TWO LEADERS OF MADE-IN-ITALY EXCELLENCE, ONE ORIGINAL ITEM
What is a cooling motor doing underneath the bonnet of a Fiat 500? Smeg and Fiat merge form and function to create an extraordinary new item for the “FIAT 500 Design collection”. Because a refrigerator is not just an electrical appliance, and a bonnet is not just car part.
“I’m really happy that, we’re launching this product. It is the result of years of work, and it reawakens a historical collaboration between Smeg and Fiat, and not forgetting the creativity of Italia Independent – says Lapo Elkann - The Fiat 500 is an Italian icon that from now can even be found in another dimension, in bars and peoples living rooms all over the world".
On the 30th May 2013 the “SMEG 500” previewed in Paris, during a glacé event at Colette, the famous concept store on Rue Saint-Honorè.
This collaboration stems from the interest that Fiat has always for the world of design, not only applied to the automotive industry but also in other "fields". Smeg, known for its extensive technological and design know-how is capable of creating ad hoc solutions to meet any aesthetic and functional need, proved to be the ideal company with which to achieve this ambitious project.
The two Made-in-Italy advocates already met in the 1950’s (the years of mass automobile production and of “white goods” development) when Fiat, with the invaluable collaboration of Smeg, also manufactured refrigeration. “Smeg and Fiat, together with Italia Independent, knew how to approach the challenge, - comments Vittorio Bertazzoni, Smeg CEO – and for me, creating the Smeg500, was above all a matter of personal honour. I strongly believed in this project as it pays tribute to the memory of my grandfather: when he founded Smeg, immediately after the Second World War, one of his first collaborations was creating refrigerators with Fiat. Furthermore, this partnership is witness to the amazing industrial competence of Made-in-Italy which gives life and body to creativity via one of its most symbolic objects”.
Today Smeg and Fiat surprise yet again with an inspirational new design. Reinventing looks, eliciting a smile, injecting the passion of creativity into the rigor of technology: these are the design concepts that animate the two brands.
This is how the Smeg500 was born - a refrigerator that fulfils its function but with a new guise, becoming something much more, something that catches your eye, tricks it and reinvents. It is the ability of art that allows you to see beyond appearances, beyond the limits. It is the ability of innovators who continually transform one thing into something else with ease and irreverence. It is an all Italian capacity that both Smeg and Fiat possess. The Smeg500 is that something else, a crossbreed of concepts for today’s most exclusive spaces, from the homes of a collector to a lounge bar for fashion drinks.
The SMEG500 can be ordered directly from Smeg from June 2013 onwards, and will be available with a white, red or green finish. Orders should be sent to email@example.com
To find out more www.fiat500design.com