Miele unveils refurbished London Experience Centre

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Premium appliance manufacturer Miele has completed refurbishment at its London Experience Centre.

Showcasing its latest appliance innovations in a design-led environment, the refurbished centre will provide the perfect venue to introduce prospective customers to the Miele brand and service offer, the company says.

Miele adds that the centre, created to work in partnership with premium kitchen showrooms and electrical retailers in London, aims to deliver a superior customer experience to increase desire and make Miele the ‘most coveted appliance brand in London’.

Located at the top of Wigmore Street, the front half of the refurbished 200 square metre Experience Centre features four kitchens fitted with the latest Miele appliances. The next section houses a separate laundry and dishwasher area with live appliances along with a working kitchen for pre- and post-purchase customer demonstrations.

Miele 1These will include Taste for Design – Just Imagine, which retailers can send prospective customers on to discover the Miele cooking offer and the results the appliances achieve. Miele says that nine out of 10 attendees will upgrade their order after attending this half-day demonstration and lunch. As well as the refurbishment inside, the exterior of the London Experience Centre has also been updated to include a new entrance with two full-length glass doors.

Built-in training will also take place at the London Experience Centre for kitchen studios within the M25. The training will include cookery demonstrations to highlight the signature features of Miele appliances and how they benefit the customer, as well as time with the passionate in-house home economists that have a wealth of experience cooking with Miele. The day will also give an insight into how customers will be looked after if they attend a Taste for Design – Just Imagine demonstration.

Miele GB managing director Simon Grantham said: “I was proud to lead the openings of the Miele Experience Centres in the UK, which set the benchmark for demonstrating and experiencing Miele products. London and its refurbished Experience Centre is at the heart of our growth strategy. It will deliver a premium service and is a valuable tool for our kitchen partners to help them increase their overall business.”

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