By The Nation Weekend
TOP-OF-THE-LINE appliances for the kitchen are now accessible to Thai households as a leading German manufacturer arrives in Bangkok with the launch of the first Miele lounge at the equally upmarket Bhiraj Tower at EmQuartier.
Drs Markus Miele and Reinhard Zinkann, executive director and co-proprietor of the group, respectively, flew to Bangkok specially for the recent grand opening.
The largest family-owned luxury appliance manufacturer, Miele provides greater convenience and more elegance to the home with a wide range of major appliances including ovens, hobs, surfaces, ventilation hoods, refrigerators, washing machines, dryers, as well as the revolutionary built-in coffee system and convection steam oven. Like an art gallery, Miele considers its products as artistic treasures and displays them as such.
Established 120 years ago in an old saw and corn mill in Herzebrock near Gutersloh, Miele started by manufacturing cream separators, coming up with the first mechanical butter churn and reducing the time farmers were forced to use to turn their cream into butter. From there the ideas continued to flow and in 1914, the company introduced the first washing machine with an electric motor.
Entrenched in the values and traditions of sustainability, Miele is known for long-lasting appliances that cause minimal damage to the natural world.
Among the items on show at the Miele lounge are washing machines and dryers, dishwashers, oven, hobs, wine fridges, water dispensers and coffee machines, all of the highest standard.
“Miele has always chosen to use the best and most durable materials in both assembly and manufacture. Our designs adhere to the Bauhaus philosophy of simple and timeless and we do not bow to trends but upgrade our products on the inside,” Miele explains.
“This is our first time in Thailand and we are delighted to launch our lounge. In addition to showing off our best appliances in a kitchen setting, we are also introduced a new collection that helps those without experience in cooking and baking to produce food that is of expert quality simply by using the touch screen. The cooktop settings include frying and simmering while the oven offers a range of options for both baking and roasting.
“Our washing machine too offers a range of programs that ensure everything from cottons to silks will come out as good as new,” he adds.
Zinkann echoes his words, saying: “Our aim is to respond to the needs of all consumers not just our premium users who live in Thailand. We place emphasis on creativity, innovations, technology and, of course, value. We have recently created an innovative way of cooking without first thawing that gives excellent results. The Miele Lounge Bangkok is here to present all of our appliances and allow customers to enjoy a full demonstration before buying.”
“We are the only manufacturers in our branch of industry to test products such as our washing machines, tumble dryers, dishwashers and ovens to the equivalent of 20 years of use,” Miele adds.
“We remain true to our promise of ‘immer besser' (always better) and our motto is ‘Once a Miele, always a Miele’, meaning that Miele customers around the world remain loyal to Miele and recommend Miele to others. Looking to the future, we promise not to entertain any compromises when it comes to quality and durability.”
For anyone considering a new domestic appliance, a stop at the lounge will certainly prove worthwhile. It offers a visual catalogue of sophisticated craftsmanship that characterises the brand and a spectrum of built-in and free-standing appliances designed to suit the modern lifestyle.