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As soon as we caught wind of Rocco’s powder-coated steel and fluted-glass beverage fridge late last year, we immediately wanted to know more. When we heard that the brand had paired good looks with the same compressor as Sub-Zero; reversible racks; and app-controlled temperature, lighting, and camera footage? We knew we had a 2024 Domino Good Design Award contender (and a versatile replacement for rickety bar carts) on our hands.
It’s been nearly a year since this innovator hit the scene, and in that time, Rocco has teamed up with LaCroix to deliver the fridge stocked with bubbly water and introduced (and subsequently sold out of) a new color that’s the hue of Wölffer Estate rosé. We dropped in on cofounder Alyse Borkan to talk about the design inspiration behind the Rocco’s most notable characteristics and to get the scoop on what’s coming next.
Rocco Super Smart Fridge
Super Smart Fridge
Rocco
Give us some insight into how you came up with Rocco’s innovative details.
When we set out to redesign the outdated wine fridge, our goal was to create not just the most beautiful drinks fridge in the world, but the most functional.
Take the feet, for example. They elevate the fridge off the floor, making it feel like furniture. They also allow the compressor to be cleverly housed underneath, so the fridge sits flush against a wall—a design feature not seen on bulky, traditional wine fridges.
Unlike most conventional fridges, which store bottles vertically, our racks are designed for horizontal storage. This allows the fridge to be much slimmer, so it doesn’t jut out into the room, saving valuable floor space.
One of the most frequent [ways we’re described] is “the fridge with the reeded glass”—a design choice that has become synonymous with the fridge. We love how the textured door elevates its high-end, furniture-like appeal.
When did you know you had designed a product that was going to change the game?
Before we launched, I told our small team, “This is an investment piece. It’s something people will want to keep in their homes for years, and they’ll take their time considering the purchase. So the first few months might be slow—brace yourselves.” But within two weeks, we sold out of what I thought would be six months’ worth of inventory. We knew pretty quickly that there was a real gap in the market we had filled when the fridges flew, and we got a lot of “I had been waiting for a fridge that wasn’t an eyesore!”
Any notable bevvies you’ve seen stocked inside?
We’ve seen customers get first dibs on a lot of new and unexpected flavored drinks. Think: Kin’s Picklesecco, the Aura Bora x Graza Olive Oil Martini, and even the Oreo-flavored Coke, which I personally need to get my hands on.
What’s the best-selling color?
Everyone loves the yellow. [TikTok stars] Matt and Omar bought one recently and chose yellow, which they called sunshine yellow, and said as they unboxed it and saw the color for the first time, “Now we won’t be depressed anymore!” It really does light up a room.
What’s on the horizon for Rocco?
I can’t believe it has almost been a year! There are some really exciting things on the horizon for Rocco. You can expect more colors to join the lineup soon, along with some fun collaborations in the beverage and fashion spaces we’re really excited about.
The Rocco Fridge Spotted on Domino
Two different colors, two totally different vibes.
Speaking of that cheery yellow: See it in action in editor Julie Vadnal’s apartment. (She shares her in-depth review!)
Borkan chose the all-black version for her own East Hamptons home. It’s tucked between the dining and living rooms for easy access from either space.