This month Miele opens its new 3,000sq ft corner location in the heart of London’s kitchen district – store manager Ela Hedges reveals the brand's plans for the space and what it can offer kitchen studios.
Q: Tell us about the new Experience Centre – what will it offer visitors to the store?
A: The new Miele Experience Centre on Wigmore Street is a dedicated space where customers can experience Miele appliances firsthand. It’s designed to inspire and inform, offering visitors a chance to explore our extensive range of products in a relaxed, interactive environment. A key part of the experience is our Kitchen Discovery courses, where visitors can enjoy live demonstrations and see appliances in action. Our expert team provides tailored advice, helping clients choose the perfect products to suit their lifestyle and cooking needs. Once customers have created their wish list, we guide them back to their chosen kitchen retailer to place the order. This collaboration with retailers ensures customers receive the best service from start to finish, with Miele supporting the decision-making process and retailers managing the sale and installation.
Q: What is the main focus for the design and layout of the Experience Centre?
A: The Wigmore Street Experience Centre is thoughtfully designed to showcase Miele’s full range of appliances in a real-world context. The layout feels more like an inspiring home kitchen, allowing visitors to see how appliances would look and perform in their own kitchens. Key zones focus on cooking, cooling, laundry, and dishwashing, enabling visitors to explore each category in detail. Live demonstration areas are at the heart of the space, offering hands-on experiences with appliances like our steam ovens and induction hobs. The design is warm, welcoming, and contemporary, encouraging clients to take their time and immerse themselves in the Miele experience. Every element of the centre is crafted to help customers make informed decisions, backed by expert guidance.
Q: Why is face-to-face demonstration so important when it comes to selling appliances?
A: A face-to-face demonstration brings products to life in a way that brochures or online descriptions simply can’t. Customers can see the performance, quality, and innovation of Miele appliances in real-time, giving them a clear understanding of how each product works and the benefits it offers. It also allows them to experience key features firsthand, such as how our steam ovens preserve nutrients or how our washing machines protect fabrics. Demonstrations build confidence, helping customers feel assured that they are making the right choice. Equally important, it gives us the chance to explain Miele’s sustainability credentials, 20 year testing and ‘Immer Besser’ (Forever Better) ethos as well as answer questions, offer tailored advice, and recommend products based on individual needs. This personal approach creates a more meaningful connection and ultimately leads to a better customer experience.
Q: What are the best ways in which a showroom can build a relationship with its clientele?
A: Building relationships starts with offering a warm welcome and personalised service. Showroom teams should focus on listening to each client’s needs and providing solutions tailored to their lifestyle. Regular events, such as cooking demonstrations or themed workshops, are a fantastic way to engage clients and keep them coming back. Follow-up is also key. Staying in touch after an initial visit – whether through personalised emails or invitations to exclusive events – helps maintain the relationship. A showroom should be a space where clients feel inspired and valued, not rushed or pressured into decisions. For Miele, it’s about creating trust and ensuring clients have all the information they need to make informed choices, with ongoing support throughout their journey.
Q: What can the Experience Centre offer kitchen studios?
A: The Miele Experience Centre is a valuable resource for kitchen studios, offering a space where clients can explore Miele’s full product range and experience appliances in action. It enables studios to give their clients an enhanced level of service, with Miele experts providing product demonstrations and personalised consultations to help clients build their wish lists. This ensures customers feel confident and excited about their decisions, making the ordering process with their kitchen studio much smoother. Kitchen studios can also use the Experience Centre to stay up to date with Miele’s latest innovations, attending training sessions or product launches to deepen their product knowledge. Ultimately, it strengthens the partnership between Miele and kitchen retailers, helping deliver an exceptional customer experience.
