Premium appliance manufacturer Miele is set to open an Experience Centre at St James Quarter in Edinburgh on June 24.
It will be the third Miele Experience Centre to open in the UK after London and Abingdon, and its 100th worldwide.
The purpose of the Experience Centre is to provide customers with the opportunity to interact with live appliances and experience new technology.
It will be a resource for kitchen design studios in Scotland and the North of England who currently have limited access to the Miele brand, with no physical hub north of Oxfordshire.
Research has shown that the new centre will attract customers within a two- hour drive of Edinburgh.
Managing director for Miele GB John Pickering said: “We know that a new Miele appliance is a considered purchase and customers are far more likely to buy when they feel properly informed and educated on features, benefits and longevity.
“A new referral system will be in place to support our kitchen retail partners to provide their customers with experiential pre-purchase advice and support.”
The Experience Centre will feature a range of appliances on display including laundry, cooking, floorcare with some commercial products.
In addition, ‘Discovery Classes’ will help potential customers touch, feel and find out about key product features and benefits, quality of design and manufacture through to cooking demonstrations.
In the coming months, a range of Masterclasses will also be introduced to help existing Miele customers get the most from their appliances.
Managed by Ewan Laing, formerly from Le Creuset, he will be supported by a team of sales consultants and home economists.
The opening will include food prepared by award-wining private chef, Mark Heirs and there will be opportunities to win 100 Miele prizes in celebration of Miele’s 100th Experience Centre worldwide.
Miele achieved sales of €4.5 billion, for the financial year January 1-December 31, 2020, up 6.5% on 2019.