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Issue link: https://digital.miamilivingmagazine.com/i/1541986
Catherine Grayson-Roper | Vice President of Marketing, Miele U.S. & Mexico ML: You joined Miele as VP of Marketing in 2024. What has been the biggest highlight of your first year with the brand? CG: One of the biggest highlights of my first year has been shepherding Miele’s first-ever North American-centric advertising campaign, “Rumored for a Reason.” This campaign was a true milestone for the brand, with a diverse creative approach and messaging that speaks to both consumers and designers. It allows us to engage audiences in a culturally relevant way, bringing Miele’s heritage and premium positioning into the conversation in a fresh, modern context. Most excitingly, it set the stage for Miele to activate at one of the quintessential moments for premium lifestyle and design, Miami Art Week, showcasing our products in a setting that resonates with both our audience and the broader design community. ML: The “Rumored for a Reason” campaign has received great attention. What core message did you want consumers to take away from it? CG: Miele is known for its heritage and quality in Europe, and Rumored for a Reason brings that must-have allure to the North American market as curious consumers and designers get to know our brand. When we think of the kitchen as the heart of the home, we hope consumers will think of Miele and the brand’s lasting reputation for beautiful, timeless, high-performance products. ML: The installation featured a custom art piece by Mikael B. on Miele’s MasterCool refrigerator. What sets MasterCool apart in terms of performance and design? CG: MasterCool was an ideal centerpiece for this installation because it brings together best-in-class performance and a refined, architectural design. From a functionality perspective, it delivers the precision and food preservation Miele is known for, supported by our upgraded MasterFresh Pro system that helps ingredients stay fresher for longer. From a design standpoint, MasterCool offers a clean, modern aesthetic with flexible size and configuration options that integrate seamlessly into a variety of kitchen styles. Its sophisticated, minimalist surfaces also make it uniquely suited as a statement piece—whether that’s within a thoughtfully designed home or, in this case, as the foundation for a custom artwork. It embodies the balance of form and function that defines Miele. ML: Miele is known for its timeless, high-quality appliances. How do you see the brand continuing to innovate in 2026 while staying true to its ‘forever better’ philosophy? CG: While Miele embodies a timeless aesthetic and works to futureproof our appliances, it is also a leader in innovation. Technology is rapidly evolving, and our engineers are at the forefront of bringing new features to our customers in a way that helps them live more comfortably, efficiently, and sustainably. In 2026 we’ll continue to provide the most up-to-date features and functions via our Miele@home app, research and design new solutions across our portfolio, and explore ways to produce even more sustainable appliances for every home.