Ton Conception unveils the ‘Smeg lifestyle’


Legacy Italian kitchen appliance brand Smeg has a new home in the Philippines thanks to the efforts third generation entrepreneur Ton Concepcion of the Condura and Concepcion Industries at the Park Terraces in Makati City.

Smeg was founded by Vittorio Bertazzoni from Guastalla, a town near Reggio Emilia in northern Italy, and is today one of the world’s leading home appliance manufacturers. The Bertazzoni family’s entrepreneurial history began way back in the 19th century.

The Park Terraces launch marks the brand’s foray into lifestyle kitchen ergonomics.

“The new Park Terraces store is representative of our brand’s move into the lifestyle space. We are not just here to sell kitchen appliances, we are here to bring out the best in food, to bring people together, and to make dream spaces a reality. Smeg appliances are creations of technology with style. Any chef can attest to that,” Smeg Philippines president Ton Concepcion said.

The live cooking demos using Nutraease cooking ware demonstrated both the technology of the Smeg appliances and the functionality of the Park Terraces store. Complimentary to Smeg’s transition into a lifestyle brand is the launching of its lifestyle magazine, Stile de Vita, featuring real life Smeg users and their passion for cooking. Stile de Vita’s pilot issue visits Smeg ambassador, Master Chef Cyrille Soenen in his own home.

An embrace of space and light, the Smeg Park Terraces store is designed by distinguished architect Gil Coscolluela. Optimus Space Solutions in turn designed the seamlessly features of five different kitchen showcases – from the sleek Linea to the retro Fab.

While having been in the Philippines for only nine years, Smeg is actually a well-established brand worldwide. It has partnership with prestigious names, including that with Ayala Land Premier, Shangri-La and Rockwell Proscenium to name a few.

“I have a vision of making the Philippines a Smeg country, and it’s coming to life,” Concepcion averred.

Smeg Park Terraces is located at the corner of West Street and Arnaiz Avenue.