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After several years in planning, on the 14th of September we hosted an exclusive press launch event to mark the grand opening of our Central London flagship store at 14 Regent St. St James’s. The store was designed by Milan based Architects, deepdesign, led by partners Matteo Bazzicalupo and Raffaella Mangiarotti alongside Edoardo Radice.

The red carpet event brought together a wide range of media, bloggers, influencers and celebrities along with key Smeg customers and staff, enjoying the new space and beautiful Italian food and wine – of course! Many of the dishes were inspired by the Reggio Emilia region surrounding Smeg’s headquarters in Northern Italy and some incorporated Smeg produce and ingredients from Montecoppe, Smeg’s organic farm.

Throughout the course of the evening guests perused the new space and latest launches, sampled pizzas hand made by Gennaro Contaldo, while world-class classical musician Andrea Griminelli kept our attendees entertained with two very special performances on the lower floor – including some iconic Italian crowd-pleasers!

With over 150 press in attendance, from media including Telegraph Luxury, Tatler and the World of Interiors through to the Times Magazine, Evening Standard and Esquire. We were priviledged to welcome Vanessa Brady, President of the Society of British and International Interior Design.

During the evening, we were joined by famous faces from the world of art, TV, design and fashion. Designer Alice Temperley MBE made an appearance ahead of her fashion week launches and architect George Clarke popped by following an overnight pause in filming building projects. Also in attendance was BBC R1 DJ, Chris Stark, Holby City/Game of Thrones actor Christian Vit, TV stars Jamie Reed and Jade Lewis and models Tallia Storm, Cali White and Victoria Clay.

We look forward to extending a warm welcome to you all to visit Smeg St James’s, to experience what the fabulous new store is all about. For more information please visit www.smeglondon.com

Have a flick through our event photo gallery below or take a look at our our launch video: