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FAB10: A REAL 'ART FRIDGE'

Fridge FAB10 Smeg - Grolsch
Fridge FAB10 Smeg - Grolsch
Fridge FAB10 Smeg - Grolsch
Fridge FAB10 Smeg - Grolsch

It was almost a year ago when we told you about the Smeg showroom in Cape Town, which had been named World Capital of Design for 2014. Now we are returning to South Africa, this time to Johannesburg, to tell you about an art and design initiative involving one of Smeg's most iconic appliances.

What do you get when you combine Grolsch beer, FAB10 fridges and thirteen South African artists? Maybe unexpectedly, this improvised trio came up with some genuinely unique works of art able to perfectly represent the numerous artistic and cultural identities of today's South Africa.

FAB10: a real
The project is simple: with Smeg's support, Grolsch gave a collective of South African artists the honour and burden of using FAB10 fridges as the starting point and inspiration to create works of art combining form and function. The group, which included an eclectic mix of visual designers, photographers, graffiti artists, painters and illustrators, was able to indulge itself in personalising the fridges by choosing the most varied techniques and subjects imaginable.

FAB10: a real

The wonderful results have already been put on display to the public at numerous strategic locations around the city, including the Museum of Modern Art and Design in the Maboneng district. What's more, soon all these 'art fridges' – except for one – will be given away as prizes in an exclusive contest held by Grolsch. “And the remaining one?” I hear you ask. The last FAB10 will soon go to auction, with the proceeds going to support young South African artists. Good luck, and  cheers!  

2014 Smeg S.p.A. © - P.iva 01555030350
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