To celebrate Lunar New Year 2023, Miele presents a thoughtfully designed gift box themed “M for Moving” — a tribute to forward momentum, sustainability, and the warmth of tradition.
| Client | Miele (Hong Kong) Ltd. |
| Team | Esther Mok (Creative Direction) Hung Chung (Design) Vincent Lee, Polly Mak (Project Management) |
A Symbol of Progress and Harmony
Inspired by the form and philosophy of the windmill, the design reflects movement, renewal, and harmony with nature. As the box opens, a finely crafted wooden windmill rises into view, surrounded by delicate paper flowers in festive hues — a visual celebration of progress and good fortune.
Design Highlights
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Windmill as centerpiece
A symbol of motion, energy and sustainable progress. -
Dual-purpose design
Functions as both a seasonal ornament and a symbol of luck and positive energy. -
Sustainable craftsmanship
The wooden windmill reflects Miele’s ongoing commitment to environmental consciousness. -
Festive florals
Paper blossoms in traditional New Year colours evoke celebration and care. -
Hidden drawer with a sweet surprise
Tucked beneath the windmill is a container with cashew brittle, a beloved CNY treat that conveys warmth, hospitality and appreciation.
Crafted with intention, the Miele gift box is more than a seasonal gesture — it encapsulates the brand’s values of progressive vision, refined craftsmanship and sustainable responsibility. Every detail reflects Miele’s belief in thoughtful innovation, making it a gift that moves with heart and purpose.
