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Smeg opens first flagship store in London

Smeg, the Italian kitchen appliances manufacturer, has launched a UK flagship store at the new St James’s Market development on London’s Regent Street.

ELECTRICALS

Smeg opens first flagship store in London

Smeg, the Italian kitchen appliances manufacturer, has launched a UK flagship store at the new St James’s Market development on London’s Regent Street.

The store will act as a showcase for Smeg’s extensive collection of large and small appliances.

The storefront has the largest single pane glass windows in London while the interior has seven metre high ceilings. Spanning 6,400 square feet over three floors, the space will feature over 300 Smeg products.

The ground floor is a retail space focusing on Smeg’s small and large domestic appliances and accessories, as well as produce from Montecoppe, Smeg’s very own Italian farm. This includes Parmesan cheeses, balsamic vinegars and wines. In addition, staff will be able to serve customers with coffee from Smeg’s machines.

The mezzanine level has the feel of a library with a dedicated design lounge and meeting space. Looking out, special and limited edition FAB fridges will be visible to passersby from street level.

Meanwhile, the store’s basement contains a purpose-built theatre for cooking demonstrations. This comprises tiered seating and HD AV equipment for filming and screening live action.

The store will also feature displays from the Smeg’s Dolce & Gabbana collaboration, including both the individually hand painted fridges and the small appliance collection.

Smeg said the store will target business people in the surrounding developments, foodies visiting neighboring restaurants and boutique shoppers and tourists visiting the West End.

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