In exclusive St James’s Market location.
Smeg has unveiled its state-of-the-art flagship store in London amongst the redevelopment of St James’s Market among other global brands, world class dining and flagship shopping. Opening in the heart of central London, the new store is positioned between Piccadilly and Pall Mall.
It will target business people located in the surrounding developments, foodies visiting neighbouring restaurants and eateries along with boutique shoppers and tourists to the capital.
The new store front boasts the largest single pane glass windows in London. The store itself is 6,400 square feet over three floors, featuring over 300 Smeg products and seven metre ceilings.
The ground floor will be a retail space focusing on Smeg’s range of colourful small and large domestic appliances and accessories, plus produce from Montecoppe, Smeg’s own Italian farm. This includes Parmesan cheeses, balsamic vinegars and wines, all exclusively available to purchase in store. The store also serves customers with a customary espresso or coffee from Smeg’s machines.
The ground floor space will include extensive displays from the Dolce&Gabbana collaboration, including both the individually hand painted fridges and small appliance collection. The colourful Portofino and Victoria range cookers will also be on display. Furthermore, the ground will feature a floor-to-ceiling living wall of lush greens with red, white and silver accents reflecting Smeg’s love of natural materials and the environment.
The mezzanine level has the feel of a library with a dedicated design lounge and meeting space. Looking out, iconic and limited edition FAB fridges will be visible from street level. The store’s basement has a purpose-built theatre for cooking demonstrations, comprised of tiered seating and HD AV equipment to film and screen live action.
Smeg managing director, Mike Giddings commented, “The launch of Smeg’s flagship London store, a project over four years in the making, comes at a momentous time for Smeg UK. With continued growth across the company, we are 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.”
