Smeg, the Italian brand of kitchen appliances, has opened a new store in the center of London city, at 14 Regent Street, St James’s, between two of the capital’s most famous landmarks; Piccadilly and Pall Mall. Housed in the beautifully restored architectural surroundings of the former St James’s Market, the Smeg store shows the extensive collection of large and small appliances of the company. St James’s Market is one of the West End’s most interesting new locations, bringing together global brands, world class dining and flagship shopping. The store has been designed to create a true experiential experience, reflecting and renewing the style which was first defined by deepdesign for Smeg in the Milan showroom. Architects Matteo Bazzicalupo and Raffaella Mangiarotti (deepdesign) have curated the overall design of the new International flagship store along with Edoardo Radice.