March 2019 ertonline.co.uk


deliberately to appeal to the lifestyle audience that is a growing sector for Smeg as a target audience,” Mr Davies tells ERT. “We decided to locate here from a brand point of view – it’s a crucial place to be. We were looking for a store in this area for about 10 years before, so this wasn’t a knee-jerk reaction. It took a long time to think about where best to go and the timings. It turns out we did it around the time of Brexit first coming into the news; so we were faced with a big decision, but we carried on and created something very special.


“It’s basically a huge billboard. The whole store layout has been designed to allow us to capture not only the footfall in-store or passers-by, but also commuters on the top deck of all the busses that go past into Piccadilly thanks to our upper mezzanine floor. This is deliberate to showcase our limited-edition retro fridges that are displayed up there. “The store was designed by Deep, a Milanese design agency – they’ve worked with Smeg for many years. With all things design, it’s not to be rushed and the same went for the store; over several years we were planning the finest details and layouts to make it the way it is now and a lot of investment went into it.”


Window displays “These are designed and installed by our in-house team, sometimes including myself,” chuckles Mr Davies. “They are crucial, particularly in St James’s, where retailers and businesses are vying for attention, but with a very strong brand and lots of creativity it enables us to stand a good chance of catching people’s eye. “They also really help us to drive footfall, even when the store is shut people walk past and look in and we see all this reverberate across social media. For example, for Valentine’s Day we’ve got an experience activity outside the store


Last year, we were delighted to receive a Royal Institute of British Architects (RIBA) award for one of our windows that was singled out for its design excellence.


encouraging people to take selfies and we’re handing out heart-shape sweets. “Last year we were delighted to receive a Royal Institute of British Architects (RIBA) award for one of our windows that was singled out for its design excellence. It conveyed a built-in oven and hob perfectly and combined with the history of Smeg as a metal enameler through the use


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The retro revival


John Davies explains why he thinks retro design is currently so popular and how Smeg has played an important part in its development. “I think in any industry design is important and often customers will choose a design that is different or to suit their style. Retro design is an emotive one; it’s colourful, it’s curvy, it’s very tactile. Smeg is also a very tactile brand and we believe its heartland does rest in the independent channel.


“Since Smeg was launched in 1948, it wasn’t until the 60s and 70s and then into the 90s when retro design really took off for us. In 1997 we first launched the retro fridge; it’s surprising that it’s such a timeless icon when it’s only been around since ’97. The industry actually said to us at the time “it’s not going to work – it’s not white, it doesn’t conform”. But we had the courage to continue and by ‘98-99 it started to take off.”


A splash of colour in the kitchen “In 2014 we went into SDA to complement the whole collection, to add a splash of colour in the kitchen and offer customers a new access point to the business with a simple kettle and toaster purchase, for example.


“I think what took us by surprise as we


introduced more products was the fact that people are also willing to mix and match, not just coordinate with one consistent colour. The beauty of retro design is that it can also combine with things that are very contemporary; like a retro toaster in a modern kitchen with ultra- modern Smeg appliances from our Linea range, for example, would still look incredible.” “I think there’s always going to be a fondness


for retro design. There’s definitely still room for retro products and things will continue that way as people want to make statements in their homes. “It’s important for indie retailers to think about their stores, and bringing the theatre can be achieved by introducing fun, exciting, eye- catching and demonstratable products.”


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