Bringing the German global home appliance brand Miele and the local food brand Half Saints together at the Miele BGC showroom
Bringing the German global home appliance brand Miele and the local food brand Half Saints together at the Miele BGC showroom is a stroke of marketing genius. Half Saints, led by Christine Roque and Jo Arciaga, has always stood for high quality, fresh ingredients, and culinary creativity that transcends geographical boundaries. With two stores now in Tokyo, they strongly believe that if Japanese food brands can travel and succeed in the Philippines, Filipino brands can achieve the same success in Japan.
It’s a “can do” spirit and ambition that Miele, a 125-year-old brand, can fully appreciate. After all, Miele, founded in 1899 and still a family-owned enterprise, has the historical precedent of taking the technology of a machine for churning butter and realizing the same tech would work for washing clothes. They haven’t looked back since, constantly improving and aiming for that Life Beyond Ordinary.
Angela Sy, head of finance and strategy at Focus Global Inc., and Christine Roque welcomed guests to the Miele showroom and announced the pop-up of Half Saints Bakes. This is a welcome move for anyone who has been to their Quezon City home and sampled their great food and pastries. I’ve been there twice and was happy to know I can get their goodies right here in BGC while the pop-up lasts.
Pairing Half Saints with Miele is one “kitchen honey” move; and yes, I’m playing on the “Miel” in Miele, which literally means honey in French. I also took note of the distinct honeycomb design found in the top-rated Miele washing machines and dryers. It seems the upmarket, luxury German domestic appliance brand welcomes this association with honey and all things sweet.
If the Miele product range focuses on the kitchen, the laundry room, and floor care, don’t make the mistake of thinking it’s like any other brand in the same retail arena. With the guiding principle of “Immer Besser,” which founders Carl Miele and Reinhard Zinkann printed on their very first machines, the standards for durability, performance, ease of use, energy efficiency, design, and service were all set in stone. Its consistent positioning in the premium segment is a testament to 125 years of this steadfast strategic position. “Immer Besser” translates to "Forever Better."
Fast forward to today, and the short tour I was taken on by Migs of Focus Global was an eye-opener to how Miele and technology are strong bedfellows. Miele has embraced cutting-edge technology to make their appliances even smarter and more efficient than we could imagine or anticipate.
Their convection oven has a built-in camera so that you can always see what’s happening inside. The exhaust or hood tops for their cooking range are diverse and flexible. As for the range itself, with over six positions, it is smart enough to detect when one position is being used and will automatically shut down when not in use or when the pot or pan has been transferred to another position.
Their top-of-the-line dishwasher is a solid investment with a lifespan of more than 10 years. It automatically programs according to the amount of load and washing solution required, efficiently handling even the most stubborn sediments and smears. I was told it also uniquely handles glassware.
Alongside the state-of-the-art vacuum cleaners, there’s truly so much to discover at the Miele showroom. Making your visit even sweeter is the opportunity to take home a box of Half Saints Bakes. Their Ruby Chocolate Pistachio Tart and Merci Buko Cream Puffs offer a delightful introduction to the Half Saints world. And I personally love the Chocolate Tart.
