Washing machines is one of the most cluttered categories in the kitchen appliances market in Russia. Miele's brand awareness index is low compared to key competitors despite the benefits of its home appliances. And almost no one knows that Miele’s washing machines are some of the quietest ones.

So to make a buzz we challenge the silence.
In an ideal world, you need complete silence to record music, so we bet it is possible to record an album with washing machines with a ground-breaking new project from Miele named “Laundry Records”.

A real-life operating laundry in the basement of a hotel was converted into a recording studio with all the necessary equipment, including high sensitivity microphones and an audio console, with a team of sound engineers, and… constantly working Miele washing machines.

To add tension we test the studio inviting a legend of Russian pop music. Recording his new neoclassical composition in these unusual circumstances was a great responsibility. Grand piano, guitar, clarinet, drums, and chimes – every instrument had to be recorded clearly to release it then on Spotify. Spinning drums didn’t seem to bother musicians or inhibit their performance so the experiment was turned into a video clip as well.

But it was a beginning, the buzz spread, and more musicians come to record their songs in «Laundry Records». Every media wish to write about it first. 

People participate in the UGC contest then recording songs in front of loud washing machines of competitors. Everything to win a silent one from Miele.