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Miele Opens Gallery Showroom in New Jersey
October 23, 2008
Showcasing a selection of appliances, Miele has opened the doors to its new gallery showroom in Princeton, NJ. The Miele Gallery, which is also the company's U.S. headquarters, is the second of its U.S. showrooms to be transformed into the new gallery concept—an upscale, boutique setting that displays the products in a minimalist environment.
In addition to a complete makeover of the showroom space itself, Miele has added a professional products showroom that displays its laboratory glassware washers and professional laundry systems.
"Void of the typical kitchen vignettes, our products stand proud, without the diversion of cabinets, countertops or other elements," said Paul McCormack, senior marketing manager for Miele Inc. "We've branded these stunning retail settings as galleries. Similar to a masterpiece on the wall of a fine art museum, our appliances can be experienced and appreciated without distraction. And, of course, we promote using the products as well: enjoying a perfect espresso, cooking in our live kitchens, washing delicates in our laundry systems or placing a tall champagne flute in our dishwashers."
Miele has also recently opened a San Francisco Gallery (in partnership with its distributor agent Sierra Select), and the Wellesley, MA, Gallery will open later this year. Moving forward, the company will continue to convert its existing showrooms, as well as open a new showroom in Scottsdale, AZ, in the second quarter of 2009. Select retailers will also be transitioning to the gallery concept.
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