Smeg opens stunning London flagship retail store

posted on Tuesday, 26th September 2017 by Steve May

Appliances  Showrooms 


Smeg, the Italian manufacturer of premium kitchen appliances, has opened a flagship store in Central London - and it’s spectacular. Part of the the redevelopment of St James’s Market, it can be found on Regent Street, St James’s, between Piccadilly and Pall Mall.

The building reflects Smeg’s acclaimed Milan showroom, and has been designed by architects Matteo Bazzicalupo and Raffaella Mangiarotti (also known as Deepdesign). Working with Edoardo Radice, the feel is minimalist but inviting. The storefront features the largest single pane glass windows in London. There’s stone and wood in abundance, and with 7m tall ceilings there’s a dramatic sense of air and space.

Smeg Exterior

Smeg Mezzanine

Smeg London aims to offer consumers an experiential experience; it’s hoping to attract wealthy residents, tourists and foodies. In addition to high-end appliances, there’s food from Montecoppe, the Italian farm owned by Smeg. If you want to stock up on parmesan cheeses and balsamic vinegars, this is the place to visit.

The store itself sprawls over 6,400 sq ft and is split over three floors. Inside are over 300 Smeg products.

The ground floor is a retail space focusing on Smeg’s small and large domestic appliances.

Smeg Theatre

Smeg Ceilings

The ground floor space includes extensive displays from Smeg’s Dolce & Gabbana collaboration, including individually hand painted fridges and small appliance collection.
A mezzanine level has a dedicated design lounge and meeting space, while the basement contains a purpose-built theatre for cooking demonstrations, with tiered seating.

Smeg London is part of a  £10 million investment by the brand.

Steve May

Inside ID Editor Steve May is a freelance lifestyle and technology journalist, who also writes for T3, AskMen UK, MTV UK, TechRadar and Trusted Reviews.

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