Designed to elevate any living space, Rocco is the “Super Smart Fridge” on a mission to keep spirits high and make every day a mini celebration. Having sold out five times in three months, the viral gem is a chic take on the classic appliance. Not only does it double as a bar cart, it boasts more than enough room to host all of your favorite beverages — from natural wine to Ghia to Diet Coke or Topo Chico. Here, Rocco’s co-founder Alyse Borkan shares the inspiration behind the darling household device, a few of her current favorite bevvies and more.
Photography provided by Rocco
Why did you decide to enter the home design space?
I have always loved creating inviting interior spaces. I had just renovated two homes in two years when I met co-founder Sam Naparstek. I thought I was going to build an Airbnb empire while he was working on a better designed wine fridge. When I first met him, he asked me what brand my appliances were. I bought two full sets and you’d think I would have been able to remember the brands of such big ticket items… but I blanked. I realized then how much opportunity there was to build a memorable brand and product in a category that has felt really stale and soulless. My dreams of building a collection of special rental homes has been put on pause, but building Rocco has been even more fun.
Can you share what the process was like deciding on the final sleek design for the Rocco?
We worked with an industrial designer in Milan. We knew we wanted the fridge to feel more like furniture than an appliance, so we worked with someone who knew exactly how to do that. With small details like the rounded corners, a tubular handle and a top that has raised edges with a custom tray to double as a bar cart, we knew that we were creating something that would fit perfectly near a dining table or next to a sofa. It was important to us for anyone to be able to call the Rocco fridge theirs, so we kept the design more minimal so it could blend in with anyone’s decor whether midcentury, post-modern or ultra-modern.
What unique functional design elements/details set Rocco apart from other bar essentials in the market?
There really isn’t any other piece that combines a bar cart and a fridge in one. Having the ability to cool drinks on the bottom, but keep bottles on top using the tray and raised edges makes it both a home organization trick and a party trick. Guests can help themselves to a drink inside or play bartender right on top. I always keep some fun glasses and a vintage ice bucket on mine.
In the spirit of hosting a soiree, what is your go-to party trick?
Having a drink that no one has tried before. It’s fun to help friends discover new drinks they love, but also makes what we’re serving more exciting. Most recently it’s been a homemade strawberry shrub topped with sparkling water. Simple, yet delicious.
Name three bevvie brands that always inhabit your Rocco.
Recently it’s been United Sodas Sour Blueberry, De La Calle! Pineapple Spice and Montauk lemon iced tea.
Any advice for the remainder of 2024?
Stay hydrated.
