Appliance manufacturer Smeg showed support for its national charity of choice, Action Medical Research, by donating a cycling-themed FAB28 fridge for auction at the children’s charity’s ‘Champions of CycleSport’ black tie dinner at the Battersea Evolution.
The unique fridge, which sold for £2,600, was created by artist and keen cyclist Richard Mitchelson, who has worked with the show’s media partner – cycling magazine Rouleur – since 2009. Since then he’s used art to document famous races and cyclists in his own style.
Richard said: “It’s been a fantastic opportunity to team up with Smeg and create this ‘one-off’ fridge for the Action Medical Research ‘Champions of CycleSport’ dinner 2014. I have used all of my ‘legends of cycling portraits’ to create this bright, exciting, pop art-inspired pattern. The idea behind it was that when you went to get your milk for your cup of tea after a long ride you’d be able to spot something or someone new and pick out your favourites from the very many faces of cycling history. Action Medical Research does a fantastic job, so I’m pleased to help raise cash for the charity.”
Smeg UK brand manager John Davies added: “Action Medical Research raises much-needed money to fund life-changing research, helping save the lives of the UK’s sick and disabled babies and children. It was Smeg’s charity of choice for 2014 and this is going to continue for 2015. We’ve got lots of other fundraising events planned throughout the year, starting with Smeg donating £20 from every FAB 28 fridge sold in December and January to Action Medical Research, to celebrate the fridge appearing in new film Paddington.”