Miele Experience Centre Opening at CF Sherway Gardens, Toronto

Client

MIELE

Services

TL;DR

$1,059,128.59 Total Advertising Value, 8.5M+ Earned Media Impressions, 35 Guests (189% KPI) To generate awareness for Miele’s newest Experience Centre at CF Sherway Gardens, Sundae Creative developed an integrated PR and Influencer strategy. The intimate grand opening event immersed top-tier media, influencers, and designers. The solution featured a 3-course Michelin Star tasting led by Chef Eric Chong and interactive product demonstrations. This luxury experience resulted in over $1M in Total Advertising Value and secured features in major home and design publications.

Miele Experience Centre Opening at CF Sherway Gardens, Toronto

Client

MIELE

Services

Event Planning & Production

TL;DR

Overview

Miele is a premium appliance brand. The campaign goal was to grow awareness for Miele Canada’s newest Experience Center (MEC) at CF Sherway Gardens in Toronto. Sundae Creative developed a comprehensive Public Relations and Influencer strategy that included a grand opening event and strategic media relations. The intimate event featured a tour of the state-of-the-art showroom, showcasing over 35 premium appliances. The objective was to secure meaningful coverage and establish Miele’s innovations in the competitive home and design space.

Challenge

Launching a new Miele Experience Centre in a saturated market like Toronto required a strategy that went beyond a traditional retail opening. The challenge was to secure qualitative coverage in top-tier home and design publications (e.g., House & Home, ELLE Canada) and to meaningfully demonstrate the quality of the premium, technical appliances. The event had to be highly valuable to industry experts, ensuring they received an experience that led to dedicated features, not just mentions. This demanded securing high-profile talent like a Michelin Star chef and executing interactive product demonstrations.

Solution

Sundae Creative designed a truly experiential PR strategy centered on luxury, culinary demonstration, and personalized interaction. The key solution was hosting an intimate event that strategically combined media relations with an interactive culinary experience. The centerpiece was a 3-course Michelin Star tasting led by Chef Eric Chong, which showcased the appliances’ capabilities in real-time. This chef integration was specifically designed to be an “interactive element” and a “perfect fit.” The strategy also included gifting vacuums to attendees, deploying personalized thank yous, and executing a paid influencer campaign to maximize reach.

Implementation

The event execution was meticulous:

Pre-Event: Included Press Release deployment, Chef casting, outreach, and negotiation, and Influencer casting. Guest list development ensured Toronto’s top media (e.g., The Globe & Mail, Food Network, House & Home) and designers were invited.
On-Site Event: Guests toured the 1,300 sq. ft. showroom and participated in product demonstrations. The Michelin Star tasting took place alongside Miele-branded cocktails and elevated floral accents. Uber gift codes were provided to secure attendance.
Paid Influencers: Two influencers, Chef Eric Chong (recapping his involvement) and Olivia di Pede (store walkthrough), were contracted for the paid campaign.
Gifting: Guests were surprised with gifted vacuums, which was “appreciated” and generated “admiration for the brand.”

RESULTS

The integrated strategy significantly exceeded expectations and KPIs:

8,575,940 total earned media impressions
$1,059,128.59 total advertising value
35 guests in attendance (189% KPI)
8 total earned media stories
51 organic content generated (423,210 impressions)

The campaign generated multiple confirmed features, including the G 7000 dishwasher in House & Home and the MEC launch in Reno+Decor and Designlines. Guest feedback praised the delicious food and seeing the “beautiful appliances.”