CONTEXT
The Miele Discovery Store was developed to reimagine the way customers engage with high-performance home appliances. With limited product on display, the challenge was to create a rich, educational, and emotionally engaging experience that brought the brand to life in a compact footprint. This meant leveraging digital platforms not simply as screens, but as immersive, intuitive touchpoints that communicate brand values, educate customers, and enhance exploration. From kitchen planning to perfecting a roast dinner, the concept centres around meaningful interaction – both digital and human – helping customers envision life with Miele products.

CHALLENGE
With less space for physical product, we needed to create an experience that informed and inspired through digital means. The aim was to:
• Seamlessly integrate content and commerce through intuitive tech
• Empower appliances to demonstrate their own USPs through interactive features
• Balance hands-on immersion with rich storytelling
• Shift the store experience dynamically from morning to evening to mirror real-life context
Every decision had to work toward attracting, engaging, and informing – drawing people into the world of Miele and keeping them there long enough to form meaningful product connections.

SOLUTION
We approached the project with a ‘digital first, human at heart’ mindset. Starting from the first sketch through to launch, we designed a live store environment that evolves with the day – where content, lighting, and tone shift from AM to PM to reflect how customers actually live. Innovative digital touchpoints showcase the entire product range, including those not physically in-store. Interactive hobs demonstrate cooking techniques while simultaneously revealing product benefits. The washing machine display uses infographic-style animation to bring internal components to life in a way that’s playful, intuitive, and informative. The result is a multi-layered, sensory environment that bridges the gap between digital discovery and physical engagement – giving customers a true feel for Miele's product quality and design excellence, even before purchase.