Miele
The building that cleaned itself
- 81screens, 76 citiesSource: Campaign deck, KOSMO® 2026
- 4countries, 5 languagesSource: Campaign deck, KOSMO® 2026
- 300+versions from one conceptSource: Campaign deck, KOSMO® 2026
- Client
- Miele
- Industry
- Home appliances
- City
- Paris, France, Belgium, Luxembourg, Netherlands
- Venue
- 81 screens in 76 cities: malls, stations, shopping streets
- Screen
- From the Digital Dream at Westfield Les 4 Temps to the Meir in Antwerp, portrait and landscape, one version per screen
- Media owner
- Cityz Media and the media owners of the Publicis plan
- Dates
- 2026-06
- Format
- Flat screen
Miele was launching HydroClean, an oven that cleans itself, and needed people to get it in seconds on screens they walk past, in four countries and five languages.
We built a European facade in CGI and made it behave like an oven: workers at the windows, the door opens on a dirty oven, the cycle runs, the oven ends clean. No shoot, one concept, and a version cut for every screen in the plan, from the Digital Dream in Paris to the Meir in Antwerp. A mixed-reality version placed the building in a real Paris street for social.
The plan ran in malls, stations and shopping streets across the four countries, including:
- France: Paris (Opéra, Printemps Haussmann, Citadium Beaubourg), Westfield Les 4 Temps at La Défense (the Digital Dream and the Business Wall), Parly 2 in Le Chesnay, Cap 3000 near Nice.
- Belgium: Brussels (Rue Neuve and the metro), the Meir in Antwerp, Veldstraat in Ghent, and station screens across the country.
- Luxembourg: Cloche d’Or, Luxembourg City.
- Netherlands: Amsterdam, Utrecht, Rotterdam, The Hague, Eindhoven, Tilburg, Amstelveen, Leidschendam (Westfield Mall of the Netherlands), Hoofddorp, Nieuwegein, Arnhem, Almere, Hilversum, Groningen.
The full story, the choices made with Miele’s team and what we learned once the screens were live are in the case study.
