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LA DOLCE VITA IN THE HEART OF LONDON

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Smeg opens flagship store in St James

21/09/2017

In London’s exclusive St James’s Market Smeg has opened a flagship store to showcase its major and small appliances as well as edible delights from Smeg’s northern Italian homeland. Culture-rich St James, nearby to Piccadilly Circus and Buckingham Palace, is also home to many high-end designer brands, West End theatres, a sophisticated art and culture scene and many fine dining restaurants. 

The multi-level, light-filled Regent Street store houses more than 300 Smeg products including a full range of major appliances – built-in ovens and compacts, freestanding cookers, cooktops, dishwashers, refrigerators, rangehoods and laundry products as well as small appliances and a selection of authentic Italian produce from the farm of Smeg’s owners, the Bertazzoni family including the famed Montecoppe Parmigiano Reggiano. 

From the street the experience is quintessentially Italian, with Smeg Fiat 500 fridges in the colours of the Italian flag greeting visitors.

On the inside a living green wall provides a stunning backdrop for Smeg’s small appliance collection. 

Also on show are the fruits of Smeg’s collaboration with global fashion brand Dolce&Gabbana. One-of-a-kind colourful, bespoke FAB28 fridges, hand painted with Sicilian imagery depicting the traditional culture and romance of the island, add pops of colour and style. 

On the mezzanine level is a dedicated lounge and meeting space, while the basement contains a purpose built cooking demonstration theatre.  Along with the main showroom, both these spaces will continue to play host to regular events, launches and interactive displays. 

Whether customers are shopping for major or small appliances or simply seeking a taste of dolce vita Italiana (Italian sweet life), they are sure to find what they are looking for in this cool, contemporary space.

Smeg London is located at 14 Regent Street, St James, London SW1 and is open seven days a week. 

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