SMEG
An activation idea for featuring the use of digital media, new technologies and latest trends and tools for Milano Design Week 2025.
Proposition
Reflecting on the way Smeg brings beauty to our lives, we started to think about the simple things that make life beautiful. We came up with three significant universal moments which give you that rush of feeling grateful to be alive.
MOMENTS WITH FOOD
Like trying to make your mother’s recipe for the first time.
MOMENTS OF SHARING KNOWLEDGE
Imagining a whole different world as you read a story.
MOMENTS WITH FOOD
The wonder of nature can really take our breaths away.
All of these beautiful moments will change.
Experts agree that lifestyles in 2050 will reflect the changes we’re already aware of now, such as climate change, world migration and others, but many disruptions are yet to come. They’re predicting that we may see a difference in some of the things that currently allow us to experience our beautiful moments.
So, let’s preserve what’s beautiful today, for the future.
We all use a fridge to preserve things everyday. Any brand of a fridge can say they preserve, but only one brand can say they preserve the beauty of life – Smeg.
Just like Smeg, we can keep the best parts of humanity alive by cherishing what makes us beautiful today. It’s not just a fridge – it’s a way to hold onto who we are as the world around us changes.
Execution
Smeg Preserves the Future
Smeg Preserves the Future is an immersive experience that uses the new FAB28 collection to open the conversation on preserving life’s beauty, so we feel ready to embrace whatever the future holds.
The exhibition will be made up of three different fridges, visualising 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.
AR experience: Extending the experience
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.
Digital preservation tool
Visitors to the Moscova store 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.
Immersive website
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 scientific predictions and spark reflection on what to preserve – while teasing the exhibition through future-scenario visuals.
Social media campaign