Fashionable kitchen brand Smeg has opened its first UK flagship store on Regent Street in London.
The 6,400 sq ft store is arranged over three-floors and is located in St James Market which is the new food destination featuring restaurants and like-minded brands. The food district is a nod to the growth in popularity of food and leisure in the retail category.
The Smeg store is focussed on creating an experience with the basement dedicated to a Greek- theatre-style forum which will host a regular programme of events including chef demonstrations and interactive cooking lessons.
The ground floor is the retail sales space for domestic kitchen appliances including its coveted fridges, which sees luxury fashion label Dolce and Gabbana partner with the brand to create the one-offs at a (very) high cost. Customers can also purchase food products from the company’s farm, Montecoppe, including Parmesan cheeses and balsamic vinegars, as well as enjoying a coffee or ice-cream from one of the Smeg appliances. The mezzanine floor stocks industrial kitchen appliances.
This is another example of new brands creating their own retail space beyond the department store.