You know Smeg: purveyor of iconic 1950s-style fridges, vibrant Italianate pops of colour and playful takes on everyday designs. Smeg takes the ordinary and makes it exquisite with its innate know-how, creativity and style. Looking to upgrade your kitchen with state-of-the-art appliances promising all the function, but much more fun, ahead of the festive season? Turn to the Italian master of kitchenware – where distinctive style, detailed designs and cutting-edge technology combine. And, to test before you invest, head to the Smeg showroom in St James’s for the ultimate shopping experience. 

Just a stone’s throw from Piccadilly Circus, Smeg’s flagship boutique spans three floors on London’s bustling Regent Street St James’s, showcasing more than 300 products from the global brand’s famous collections. From fridges and ovens, to cookware and accessories, it’s got you covered with all the kitchen paraphernalia and props you’re looking for. Plus there are exclusive discounts on a selection of products available only to those shopping in-store – run, don’t walk.

Open Monday to Sunday, browse Smeg’s vast collection of kettles, toasters, stand mixers, fridges, coffee machines, saucepans (the list goes on) and quite literally try before you buy. There’ll be Smeg specialists on hand to help you find the perfect products for your needs and desires, whether you’re buying for yourself or are on the hunt for exclusive gifts for friends and family. Even better – contact the store before you visit and they’ll prepare a bespoke shopping experience tailored specifically to you, with their best recommendations and in-store demos ready to roll.

Designed to answer any pre-purchase questions you may have, Smeg’s showroom is a great way to see products up close, learn about their forms and features, pick your favourite colour shades (we love the pastel pink and stainless steel) and generally be inspired for your next kitchen upgrade. But the fun doesn’t stop there…

As you wander around the showroom, don’t miss the ground floor cooking theatre to see the award-winning products in action, and be sure to take a look at some of the brand’s collaborations with the likes of Dolce & Gabbana and Fiat.

Feast your eyes on all things coffee in the exclusive La Pavoni coffee suite, featuring the largest display of these famous Milanese coffee machines in the UK, and sample some of Italy’s most delicious barista blends. Before you leave, also be sure to stock up on Smeg’s collection of organic cheeses, wines and balsamics from the brand’s very own family-run Montecoppe farm in Parma, northern Italy.

Enter the world of Smeg to consult with experts, sip on authentic Italian espressos, sample delicious foodie bites, discover quality, original products and leave with a shopping order completed, due for delivery that afternoon (that’s right, same-day London delivery is available for those prone to last-minute sprees).

Visit Smeg’s London Showroom at 14 Regent Street, SW1Y 4PH. For more information, head to smeg.com.