14 Regent Street, St. James’s, London is the address of the Smeg UK flagship store and last night it was the London Design Festival event to be at with the unveiling of 90 limited edition fridges in collaboration with American icon Disney. Journalists were welcomed, drinks were drunk, shapes were thrown, canapés were nibbled on and a Mickey Mouse window display was revealed as part of a historic night for both brands.
To mark a year signified by two landmark anniversaries, its 70th birthday as a company and 12 months since the opening of its flagship London store, pioneering Italian appliance brand Smeg has teamed up with cultural icon, Disney to create a limited edition run of commemorative fridges.
It is also a special year for Disney, as it marks 90 years since the birth of its most famous and loved character Mickey Mouse. In 1928, he made his debut in Steamboat Willie and since then his ears have become synonymous with the entertainment superbrand.
The Disney project follows on from previous Smeg collaborations with Dolce&Gabbana, Mini and Veuve Clicquot to name but a few. To celebrate the special nature of the partnership plus mark 90 years of Mickey, there will only be a total of 90 fridges manufactured in Italy for the limited-edition collection. Each Smeg FAB28 fridge has been brought to life by a ‘true original’ bespoke sketch of the mouse cheekily reaching for the handle. On top of that, each fridge is decorated with a limited-edition silver plaque signifying its unique number.
Aesthetically speaking, the FAB28 is Smeg’s most widely recognised design. Immediately identifiable due to its soft curves and 50s-inspired design, it paved the way to a refrigerator revolution in the late 1990s. Since then, it has become a global design phenomenon. The interior benefits from adjustable glass shelves, chrome shelving supports, metal wine racks, LED strip lights and an ice compartment. Each FAB28 provides a total gross capacity of 281L and offers an A+++ energy rating. In addition, Smeg recently upgraded all its FAB fridges to include a metal back.
Both brands are synonymous with bringing the family together. For Smeg, at the heart of the company is a focus on food, family and entertaining. Meanwhile for Disney, at its core is the ability to bring people of all ages together, united in a sense of fun, laughter, optimism and love for cinema.
Last night, over 100 VIP press from the likes of delicious. Metro, Maire Claire, House & Garden plus Mad About the House attended a glitzy launch party for the commemorative fridge. The doors opened at 18:30 and the triple anniversary celebrations ran almost until the clock struck midnight, definitely not a Cinderella reference there.
TV presenter and wellness influencer Ashley James took the music reigns for the evening playing everything from Sister Sledge to Dua Lipa to ensure the guests on the shop floor where grooving all night long.
Italian canapés were on offer throughout, infused with Smeg’s own Montecoppe balsamic jellies and parmigiano reggiano cheese made on its family owned farm just outside Bologna in northern Italy. Guests were also treated to a glass or three of Lambrusco, the chilled fizzy red stuff is back on-trend in a big way. For the Italians it never really went out of fashion and you better believe they produce the finest.
The event took place in the middle of London Design Festival, a week-long celebration of the capital’s most creative exhibitions and venues, placing the Smeg London store very firmly at the forefront of the minds of the UK’s most imaginative. Other notable events took place earlier in the week from our clients Victoria + Albert Baths plus Bang & Olufsen.
The Disney x Smeg FAB28 is priced at £1,699 and available from the www.smeguk.com or at Smeg’s flagship three-storey retail space on Regent Street, St James’s.