GOLD Winner, Better Future 2026, Sydney Design Awards, Interior Design Flagships and Showrooms 2026 - Smeg Experience Centre Sydney by X+O

Project Overview

Interior Design - Flagships & Showrooms

This award celebrates innovative and creative building interiors, with consideration given to flagship, discovery centers or showroom space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
More Details

Housed within a heritage wool store, the Smeg Sydney flagship showroom transforms appliance retail into an immersive brand experience. X+O Interior Design reimagined the traditional showroom model, creating a destination where customers don't simply view product, they live it.

At the heart of the space sits a working demo kitchen, where customers watch, taste and connect with the Smeg brand around a custom 16 seat table. Around it, each of Smeg's ranges is presented as a fully realised kitchen, styled to evoke the feeling of home and designed to spark an emotional connection rather than a transaction.

Circular design runs through the project's most memorable pieces. The demo table was crafted entirely from materials recovered during the de-fit, crushed glazing, crushed timber screens and old Smeg packaging, all diverted from landfill and reborn as the showroom's centrepiece. In reception, a sculptural artwork inspired by the form of sheep's wool, a nod to the building's past life as a wool store, was created from recycled Smeg packaging, weaving heritage and sustainability into a single gesture.

Blending Italian heritage, circular design and experiential retail thinking, the showroom sets a new benchmark for how appliance brands can build loyalty, trust and connection through space.

Smeg Experience Centre Sydney- Concierge

Thanks to Better Future for showcasing our work. And to our wonderful clients at Smeg for your continued partnership.