Exclusive gourmet experiences and cooking events will be held in the Allianz Arena within the new FC Bayern Flagship Project. For this initiative Miele will be protagonist too, having established a three years partnership with the football club, according to which the German home appliances company will organize cooking events at FC Bayern Munich’s central locations.
In this and the two following seasons, Miele will equip FC Bayern Munich’s Säbener St. headquarters, the new FC Bayern Flagship Project in the centre of Munich and a lounge at the Allianz Arena with its cooking appliances.At selected home games, guests and partners of FC Bayern can enjoy the similarly unique gourmet service provided by Miele’s MChef subsidiary in the Lounge, with exclusive menus. On days without fixtures, the Miele Lounge provides the ideal setting for one of Germany’s most innovative cookery schools – headed by star-spangled chef Kevin von Holt from Hamburg. There, von Holt has already been highly successful in running a gourmet cooking school and in organising high-class cooking and lifestyle events where he, above all, places great store by the natural flavour of fresh, regional ingredients.
Miele will also be represented in the new FC Bayern Flagship Project, due to open soon. The seven-storey building in downtown Munich houses two restaurants and a boutique hotel, alongside the flagship store. The hotel also boasts an event location with a spectacular view of the Church of Our Lady – and an exclusive show kitchen kitted out by Miele.
«We are thrilled at our partnership with one of the most impressive football clubs in the world – says Dr. Axel Kniehl, Executive Director Marketing and Sales with the Miele Group. – Being ‘forever better’ and setting our sights on ever new inspiring goals instead of resting on our laurels is what characterises both of us. Through our collaboration, we wish, in particular, to sustainably offer the partners and fans of FC Bayern exquisite culinary highlights.»
