Women’s Wear Daily
04.23.2014
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fashion-scoops

Smeg, Italia Independent Open Milan Design Week

The companies created a limited edition version of the Fab 28, Smeg’s iconic fridge inspired by the Fifties.

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IN THE FRIDGE: Italian home appliances manufacturer Smeg and Italia Independent opened Milan’s Design Week on Monday paying a tribute to one of the most iconic pieces of Italian furniture. The companies created a limited edition version of the Fab 28, Smeg’s iconic fridge inspired by the Fifties, now covered with denim. In order to guarantee a long-lasting performance, I-I realized with denim brand Care Label an exclusive fabric, which was treated with plasma to be waterproof and stain resistant. For the occasion, Smeg also reworked its 60-year-old logo introducing an Italian flag.

“We share the same love for Italy and the desire to combine tradition and innovation,” said I-I founder Lapo Elkann, who revealed that the item presented at the Smeg store on Monday is just the starting point of a bigger collaboration. “We will do something cold in the heat,” he said, as a clue about the next project with Smeg to be presented in the summer.

“Deciding to re-work one of our most iconic and successful pieces was brave, but the risk paid off because we have already sold 500 pieces,” highlighted Smeg ceo Vittorio Bertazzoni.

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