SMEG marks 16 years making PHL kitchens colorful
WHO knew that last week鈥檚 hottest party would be for a refrigerator?
On Sept. 20, SMEG, a line of luxury appliances but mostly known for their refrigerators (in several bright colors and a sleek mid-century design) celebrated its 16th anniversary in the Philippines with a grand party in Ayala Museum. To emphasize the artistry that goes into each appliance, the brand, brought here by Mondo Cucina, Inc. (MCI) in 2007, held private after-hours viewings of Juan Luna鈥檚 rediscovered masterpiece, Hymen, oh Hym茅n茅e!, which is on view at the museum.
Downstairs, SMEG set up a garden with their appliances on display, for one night. Guests were invited to peek into these fridges or touch and feel mixers and espresso machines.
SMEG (an acronym emblazoned on their fridge doors meaning Smalterie Metallurgiche Emiliane Guastalla; in English, 鈥淓milian Metallurgical Enamelling Works Guastalla鈥) was founded in 1948 by Vittorio Bertazzoni. The mid-century retro fridges (called the FAB line) came about in the 1990s, and since then have been seen in the homes of cool individuals.
Ton Concepcion, president of MCI, told 大象传媒 during the event about how they鈥檙e found all over Metro Manila, Cebu and Davao. 鈥淢ost of the new buildings now in the Philippines 鈥 actually, 10,000 condominium units and 40 buildings 鈥 [have SMEG kitchens]. We鈥檙e very proud that a brand that was not known 16 years ago now has become a household name.鈥
Because he is part of the Concepcion family which is best known for the cooling business (bringing in and creating brands such as Carrier, Condura, Otis, Kelvinator, and Midea, among others 鈥 although MCI is independent from the group), Mr. Concepcion discusses family values when talking about the brand. 鈥淚t鈥檚 like a partnership between family and family,鈥 he said. The Bertazzoni family has controlled SMEG since its founding. 鈥淲e both have this shared passion for excellence. The Italians are known craftsmen… and us, with my family, it鈥檚 about service, about giving the best customer service. It鈥檚 a marriage made in heaven.鈥
At the end of the day, it鈥檚 still an expensive refrigerator. (Mr. Concepcion points out that they have other products too, with SMEG investing a lot in coffee machines and other small appliances.) The fridges range in price from P76,000 for the smallest size to P200,000 for the largest. Mr. Concepcion鈥檚 spouse, Karen (who also serves as MCI鈥檚 Creative Director), said, 鈥淚 won鈥檛 justify or defend why it鈥檚 expensive. But it鈥檚 really the kind of product that you get, it鈥檚 quality. We鈥檙e very particular about the service and the parts. We know our customers invest so much money into the product.鈥
The product is smart and pretty: it combines features like inverter technology, fan-assisted cooling, multi-flow cooling, humidity regulation, and electronic temperature control in an enamel package. Ms. Concepcion talks about style and substance. 鈥淚t鈥檚 the Italian way. Style and technology. It鈥檚 not over the top. It鈥檚 just what it is: it鈥檚 beautiful.鈥
鈥淚t鈥檚 really eye candy in your kitchen. It becomes a conversation piece. People now, their attention is in the kitchen. They wanted their kitchens… to be more beautiful,鈥 she said. 鈥 Joseph L. Garcia
