In a world saturated with utilitarian appliances, Rocco has emerged as a refreshing disruptor, daring to challenge the conventional wisdom of the home goods industry. As co-founder Alyse Borkan aptly puts it, the traditional appliance market has long favored “neutral colors, feature-based launches, nothing that really gives people a reason to pay attention.” Rocco’s mission, from its inception, has been to craft a refrigerator that not only stands apart but actively enhances people’s lives and living spaces.
Embracing the Chill: Introducing Ice Blue
This philosophy recently manifested in Rocco’s latest aesthetic triumph: the captivating Ice Blue colorway. Conceived with the serene beauty of winter in mind, Ice Blue is Rocco’s most evocative seasonal hue yet. It’s a crisp, cool-toned update drawing inspiration from the tranquil palette of pale skies, the invigorating bite of cold air, and the inherent coziness of seeking refuge indoors when temperatures plummet. “We wanted to design a color that makes staying in feel better – lighter, calmer, and a little more special,” Borkan explains.
True to Rocco’s playful spirit, the launch is accompanied by a delightful bonus: a limited-edition ice cube mold, perfectly sized for your freezer. With winter forecasts hinting at snowfalls and snow days, Rocco suggests that perhaps the ultimate indulgence isn’t a steaming mug of tea, but rather something exquisitely chilled.
Design That Defines a Space
Rocco has swiftly cultivated a devoted following, not merely for its function, but for its thoughtful design – a fridge engineered to be a focal point within your living areas, rather than relegated to a garage or hidden utility room. Its distinctive fluted glass door introduces a rich texture and visual intrigue, while slender steel legs impart a sense of lightness and elegance, preventing the silhouette from feeling imposing or monolithic. An ingeniously designed accompanying tray, rendered in a matching hue, provides a stylish home for favorite spirits and bar tools, transforming the smart fridge from a mere pit stop into a sophisticated destination, especially during social gatherings.
Performance Beyond Expectation
Beyond its striking aesthetics, Rocco delivers uncompromising performance. At its heart lies a high-end compressor – the very same caliber found in luxury brands like Sub-Zero – ensuring beverages are chilled efficiently and with remarkable quietude. In its dedicated Quiet Mode, Rocco registers as low as 39 dB, making it quieter than a typical library. Even in Smart Mode, which intelligently adjusts temperature based on its environment, or Party Mode, engineered for rapid chilling, the subtle hum is virtually imperceptible, especially once a room fills with lively conversation. Integrated with the brand’s intuitive app, which meticulously tracks inventory, hosts are less likely to find themselves mid-gathering without a perfectly cold drink on hand.
Beyond the Chill: A Conversation with Alyse Borkan
Rocco has rapidly evolved into a contemporary emblem for connection and gathering. Intrigued by this profound impact, we sat down with co-founder Alyse Borkan to delve deeper into the brand’s ethos, touching on themes of rest, ritual, collaboration, and Rocco’s pivotal role in bringing people together.
The Art of Rest in a Productive World
Rocco’s name itself is inspired by the Italian word for rest – a poignant choice in a culture that often glorifies relentless productivity. We asked Borkan how she personally cultivates and protects moments of respite amidst her demanding schedule.
“Rest for me doesn’t really happen unless I intentionally build it in, close my laptop, and throw away the key,” Borkan shares. “Lately, that’s meant going to a sauna and cold plunge space. It’s one of the few environments where I’m not on my phone, not multitasking, and not half-working. When you’re either in the heat or the cold, everything else kind of drops away.” This personal ritual directly influenced the Ice Blue launch, which debuted at Lore Bathing Club, a new Manhattan space dedicated to ultimate rejuvenation, where Rocco’s new fridge offered complimentary drinks from ZICO.
Morning Rituals and Evening Indulgences
Curious about her personal use of Rocco, we inquired about Borkan’s daily routines.
“In the morning, I’ve been reaching for a Wandering Bear cold brew latte,” she reveals. “It has 11g of protein, but you genuinely can’t tell. And yes, I am currently a walking stereotype trying to make sure I get enough protein every day.” As for winding down, Borkan indulges in a sweet treat. “My husband’s from Michigan, and the first time I had cherry iced tea was on a trip to Leelanau. It’s really beautiful up north on the beaches of Lake Michigan. They’re known for their cherries, and it’s become one of those small things I missed when we got home. Now I get it delivered in bulk every once in a while and have it with dinner.”
The Power of Playful Collaborations
Rocco’s limited-edition collaboration with Malin + Goetz, featuring a tomato-themed collection, felt both fun and delightfully unexpected. We asked Borkan what drives these unique partnerships.
“From the beginning, we’ve wanted Rocco to feel different and play a bigger role in people’s lives and spaces,” Borkan states. “Collaborations are one of the ways we do that. They let us surprise people, bring in new worlds, and keep the brand feeling fresh. The Malin + Goetz collaboration was fun and unexpected on purpose. Tomatoes show up everywhere in summer… in food, in color, in gatherings. It felt like a really natural way to connect Rocco to that season and that sense of celebration.”
Designing for Connection in an Offline World
To us, Rocco feels like more than just an aesthetic appliance or a conversation piece – though it excels at both. It has become a catalyst for bringing people together at a time when genuine offline connection is more sought after than ever. We wondered if fostering this kind of togetherness was an intentional design goal from the outset.
Borkan confirms, “Absolutely. We saw a gap in the market for appliances that didn’t just perform a function but actively contributed to the ambiance and social fabric of a home. Rocco is designed to be at the heart of gatherings, facilitating moments of joy and shared experience. It’s about elevating the everyday and making those connections feel effortless and special.”
Rocco is not just a fridge; it’s a statement, a lifestyle choice, and a testament to the power of thoughtful design in fostering connection and enhancing the art of living.
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