Viva L’italia

Like the River Po that links many cities and re­gions in Italy, Smeg con­tin­ues to cre­ate prod­ucts that connect and com­mu­ni­cate with its users, writes Maritess Garcia-reyes

Philippine Tatler Homes - - BRAND STORY -

The Ital­ian brand Smeg (Smal­terie Me­tal­lur­giche Emil­iane Guastalla or Metal Enam­elling Plant from Guastalla Emilia) has been pro­duc­ing home ap­pli­ances since 1948. Started by black­smiths driven by en­tre­pre­neur­ial spir­its, Smeg was founded by Vit­to­rio Ber­taz­zoni and his fam­ily on the banks of the River Po, the long­est and most im­por­tant wa­ter­way in Italy. Around this river grew beau­ti­ful re­gions in­clud­ing Emilia and Lom­bardy, which rep­re­sent a unique cross­roads of Ital­ian cul­ture, his­tory, and art.

Not long af­ter World War II, the com­pany launched one of the first gas cook­ers, and con­tin­ued to ex­pand the line by adding a laun­dry and dish­wash­ing range, built-in hobs, ovens, sinks, hoods, and re­frig­er­a­tors.

To­day, Smeg is glob­ally recog­nised for its abil­ity to de­sign avant-garde ap­pli­ances—each a re­sult of col­lab­o­ra­tion with world-fa­mous ar­chi­tects such as Guido Canali, Mario Bellini, Renzo Pi­ano, and Marc New­son—that com­bine per­for­mance, form, and at­ten­tion to de­tail in seam­less “Made in Italy” fash­ion. The defin­ing char­ac­ter­is­tics of Ital­ian de­sign, such as in­ven­tive el­e­gance, orig­i­nal­ity, and qual­ity, are al­ways a pri­or­ity—hence, each Smeg prod­uct is a snap­shot of Ital­ian style, from its retro ‘50s re­frig­er­a­tors, which re­main Smeg’s sig­na­ture piece to this day, to clas­sic steel-only cook­ers. Smeg be­lieves that ob­jects of daily use

should just fill a space; they should cre­ate an at­mos­phere. This is why for the brand, tech­nol­ogy and func­tion­al­ity are deeply con­nected to style and aes­thetics. This sen­si­tiv­ity, which has in­spired the col­lab­o­ra­tion with ar­chi­tects and de­sign­ers of our time, is the per­fect ex­pres­sion of “Made in Italy,” which com­bines art and industrial ex­per­tise in ev­ery­day ob­jects.

At last year’s Eurocucina ex­hi­bi­tion, Smeg pre­sented two col­lec­tions: Vic­to­ria built-in ap­pli­ances and Dolce Stil Novo. De­signed by the ar­chi­tect Canali, Dolce Stil Novo is a con­tem­po­rary kitchen style con­structed from pre­mium glass and stain­less steel, com­bined with tech­no­log­i­cal in­no­va­tion that reaf­firms the brand’s flair for Made in Italy ex­cel­lence.

The Vic­to­ria aes­thetic line, on the other hand, is en­hanced by ma­te­ri­als and fin­ishes with cre­ative touches such as the Smeg 50’s style logo and the chrome con­trol knobs.

Be­sides its com­mit­ment to de­liver high qual­ity home ap­pli­ances, Smeg also ad­vo­cates en­vi­ron­men­tal sus­tain­abil­ity. The Smeg head­quar­ters, also de­signed by Canali, has be­come a sym­bol of the com­pany’s green ap­proach; that is, to en­sure max­i­mum per­for­mance whilst keep­ing en­ergy con­sump­tion to a min­i­mum. Smeg ap­pli­ances are also de­signed with en­vi­ron­men­tal considerations in mind. Its em­pha­sis is on the choice of ma­te­ri­als, such as steel, glass, alu­minium, and brass, which can be eas­ily re­cy­cled.

For Smeg, style is the way a prod­uct com­mu­ni­cates with its sur­round­ings and al­lows users to in­ter­act with it. It does not only make prod­ucts; it cre­ates pieces that turn a house into a home, and gives pa­trons the chance to cus­tomise their living spa­ces as they see fit.

THIS PAGE Smeg’s Linea aes­thetic line fea­tures sym­met­ri­cal lines, bal­ance, and light

FROM TOP Smeg’s re­frig­er­a­tors, like the iconic ‘50s retro style in pas­tel blue and the Golden Fab, add a time­less el­e­gant look to any kitchen; the Clas­sic aes­thetic line is a se­ries of strik­ing do­mes­tic ap­pli­ances that are fin­ished in smart stain­less steel

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