For the first time in Miele's history, an exclusive live streaming event - the 'My Miele Experience' - was developed. With this, the German manufacturer of household and commercial appliances reacted quickly, impressively and sustainably to cancelled trade fairs.
An alternative had to be found - a solution that was capable of presenting products and gadgets requiring technical explanation to the relevant target group in an entertaining, personal and interactive way. Within a very short time span, Uniplan and Miele together developed the 'My Miele Experience', a digital live concept creating space for entertainment, information and direct interaction with retailers and the trade press.
When creating the concept for a hybrid or digital event, storytelling is a core element. The opportunity of establishing a personal conversation at an onsite event needs to be translated into visual, immersive and interactive features in the storyboard. In the next step, the elements of the storyline are connected to the presenters and stage.