FITCH Designs, Unveils First Storefront for Miele

Miele Canada has opened its doors at a fresh flagship location in Toronto, a state-of-the-art retail experience aimed at bringing customers and fans of the brand closer to the products themselves. Designed by global brand and retail consultancy FITCH, the storefront housed at Yorkdale Shopping Centre champions the German brand’s extensive range of kitchen products, as well as its laundry and floor care appliances. 

Through a series of playful, interactive spaces, guests are invited to explore and test Miele products, while also learning about the engineering behind them. Guests can test drive Miele’s induction cooking featured on a digital cooktop, for instance, or discover pairable products at the RFID-enabled consumables wall. They can glimpse “inside” each wash cycle, courtesy of a digital washing machine. The M-Touch wall highlights the integrated tech that sits behind Miele’s range of built-in appliances, enabling customers to operate them as simply as a smartphone. 

“Together, these digital experiences tell a story underlining the thoughtful, forward-looking design made possible by Miele engineering, while also highlighting the individual products themselves,” said Dr. Steffen Freichel, Director Own Retail International, Miele Group. “The Toronto location FITCH designed allows us to introduce customers to Miele appliances in a fresh way, encouraging them to touch, try and play.”

The Toronto flagship is the first location of its kind for the brand.  

“Miele engineers truly innovative, premium appliances and our creative team looked to establish an experience where customers could explore their brand story and products in highly tactile and digitally enabled ways. A space for people to explore and be inspired,” said Tim Greenhalgh, Chairman and Chief Creative Officer, FITCH.