Take a look at the Dolce & Gabbana collection as Smeg launches its new London flagship store

Italian kitchen brand Smeg opened the doors of its new global flagship store in London’s Regent Street on Thursday, with a party that made the most of its new three-storey space amid the heart of the city's luxury shopping district. Launching on the eve of London Fashion Week, it was no surprise that the brand’s colourful collaboration with Dolce & Gabbana took centre stage.

Big names of the fashion world including designer Alice Temperley MBE and model Talia Storm stopped by to admire the collection, ‘Sicily is my Love’, which featured a selection of luxury kitchen appliances – including kettles, toasters and juicers – decorated in colourful scenes that portray the Italian heritage of both brands.

The launch is part of the redevelopment of St James Market in the heart of Regent Street, and the flagship store boasts the largest single pane glass windows in London as well as 7 metre high ceilings. Smeg’s ground floor is a retail space featuring the brand’s most famous and colourful products, while the first floor acts as a mezzanine level with design lounge and meeting space.

Paying tribute to the brand’s heritage, the basement floor contains a theatre for cooking demonstrations, with tiered seating. Guests at the launch party were able to sample organic parmesan, wine, mustard and balsamic jelly from the owners’ family farm in northern Italy, which will also be on offer to customers in the store.

Mike Giddings, managing director, said: “The launch of Smeg’s flagship London store, a project over four years in the making, comes at a momentous time for Smeg UK. With continued growth across the company, we’re excited that store will enhance the brand’s development and engagement with consumers in London and beyond – a platform for regular events, exciting launches and new displays.”