Smeg 展厅设计丨澳大利亚新南威尔士丨X+O

Location：Waterloo, New South Wales, Australia; | ;View Map

Project Year：2023

Category：Showrooms

Using the principles of storytelling, the Smeg showroom at Winnings Redfern creates a powerful brand story that resonates with the consumer and effectively communicates each unique product range. Through the use of color and texture, strategic placement of appliances and interactive elements, a comprehensive showroom was designed to enhance the visual appeal of the Smeg brand and create an inviting space for customers to explore the product range. By focusing on the consumer experience, this showroom design creates a memorable brand story that resonates with shoppers and leaves a lasting impression of Smeg products.

What was the brief?

The project brief was to showcase the Smeg brand DNA - technology with style in a luxurious and elevated way, unique to Winning Appliances Redfern.

Smeg's most exclusive range of diverse products, each with its own unique aesthetic was to be showcased in the display with materials and details that creates a hero of each specific range including: Dolce Stil Novo, Linea, Portofino, Victoria and Classic.

Winning Appliances brief was to create a display showcasing luxury to appeal to a high end demographic with a design focus, largely comprised of architects and designers.

Key products used:

Stone: Paonazzo (Artedomus), Calacutta Viola (CDK Stone)

Tiles: Earp Bros and Skheme

Paint: Venetian Plaster

What were the solutions?

The solution X+O executed was through careful space planning of each range. By creating a luxury display of carefully curated and edited products, five distinct zones were developed for each product story. Each zone was developed with an aesthetic reflecting the product range, and designed to look like a kitchen. Thus inspiring and engaging customers to visualise how products would suit their own style, in their own kitchen at home. Additional products were carefully incorporated into kitchen drawers for customers to interact and engage with. A central island was incorporated to facilitate cooking demonstrations by Smeg's chef as well as engage and connect with customers to create a memorable experience.

Luxurious and warm finishes including Italian natural stone; Paonazzo and Calacutta Viola as well as rich walnut, touches of brass and mesh were incorporated to each display to showcase the premium quality of the Smeg brand. Each finish was strategically selected to complement and hero the particular aesthetic range it is showcasing. Experienced artisans were engaged to construct rounded and curved stone detailing in the Dolce Stil Novo display shelves, Linea product wall, as well as the tied round columns and venetian plaster at the entrance display, adjacent to the Portofino range.

Lighting played a large role in creating a luxury ambience in the space through the use of integrated led lighting.

Who are the clients and what's interesting about them?

Smeg Australia partner with X+O to design retail displays in the Australian region. Smeg design and produce home appliances that express “Made in Italy” by perfectly combining design, performance, and attention to detail. The design and manufacture of Smeg appliances is concentrated in four factories based in Northern Italy, each specialising in a specific type of appliance. Smeg has subsidiaries worldwide, overseas offices and an extensive sales network.

Team:

Architect: X+O

Joinery: Finecut Joinery

Photographer: Rohan Venn

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