Smeg, UK

After successfully delivering Smeg’s head office relocation project, Area were selected to create their European flagship store on Regents Street St James’s. Working closely with architects Deep Design, who had previously designed Smeg’s Milan store, Area were tasked with delivering a project that was consistent with that being rolled out in Europe.

The 6,400 sq ft flagship store was split over three floors- each designed to showcase a different range of Smeg products from small to large domestic appliances, fresh produce and limited edition items, all contained within various retail setting including a dedicated design lounge and meeting space. As Smeg are an Italian brand, Area worked closely with several Italian contractors to deliver joinery, specialist Italian flooring and lighting solutions to ensure the specification was in keeping with the aesthetic of their Milan showroom.

Detailed 3D design development was used in the planning stages of this project due to the space’s complex internal structure. A bespoke joinery feature was also installed to create an auditorium in order to showcase products and hold events. The store also has the largest single panes of glass anywhere in London.