Novy opens new experience centre on London’s Wigmore Street

Iskender Diker (left), Jenny Hyatt (middle), and Dan Britten (right)

Luxury appliance and lighting brand Novy has opened the doors of its new London Experience Centre, located in Wigmore Street’s Halcyon Interiors.

The opening was marked by a launch event for the brand’s network of premium innovation retail partners, as well as a selection of VIP guests. The exclusive event was hosted by Iskender Diker, commercial director, and Jenny Hyatt, sales and marketing director, of Novy’s parent company, Middleby Residential UK – Premium Division.

Attendees were treated to cooking demonstrations by Novy’s executive chef, Dan Britten, as well as an in-person look at Novy’s comprehensive product collection. Also on display was the new AGA ERA, the first-ever glass model released by the heritage AGA brand.

The new experience centre is spread across the two floors of the Halcyon Interiors Showroom. Following the opening celebrations, the space will serve as a training centre for Novy premium innovation partners, residential architects, and interior designers.

Retailers will also have the option to pre-book appointments in the space to meet with their consumer clients, allowing them to experience Novy’s appliance and lighting products first-hand before they make a purchase.

Hyatt said: “We are delighted to have launched the Novy London Experience Centre at Halcyon Interiors on Wigmore Street and to present Novy’s latest collection of luxury built-in appliances together with models from its Designer Lighting Collection.  

“With the widest range of Novy products on display in the UK, this will be our central London training centre for Novy’s Premium Innovation Partners, architects and interiors designers. We are very proud to have the luxury Novy brand as part of the Middleby Residential family and we are so pleased to have made the investment to bring Novy to Wigmore Street.”

Novy was purchased by the Middleby Corporation back in 2021, and is now included in Middleby Residential UK’s portfolio of luxury brands. Along with Novy, Middleby also owns AGA, Rangemaster and La Cornue. Last year, Novy also announced that it had acquired Dutch designer lighting manufacturer Jansen and de Bont, bringing lighting solutions to its portfolio.

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