Smeg Experience Centre: A Refined Showcase of Performance and Brand Experience

For Smeg’s new Sydney Experience Centre, interior design studio X + O Design set out to create more than a traditional appliance showroom. Located within Sydney’s heritage Woolstores precinct, the space was conceived as an immersive brand environment that blends hospitality, retail and residential inspiration into a highly experiential customer journey.

Designed around a series of curated kitchen environments, the showroom reflects Smeg’s globally recognised aesthetic while maintaining a warm and approachable atmosphere. Central to achieving this cohesion was Light Vicenza Oak, specified extensively throughout the project as the foundational material palette.

Creating a Cohesive Material Language

Specified across key joinery and surface applications, EGGER Light Vicenza Oak was used throughout the entry experience, walkways, demonstration kitchen, Portofino display, design studio and La Pavoni displays.

“The primary palette that created the ‘canvas’ for the experience centre was Light Vicenza Oak by ForestOne’s EGGER, travertine, stainless steel and concrete,” explains X + O Design.

The decor’s subtle timber grain and soft natural tone helped unify the showroom’s multiple display zones while allowing Smeg’s appliances to remain the hero of the space. Its textural finish also introduced warmth and tactility, supporting the residential-inspired aesthetic that underpinned the project.

“Light Vicenza Oak tied all of the unique aesthetics together and blended well with various colours and textures, creating the perfect canvas for the experience centre,” says Rebecca Vulic of X + O Design. “The textural imprint creates the impression of real timber, with the sustainability benefits and ultimate durability.”

Specifying Performance and Reliability

For a large-format experiential showroom with multiple touchpoints and high customer interaction, consistency and durability were critical considerations throughout the specification process. ForestOne’s EGGER Decorative Collection enabled the design team to maintain continuity across various applications while meeting the performance demands of a heavily used commercial environment.

“Consistency and reliability are fundamental, particularly in projects with multiple touchpoints and high client expectations,” explains Vulic. “ForestOne’s range allowed us to specify with confidence, knowing the materials would perform consistently across different applications and maintain their quality over time.” 

The availability of large sheet sizes also helped minimise visible joins across key joinery elements, contributing to the clean, refined architectural language of the showroom. 

Installed by Trouble Free Interiors, the completed project demonstrates how thoughtful decorative surface specification can support both design intent and long-term functionality in premium commercial interiors.