There is something magical about New York. For many, a year with the Big Apple in their face is one of life’s rites of passage. And little wonder why: there’s 800 languages spoken, 9 million global citizens of the world, Time Square, MOMA, Wall Street, saltbox and art deco buildings, skyscrapers, innovations which become phenomenon at every step, and a skyline that will indelibly leave a mark on your mind. Forever. And don’t forget Broadway, where music, entertainment and design – iconic and avant garde - call home.
Enter Smeg’s FAB fridge - the Italian icon of cool - displayed in one the States’ top retailers of home furnishings and gourmet products, West Elm. Smeg’s FAB28 fridges and top-line freestanding cookers have been invited into 20 of the 45 West Elm stores filling its shop fronts and interior displays with a strong presence of colour, Italian design and synergy. West Elm makes up one of the five brands under the Williams-Sonoma name - indisputably the country’s top retailer in home living - and is a hot spot for lovers of global design and innovations to meet face to face with Smeg.
SMEG50style interviewed FAB10, our specialist test pilot, trackside. FAB10 was enthusiastic: "The control on the bends is wonderful, it was a great thrill even going slow in lower gears. And the acceleration is amazing ... "- concluded the Smeg fridge -" ... I felt like I had ice cubes falling down my spine."
Out of all the drivers and professional test pilots available why did Jaguar choose to use FAB10 to test the new features of the XF on the road? "Maybe it's because my 50kg weight make me the only one able to submit the car to a real stress test, or perhaps because I’m the only test pilot guaranteed to keep my cool" - answered the FAB10, which for the occasion wore the colours of the British flag. Jaguar also was satisfied with the choice, as well as testing the car and demonstrating their fabulous sense of style, they also proved what a remarkable loading capacity the Jaguar XF Sportbreak has for a car in it’s category.
The Smeg philosophy has always been to stand head and shoulders above the rest in terms of design quality, style and excellence.
So it should come as no surprise that we jumped at the chance to sit more than 50 metres up and sponsor a truly breathtaking occasion: Dinner in the Sky. Smeg left its mark at the premier event of the Brussels food festival ("Brusselicious") with its multi-coloured FAB28 and CS19 cooker.
In a restaurant suspended high in the sky, the lucky Dinner in the Sky diners were able to witness everything first-hand: the best cuisine prepared by top chefs from Belgium's premier restaurants, and the best in style represented by some of the design world's most exclusive designer products.
Bob Perry is the exact opposite of us city types. Bob is a tough cookie. Just as well, because if you're not willing or able to do what you can to get by in the place he lives in, you won't last 3 months. Cow Bay is one of the wildest corners of Australia, home to a rainforest which sees 4 cubic metres of rainfall every year and completely lacking in electricity. Oh, and there isn't a single police officer among the 700 souls who live there.
On turning 40, Bob gave up on civilisation and travelled around Australia for a bit. When he found his own little corner of paradise in Cow Bay, he moved there straight away, setting up a garage which doubles as a community hub, scientific research centre and pub. With a bit of imagination and a whole lot of practical skill, Bob takes care of all the community's technical needs. He builds PVC masts so that three-bar mobile signals can be received in the depths of the rainforest; he collects electric batteries and recycles them into diver weights; and he built a system for producing biodiesel all by himself. Bob mends, fixes and invents ad nauseam.
At the end of every long and arduous day, Bob's callused and dirty hands reach for the door handle of his pastel green Smeg fridge. He proceeds to crack open an ice-cold beer which, incidentally, tastes a whole lot better in the company of four friends sitting comfortably on upturned milk crates. Sorry? You must be joking, right? Wrong. True, Bob is as hard as nails and his humble abode is a cabin sans doors, windows and walls protected by a sheet of tarpaulin, but even he is unable to resist a little (large) aesthetic quirk. And why should he? A nice little FAB in the middle of the tropical jungle powered by biodiesel is just the ticket. So when you think about it, even us soft city slickers have something in common with Bob.
"As the sky turned into shades of red and blue, as agreement with Peroni, the guests began to arrive: TV media, fashion, trend and food bloggers, hoteliers and high-life trendsetters ... ": This is the prologue to a social event that will be gossiped about in even the farthest corners of the globe: AFTER-WORK: el Aperitivo Peroni. The happening, organized by Peroni in the coolest and trendiest part of Barcelona had the hard task of presenting the Italian tradition of going for an after-work aperitif. Luckily the Smeg FAB fridge was on-hand to receive the guests, playing the role of a Made-in-Italy ambassador. It was perfect for the job because it is both a symbol of and icon of Italian style and inventiveness.
From 20:00 to 22:30, the guests tastebuds were treated to a delicious SHOW-COOKING where 4 chefs cooked a tasting menu which had been created especially for Aperitivo Peroni, and in which the presence of our marvellous FAB helped to amuse the eyes of the invitees.
The event received the thumbs up of all the guests, and was so successful that it will be repeated on other dates in other terraces of Barcelona's other most prestigious Hotels.
The Smeg stand was absolutely buzzing as soon as the doors opened on Friday 16 March, the first day of the show. The show was officially opened by HRH Prince Charles who performed the ribbon cutting ceremony in front of the growing crowds.
The main attraction on the Smeg stand was the prototype of a new Traditional Range Cooker making its first appearance in the UK. Visitors were keen to give Smeg staff who were manning the stand, plenty of very positive feedback. The cooker is due to be launched in the Summer.
The impressive dimensions of the brand new 80cm wide 50’s style FAB50 fridge freezer also proved to be a real talking point. It is available immediately and comes in three colours: cream, white and silver.
Filling the rest of the space on the stand was a stunning display of built-in appliances. The contemporary Linea range appealed to those visitors preferring a more contemporary aesthetic, whilst the classic appliances suited those seeking a more traditional look. The range of built-in ovens and hobs designed for Smeg by renowned Australian-born designer, Marc Newson, appealed to those wanting to make a real style statement in their kitchens, including embracing the strikingly bold colours of deep blue and yellow.
Smeg’s new 60cm wide Multizone induction hob also made its first appearance.
The famous Italian cook, Antonio Carluccio, was on hand, signing personalised copies of his cookbook for guests and chatting with visitors about his passion for the Smeg brand. Carluccio and Smeg are working together on the Italian’s iphone/ipad recipe app and, when cooking at home, enjoys using his Smeg Opera range cooker.
Coincidentally, he was brought up in Piedmont which is around 70 miles from Smeg's Head Office in Guastalla, Northern Italy. John Davies, Brand Manager for Smeg, comments ‘Antonio truly understands and endorses the integrity of the Smeg brand, its heritage and style, which is very much in keeping with his passion for honest home cooking and pursuit of only the freshest, highest quality and authentic ingredients, much like Smeg’.
Visitors to the stand were also encouraged to enter a free prize draw to win a FAB28 Union Jack fridge – a very topical prize in celebration of the Queen’s Royal Jubilee and the Olympics.
The Smeg stand is number 1N34 and the show runs until 1 April 2012.
The Italian Chamber of Commerce in Sweden chose Smeg products to enrich and contextualise the exhibition space dedicated to prestigious brands which carry the flag for Italian production to mark the 150th anniversary of the unification of Italy.
Stockholm central station, a nerve centre for the city and the main arterial railway line for all of northern Europe, was chosen as the special location for the event, which took place in October.
The prize ceremony for young directors MOVI&CO was held on 1st December at the Triennale in Milan. The winners included the viral video created for Smeg by Nicola Martini, which interprets the famous FAB fridge from an ironic and fun standpoint.
An original creative idea brought to life with a lively rhythm and playful feel. A free and uninhibited look which takes on the difficult task of approaching a style icon in order to interpret its soul in a new way. The film created for Smeg by the young video maker Nicola Martini makes the FAB fridge the star of a fun story, which transforms domestic life into a game.
The viral video came about as a result of Smeg’s participation in the VIII edition of MOVI&CO, an annual competition aimed at directors aged between 18 and 35 years of age for the conception and creation of advertisements, viral videos and company films. Yesterday evening the closing event took place at the Triennale in Milan with awards given to the most deserving projects. The jury headed by the Rector of the University IULM of Milan Giovanni Puglisi, which also included Renzo Arbore and the director Daniele Lucchetti, awarded the Smeg video the prize for Best Creative Idea.
Smeg wanted to be involved in MOVI&CO because they share the spirit of the initiative, which encourages the world of business to interact with that of young people, giving them the opportunities to make full use of their creativity for the development of new and different narrative ideas. It is this freshness that gives extra value to the viral video, it is an unconventional form of communication which offers a new and original interpretation of the product. The 29-year old director Nicola Martini, welcomed the challenge to bring an icon of design like the 50’s retro Style Smeg fridge to the video, and to present an original take on its explosive personality not only in terms of its appearance but also from a functional point of view.
The idea originates from a domestic scene, where husband and wife come back home after doing the shopping. They start to put the food away in the fridge as if they were playing an absorbing game of Tetris, with increasing pace and competitive glances emphasised by the progression of the soundtrack inspired by the tune which accompanies the famous video game. In the last frames a virtual Tetris is formed with all the Smeg products from the 50’s Retro Style line in a cheerful puzzle full of colour.
The task faced by the director and his troupe required great care and insight so as not to distort or trivialise the product. The end result met all of Smeg’s expectations: the viral video, which will be published on youtube and on the website www.smeg50style.com, is undoubtedly a good base for continuing to mutually exchange ideas on how to interpret this product’s huge personality.
Which domestic appliance brand features in the British cult animation, Wallace and Gromit’s Curse of the Ware Rabbit? Eager to find out more, we sent a keen film reporter to investigate!
The hit film The Curse of the Were Rabbit follows the eccentric inventor Wallace and his intelligent but silent dog, Gromit, as they come to the rescue of a village plagued by thousands of rabbits in the crucial lead up to their esteemed annual vegetable competition! During an operation to brainwash the rabbits to stop eating the prize vegetables, Wallace presses the wrong button on his wacky ‘manipulation-o-matic’ machine, and swaps personalities with one of the crazed rabbits! Disaster looms!
Over run by hundreds of rabbits loose in the house, and with a terrifying Were-rabbit on the rampage, Gromit struggles to cope – he escapes to the kitchen, for a moment of light relief (perhaps for tea and biscuits?) - and this is when a Smeg 50’s Retro Style fridge, star of many Hollywood productions, takes centre stage! Gromit turns to the rather special SMUG fridge – and OPENS IT to discovers hundreds of rabbits packed inside! Find out how they got there, and what Gromit does next by watching the film! Can Gromit save the day?!
Our reporter interviewed the creator of the film Nick Park who said “ the Smug fridge idea came from the fact that we’d all be pretty pleased if we had a Smeg fridge of our own and that perhaps Wallace might be a bit ‘smug’ about owning a Smeg fridge. It was all a bit silly, but it went down really well with our audiences and people still reference it today, so hopefully it’s one of those little details that people appreciated.”
The world of trend setters has once again declared its passion for 50’stylosophy. Ubisoft, the most important French videogame company, wanted to decorate the relax room at their HQ on the outskirts of Paris, using design products with a strong aesthetic impact that unite form and colour.
Two items from the Smeg 50’s Retro Style range (a FAB28 and an orange Fab dishwasher) were among the various furnishings which were specially requested by the company. To complete the look of the relax room, an 18m² vertical garden created by Amaury Gallon (a pioneer of botanical art, who for years, has combined innovation with plant design) was inserted. The garden further flatters the sinuous forms of the products and the result is a perfect design-mix that has given Ubisoft a convivial, original and stylish ambience.