Smeg
Milano Design Week Activation / Sound Branding Concept
The Sound of Smeg
A concept activation for Milano Design Week that reimagines SMEG’s iconic FAB28 fridge as a sound-led brand experience. The project explores how industrial design can move beyond form and function into sound, turning a familiar object into an immersive sensory moment.
Overview
A concept built to translate an iconic product into a multisensory brand experience.
A concept built to translate an iconic product into a multisensory brand experience.
A concept built to translate an iconic product into a multisensory brand experience.
Industry - Design / Consumer Products / Brand Experience
Industry - Design / Consumer Products / Brand Experience
Role - Concept Development, Art Direction and Experience Design
Role - Concept Development, Art Direction and Experience Design
Scope - Activation Concept, Sound Branding, Event Experience, Campaign Thinking and Storytelling
Scope - Activation Concept, Sound Branding, Event Experience, Campaign Thinking and Storytelling
Contribution - Led the identity refresh and applied the system across key brand touchpoints as part of the Factory39 team.
Contribution - Led the identity refresh and applied the system across key brand touchpoints as part of the Factory39 team.
Timeline - Milano Design Week 2025
Timeline - Milano Design Week 2025
The Concept
Beyond What You See
Beyond What You See
Beyond What You See
The idea begins with a simple shift: if SMEG is already recognised through form, what happens when that recognition is extended into sound? Instead of treating the FAB28 as something only seen, the project imagines it as something heard and felt, turning visual iconography into a more complete sensory identity.
The idea begins with a simple shift: if SMEG is already recognised through form, what happens when that recognition is extended into sound? Instead of treating the FAB28 as something only seen, the project imagines it as something heard and felt, turning visual iconography into a more complete sensory identity.
The idea begins with a simple shift: if SMEG is already recognised through form, what happens when that recognition is extended into sound? Instead of treating the FAB28 as something only seen, the project imagines it as something heard and felt, turning visual iconography into a more complete sensory identity.
Why Sound
A Brand Signal You Can Hear
A Brand Signal You Can Hear
The project makes a clear case for sound branding as more than a gimmick. By pointing to recognisable examples and recall data, it frames sound as a way to deepen memory, emotional engagement and brand distinctiveness.
The project makes a clear case for sound branding as more than a gimmick. By pointing to recognisable examples and recall data, it frames sound as a way to deepen memory, emotional engagement and brand distinctiveness.
The project makes a clear case for sound branding as more than a gimmick. By pointing to recognisable examples and recall data, it frames sound as a way to deepen memory, emotional engagement and brand distinctiveness.
The Experience
From Product Posts to Meaningful Content
From Product Posts to Meaningful Content
Developed as a Milano Design Week activation, the concept turns visitors into participants. Rather than simply looking at the FAB28, they engage with it, generate sound, and become part of an experience that captures the creative energy of the event and folds it back into the brand.
Developed as a Milano Design Week activation, the concept turns visitors into participants. Rather than simply looking at the FAB28, they engage with it, generate sound, and become part of an experience that captures the creative energy of the event and folds it back into the brand.
Developed as a Milano Design Week activation, the concept turns visitors into participants. Rather than simply looking at the FAB28, they engage with it, generate sound, and become part of an experience that captures the creative energy of the event and folds it back into the brand.
How It Works
Built as a Journey
Built as a Journey
The activation was designed to unfold in stages: building anticipation through digital media, setting the stage through outdoor and in-store presence, and then turning physical interaction into live sound sampling. The process ends with a sound logo shaped by participation, giving the experience a lasting brand outcome.
The activation was designed to unfold in stages: building anticipation through digital media, setting the stage through outdoor and in-store presence, and then turning physical interaction into live sound sampling. The process ends with a sound logo shaped by participation, giving the experience a lasting brand outcome.
The activation was designed to unfold in stages: building anticipation through digital media, setting the stage through outdoor and in-store presence, and then turning physical interaction into live sound sampling. The process ends with a sound logo shaped by participation, giving the experience a lasting brand outcome.
Selected Frames
Additional moments from the concept across installation, interaction, live sampling, and the final collectible artifact.
Additional moments from the concept across installation, interaction, live sampling, and the final collectible artifact.
Additional moments from the concept across installation, interaction, live sampling, and the final collectible artifact.
Explore More
A broader look at work spanning identity, digital experiences, and brand systems.
A broader look at work spanning identity, digital experiences, and brand systems.
A broader look at work spanning identity, digital experiences, and brand systems.
