Shereen Shabnam
Miele, the global leader in premium domestic appliances, has unveiled its first Miele Experience Center (MEC) in the heart of Riyadh, marking a significant milestone in the brand’s global expansion. This flagship opening highlights Miele’s growing commitment to the Middle East and celebrates its long-standing partnership with the Awad Badi Nahas Group, a collaboration built on shared values of innovation, quality, and excellence.
Designed to offer more than just a retail space, the Riyadh Experience Center immerses visitors in a world where German engineering meets elevated lifestyle. The state-of-the-art space introduces Saudi consumers to a curated journey through innovation and sustainable luxury. It showcases Miele’s most advanced appliances in a setting that reflects sophisticated living environments, seamlessly integrating products into fully designed kitchen, laundry, and lifestyle spaces.
Within this refined environment, visitors will discover Miele’s latest refrigeration, cooking, laundry, and floorcare innovations. The Experience Center not only allows guests to interact with the appliances but also to envision how each product can be a part of their everyday life, enhanced further by smart connected technologies offered through Miele@home.
Elevating the concept of experiential retail, the Riyadh MEC is set to become a destination in its own right. It will host exclusive events such as culinary masterclasses, private tastings, and lifestyle workshops, all aimed at fostering deeper engagement with the brand.
Guests will be invited to take part in hands-on demonstrations led by trained experts, and to receive bespoke consultations that offer a high-touch customer journey—from product exploration to installation and beyond. These events will revolve around Miele’s entire product portfolio, with experiences like coffee tastings, floor and laundry care activations, and interactive cooking sessions led by some of Saudi Arabia’s most celebrated chefs.
Far more than a traditional showroom, the Miele Experience Center in Riyadh is a living embodiment of the brand’s core values. It serves as a regional hub for design collaboration, innovation showcases, and premium brand engagement, reinforcing Miele’s dedication to sustainability, precision craftsmanship, and customer-centric service.
