Miele W1 and T1 Product Launch Event

VISION

Transform audience perceptions of Miele via an immersive launch event designed to increase engagement and heighten awareness and excitement surrounding Miele’s new products—the W1 and T1. Miele tasked inVNT with creating an event intended to capture the imagination of a sophisticated audience of press, dealers, and influencers.

CREATIVE PERSPECTIVE

inVNT developed a creative strategy based on the idea of the “artistry of innovation” and set about designing a brand experience that would imbue Miele’s new washer and dryer with drama, warmth, humanity and a sense of limitless possibilities. Guests at Canary Wharf’s Winter Garden encountered a unique theatrical experience within an unconventional space inspired by a washing-machine drum. The spectacular live performance, enhanced by light, laser and 360-degree projections, was explicitly designed to play against expectations, linking connotations of personality, imagination and inspiration to products that aren’t typically associated with these qualities.

Building to an astonishing flying reveal, the performance, which included aerial artists, dancers and contortionists as well as fragrance machines, subtly alluded to the attributes of the washer and dryer. Noise-canceling headphones guided guests through the spectacle, enabling them to experience an intimate connection with the material. A series of experiential science labs and exhibits corroborated the superiority of the W1 and T1.

RESULT

This 600-guest event generated unprecedented attention from the press. The triumphant unveiling of Miele’s newest models provoked dealers to describe the event as the best product launch they’d ever attended. By the second evening, over 600 display units were ordered—exceeding targeted sales for the entire year and more than paying for the event itself.