To increase the reputation of the Smeg brand, specifically the visits of designers and architects to the Milan showroom, a direct mail was used with materials recalling the glories of the golden period of design and planning.
The communication is unusual right from the wrapping: not the usual mailing envelope but a drawing tube is the vehicle of an even if incomplete message that stimulates curiosity towards the content and lets the prospect enter the dynamics of a promotion that will bring him, visitor VIP, at the Triennale of architecture in Milan.

Branding, Design, Direct