About Smeg St James's

Smeg's new state of the art London flagship store is situated in the newly redeveloped St James’s Market, SW1. Located within one of the West End’s most exciting destinations, bringing together global brands, world class dining and flagship shopping, Smeg St James's is the perfect destination for shoppers, tourists, foodies and the local business community alike.

Set Amongst Stunning Architecture

Architecturally, the redevelopment of St James’s market has been a huge and important project, retaining the building’s iconic façade, the biggest of its kind in Western Europe. Constructed from beautiful Portland stone and bronze metalwork, 14 Regent St offers the perfect backdrop to showcase Smeg’s iconic collection.

Store Design

Paying homage to Smeg’s design pedigree, the store is set in over 6,000 sq. ft. of space, split across three floors, a bright and airy environment thanks to stunning high-rise ceilings and expansive windows; the longest spans of retail glass in the capital – showcasing Smeg’s most cherished and sought-after products adorning its 7m high windows on the corner of Regent St. St James's and Carlton St.

The flagship store’s contemporary feel has been brought to life thanks to Milan-based architect practice deepdesign, an interior designed to be warm and welcoming, an inspirational space, mirroring Smeg’s design values, and a real place to call home in London. Set amongst a washed pallet of creams, natural woods and marble, combined alongside textures and surfaces such as Corian, travertine, steel and glass, the Smeg range has been brought to life like never before. The store was designed by Milan based Architects, deepdesign, led by partners Matteo Bazzicalupo and Raffaella Mangiarotti alongside Edoardo Radice.

The Ground Floor

At street level, the ground floor showcases Smeg’s colourful range of small appliances; cooking accessories and produce from Montecoppe, Smeg’s family run organic Parmigiano Reggiano cheese farm. In true Italian style, customers exploring the wide displays can sample an authentic espresso prepared on a Smeg coffee machine during their visit. Customers will fail to miss the splashes of bold colour throughout the store, from Smeg’s exclusive Dolce and Gabbana collaboration, through to colourful Portofino range cookers inspired by the Italian Riviera. In the window you may even spot a cheeky FIAT500 cellar fridge, or three, asembled in the colours of the Tricolore flag.

Basement and Demonstration Theatre

The store’s impressive basement displays Smeg’s vast extended range, from built-in & freestanding cooking products, dishwashing and laundry appliances, through to fridges in all shapes and sizes, over 300 products in total. You’ll also discover a purpose-built cooking theatre for live product demonstrations, screened live on bespoke AV equipment.

Mezzanine Consultation Suite

The store’s mezzanine offers a relaxed design lounge and high-tech meeting space, benefitting from stunning views and comfy soft seating. From the ground, passers by will also catch a glimpse of a quartet of special edition fridges set amongst architectural cladding framing the mezzanine.

Expansive Living Wall

Passionate about the environment and natural materials, a stunning floor to ceiling living wall completes the ground floor display – comprising lush greens with red, white and silver accents standing in pride of place near the store’s entrance.

Opening Hours

Our experienced in-store team is on hand to help advise on all your appliance needs. Smeg St James's is open Monday to Friday from 9am – 6pm, Saturdays 10am - 6pm & Sundays and Bank Holidays 12pm – 4pm. Click here to find out more about finding us.

We look forward to welcoming you to Smeg St James’s.