20 Oct 2022

Miele showcases sustainability goals with innovative roadshow

The entrance to 'Miele Longevity House', featuring plants and glass boxes filled with household goods.

German manufacturer, Miele, is celebrating 25 years in Hong Kong. To mark the occasion, the brand launched ‘Longevity House’, an innovative roadshow that demonstrated how Miele makes sustainability simple.

Miele has always been dedicated to building a sustainable future. So much so, in fact, that in 2021, the brand proudly achieved carbon neutrality across all of Miele’s production facilities. In recognition of Miele’s 25th anniversary in Hong Kong and the brand’s carbon-neutral achievement, the roadshow presented the concept that ‘Longevity is the Ultimate Sustainability.

From 13-23 October, members of the public were invited to visit Longevity House at ELEMENTS mall in West Kowloon. Visitors were able to explore the brand’s progressive outlook on sustainability by walking through a number of different zones with interactive installations and inspiring workshops, all of which emphasised Miele’s environmental commitments and introduced creative ways to live ‘green’.

The brand portrayed the green principle of upcycling in a particularly creative manner; an art installation from Hong Kong Upcycling Product Designer, Kevin Cheung featured two used pieces of Miele’s iconic honeycomb drums. The conceptual and eye-catching art piece demonstrated how old products can be given a new life and raised environmental awareness through a modern, artistic interpretation.

“Through this collaboration with Miele, a brand that also values sustainability, and my upcycling product creation which demonstrates our shared green visions, I hope to raise the public’s eco-awareness and reinforce the idea of giving items a new life, showing that there is an alternative solution to waste,” said upcycling product designer Kevin. “Through smaller actions such as upcycling and practicing better habits, I believe we can all work together and make positive changes for our planet.”

Staying true to its brand vision of “Immer Besser” (forever better), Miele seeks to go above and beyond in everything the brand does. They continuously work towards making energy-efficiency essential at every stage of a product or service’s life cycle, ranging from product design to product performance, energy efficiency and post-sale service.

Kenny Lam, Managing Director of Miele Hong Kong and Macau, said, “With this roadshow, Miele reinforces its brand image as the industry pioneer of promoting environmental awareness on a global scale. As a brand that has been established for over 120 years, we seek to produce the best possible products and services which have the least negative impact on the environment, with the ultimate vision to make them 100% carbon neutral. I hope this roadshow demonstrates how we want to encourage all visitors and the wider community to join Miele in building a more sustainable future.”

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