Cover Photos: Courtesy of Focus Global
Photos: Courtesy of Focus Global
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At the launch of their flagship showroom with Focus Global, we sat down with Miele Export Director, Athmane Lakhlifi, to talk about the premium brand’s long-established philosophies and how these translate into their latest campaign, “Life Beyond Ordinary”
Since 1899, Miele has committed to the promise of “Immer Besser”, or “forever better”. The spirit of innovation and staying on the move is deeply ingrained in the company’s DNA, fluidly translating into its striking range of high-end home appliances today. Flying in from Germany, Miele’s Export Director, Athmane Lakhlifi, attests to this at the launch of the brand’s flagship store—the culminating result of their formidable partnership with Focus Global for the last 20 years.
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Rooted in the brand’s heritage as a family-owned and family-run company for four generations now, Lakhlifi beams, “At Miele, we are proud of our people.” With human bonds truly fundamental to the German marque, he enthuses about how its newest Manila address in Bonifacio Global City can serve as a hub for authentic connections, more than just a display of Miele’s state-of-the-art ware.
“We are really happy and grateful for our partners at Focus Global. They have an amazing team who are so in touch with the Miele brand—and the customers see it in your eyes: that passion you have for what you do. So our people here really make a difference,” he says. “When customers come to us, they have their own stories. By asking the right questions, we can find the best solutions for them. This space is not just about selling appliances; it’s about helping consumers create the lifestyle they are aiming for.”
Athmane Lakhlifi
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Designed by husband-and-wife Benjee Mendoza and An Bermejo of BAAD Studio, the showroom at Twenty-Five Seven Mckinley combines Miele’s global tenor with a conscientious local touch. A harmonious blend of wood, red bricks, and concrete evokes the feel and warmth of traditional Filipino houses and historical buildings, complemented by a play of light from the storefront’s floor-to-ceiling windows and deliberately placed lighting. The layout then invites visitors to feel at home as the space is equipped with 55 functional gadgets that are ready for exploration and use.
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Guests are free to put Miele’s ingenious vacuums to the test near the entrance, or craft a steaming cup of joe with its premier coffee machines that are lined across an elegant stone bar. These two areas also surround a dedicated lounge area, where Focus Global’s specialists await to assist prospecting clients. Toward the back of the store, you can then find and test the brand’s robust laundry appliances, which are neatly integrated into a black wooden island, together with an inventive knock-to-open dishwasher.
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Yet the undeniable highlight of this newly minted showroom is poised at the centre of it all. Labelled as the biggest launch of built-in kitchen appliances in Miele’s history, the Generation 7000 appliances make up its most intuitive line yet. A leading brand must always anticipate customers’ needs, and it is for this reason that Miele fittingly introduces a set of revolutionary features in the collection.
FoodView is an exclusive new integration, and it is essentially a camera inside the oven to capture a high-resolution image of your food as it cooks. Thus allowing you to check the progress of your dish from virtually anywhere in the house, this especially comes in handy if you’re busy entertaining guests, catching up on a show, or doing other chores.
Meanwhile, Taste Control automatically opens your oven door at the end of the cooking process, ensuring that each dish is crafted to the perfect degree even if you aren’t there to take them out at the very minute. This tool also lets your food cool down a bit, while remaining at just the perfect temperature thanks to Miele’s Keep Warm function. Finally, the CoffeeSelect feature in the Miele Coffee Machine comes with three separate containers for different types of beans, so you can enjoy your favourite variety or create the perfect blend with ease.
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Above Generation 7000 kitchen appliances in action
Generation 7000 kitchen appliances in action
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As further testament to its commitment to excellence, Miele has also partnered with three Filipino culinary talents to relate their exceptional experiences with the Generation 7000 appliances. “If you go to the ateliers of the best artists in the world, you will only find the best equipment. With these, their creativity can flow,” Lakhlifi illustrates. “When the technology is frictionless and seamless, your creativity will have no limits and this creates a life beyond the ordinary.”
At the auspicious showroom launch, esteemed architects, interior designers, and guests got to watch videos of Miko Calo, Tippi Tambunting, and David Ong in action as they utilised the Generation 7000 appliances to bring their renowned creations to life. Tambunting was also present for the occasion, delighting guests with a four-course meal that she put together in the store’s well-equipped show kitchen.
Tippi Tambunting
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Ultimately, what this new space embodies is inherently attuned to Miele’s newest campaign. Remarking how the brand has always been about offering a luxurious lifestyle that feels like home through innovative technology, quality, and design, Lakhlifi says, “You cannot create quality with just marketing. Quality perception from consumers is created when they touch, feel, and experience the product with all five senses. Surprises will always come by when you see how easy and intuitive the appliances are, and what kind of results come out of them.”
Focus Global is the official distributor of Miele’s domestic appliances in the Philippines. Find the showroom on the ground floor of Twenty Five-Seven McKinley Building, 7th Ave, corner 25th Street, Bonifacio Global City.
Learn more about Miele here.
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Trained as a student journalist, Mac’s knack for writing was a serendipitous discovery. Years later and she can’t imagine doing anything else. When she isn’t typing away on a story, she revels in being lost in a new city, revisiting a cosy film or sitcom, and idling away with her dogs.
