Over 300 appliances from the Smeg collection are on display at the global brand’s new flagship store in London’s exclusive St James’ Market.
Showcasing Smeg’s major and small appliances, the new multi-level store in culture-rich St James, located in close proximity to Piccadilly Circus and Buckingham Palace, houses more than 300 products including built-in ovens and compacts, freestanding cookers, cooktops, dishwashers, refrigerators, rangehoods and laundry products among others.
Smeg Fiat 500 fridges decked up in the colours of the Italian flag greet visitors, providing a quintessentially Italian experience to customers. On the inside, a living green wall creates a stunning backdrop for Smeg’s small appliance collection.
The store also stocks a selection of authentic Italian produce from the farm of Smeg’s owners, the Bertazzoni family including the famed Montecoppe Parmigiano Reggiano.
Smeg’s collaboration with global fashion brand Dolce&Gabbana has resulted in one-of-a-kind colourful, bespoke FAB28 fridges, hand painted with Sicilian imagery to depict the traditional culture and romance of the island.
A dedicated lounge and meeting space on the mezzanine level and a basement containing a purpose built cooking demonstration theatre will host regular events, launches and interactive displays.
Smeg London is located at 14 Regent Street, St James, London SW1 and is open seven days a week.