Published on : Thursday, June 18, 2015
Smeg opens it experiential show in Milan this year. The inauguration of the new ‘Concept Store’ at 58 via Moscova, Milan, definitely opens an important new chapter in the history of the brand, marked by an internationalization of its image. This acknowledges the city’s role as capital of design, coinciding in the months of Expo 2015, the Universal Exhibition.
The new Smeg Store will also hosts events from June until October, featuring design. art and cooking, interpreted, coherently with the Smeg spirit, by creating personalities known for the high content of experimentation in their project, say: Marti Guixé, the forerunner of Food Design, will talk about food as a project in a light-hearted lesson; the designer Chiara Moreschi will give participants ideas on how to invent and construct ingenious utensils to use with typical Italian food; the photographic eye of Max Rommel will focus on micro-worlds in tins constructed by the public to represent a personal idea of food; the experience of Cristiano Meneghin, an artisan of Italian street food in London, will talk about how the consumption of food is as much a domestic experience as a street experience.
Smeg always loves to play and invents design, that’s why this time they think something different to create. The location, in Brera/Garibaldi, one of the city’s most vibrant design districts, reflects the company’s dynamism; on the one hand the Corso Monforte store will successfully continue to be a traditional store, whilst the new venue will offer an immersive experience in the Smeg philosophy: creativity, research and Italianness will be at the core of a story-telling evoked by the product, the architecture of the premises and the events that will be held there. This exciting experience of the brand will give the consumer the possibility to explore Smeg proposals and its product innovations.
Smeg blends the kitchen and cooking concepts and transformed the hob from a functional element into an objet d’art.
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