This year the IFA trade show will take place in a reduced form, supported by digital platforms and a global press conference. Miele will participate in this event but the company has however decided against having its own booth at this year’s show on account of the difficulties presented by the Coronavirus. As highlighted by Miele, in order to remain in contact with the retail trade, specifically with a view to presenting the new autumn products and features, an increasing use will be made of virtual formats. New products and features and other topical issues relating to Miele will be presented to the press by Reinhard Zinkann, Executive Director and Co-Proprietor of the Miele Group, and Axel Kniehl, Executive Director Marketing and Sales. “The fact that Messe Berlin has set up an alternative concept which promotes a personal exchange between manufacturers, dealers and media representatives under such difficult conditions is worthy of great recognition and appreciation”, commented Zinkann.