Miele
Generation 7000 Range

Project
Miele is a high-end domestic appliance brand, famous all over the world for their quality. And their Generation 7000 product launch was the biggest in their 120-year history. For the launch campaign, three of the world’s most renowned and awarded chefs were invited to collaborate with Japanese floral artist, Azuma Makoto. Together they created dishes and installations inspired by the appliances.

Agency: Select World
Client: Miele & Cie.
Creative Director: Will Matthews
Photographer: Nicholas Alan Cope
2nd Photographer: Wolfgang Stahr
Responsibilities: Editorial Design, Art Direction of behind-the-scenes images, design of campaign assets