Case Study: Miele Inspirience Centre creates a multisensory retail experience with Scala

Miele brings its brand to life by placing Scala at the heart of its first Inspirience Centre in Vianen, The Netherlands

Miele, a premium manufacturer of domestic appliances, sought to move beyond traditional merchandising to create a multi-sensory brand experience at its new Inspirience Centre in the Netherlands. The challenge was to engage customers and dealers by allowing them to see, hear, feel, and smell product quality in a contextual environment, something that brochures and typical retail displays failed to provide. To achieve this, they partnered with the vendor Scala to serve as the core digital experience platform.

The solution implemented by Scala managed a complex ecosystem of over 100 screens, environmental controls, and scent dispersal systems. Integrated with an indoor GPS that tracked visitor preferences via an iPod Touch, the Scala platform triggered dynamic and personalized content, lighting, and aromas based on a visitor's real-time location and profile. This created a highly relevant and immersive experience for each individual. The result was a unique 360-degree brand touchpoint that reinforced Miele's core values, enhanced customer engagement, and provided a sophisticated template for future dealer showrooms.

Miele Inspirience Centre

Luc Heijnen

Concept Design Multisensory Experience