How Miele Singapore Celebrated Its 20th Anniversary in Style

Celebrating 20 years in Singapore, the German luxury home appliance manufacturer’s anniversary was an exquisite affair at Paragon Shopping Mall

Helming decades of experience in the making, Miele has come far along as a leading pioneer in premium domestic and commercial appliances. Founded in 1899 by Carl Miele and Reinhard Zinkann, the German-proud appliance brand first came to be with the determination to build long-lasting, innovative solutions which make daily routines like cooking and cleaning easier.

Guided by the principle “Immer Besser”—in English translation, Forever Better— the independent family-owned company is now a household name in 50 countries with an estimated $6.79 billion in global sales to its name, according to a report of its financial year in 2021. A testament to remaining ahead of its time, the luxury home appliance manufacturer celebrates its progressive journey in Singapore for the last 20 years with a brand showcase held in October at Paragon Shopping Mall’s atrium.

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Above At the forefront of appliance technology, Miele continues to redefine the norm with its array of products that is a masterclass of unparalleled quality and durability

Above Chef Emmanuel Stroobant introduces the dishes prepared for the launch party of the Miele Singapore showcase

At the forefront of appliance technology, Miele continues to redefine the norm with its array of products that is a masterclass of unparalleled quality and durability

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Visitors of the pavilion experienced Miele’s new suite of products that champion the brand’s values of quality, performance, craftsmanship, sustainability and convenience. From learning about how Miele’s smart home appliances connect with Google Assistant to testing out the versatile power of the first-of-its-kind Triflex HX2 cordless handstick vacuum cleaners, consumers had a peek into the German brand’s future technological developments. In addition to this, there were also cooking workshops run by Miele’s In-House Chef Lennard Yeong and barista coffee provided which further demonstrated the brand’s global benchmark in producing state-of-the-art home appliances.

Miele’s latest cooking and cleaning appliances are true to what the brand believes in: functional longevity as the ultimate form of sustainability. One of the major highlights seen from Miele’s Singapore anniversary showcase is the Triflex HX2 vacuum cleaner that will be available this December. Named as Miele’s most powerful vacuum cleaner, the Triflex HX2 is optimised with a 60 per cent increase in power compared to its predecessor due to its newly patented Digital Efficiency motor.

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Above of the Miele showcase included actress Zoe Tay and fashion stylist Daniel Boey

of the Miele showcase included actress Zoe Tay and fashion stylist Daniel Boey

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Other notable cleaning appliances include the new generation Miele Scout RX3 Robot Vacuum Cleaner that can clean the house via Google Assistant commands while simultaneously recording its movements through its duo of high definition cameras and Miele’s smallest bagless vacuum cleaner, the Boost CX1.

Culinary highlights that homeowners can look forward include the new modular-style Miele’s SmartLine kitchen units. With a minimalist appeal that effortlessly blends in with kitchen and living spaces, the all-new SmartLine countertop offers a variety of units catered to different cooking methods. These kitchen unit features include two PowerFlex induction hobs (at 38 and 60 cm wide); a 38-cm Teppan Yaki grill; a 38 cm Induction wok; and a countertop extractor, which eliminates the need for a conventional cooker hood.

Above Chef Rishi Naleendra and deejay and host Rosalyn Lee

Chef Rishi Naleendra and deejay and host Rosalyn Lee

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Beyond the new product ranges, Miele prides itself with thoughtful connections with key industry partners and tastemakers in each destination. As Miele Singapore turns 20 this year, the German legacy brand celebrates this achievement with a unique and historic e-cookbook set, Virtuosos, that collates incredible food creations with a star-studded collaboration of 20 Miele tastemakers in Singapore, from chefs to gastronomes whom the brand considers family and friends.

Culinary luminaries featured in the digital tome include chefs Emmanuel Stroobant, Jason Tan, Julien Royer, Rishi Naleendra, Justin Quek, Kirk Westaway, Malcolm Lee, and Gaggan Anand, as well as other notable Singapore-based personalities, consultants, writers, and Miele customers.