Press release
December 2014
Smeg’s bespoke fridge auctions for £2,600 to
support chosen charity: Action Medical Research
The cycling-themed design was created
by artist Richard Mitchelson
On Thursday 27th November, multi-award-winning appliance manufacturer Smeg supported
its national charity of choice, Action Medical Research, at the children’s charity’s Champions
of CycleSport Black Tie Dinner, held at the Battersea Evolution, Battersea Park, by donating
a cycling-themed iconic FAB28 fridge for auction.
The unique fridge, which sold for £2,600 (nearly three times the usual cost of a FAB28
fridge) was created by artist and keen cyclist Richard Mitchelson, who has worked with the
show’s media partner – cycling magazine Rouleur – since 2009. Since then he’s used art to
document famous races and cyclists in his own bold style.
Richard Mitchelson said: “It's been a fantastic opportunity to team up with Smeg and create
this ‘one-off’ fridge for the Action Medical Research Champions of CycleSport Dinner 2014.
I have used all of my ‘legends of cycling portraits’ (made famous in the magazine) to create
this bright, exciting, pop art-inspired pattern. The idea behind it was that when you went to
get your milk for your cup of tea after a long ride you'd be able to spot something or someone
new and pick out your favourites from the very many faces of cycling history. Action
Medical Research does a fantastic job, so I’m pleased to help raise cash for the charity.”
Smeg UK's Brand Manager John Davies says: "Action Medical Research raises much-needed
money to fund life-changing research, helping save the lives of the UK's sick and disabled
babies and children. It was Smeg’s charity of choice for 2014 and this is going to continue for
2015.
“We’ve got lots of other fundraising events planned throughout the year, starting with Smeg
donating £20 from every FAB 28 fridge sold in December and January to Action Medical
Research, to celebrate the fridge appearing in new film Paddington.”
Action Medical Research’s Toby Tennant, Head of Relationship Fundraising, said: “We’re
delighted that Smeg UK has chosen to develop their partnership with Action Medical
Research. They are such a proactive and enthusiastic company to work with and continue to
engage and involve their employees across the board. We look forward to exploring even
more opportunities in 2015.”
To find out more about Smeg UK's activities in aid of Action Medical Research, visit their
designated fundraising website www.action.org.uk/smeguk which will be updated throughout
the year.
– Ends –
Notes to editors:
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Smeg was founded by Vittorio Bertazzoni Snr in 1948 when the company specialised in
enamelling and metal working. The name, SMEG, is an acronym Smalterie Metallurgiche
Emiliane Guastalla, which roughly translates as smelting and metal enamelling plant in
Guastalla, Emilia.
Action Medical Research is a children's charity, which was founded in 1952 - to find out
more, visit www.action.org.uk
Smeg has recently won two new accolades at the Deisgner Kitchen & Bathroom Awards. The
winning appliances are: the DF4SS-1 with SwingWash technology and the DOSP38X Classic
Double Pyrolytic Oven
For stockist information, contact Smeg on 0844 557 9907 or visit www.smeguk.com
For trade enquiries please call 0844 557 0070 or email [email protected]
Smeg UK'S product list: ovens, hobs, hoods, coffee machines, cookers, refrigerators, freezers,
dishwashers, washing machines, dryers, sinks, taps, fires and accessories.
Smeg UK is happy to provide appliances for shoots/TV appearances as long as the Smeg
brand is clearly labelled/featured.
The UK head office was established in 1989 and has been supplying premium domestic
appliances throughout the UK for more than 20 years.
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Smeg UK's showroom and head office is based in Abingdon, Oxfordshire, and from here,
they supply a range of more than 750 products across the UK.
For further information, please contact Kirsty Doolan at Homestyle PR:
T: 07851 080185
E: [email protected]
W: www.homestylepr.com