The Miele Science of Perfection event took place at East Wintergarden in London’s Canary Wharf this week (11-12 February) and involved a sensory experience to illustrate the products’ features.
Kim Gavin, British choreographer and creative director of the London 2012 Olympic Games closing ceremony, was tasked with creating a series of theatrical performances for the product launch, which included contortionists and aerialists.
Dina Green, managing director of Invnt, told Event: "It was important to Miele to make a lasting impact and to do something that hadn't been done before. This is a crucial launch for the business and Miele wanted to engage their customers in an innovative, memorable and engaging way, as well as demonstrating the products' key features."
You can read an in-depth report on the Miele sensory experience in the April issue of Event, which you can subscribe to here.
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