During Salone del Mobile 2017, Smeg has opened an updated flagship store at Via della Moscova 58 in Milan.


700 square meters on three levels, featuring natural materials like glass, oak and travertine, enhanced by natural light provided by large windows, in a distinctive restyling project. A flourishing vertical garden, 8 meters high, adorns the visible structural framework.


The key element of the upper level is glass, used to define the work areas and the display cases for the small appliances.


In the basement warm natural light is provided by special zenithal lighting to create a pleasant atmosphere, like a seaside terrace.


In the project by the architects Matteo Bazzicalupo and Raffaella Mangiarotti of the studio Deepdesign, in collaboration with Edoardo Radice, elegance is the result of subtraction, in spaces placed at the service of the products, the only true protagonists of the setting.


The new concept reinterprets the brand’s values, combining sustainable technology and the finest design in a perfect summary of form and content. This concept will be applied in Smeg stores in the world, starting with the upcoming opening on Regent Street in London.


Smeg has always produced “technology that decorates.” The new format underlines the company mission, in a welcoming, typically Italian atmosphere.