Milano Design Week 2025
An activation idea featuring the use of digital media, new technologies and latest trends & tools.
Brand positioning
Positioning the iconic Smeg FAB28 fridge as a preservation tool for life’s beautiful moments. It’s not just a fridge – it’s a way to hold onto who we are as the world around us changes.
Core idea
Smeg sparks the conversation about what beautiful moments in your life you’d want to preserve. Through an immersive exhibition, the FAB28 fridge becomes a time capsule, preserving the beauty of today for the future.
Smeg Preserves The Future
Smeg Preserves The Future is an immersive exhibition at the Smeg store in Milan, made up of three different fridges. Each fridge visualises the preservation of the beauty in our culinary traditions, knowledge, and natural world today.
Each fridge will have a backdrop showing the setting of the future it’s responding to – but inside there will be things we want to preserve from today that might change or be missing by 2050.
Each fridge will have a QR-code which people can scan to expand the experience and interact with elements of the future and the preservation of our present day. Each fridge will also have a tablet attached to the freezer door where they can play with digital elements of the exhibition.
To extend the experience beyond the store, visitors will receive a personal link to a simple platform where they can start preserving life’s beauty. Using the FAB28 Smeg fridge, they can upload notes, photos, and videos to its front, and scan meaningful objects with AR to store inside it.
The future is complex, so we’ll start the conversation early.
In the weeks before Design Week, an immersive website and ad campaign will introduce the project, sparking reflection on what to preserve.