UK launch of Miele laundry with Olympic-style show

At its UK launch Miele unveiled the W1 and T1 washer and dryer

To celebrate the UK launch of its W1 washing machine and T1 tumble dryer which were unveiled at ISH, appliance manufacturer Miele held an event at the East Winter Garden in Canary Wharf. Around 600 guests were transported into a mock-up drum of a Miele washing machine to watch a performance featuring acrobatics, smoke machines and tap dancing. The show was choreographed by Kim Gavin, a leading creative director behind the London Olympic and Paralympic closing ceremonies. The laundry collection has been developed over the past five years with a €100 million investment that includes a new production plant and equipment and all 1,600 components in the appliance have been redesigned.

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