Smeg debuts in Rome

The appliance brand opens its first store in the capital

Il nuovo negozio di Smeg a Roma
Il nuovo negozio di Smeg a Roma

Smeg, the brand founded in 1948 at Guastalla, in the province of Reggio Emilia, known for its colorful design appliances, opens its first store in Rome on Via IV Novembre, at a UNESCO listed site between Trajan’s Forum, the Altare della Patria and Campidoglio. The store is in an exceptional building, the 19th-century Palazzo Capranica del Grillo, elegantly restored and refurbished, with protection of internal architectural features, renovation of the original flooring and conservation of the natural stone and brick used for the arches, vaults and ceilings.

The store has two levels for a total of over 300 sqm, of which nearly 200 are set aside for sales, while the rest of the facility contains offices and archives. The company’s most popular collections are on view, starting with the handpainted refrigerators made in collaboration with Dolce & Gabbana, a jubilee of Sicilian folklore, carts, citrus and “pupi.” The showroom also features the multicolored appliances, limited editions and bestsellers.

Cookware by Smeg - Design by @deepdesign

Cookware by Smeg – Design by @deepdesign

Nuovo negozio Smeg a Roma

FAB10 by Smeg

New items include a special edition to celebrate the 70th anniversary of Peanuts, the comic strip launched on 2 October 1950 by the American artist Charles M. Schulz, with a FAB10 mini-fridge from the 50s Style family bearing an illustration taken from the original archives of Snoopy, along with his steadfast friend Woodstock. A limited edition made of just 70 pieces, one for each year of the comic strip, as true collectibles available for pre-order on website and in Smeg stores (Milan, Rome, Reggio Emilia, Modena, Guastalla) starting in November.

Finally, the point of sale also presents a large living-kitchen area, as a stage for a fine calendar of events for fans of Smeg.