Logo Smeg


14 Regent Street London

Sep 15th 2017

This September Smeg has revealed its state of the art flagship store in London amongst the redevelopment of St James’s Market. Opening in the heart of central London, Smeg’s new store, located at 14 Regent Street, St James’s, is positioned between two of the capital’s most famous landmarks; Piccadilly and Pall Mall.
Housed in the beautifully restored architectural surroundings of the former St James’s Market, the store offers the perfect setting to showcase Smeg’s extensive collection of exceptional large and small appliances. St James’s Market is one of the West End’s most exciting new locations, bringing together global brands, world class dining and flagship shopping. The Market is connected via a vibrant public square re-establishing the historic St James’s Market, and Regent Street, built in the 1820’s.
The store, a true experiential experience, will target business people located in the surrounding developments, foodies visiting neighboring restaurants and eateries along with boutique shoppers and tourists to the capital, visiting this  fantastic part of the West End.
The design for this new architectural framework both reflects and renews the style which was first defined by deepdesign for Smeg in the Milan showroom.
Architects Matteo Bazzicalupo and Raffaella Mangiarotti (deepdesign) have curated the overall design of the new International flagship store along with Edoardo Radice.


The interior architecture is minimalist, yet it feels welcoming and warm through the use of natural materials in stone and wood.
Smeg’s new store front boasts the largest single pane glass windows in London. The store itself is 6,400 sq ft split over three floors, featuring over 300 Smeg products and high 7 metre ceilings, making for an impressive open plan space to display the extensive product range.
The ground floor is a retail space focusing on Smeg’s range of colourful small and large domestic appliances and accessories, including some special products from Montecoppe that rapresents the land where Smeg comes from and in general our being Italian  including the Parmesan cheeses, the balsamic vinegars and wines, all to be exclusively available to purchase in store. To enhance the Italian experience, the store can also serve customers with a customary espresso or coffee from Smeg’s machines.

The ground floor space includes extensive displays from the famous Dolce&Gabbana collaboration, with both the individually hand painted fridges and small appliance collection. The colourful Portofino and Victoria range cookers will also be on display, making the most of the beautiful enlarged windows in store. Furthermore, the ground features a stunning floor-to-ceiling living wall of lush greens with red, white and silver accents making for a beautiful in store environment and 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 special and limited edition FAB fridges are visible to commuters from street level.
The store’s impressive basement contains a purpose-built theatre for cooking demonstrations. The theatre comprises tiered seating and HD AV equipment filming and screening live action to ensure audience members can get involved.
The store’s deluxe fit out is designed as a contemporary, modern, spacious interior to inspire and share Smeg’s design values. Smeg has maintained its keen eye for detail through the materials used, including a modern, washed pallet of creams, natural woods and marble combined with textures and surfaces such as Corian, travertine, steel and glass and architectural and LED lighting for the finishing touches.