SMEG
Challenge:
Develop a memorable activation idea featuring the use of digital media, new technologies and latest trends and tools for Milano Design Week 2025.
Moments with food
Like trying to make your mother’s recipe for the first time.
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 of sharing knowledge
Imagining a whole different world as you read a story.
Moments in nature
The wonder of our natural surroundings can really take our breaths away.
These and so many more things make life beautiful. But what if we told you that 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, how about we preserve the things that make our lives beautiful today – for the future?
There's one thing that we all use to preserve things everyday – a fridge. Any brand of a fridge can say they preserve, but only one brand can say they preserve the beauty of life – Smeg.
Only a Smeg fridge can say they preserve the personality and the beauty of the people who choose them. A fridge from Smeg is something you hold on to for a long time, because it’s just that beautiful.
In the same way as a Smeg fridge preserves the beauty of life through design and functionality, we too 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.
Immersive website
The topic of the future is complex and it’s a lot to comprehend. Therefore, we want to bring awareness ahead of time, during the weeks leading up to Design Week.
We will create an immersive website that introduces people to what science is predicting for the future. It will start the conversation and make people reflect on what they would like to preserve, while promoting the exhibition.
We will also create an advertising campaign which will give visitors a tease for the exhibition using the visuals for each future scenario.
Digital preservation tool
To take the experience beyond the store and continue the conversation about preserving life’s beauty, there will be a personalised link for anyone who visits the exhibition at the Moscova store. The link will lead to a simple digital platform that gives them the chance to start preserving the beauty they find in their lives.
Through the FAB28 Smeg fridge, users will be able to upload notes, videos and photos to stick to the front of the fridge. Using AR-technology, they can also scan meaningful objects around them, and those will be uploaded to the inside of the fridge for them to preserve.
