Hasta La Creative!

There are an estimated 1.3 billion people in China, yet only 1% of the country’s households have dishwashers. Some people worry they will be troublesome to run or use up too much water and electricity. And locals are unsure that a machine can cut through the cooking oils of Chinese stir-fry.

So appliance maker Siemens and Reckitt Benckiser detergent brand Finish have come up with an ingenious way of turning skeptics into converts. They set up a faux apartment in Beijing where people can host dinner parties free and try out life with a dishwasher. (Added bonus: There’s a karaoke machine.)

Word-of-mouth and social-media buzz have drawn 2,000 people to the Beijing Party Place (so named to draw young people) in its first year. The center has hosted more than 110 parties to date, prompting the brands to open a bigger center in Shanghai. You can’t buy products at either — the concept is all about getting the dishwasher experience.

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