Better Life launches popular collection of Smeg appliances in the UAE

Published June 13th, 2010 - 09:09 GMT

In a departure from the norm, Better Life Appliances and Accessories unveiled an exclusive collection of Smeg appliances in the UAE at the exclusive Mojo Art Gallery. In a fitting move to celebrate the release of the designer appliance brand, the company teamed up with award-winning photographer, Richard Allenby-Pratt, who showcased his photographic interpretations of the stylish Smeg products in an exclusive exhibition at the Mojo Gallery in Dubai.

Present for the launch was, Vittorio Bertazzoni, CEO of Smeg and descendant of the Bertazzoni family that originally founded Smeg in 1948.  Bertazzoni was more than pleased to launch the Smeg collection in the UAE.

“The UAE is an exciting place that bridges the gaps between so many different cultures. It’s a great accomplishment for us to share our collection here and we look forward to bringing more offerings in the near future.  Smeg is an extremely popular brand in Europe, and we are very pleased that it has often been the chosen brand when people are looking for good design, such as in movies. We are confident with the support of Better Life, and the Al Gurg Group, our products will also prove to be popular with consumers across the UAE,” said Bertazonni.

Easa Saleh Al Gurg Group, Group General Manager, Abdulla Al Gurg added, “We are extremely pleased to be launching this collection and presenting the Smeg philosophy of design to the UAE.  Smeg have adopted a unique approach to their product development, and are innovators in the industry for bringing high design into the kitchen. We are confident that this will be a great new addition to the range that Better Life is offering.  I am also happy to welcome Vittorio to see our beautiful city and  to see our operations first hand.”

The vibrant collection of kitchen refrigerators offered in the UAE  includes ‘retro’ models from the FAB range, which incorporate the iconic Union Jack, pink and striped designs. Selected appliances employing the skills of world-class designers, Mario Bellini and Guido Canali, Marc Newson and the Piano Design Studio will also be available at Better Life showrooms.

Ajai Dayal, Head of Retail and Marketing for Easa Saleh Al Gurg Group, of which Better Life is a member, said; “There is a strong demand for Smeg products in the UAE with many people being exposed to the brand in their home countries.  Smeg’s philosophy of working with some of the world’s best architects and designers to create a range of unique and exclusive products is the point of differentiation that people are looking for these days.  We are emphasizing the design and innovation of these products by launching the collection here at the Mojo Gallery and we are pleased that Richard has done a fantastic job of interpreting the products through his lens. Having Mr.Bertazzoni here for the launch makes it all the more special.”

Smeg, a leading Italian manufacturer of upmarket domestic appliances, is globally renowned for its unique range of refrigerators, cookers, washing machines,  dishwashers and built in appliances that combine polished stainless steel with Italian elegance and creativity.


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