To celebrate 40 years of the Smeg Classic Range, we created a campaign honouring its enduring style and innovation. From its launch in Australian kitchens in the 1980s to its place in today’s most contemporary homes, the Classic has stood the test of time – proving that true design never goes out of fashion.

In 1985, architect Guido Canali created what would become Smeg’s first built-in oven series designed by an architect, setting a new standard for collaboration between industrial design and high architecture.

Elastic reimagined this legacy through a journey across five decades of kitchens, each one meticulously crafted in Unreal Engine. Every environment was purpose-built, with bespoke design nods that reflected the evolution of the Smeg Classic range and its timeless place in the home.

At the heart of the campaign was a TVC that brought the story to life, alongside a commemorative 40-year logo marking this design icon’s milestone.