We're delighted to unveil our latest window display at our flagship store, located at 14 Regent Street St James's, London. Joining forces with award-winning Coffey Architects, we have submitted the window into the Royal Institute of British Architects (RIBA) Regent Street Window competition 2018. We hope you agree how stunning it looks! Image credit: Tim Soar, courtesy of Coffey Architects.

Exclusive Design Competition

This is the eighth year of the exclusive design competition run by RIBA, the official professional body for architects in the UK. The project sees some of Regent Street’s leading retailers partnering with emerging and established RIBA Chartered Architects to create a series of unique shop windows. Image Credit: Dylan Thomas, courtesy of RIBA.


Creating Intrigue

For the store's prominant 7m high windows, Coffey Architects were challenged to create a display celebrating the launch of our new Linea built-in collection, maximising the shop’s imposing 7m high ceilings whilst maintaining clear views into the store. Image Credit: Tim Soar, Courtesy of Coffey Architects. Through a hands-on process of iterative refinement with contractor, Trick of the Eye, alongside structural engineers, Morph Structures, Coffey explored installation options that would both market our product range and promote the brand's rich heritage. Image Credit: Tim Soar, Courtesy of Coffey Architects.

Creating intrigue and delight through threshold and repetition, Coffey Architects has utilised the Linea collection’s cast iron pan stand to create an intricate patterned screen. The multiplication of this heavy and industrial component paradoxically creates a landscape that resembles a delicate weave, whilst showcasing Smeg’s high end cooking products. It filters and diffuses light, casting beautiful, active shadows inside the store during the day and out onto the pavement at night. Image Credit: Tim Soar, Courtesy of Coffey Architects. 

Symmetry, Balance and Light

The newly designed window has now gone live, showcasing the recently-launched top of the range touch control Linea built-in oven and hob collection. This has been designed with an eye for detail, symmetry, balance and light at its heart, reflecting Smeg's growing collection of contemporary and technology advanced built-in appliances. Later this year, Linea will also include Smeg’s first ever collection of connected products, starting with a smart wine cooler, oven and dishwasher combo. Please vote for our RIBA window scheme by following the link here.