If I say Miele, you’ll say quality appliances you can rely on. But by no means pin-up and seductive. And yet that’s now the case with the new campaign from the premium German appliance brand.
Until June 20, 2011, the brand is presenting the exhibition Programme Séduction as part of its new Wash Week, Miele’s themed event focusing on its innovations and contemporary art, in its Paris Galerie. Since 2008, the Galerie parisienne has been the venue for themed events focusing on Miele innovations. This privileged place of exchange and discovery is an opportunity for the brand to express its creativity and guarantee its support for creation, and is a fabulous showcase for its collections of built-in and freestanding models.
Under the lens of portrait photographer Denis Rouvre , the new washing machines and tumble dryers in the Miele Laundry Care 2011 collection are stripped in the burlesque tradition of effeuillage for a campaign that sets out to seduce, between creation and seduction, humor and glamour. This series of fine art photographs features famous Parisian strippers and Miele appliances, sending a wave of femininity and sensuality through the Gallery, in keeping with Denis Rouvre’s taste for offbeat staging.
The art of stripping reveals with humor and creativity the performance of Miele appliances: softness for fine lingerie or silk, respect for colors, optimal smoothing thanks to the Steamcare technology steam bath, delicate drying for new fabrics, maximum efficiency adapted to different types of textile, restful silence – all these attractions are revealed throughout the exhibition.
This new campaign features modern pin-ups, and takes a humorous approach to the subject of a well-dressed woman and her washing machine, which takes care of her delicate textiles and flamboyant colors. The brand has used the pin-up image because it is first and foremost a seductive woman, but it is no longer just an object of seduction. Today’s neo-pin-up is a strong woman who assumes her femininity without forgetting to take care of herself. And of course, she knows how to remain seductive in all circumstances, never lapsing into vulgarity, and knows how to use her assets far from the image of the slightly desperate, self-effacing housewife one might have in mind.
The message behind this campaign is clear: thanks to this new line of household appliances, women can take care of their laundry and themselves at the same time.
The chic and sensual world of effeuillage will be the common thread running through this month dedicated to creation, right down to the washing machines, which will be dressed in lace for the occasion. In partnership with Galerie Artaban, an exhibition of textile-related works is also on offer.
Another highlight of this month dedicated to creation: workshops led by lecturers and stylists from Arts Décoratifs, partners in the event.
The “Etoffe créative et hybridations textiles” workshop invites visitors to rework a textile material to ennoble and personalize it: transfer, embroidery, sewing to metamorphose a textile into a precise surface (Saturday May 21, 10:30am to 12:30pm, Monday May 23, 2pm to 4pm, and Wednesday June 8, 2pm to 4pm).
The Chaines de textiles et drôles de trames workshop assembles materials that have been diverted from their usual uses to create new materials. Each participant is invited to create a textile tableau in which anything goes (Saturday May 21, 4:30 to 6:30 pm and Wednesday June 8, 10:30 am to 12:30 pm).
The Besace ou escarcelle, un sac peu ordinaire workshop offers everyone the chance to personalize a large cotton bag, making it timeless (Saturday May 21, 2pm-4pm, Monday May 23, 4:30pm-6:30pm, and Wednesday June 8, 4:30pm-6:30pm).
The charm will continue at Designer’s Days, the Parisian design trail of which Miele has been a partner for several years. On Saturday June 18, Miele will be offering artistic expression workshops staged by Les Arts Décoratifs, enabling visitors to discover textiles from a variety of angles and express all their talents.
Don’t hesitate a second longer and succumb to Miele’s seduction program.
Photo credit: © Denis Rouvre with the courtesy of Miele
Programme Séduction, until June 20, 2011- Galerie Miele
55, Boulevard Malesherbes
75008 Paris
Marie-Odile Radom
Cette publication est également disponible en : Français (French)
