Smeg, the Italian icon renowned for combing technology with style, has opened a luxury flagship store in the heart of central London on 14 Regent Street, St James’s. Last week the family-owned company and Little Red Rooster hosted a roaring party attended by over 150 media and famous faces to celebrate the landmark moment.
Launching on the eve of London Fashion Week and a few days before London Design Festival, it was no surprise that the brand’s joyously colourful SDA and fridge collaboration with Dolce&Gabbana took centre stage.
Big names from the world’s of fashion, interior design and music descended on the store to explore the impressive 6,000-square foot space. Attendees included fashion designer Alice Temperley MBE, BBC Radio 1 DJ Chris Stark, singer Tallia Storm, actor Christian Vit, TV presenter George Clarke and many, many more. Guests were also treated to a pizza making masterclass by Italian chef and restaurateur Gennaro Contaldo, as well as stunning performance from critically acclaimed flautist Andrea Griminelli.
The store is nestled in the heart of luxury brand territory alongside fashion powerhouses such as Burberry and Louis Vuitton. While most of the rest of the white goods industry is firmly entrenched on Wigmore Street, Smeg has decided to contradict what is expected of it as a kitchen appliance manufacturer and position itself in the redevelopment of St James’s Market.
The flagship three-storey immersive space boasts the largest single pane glass windows in London as well as seven-metre-high ceilings. Smeg’s ground floor is a sprawling retail space with a beautiful living wall and featuring the brand’s most famous and colourful products, while the first floor acts as a mezzanine level with design lounge and meeting space. Paying tribute to Smeg’s heritage, the basement floor contains an impressive theatre for cooking demonstrations, with tiered seating and of course Smeg’s incredible range of large domestic appliances: fridges, washing machines, dishwashers, ovens, hobs and range cookers
Guests at the launch party were able to sample rustic parmesan, mustard and balsamic jelly from Smeg’s family farm Montecoppe and wine from a nearby vineyard that Smeg has partnered with, all situated in the famous Emilia-Romagna region. The produce will be exclusively available to purchase from the recently opened store.
But don’t take our word for it, the Smeg flagship store is open to the public and the friendly staff will be on hand to help perfectly match you with your next kitchen appliance. There will also be a string of interior design talks, music performances and cookery classes in the run up to Christmas so please keep your eyes peeled for more exciting news from the iconic Italian brand. The Italians are here!