alexandra cacovean

designer, art director

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Miele
2023


Art Direction
The ask was to develop a communication concept that will spark consumer interest and drive traffic to “Genusstage”, allowing visitors to experience from up close, the unique features of Miele kitchen appliances and to be inspired by Miele’s premium brand universe.

The aim is to develop a blueprint for communicating local events, fairs and showrooms that activates consumers in a consistent and unified way. And to draw from it and create eye-catching assets that will attract potential customers to Miele’s ecosystem of premium activations. For this project, we proposed three different art direction routes.


Route 1. The Edit. 
Drawing on the aspirations of our Conscious Lifestylers, this direction steers the brand towards an editorial visual approach, creating the sense of “the Miele Lifestyle.”






Route 2. The Portal.
We take the signature slanted glyph above the Miele “i” and turn it into a visual door, opened to provide a glimpse of your new life with Miele, with a focus on premium but approachable interiors that feel warm and livable.




Route 3. Taste - A Miele Experience.
Lush, showstopping photography paired with statement-making typography elevate this visual direction, creating aspirational still-life scenes that invite you to imagine your life around them.