Grand Opening and Media Launch

To celebrate the grand opening our brand new London flagship store, Smeg hosted an exclusive launch party, utilising our beautiful three-storey space amid the heart of St. James’s Market, Regent Street.

Grand Opening

Our red carpet media launch event, which took place on the eve of London Fashion week, attracted a number of renowned names from the fashion world such as designer Alice Temperley MBE and model Talia Storm, in addition to a wide range of famous names from the worlds of food, design and culture. Key Smeg staff and VIP customers also attended the event. 

The contemporary and minimalist interior of the brand new space, complete with expansive single pane glass windows, LED lighting and 7 metre high ceilings provided an ambience to match what was a highly prestigious evening for everyone at Smeg.

Guests were able to peruse our collection of over 300 products, including the exclusive ‘Sicily is my love’ range by Dolce and Gabbana, whilst being serenaded by the classical musician Andrea Griminelli, acclaimed for his many memorable performances with the great Luciano Pavarotti.

Guests were also treated to a selection of dishes inspired by the Reggio Emilia region surrounding the Smeg headquarters in Northern Italy, including a selection of organic Parmesan, wine, and various condiments produced from Montecoppe; Smeg’s family farm. The culinary highlight of the evening was the pizza handmade by renowned Italian Chef Gennaro Contaldo, famous for his series of successful restaurants and tutelage of Jamie Oliver. 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.

The night was rounded off with a speech by CEO Vittorio Bertazzoni who discussed the importance of physical retail and allowing customers to interact with Smeg and its products. Formerly a student in the UK, Mr Bertazzoni spoke of his love of London and the importance the new flagship store to him personally.

Please do pop down to Smeg St James soon yourself, to soak up the atmosphere, experience the new store and to browse through the Smeg collection.