SMEG LONDON

MISSION

2017 was a game-changing year for Smeg. The iconic Italian brand opened a flagship three-storey space, nestled amongst other luxury brands such as Burberry and Louis Vuitton, in the vibrant St James’s development behind Piccadilly Circus.
Little Red Rooster was tasked with organising an opening party to end all opening parties, inviting media, famous faces and social media influencers and to ensure blanket media coverage.

METHOD

Whilst planning it was important to create an event that was uniquely Smeg. To ensure the event ran smoothly it was critical we effectively liaised with both Smeg in the UK and Italy to ensure we shared a common goal.

In the months running up to the event, we contacted journalists at nationals to secure stories in the business pages. We booked in a number of media one-on-ones with both UK managing director, Mike Giddings, and CEO Vittorio Bertazzoni to create brand storytelling features. We also arranged for high calibre celebrities to attend the opening party and be photographed with a limited edition Dolce&Gabbana x Smeg fridge guaranteeing blanket social media and press coverage en masse!

BOOM

The event was a roaring success with over 150 journalists in attendance including key titles such as Metro, Telegraph Luxury and The Times Bricks & Mortar.
Famous faces such as British fashion designer Alice Temperley, Channel 4’s George Clarke, singer Talia Storm and BBC Radio 1 DJ Chris Stark strutted down the red carpet and added a touch of sparkle to the evening
After months of planning, we saw a staggering 109 pieces of press coverage appear for the London store launch.