SMEG Korea Official Online Store Renewal

Founded in Italy in 1948, SMEG became an icon of design appliances with its 50s-style retro refrigerators. But more than five years after its initial development, the official Korean online store was showing clear limits. Its admin tools for managing products and orders could no longer keep up with operations, and front-end speed and overall security needed reinforcement. On screen, the colors and design that make people choose SMEG were buried in small thumbnails. So instead of patching the old store, we chose a renewal that rebuilt it from the ground up. The goal was clear: on the surface, a place to experience SMEG design and lifestyle; behind it, a faster, safer store that is easier to run.

Screens Where the Product Takes Center Stage

The design started with subtraction. On a black-and-white canvas stripped of decoration, each product’s character, from pastel refrigerators to chrome highlights and soft curves, is the first thing the eye meets. We fine-tuned the balance of large product images and generous white space, and the backgrounds and grids that frame product photography, page by page, while modern, concise typography keeps the premium feel and makes browsing and comparing effortless. Leaving the impression that every screen feels unmistakably SMEG was where this design invested the most care.

Product showcase — automatic espresso machine

Product story — hand mixer

Two Paths: Find by Need, Explore by Taste

SMEG customers come in two kinds: those who know exactly what they need, and those drawn in by design. So navigation was designed along two paths. Product categories (large and built-in appliances, small appliances, home café, kitchenware and professional) lead quickly to the right product, while collections from 50’s Style, Victoria, Classic and Linea to the Dolce&Gabbana and FIAT collaborations invite customers to explore the brand’s world at their own pace.

A Store Rebuilt Behind the Scenes

The renewal also happened behind the screen. Rebuilding the store, we systematically redesigned its admin functions, the foundation of running an online store, so each department could handle its work more efficiently. Faster front-end pages keep browsing smooth even on image-heavy screens, and a newly built security framework gives customers a store they can buy from with confidence.

An Experience That Continues After the Purchase

You live with a great appliance far longer than the moment you buy it. The “SMEGAZINE” magazine of recipes and chef stories shows the everyday scenes the products belong to, and services that used to be scattered, including product registration, after-sales service, installation and cleaning, and partnership and bulk purchase inquiries, are now gathered in one place. The renewal connects every moment of discovering, choosing and living with a product within a single official store.

SMEG News and product registration benefits