustainable lifestyle - in keeping with the motto: Miele. Always Better.
photo: Sven H. Hillert
SHOW STAGE
A combination of coffee bar and cooking experience in the Taste & Joy area as well as a show stage establish urban experience locations and face each other at the respective ends of the Agora. Visitors can arrive with a coffee and delve deeper into the world of enjoyment with lectures and show cooking.
photo: Sven H. Hillert
HOSPITALITY
Targeting the professional audience, a large, flexible hospitality area for intensive, in-depth discussions and events, as well as POS, training and functional spaces complete the presentation.
photo: Sven H. Hillert
PRODUCT-BOUTIQUES
Seven individual product boutiques form an elementary part of the holistic brand experience. They invite visitors to experience products and solutions on the spot - here, the fields of Laundry Care, Dishwashing, Floor Care, Cooling & Freezing, Cooking, Professional and Coffee can be explored. Highlight installations create inviting gestures for relevant sustainability focal points: Trade show guests can immerse themselves in small adventure journeys and become acqainted with innovative technologies that are already making our everyday lives fit for the future. Atmospheric stagings create varied spatial experiences, the boutiques are structured through a clear zoning enabling an interplay of consultation, demonstration and experience.
DISMANTLE - STORE - DOWNSIZE - MAXIMIZE - MODIFY - RE-INSTALL - REPEAT
Miele's sustainability efforts are not only visible in the exhibited and demonstrated topics and technologies, but also in the design of the stand itself: The frame construction of the trade fair building system is modular, can be used flexibly and can be reused over a longer period of time. The design concept is based on the principle of reusing the materials in order to conserve resources as far as possible.
Client: Miele & Cie. KG
Scope of Work Rötzel Studio: Architecture / Interiordesign / Furniture- and Displaydesign, Lph 1-6
In cooperation with: Milla & Partner
Contractor: Messebau Tünnissen GmbH
Exhibition Concept / Experience Design: Milla & Partner
Photos: Sven H. Hillert / Rötzel Studio