Full text
Smeg is best known for its bright, fun appliances that add a splash of color to your kitchen. Its new Musa collection takes a different tack, however, using shades of black with a fun twist thatโs only visible when you get up-close. Musa โ which includes ovens (both full-size and compact), warming drawers, and induction hobs, with an extractor hood coming next year โ is the work of Milan-based studio BorromeodeSilva , which has a background in automotive design. I spoke to co-founder Carlo Borromeo to find out how the studio is bringing that experience to your kitchen, and the challenges experienced along the way.
This isnโt the first time BorromeodeSilva has worked with Smeg โ in 2012, the two brands, along with eyewear company Italia Independent, teamed up to create a special-edition denim-clad version of the Smeg Fab 28 fridge . The resulting product didnโt just look cool; it was designed to be practical as well, withstanding regular use in an ordinary kitchen.
So how did an automotive design agency get involved in creating such an unusual product? According to Borromeo, the project came about from a relationship with Smegโs founder, Roberto Vittorio, who pitched the initial concept.
โI'm like, 'No, but that's a terrible idea, you know? It will get dirty,' and they're like, 'Ah, you find a way,'โ says Borromeo. โAnd so we took the project very seriously, and we developed a plasma treatment for the fabric that allowed us to coat it with a protective surface. So, if you touch it, it feels normal, but it's actually stain-resistant, odor-resistant; it doesn't pick up mold or stuff like that. And the fridge came out, and it was a mega success โ they sold thousands of them.
โSo, that was the beginning of a very fun relationship with the Bertazzoni family and Smeg at home, especially with the Vittoriosโ father, Roberto, who became kind of like a mentor. And we kept the relationship going more as a friendship. But then, in recent years, we got back in touch, and they asked me to come and design a few products for them, and it was an absolute joy to rekindle that relationship.โ
The brief for the Musa collection was very different. Rather than experimenting with novel materials, the goal here was to make an appliance with the fun personality and character of a Smeg product, but that would also fit into a modern kitchen.
โThese kitchens tend to be quite understated nowadays, so we need to figure out a way to add our flair, our fun, our playfulness, but in a context where it doesn't explode too much, but fits in,โ says Borromeo. โAnd this was the challenge about this project.โ
(Image credit: Smeg) There has definitely been a trend towards using natural materials and neutral colors in kitchens recently, exemplified by products such as KitchenAidโs stand mixer with a walnut wood bowl , and Pantoneโs color of the year, Cloud Dancer . Itโs a far cry from Smegโs pastel-colored retro appliances, so I asked Borromeo how his team went about designing something that would suit.
โWas it a challenge kind of working with that, to create something unique?โ he asks. โI mean, we wanted to do that right away, but as you see, the Musa, it's black and gray. This was done by design because we thought, let's try to see if we can make a product that is Smeg, even if we take away the color, which is the primary thing that identifies Smeg.
It becomes like a little portal into your kitchen, into your food
Carlo Borromeo
โWe said, if we have to reduce it to its minimum components, let's try to take away the color as well, and see if we can create a product that is still connecting, that is still fun, that makes you smile, that has a sort of magnetic aura. And I think we achieved it, because I noticed it during [Milan] Design Week. There was a wall with all these different ovens, and Musa was one of them, and immediately, you would notice it. So, it's a product that doesn't scream for attention, but captures it anyway.โ
Although the Musa oven might look plain at first glance, get closer and youโll see the elements that make it interesting and different, despite the lack of color. For example, it has an unusual texture, which comes from BorromeodeSilvaโs automotive background.
โWe work a lot with classic cars, modernizing them. And so this method of taking character traits and applying them to objects is something that stems from there,โ says Borromeo. โThen thereโs also a practical thing that helps us a lot, which is our knowledge of CMF โ color, materials, and finish โ in developing the texture that we use to decorate the objects.โ
He turns to the Musa oven. โIf you look at it from far away, the window is like a solid, but as you get closer, you notice this stripey texture, which is playful, it's nice to the touch, it gives you more. And also, it gives you a little surprise as you get closer, which is a playful element.โ
(Image credit: Smeg) The other playful element is the window, which is smaller than usual, with rounded corners, prompting you to peek inside. Borromeo called it the portal โ or โhublotโ, in Italian.
โI think it's a fun idea that kind of defines the spirit of the product,โ he says. โUsually, when you have these ovens, you try to have the largest possible opening because it's functional; it makes sense. In this case, we tried to actually reduce it, and we created like a portal โ a smaller window that maybe looks not logical, but in the end, it invites you to peer in. So, it's trying to communicate to you in a certain way. It becomes like a little portal into your kitchen, into your food.โ
He explains that the oven established a โdesign languageโ for the whole collection, and four of the studioโs 15-person design team already have it in their homes โ including him. If you want your own, prices start at ยฃ399 (about $530 / AU$770).
Comments
No comments yet โ be the first to weigh in ๐
No comments yet. Be the first!