On the occasion of Salone del Mobile 2017, Smeg strengthens its leadership position in the high quality appliances and design sector with the opening of its renovated flagship store on Via della Moscova 58, in Milan.
The light flooding in through the shop windows overlooking the Brera district emphasizes the warm essential qualities of natural materials such as glass, oak wood and travertine, and enhances the spaces of the store, illuminating the centrepiece of the restyling: a luxuriant eight metre high vertical garden that single-handedly brings to life the structural framework of the whole building now open to the public. The striking natural light effect on the lower floor creates an extremely realistic outdoor atmosphere, almost like a terrace overlooking the sea, bringing a corner of the Mediterranean into the heart of Milan.
The design by the architects Matteo Bazzicalupo and Raffaella Mangiarotti from the deepdesign studio, in collaboration with Edoardo Radice, achieves elegance through a minimalist approach to the spaces, allowing the product to take centre stage as the true and exclusive feature of the display.
The new concept reinterprets the values underpinning the most authentic Italian made products, combining sustainable technology and high level design in a perfect synthesis of form and content, and will provide the blueprint for all Smeg stores throughout the world, starting from the store due to open soon on Regent Street in London.
Smeg has always been in the business of producing “technology as interior design”, and in the new format the corporate mission is fulfilled through an effective and inspiring display that conveys to visitors the full sense of the attention to detail, search for innovation and beauty of essential solutions that have made Smeg into a famous and highly appreciated brand throughout the world.