The opening of Smeg’s new Flagship at 14 Regent St. St James’s, London has been a monumental step for the brand, not just for London, but aimed at heightening the brand nationally and internationally. It is unlike any other Smeg showroom created before it, be it New York, Sydney or Milan.
The new St James’s Market development sits amongst stunning architecture and London landmarks, top luxury brands and restaurants. The stores prestigious location attracts boutique shoppers, foodies, business people and tourists to explore and truly experience the Smeg offering.
Split across three floors, the deluxe fit-out of the store itself echoes that of Smeg’s flagship store in Milan and its central headquarters – clean and minimalist yet warm and welcoming. It benefits from a contemporary, modern spacious interior to inspire and share Smeg’s design values. Smeg has maintained its keen eye for detail through the materials used, including a modern, washed pallet of creams, natural woods and marble combined with textures and surfaces such as Corian, travertine, steel and glass and architectural LED lighting for the finishing touches alongside an impressive 7m high living wall to bring nature inside and striking window displays featuring collaborations with Dolce and Gabbana and FIAT500.
It has been designed to not just be a store but a central meeting and events space thanks to its dedicated design lounge found on the mezzanine level for architects, specifiers and developers to hold meetings with clients. Meanwhile, the store’s impressive basement contains a purpose-built amphitheatre for cooking demonstrations. Across all three levels, the store houses over 300 products from Smeg’s vast built in collections, freestanding cooking and refrigeration alongside accessories and produce such as Smeg’s organic parmesan cheese farm, helping tell Smeg’s ‘Made in Italy’ story.
The venue was host to famous celebrities from across the arts, from TV personalities through to architect George Clarke and celebrity chef, Gennaro Contaldo, cooking pizza in only a few minutes using Smeg’s unique pizza stone, using freshly made dough with the SMF01 stand mixer, as well as Parmigiano Reggiano from the family’s farm.
Please do come and visit the space and make use of our design lounge facilities located on the panoramic mezzanine floor.
Find out more at: www.smeglondon.com