The 6,400 square foot flagship will be split over three floors – each designed to showcase a different range – and offer visitors a “true experiential experience.”
Used as a retail space, the ground floor will focus on the brand’s domestic appliances and accessories, as well as produce from its own Italian farm, Montecoppe - exclusively available to purchase in-store. This will include a selection of Parmesan cheeses, balsamic vinegars and wines, and customers can also order a customary espresso or coffee from Smeg machines.
The mezzanine level will have a dedicated design lounge and meeting space, with its limited edition FAB fridges displayed in the storefront - the largest single pane glass windows in London. Featuring a purpose-built theatre for cooking demonstrations, the basement will comprise tiered seating and HD AV equipment filming and screening live action, to ensure audience participation.
Over 300 Smeg products will be featured across the open plan space, including extensive displays from the Italian brand’s collaboration with Dolce&Gabbana, including the individually hand painted fridges and small appliance collection.
Managing director Mike Giddings said: “The launch of Smeg’s flagship London store, a project over 4 years in the making, comes at a momentous time for Smeg UK. With continued growth across the company, we’re excited that store will enhance the brand’s development and engagement with consumers in London and beyond – a platform for regular events, exciting launches and new displays.
“Since 2009 Smeg has grown by 164% and the addition of our St James’s store will help the company to expand further. The unique location in St James Market emphasises Smeg as a luxury brand and shows how Smeg survives by being different.”