Smeg London: Flagship Store Opening

Martyn White

Posted on October 28 2017

Smeg opened their brand new flagship store in St James, Regent Street in style with live performances, demonstrations and celebrity guests just a few of the highlights.

Opening their brand new three storey flagship store, Smeg hosted an exclusive red carpet media launch night for guests to explore the state of the art new showroom, home to over three hundred products on display as well as a demonstration and show space for customers to experience the designs in the way that they would be used at home. 

Smeg London Flagship store opening Regent StreetSmeg Appliances on display at the regent Street Flagship StoreSmeg vibrant coloured ovens and cooker hoods

Guests were also treated to a selection of dishes inspired by the Reggio Emilia region that surround the Smeg headquarters in Northern Italy, including a selection of organic Parmesan, wine, and various condiments produced from Montecoppe; Smeg’s family farm. Renowned Italian Chef Gennaro Contaldo, graced the kitchen to cook the crowds hand made pizza. Gennaro cooked with the Smeg products in store, using a stand mixer for a light dough and an oven pizza stone for a crisp, stone baked finish.

Smeg grand store opening St James, Regent Street LondonSmeg grand store opening St James, Regent Street London guests arrivingSmeg grand store opening St James, Regent Street London serving cheese pizza and champagne

One of the most memorable parts of the evening came in the form of live classical music, performed by musician Andrea Griminelliacclaimed for his many memorable performances with Luciano Pavarotti. As guests made their way into the lower ground floor show space which will become the centre for cooking and presentations, the crowds were treated to mesmerising classical tunes played on the flute and piano. Part of the performance can be seen in the video below. 

Smeg grand store opening St James, Regent Street London Flutist entertainmentSmeg grand store opening St James, Regent Street London watching the performance


The night really was unforgettable and the speech of the evening by CEO Vittorio Bertazzoni demonstrated just how important the new concept stores are to businesses, showcasing the very best of their products in interactive ways to help buyers make the most out of their latest purchases. As flagship stores go, Smeg has taken the crown and I would recommend any Smeg and appliance lovers to head down to the St James store to witness the designs and demonstrations for yourself. 

Thank you so much to Smeg for inviting me along for the evening, for further information on the London store, services and opening times, click to visit the official Smeg London website via the link.


Thank you for reading. If you liked this post, here are a few more recommendations relating to Smeg.

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