Smeg creates interactive, smart sensory experience for shoppers


London flagship

Challenge: Provide an intelligent control solution to enhance the sensory experience of visitors at Smeg’s new flagship store in London’s St James’ Market.

Solution: The integration of a dynamic Crestron control solution, including DigitalMedia, CP3N 3-Series Control System® processor and TSW-760 touch screens for a truly interactive showroom.

As a colourful brand that’s long been associated with stylish homes, iconic design and high-performance technology, Smeg wanted to mirror these values within its new UK flagship store. Located in fashionable St James’ Market, London, the vast store displays over 300 products set over 6,400sq ft boasting a bright and airy interior designed by Milan-based architect deepdesign. It’s a haven for shoppers and design enthusiasts alike, who visit the concept store looking for inspiration – and with the help of Crestron, visitors can enjoy an inspirational and interactive experience that reflects Smeg’s tagline ‘technology with style’!

The Smeg flagship store required an integrated AV solution that would provide a multi-layered, digital shopping journey for its customers, supporting live demonstrations and powering eye-catching visual displays throughout. Audio visual specialist Avensys stepped up to the brief and selected Crestron technology to achieve the best quality and performance.

Andy Mussell, head of commercial division at Avensys, said: “We wanted to accentuate deepdesign’s interior flare and Smeg’s colourful array of products by pushing the customer sensory experience to the max. The eagerly anticipated flagship store offers visitors and staff a memorable and seamless experience from start to finish.”

The concept store is split into three main areas: a consultation suite, the main sales floor and a 48 -seater Cooking Theatre for live demonstrations. The integrated AV solution which covers all three areas, is underpinned by Crestron’s DigitalMedia, working alongside Crestron’s CP3N 3-Series Control System® processor. The Crestron system provides a single platform for managing and distributing content to different AV sources throughout the store, for a seamless operation that is quick and efficient.

The consultation suite, situated on a mezzanine floor, offers customers a relaxed space to discuss detailed projects and designs with staff. An NEC 65″ Full HD Commercial Display screen allows the Smeg sales team to present plans and products in great detail, visually taking the customer through different design options. When not used for presenting, the Crestron system automatically switches the screens back to digital signage displays, beautifully showcasing the latest products and news.

Down on the main sales floor – which houses the Cooking Theatre alongside Smeg’s colourful range of appliances, cooking accessories and produce from Montecoppe (Smeg’s family run organic Parmigiano Reggiano cheese farm) – multiple technologies add to the sensory shopping experience. Large HD screens su

Technology adds to the sensory experience

pport digital product displays and live stream presentations from the theatre. Ceiling-mounted speakers play music or audio from live demonstrations to keep shoppers engaged throughout their visit. The impressive 48-seater Cooking Theatre is equipped with tiered seating, a large NEC 80″ Full HD Commercial Display, microphones, ceiling mounted cameras and a Blackmagic Design Hyperdeck Mini Recordable Broadcast for live product demonstrations and recording.

Colourful range of appliances

All the technology is controlled using a simple customised Crestron interface, available on iPads via the Crestron app and state-of-the-art white Crestron TSW-760 7” touch screens. The contemporary Crestron TSW-760 7” touch screens have edge-to-edge glass, with advanced high-definition Smart Graphics, complementing the sleek design of the ultra-modern store. Featuring onboard voice recognition, web browsing, video streaming and a built-in camera, the touch screens provide a stylish and user-friendly control platform for the staff.

Thanks to a Crestron DigitalMedia and CP3N 3-Series Control System, Smeg customers can enjoy an interactive, multi-layered shopping experience that brings its iconic designs to life. The high-quality, pixel-perfect display and audio delivery highlights Smeg’s ethos of ‘technology with style’ within this game-changing store.

To learn more about Crestron’s market leading technology and how it can be employed within commercial environments visit