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PROJECT STEPS
Arrival & Immersion
Participants enter a booth with a SMEG FAB28 fridge. Opening it reveals foods from a surprise country, while projection mapping and sounds transform the space into that destination.
Personalized Keepsake
On exit, each guest gets an NFC-tagged magnet. Tapping it on their phone delivers a custom thank-you message tied to their “trip.”
Digital Memory
& Community
A postcard with Polaroid-style fridge photos and a note awaits them. A QR code lets them share a family recipe on SMEG’s site, where submissions build an online community.
For Milan Design Week 2025, we reimagined the SMEG fridge not just as a kitchen icon, but as a portal to cultural identity.
a global destination
Smeg:
| BRAND ACTIVATION
“A trip around the world by opening the fridge”
An immersive installation for Milan Design Week, where SMEG fridges become cultural storytellers.
THE IDEA |
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