The desired outcome was to increase awareness and engagement, change perceptions and increase desire. The creative idea was to transport the audience from the mundane into a completely unexpected, eclectic and engaging multi-sensory experience designed to inspire the imagination.

The event space was inspired by the drum of a washing machine. Once inside, guests experienced a spectacular live performance including aerial artists, dancers and contortionists, as well as fragrance machines and noise-canceling headphones that enabled each guest to experience the performance in their own world. The performance was enhanced by a light, laser and 360-degree projection media experience.

This 600-guest event generated an unprecedented amount of press attention, and celebrity attendance endorsing the new products. Miele successfully engaged their customers in a fresh, innovative way that changed perceptions, drew wildly positive feedback, and exceeded all expectations.

The Miele laundry collection has seen a €100 million investment in the past few years. Unveiling these new models in such a triumphant, confident way led to multiple dealers naming the event as the best product launch they have ever attended, and to over 600 display units being ordered on the launch's second evening - covering the cost of the event itself.