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 Concept, Event Experience, Campaign Thinking and Storytelling
Scope - Activation Concept, Sound Branding Concept, Event Experience, Campaign Thinking and Storytelling
Context - Academic assignment developed and presented in Milan
Context - Academic assignment developed and presented in Milan
Status - Shortlisted for possible Milano Design Week presentation; not exhibited
Status - Shortlisted for possible Milano Design Week presentation; not exhibited
Timeline - 2025
Timeline - 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 concept treats sound as an additional brand signal rather than a novelty. Extending Smeg’s recognisable visual identity into audio creates a speculative framework for emotional engagement and distinctiveness beyond the product’s form.
The concept treats sound as an additional brand signal rather than a novelty. Extending Smeg’s recognisable visual identity into audio creates a speculative framework for emotional engagement and distinctiveness beyond the product’s form.
The concept treats sound as an additional brand signal rather than a novelty. Extending Smeg’s recognisable visual identity into audio creates a speculative framework for emotional engagement and distinctiveness beyond the product’s form.
The Experience
From Product Icon to Sound Experience
From Product Icon to Sound Experience
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 proposed activation unfolds in stages: building anticipation through digital media, setting the stage through outdoor and in-store presence, then turning physical interaction into live sound sampling. The journey would culminate in a sound logo shaped by participation, extending the concept into a potential brand asset beyond the event.
The proposed activation unfolds in stages: building anticipation through digital media, setting the stage through outdoor and in-store presence, then turning physical interaction into live sound sampling. The journey would culminate in a sound logo shaped by participation, extending the concept into a potential brand asset beyond the event.
The proposed activation unfolds in stages: building anticipation through digital media, setting the stage through outdoor and in-store presence, then turning physical interaction into live sound sampling. The journey would culminate in a sound logo shaped by participation, extending the concept into a potential brand asset beyond the event.
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.
