Smeg USA has announced campaign celebrating the 10th anniversary of the Italian brand’s entry in the U.S. small appliance market.

The milestone is part of a Smeg legacy rooted in more than 75 years of craftsmanship, disruption and timeless Italian design, according to the company.

Smeg said its brand ethos is built on its collaboration with world-class architects and designers, resulting in products that are not only high-performing but also designed to be functional works of art.

To commemorate its 10-year anniversary, Smeg USA is launching an anniversary campaign that recognizes the brand’s tradition of excellence while celebrating the role its appliances have come to play in American homes. The campaign will include a series of creative partnerships, in-store retail activations, and social giveaways that honor Smeg’s legacy and look ahead to its future.

Kicking off the campaign is a collaboration with Savannah artist and influencer Maddie Grace, known for bold, colorful work and a joyful style, the company said. Grace will be hand-painting a Smeg Citrus Juicer with a summer-inspired motif to transform it into a countertop art piece. The custom citrus juicer will be unveiled on the Maddie Grace social channels (Instagram and TikTok) and Smeg USA will be giving one away on its Instagram channel.

“Reaching the 10-year mark in the small appliance market is a significant achievement that underscores Smeg’s long-term investment in design-led development and brand differentiation,” said Rod Gower, managing director at Smeg USA, Inc. “We’ve witnessed our small appliances become so much more than just kitchen essentials, they reflect how deeply our philosophy has resonated with consumers. This campaign reflects our strategic focus on lifestyle-driven growth and the continued expansion of Smeg’s cultural and stylistic relevance.”

More details on the upcoming giveaway can be found on Smeg USA’s Instagram.