Miele Experience Center

an interior design project in Rome

The brands effort which is focused in taking care of their corporate image, is reflected in this retail interior design, of the well-known brand Miele. This time Momocca travels to Italy to give a unique touch to the Miele Experience Center in Rome.

Miele is specialised in the high-end household appliance market and is present in over 47 countries, always maintaining the “Premium” essence that characterises it. Maintaining this image today depends not only on the quality of the products, but also on the user’s own experience. And this is where Momocca has collaborated with two compositions from the Julia Collection; a large wall shelving and a sideboard.

Three spaces in one

In this project, the retail interior design is focused on improving and adapting the Roma Experience Center where, in addition to having a wide range of products, the brand offers workshops, presentations and even events. Therefore, this place needed to move the concept of “store” away from the sight and mind of the consumer.

How do you make a store seem not just what it is? The people in charge of answering this question are the interior designers and architects of Vudafieri Saverino Partners team.

In accordance with their work philosophy, they adapted the designed space by creating a perfectly balanced composition which transforms the store into a reflection of a home without breaking with the essence of Miele.

This room is divided into three environments whose main theme is the Julia Collection. This way you can find a laundry room, a living room and a kitchen.

The passage from one room to another is determined by the furniture. The Julia sideboard is used as a space divider between the first and second rooms. The waiting room contains a large Julia shelf that completes the space without overloading it, thanks to the transparency and lightness typical of this collection. Finally, a large panel of floral motifs, the theme of Miele’s new campaign, gives way to the kitchen. This completes a unique space that is totally removed from the shop concept.

Attention to detail

Regarding furniture, the two Julia compositions are structured in silvery nickel, accordingly with the backlighting of the ceiling. A dark oak wood was selected with upholstered panels in red tones, these details offers a nod to the brand’s logo. Both the furniture and the plant motifs bring warmth to the room and are perfectly integrated with Miele’s own products.

A carefully executed, attractive project that allows this small home in the Miele Experience Center to be one of the best known exclusive style shops in Rome.

In Momocca we feel very excited to collaborate with a firm with a trajectory and values like those of Miele.

“Miele stands for long-term thinking and planning, continuity of values and goals, good relationships with customers and suppliers, as well as an employee-oriented corporate and leadership culture.” Miele philosophy


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Momocca in this project