Curtains up for content and creativity: MIWE hosted its first Creator Circle at the MIWE live baking center

With the MIWE Creator Circle, MIWE has launched a new event format focused specifically on the intersection between the digital baking community and professional bakery technology. On 2 December, more than 20 content creators gathered at the MIWE live baking center - including well-known figures from the social media baking scene with impressive reach and an inspiring presence. What they all share: a genuine passion for baking, a professional mindset and an ever-growing community behind them.

A platform for connection and collaboration
The MIWE Creator Circle was deliberately designed as an open format for dialogue, creative work and networking. The aim: to give creators space to connect with one another, gain first-hand insights into the world of professional baking and find fresh inspiration for their own work.
At the heart of the event was hands-on experience - from practical workshops where participants didn’t just bake bread, but also painted, finished or decorated it using innovative scoring techniques. Whether it was “Pimp your sourdough”, bread painting with Lea Wagner or working with stencils and turmeric, the participants were free to let their creativity run wild.

Combining hands-on practice with storytelling
The practical sessions were complemented by keynote talks and Q&A rounds with well-known figures from the baking scene: Jo Semola and Marcel Paa shared insights into how they combine baking with social media - and the role their MIWE condo plays in that journey.
In his presentation, Karl-Heinz Hustings, MIWE product manager and master baker, highlighted the critical role bakery refrigeration plays in the quality of baked products.
The feedback was clear: the atmosphere was open, collaborative and creative. Everyone appreciated the chance to meet fellow creators from across the German-speaking world, exchange ideas and gain fresh perspectives on the professional baking trade.

More than just a hobby: how MIWE takes the digital baking scene seriously
Although MIWE has traditionally operated in the B2B sector, this event made one thing clear: the lines between professional bakers, ambitious newcomers and influential voices from the online community are becoming increasingly blurred. Reach shapes opinion - and those who shape opinion help shape the future. Which is why the MIWE Creator Circle is all about building connections - between artisan baking, the online community and cutting-edge technology.

A day full of highlights - and smiles all round by evening
Right from the morning brunch, a warm and welcoming atmosphere emerged - almost like one big family - and set the tone for the entire day. Participants baked, learned with and from each other, exchanged ideas and took home a wealth of inspiration - along with a personalised goodie bag featuring a custom wooden cutting board, apron, dough scraper, scoring knife and more.

Looking ahead
Will the MIWE Creator Circle become a regular event? The signs are promising. Feedback was overwhelmingly positive - and the event clearly showed just how much potential lies in the dialogue between craftsmanship, technology and the digital community.