For the media launch of Smeg’s Classic Anniversary range of ovens we wanted to engage the five senses, creating a very tactile and emotive connection to the brand, and relating back to the campaign messaging. The blank canvas foundation of studio PixOn Location created the perfect shell for our event, as we cast multimedia projections onto the walls, and built custom displays for ovens, as well as a full, working short order kitchen.
This display kitchen fitted out with Smeg products gave guests the opportunity to walk through the space and view the products in use, as the chefs used the ovens to cook the food being served. In addition to roving canapés we created a pop up dining space allowing guests to order from a select menu and have a dish prepared and served a la minute – showcasing the true capabilities of the product.
Upon departure, guests were handed a parting gift, an impressive wedge of Montecoppe Parmigiano Reggiano from the Smeg family farm in Northern Italy.