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The History of Smeg
T
hat first Elisabeth cooker
was followed by a laundry
and dishwasher range in
1963 and the company produced a
world first in 1970: a 60cm 14 place
setting dishwasher. The mid-70s
heralded the arrival of the very
first built-in hobs and ovens and
the establishment of partnerships
with internationally renowned
architects and designers. In the
1990s, Smeg added even more
products to its various product
lines, including sinks, hoods and the
coloured retro 50s refrigerators
which were soon to become iconic
items all over the globe.
Harking back to Smeg’s origins
in the second half of the 1950s, the
FAB28 refrigerator made a colourful
confident statement, refusing to slide
into place in the then bland, white
world of kitchen appliances. With
its deep curved doors, chunky silver
handles and one of five bold colours,
it made a big impression and the
perfectly spaced SMEG lettering
across the front let everyone
know who was behind such a bold
statement. More colours and models
followed until there were fridges,
dishwashers and washing machines
in hues including pink, orange, lime
and special editions that include
appliances wrapped in the Union
Jack or designed by Dolce&Gabbana.
These anything-but-white goods
were joined by smaller but equally
stylishly small kitchen appliances
with a retro aesthetic in the last
decade.
Such creativity comes from Smeg’s
passion for design. Their internal
design studio which carries out
painstaking research into aesthetics
and style also calls on the support of
internationally renowned architects
such as Guido Canali, Mario Bellini,
the Piano Design studio, Marc
Newson and Giancarlo Candeago.
There is substance with the style.
The company prides itself on its
use of technology. Smeg’s certified
laboratories ensure essential
qualities of durability, safety, flexibility and attractiveness are present in all
Smeg products which are stringently tested before they leave the building.
And what a building it is. The Smeg HQ has been named one of the most
innovative buildings in Italy due to its environmental sustainablity and
intelligent consumption of energy. Designed by architect Guido Canali, it
won the Modena Domotics Competition and was presented at the 13th
International Architecture exhibition at the Venice Biennale 2012 as an
example of Made-in-Italy architectural excellence. Its HQ has become the
symbol of the company’s whole green approach to “ensure maximum
performance while keeping energy consumption to a minimum.”
Over 70 years on, Smeg is run by the third generation of Bertazzoni
entrepreneurs and still based in Guastalla, near Reggio Emilia in the north of
the country. Which is just as well as the iconic ‘SMEG’ logo, which its almost
impossible not to run your fingers over when you see it on a fridge or mixer
would look so much less stylish if the G for Guastalla had fallen off.
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