London — For almost a century, KitchenAid has been Serious about Food, a champion of artisan quality and at the forefront of innovation in the kitchen. On 2nd September 2016, the makers of the iconic Artisan Stand Mixer opens their first Experience Store in the world to customers in the heart of London’s West End on Wigmore Street.

news-emea-092716-2-1Stylishly arranged over two floors, the store is the perfect environment to inspire kitchen designers, budding bakers and serious chefs alike. Not only does it display KitchenAid’s famous small domestic appliances including the new Artisan Mini Stand Mixer, but also the recently launched range of major domestic appliances such as the revolutionary Chef Touch Sous Vide system and Chef Sign Deep Induction Trays, which offer a perfectly balanced mix of iconic design and professional performance.

The space has a fully functioning demonstration kitchen as well as a cookery school which  entertains a rolling schedule of events, offering customers the opportunity to experience the professional results KitchenAid appliances can produce. Events and cooking classes can be booked online at and will be presented by KitchenAid alongside a range of industry specialists and specially chosen guest speakers.

In addition to the demonstration kitchen, the store also houses a training facility which will host product specialists from retailers nationwide ensuring that UK customers are given the best, most informed service possible. A super-sized version of the iconic KitchenAid Artisan Stand Mixer takes pride of place in the window of the Wigmore Street store and the full spectrum of colourways are available to purchase.

To coincide with the launch of the Experience Store and as part of KitchenAid’s ongoing commitment to their Serious About Food campaign, they are also announcing the names of the new UK based members to the Serious About Food Council; the first winner of Great British Bake Off, food writer The Boy Who Bakes, Edd Kimber; the first female British chef to hold and retain three Michelin stars Clare Smyth; and blogger and interiors specialist Grant Pierrus of Interior Style Hunter.

By bringing together the full range of KitchenAid small and large electrical appliances, along with a range of professional bakeware and accessories and also offering unmatched expertise all under one roof, the London Experience Store promises to be the ultimate destination for KitchenAid aficionados worldwide.

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Since the introduction of its legendary stand mixer in 1919 and its first dishwasher in 1949, KitchenAid has built on the legacy of these icons to create a complete product line – from utensils to appliances large and small that offer professional performance and are designed for the passionate gourmet. The KitchenAid brand celebrated its 90th anniversary in 2009 and forms part of the Whirlpool Corporation. For  further  information  on  KitchenAid,  please visit