5W Public Relations serves as Agency of Record for SMEG, a renowned Italian domestic appliances brand that combines technology and style. SMEG's famed FAB28 refrigerator was transformed into a work of art when iconic luxury Italian fashion house Dolce & Gabbana worked with SMEG to design unique special edition refrigerators, complete with eye-popping Italian-heritage-themed patterns hand-painted by Sicilian artists. 5W was tasked with launching the collaboration between the two renowned Italian brands and spearheading U.S. media presence for its cocktail launch party in Milan, which took place during the Milan Furniture Fair.

Media Placements

Consumer Public Relations at 5W PR - Media placement for SMEG


The 5W team strategically leveraged SMEG's cult following, Dolce & Gabbana's esteemed style reputation and their unique Italian collaboration to garner coverage among relevant media. To generate awareness of the collaboration and drive buzz for the launch, 5W conducted tactical outreach to select top-tier U.S. media outlets. Managing all facets of the media campaign, 5W utilized strategic targeting of editors to ensure the launch was showcased as desired by SMEG and Dolce & Gabbana.

To familiarize U.S. media with the collaboration and give them an exclusive look at the lavish artwork and sleek appliances, 5W facilitated strategic outreach for a private launch cocktail party during the Milan Furniture Fair, where the Dolce & Gabbana-designed SMEG refrigerators were being showcased. This initiative strengthened SMEG's position as a forward thinking, style-conscious brand to a global audience.


Throughout the campaign, 5W secured top-tier media coverage for SMEG and Dolce & Gabbana in numerous publications and media outlets including:

  • Los Angeles Times
  • Yahoo!
  • Mashable
  • Food Network
  • GQ
  • Maxim
  • Redbook
  • InStyle
  • New York Magazine
  • Forbes
  • Architectural Digest
  • Town & Country
  • Reviewed.com
  • MyDomaine.com
  • Curbed.com

In total, coverage for the collection has totaled more than 410,464,643 million media impressions to date.

Home and Housewares Public Relations - 5W PR Firm - NY, LA and Denver


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