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For a continuous year the Junding Leaders club organized a prestigious ball in Beijing. This association is one of the most respected and elite on the planet, and its members include many business leaders and the managers of some of the most influential organizations and institutions in the world, such as the Prince Charles foundation.

One of the highlights of the evening was a charity auction during which a FAB28 was once again the star – the bids to buy the red Smeg fridge closed at  €17.000 Euro! The proceeds of the sale will be given to support the projects and activities of the various charities involved in the organization of the ball such as the Chinese Red Cross foundation and SUN Culture Funds that help children in economic difficulties to learn and enjoy culture.

An international solidarity plan that unites unmistakable Smeg design with the charitable activities headed by Samuel Eto’o, the famous striker of Italian football team Inter Milan. A unique new FAB28 has been created with the flag of Cameroon, the homeland of the player, and the logo of the humanitarian foundation that bears his name.

The fridge was sold at auction by Nicola Savino at a charity gala held on 17th March in the prestigious Visionnaire Design Gallery in Milan. During the evening, attended by various politicians, sports stars and personalities from the world of entertainment, funds were raised for the construction of a paediatric unit at the Laquintinie da Douala hospital in Cameroon.

Smeg customised a FAB28 especially for the event, creating a one-off exclusive product to give a creative touch to Eto’o’s charity initiative, and offer full support to such a worthy cause. Smeg further their multicultural theme with the FAB28 Cameroon, a concept that already expressed in a number of different refrigerators bearing various flags, among them the FAB28 with the St.Georges Cross England flag and that of the Italian tricolour.

The Smeg 50’s style refrigerator exports the reputation of Italian design to the world,  products as excellent as the reasons that propel Eto’o to help the population of Cameroon. The extraordinary footballer from Inter Milan has never forgotten his roots, it is now  5 years that he has headed a foundation that raises funds to support the African state.

The evening of Thursday 17th March, where the Smeg FAB28 was one of the leading stars, was presented by Paolo Bonolis with the help of the extraordinary Andrea Bocelli.

“Technology is morally neutral as long as man doesn’t use it”

Smeg has been instrumental in a large scale and high profile national charity fundraising campaign in support of Breakthrough Breast Cancer.

This campaign, developed in the UK, focussed around donating a percentage of proceeds from all pink FAB28 refrigerators, as well as a number of other 50’s style, retro inspired products to help fund important scientific research on breast cancer. Further fundrasing has also been secured through the completion of a number of ongoing charity fun runs and marathons.

The initiative, which is the latest in a series of charity projects set up and supported by Smeg on an annual basis, demonstrates the Company’s commitment to social responsibility and local communities.

http://breakthrough.org.uk/