Trade Fair Stand IFA


At IFA 2022, Miele focuses on sustainability on numerous levels of brand communication. The Gütersloh-based corporation presents an experience platform that promotes encounter and dialog, takes a look into the future, and is in itself designed to conserve resources.

Community values, social responsibility and sustainable action are issues that Miele has been addressing for considerable time. With its commitment to becoming the most sustainable company in the industry, the fourth-generation family-owned enterprise is increasingly assuming responsibility and facing up to what is probably the most important challenge of our time. To present the strategic goals and ambitious visions to the IFA 2022 audience, Milla & Partner, together with Rötzel Studio (architecture), designed and created the concept for an experience-oriented trade fair stand for Miele. It focuses on the overarching theme of sustainability and - with references to the current brand campaign - makes the brand values consciously tangible.

Touchpoints for theme communication innovation and sustainability

The urban brand location was created with dialogic and participatory meeting formats on a space of approximately 3,000 sqm. In addition to product presentations, its focus is on emotional brand experiences. The first customer journey touchpoint is the Brand Entrance, which stages images and installations from the brand campaign. Here, both trade visitors and end customers are connected with the brand core. On the central Agora, the sustainability theme becomes tangible, whilst on the "Sustainability Alley", trade fair guests can stroll in an urban context: here they can check out exciting examples and innovative ideas and enter into direct dialog with enthusiastic Miele theme ambassadors. The spatial trio is rounded off by the "Promenade of Product Areas": as an extension of the Brand Entrance, it spans the Agora and creates an interplay between today and tomorrow.

Here, the product areas are presented in a store-like fashion, resembling a street with boutiques. The staged environments allow visitors to experience how Miele supports its customers in adopting a sustainable lifestyle - in keeping with the motto: Miele. Always Better. A combination of coffee bar and cooking experience in the Taste & Joy area as well as a show stage establish urban experience locations and face each other at the respective ends of the Agora. Visitors can arrive with a coffee and delve deeper into the world of enjoyment with lectures and show cooking. Targeting the professional audience, a large, flexible hospitality area for intensive, in-depth discussions and events, as well as POS, training and functional spaces complete the presentation.

„We aimed to design a surprising brand space that is specifically oriented towards the future - an urban space that combines the ease and charm of dialogic communication with the overarching Miele topics and generates memorable experiences in the process. We wanted to enthuse visitors about sustainability and inspire them with impulses that open up new perspectives for their own actions and for shaping their futures.”

Petra Rieger, Creative Direction at Milla & Partner

Staging and experience

Seven individual product boutiques form an elementary part of the holistic brand experience. They invite visitors to experience products and solutions on the spot - here, the fields of Laundry Care, Dishwashing, Floor Care, Cooling & Freezing, Cooking, Professional and Coffee can be explored. Highlight installations create inviting gestures for relevant sustainability focal points: Trade show guests can immerse themselves in small adventure journeys and become acqainted with innovative technologies that are already making our everyday lives fit for the future. Atmospheric stagings create varied spatial experiences, the boutiques are structured through a clear zoning enabling an interplay of consultation, demonstration and experience.

Modularity and resource efficiency

Miele's sustainability efforts are not only visible in the exhibited and demonstrated topics and technologies, but also in the design of the stand itself: The frame construction of the trade fair building system is modular, can be used flexibly and can be reused over a longer period of time. The design concept is based on the principle of reusing the materials in order to conserve resources as far as possible.


    • Stand architecture: concept, design, layout
    • 3D rendering, visualization
    • Communication measures: concept, draft, content, design

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