Elevating design and quality from Brisbane to Beirut

What is Miele’s Project Business?

Miele’s Project Business isn’t just about appliances — it’s about transforming spaces and lifestyles. Across the globe, from Brisbane to Beirut, visionary developers and architects are choosing Miele to help shape the homes of the future. What unites these projects? A shared belief that design and durability go hand in hand, and that technology should quietly elevate how we live.

Miele in the world’s most forward-looking developments

From Asia to the Americas, Miele has become a preferred partner for residential developers and interior architects looking to balance innovation, sustainability, and long-term value. With subsidiaries in nearly 50 countries and partners in many more, the brand is a quiet but consistent force in global architecture.

One of Miele’s strongest markets is Australia, where it has had a subsidiary since 1980. Here, entire apartment towers are often fitted with Miele appliances — not just for their performance, but for what they represent.

“Quality, sustainability, reputation and after-sales service,” says Michael Hurley, Residential Manager at Aria Property Group in Brisbane. “Our brand reputation is what separates us in the market, and we hope people associate us with a high-quality, reliable product. To achieve this, we carefully select our suppliers to align with our values while delivering the brands our buyers want and expect.”

Global vision meets local excellence

This alignment between brand values and design ambition has made Miele a trusted name in forward-looking developments. Developers and architects around the world choose Miele not only for its product quality but for its ability to integrate seamlessly into refined, future-focused living spaces.

Setting new benchmarks in green living

A defining example of this collaboration is Brisbane's Urban Forest project. Set to become the world’s greenest residential tower, the building is designed by Koichi Takada Architects and developed by Aria Property Group. It features over 1,000 Miele domestic and built-in appliances throughout its apartments.

But the collaboration goes beyond appliances. The building’s ‘living façade’ will be home to over 500 trees and 25,000 plants, forming a natural curtain that helps regulate indoor temperatures in the city’s subtropical climate. The vision, explains Takada, is to set a new standard, “We wanted to set a new benchmark with the Urban Forest to inspire the next generation to follow and implement our vision of ‘mass greening’ for our sustainable and greener future.”

Takada’s philosophy of "living architecture" speaks to an emerging global design language — one in which nature is integrated, not imitated. His goal? To transform urban living and foster spaces that breathe, connect, and inspire.

Design, detail, and durability worldwide

This harmony between architecture and technology is echoed in projects far beyond Brisbane. In Honolulu, the Ko’Ula project completed in 2022 features 560 residences and over 6,000 Miele appliances. Located in Ward Village — dubbed the best-planned community in the US by Architectural Digest — the tower embraces a wave-like, fluid aesthetic in harmony with its ocean setting.

In London’s St. John’s Wood, another 2022 development, Miele appliances were chosen to outfit luxury residences in one of the city’s most sought-after leafy neighbourhoods. These international developments reflect a shared design ethos; form and function can be equally refined.

Miele’s global outlook

While Miele's presence in leading developments is a clear indicator of success, the brand's strategic expansion into emerging and dynamic markets further reinforces its global ambition.

This next section explores how Miele adapts and grows while maintaining a consistent brand identity worldwide.

Lifestyle over technology

When Miele entered the Asian market, it found that longevity, energy efficiency, and spin-speed — features highly valued in Europe — were less of a priority for many consumers. Instead, the appeal lay in how appliances could enhance daily living and reflect personal style.

Miele responded by emphasizing its strengths in timeless design, seamless integration, and intuitive features. Built-in elegance and understated luxury resonated with design-conscious city dwellers seeking appliances that support a lifestyle, not just a function. Today, Miele is as strongly associated with status and lifestyle in Asia as it is with engineering, sustainability, and quality in Europe.

Building trust, globally

In regions where Miele does not have a direct subsidiary, the brand relies on long-standing partnerships with local importers. In emerging markets such as Mongolia, brand awareness is still growing, and the name alone cannot yet drive sales. These collaborations are seen as long-term commitments built on trust and mutual dedication.

A remarkable example can be found in Lebanon, where the local partner has rebuilt their Beirut showroom seven times following war, conflict, and the 2020 port explosion. Each reconstruction has surpassed the previous one in quality and impact.

Modern kitchen setting with Miele appliances

Consistency with a global perspective

Despite differing local needs, Miele’s global outlook remains remarkably consistent. The journey is still at an early stage, with significant potential across all markets. In recent years, the importance of regions like Asia has become increasingly evident, prompting business units to develop more targeted product strategies tailored to local preferences.

Looking ahead, major growth opportunities are expected in the southern hemisphere, with regions such as Africa still representing largely untapped potential.

Wherever the brand operates, its purpose remains unchanged. “Immer Besser” lies at the heart of its identity, reinforcing a consistent message worldwide. This continuity strengthens credibility and conveys a sense of long-term commitment.

From leafy London postcodes to tropical urban forests, Miele continues to expand its presence where architecture, sustainability, and modern living intersect. While the buildings may vary, the philosophy behind them is unified — invest in what endures. Trust in performance. Choose what quietly enhances everyday life.

Immer Besser

Experience Miele for yourself

Still unsure which appliance is right for you? Visit your local Miele Experience Centre or find kitchen specialist partners to explore the range up close and receive expert guidance tailored to your needs. You can also book a Miele Discovery Course — a relaxed, hands-on session where our culinary experts will prepare a delicious three-course lunch, and walk you through the appliances in action.  They will answer your questions, and help you make confident, informed choices. It’s the perfect way to see how Miele performance and design could transform your everyday cooking.

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We komen graag met je in contact.

Ben je betrokken bij de ontwikkeling van een premium woonproject, exclusieve villa of hoogwaardig residentieel vastgoed? Dan komen we graag met je in contact.

Het Project Business-team van Miele ondersteunt architecten, interieurontwerpers, projectontwikkelaars en andere projectpartners met deskundig advies en persoonlijke begeleiding. Of het nu gaat om een luxe privévilla, een exclusief residentieel project of een ontwikkeling met meerdere hoogwaardige woningen, wij helpen je bij het realiseren van een uitzonderlijke woonervaring.

Vanaf de eerste conceptfase tot aan de oplevering denken we met je mee over de optimale integratie van Miele-oplossingen. Zo zorgen we ervoor dat kwaliteit, design en innovatie naadloos aansluiten bij de ambities van jouw project.

Contact details:

Marco Moesbergen
Project Business Development Manager | NL
E-mail | projecten@miele.nl