ITV’s This Morning has always had lots of admirers of the interior design of its set, with viewers often asking where the programme makers got their wallpaper, rugs or sofas.
Now, the popular show, fronted by veteran presenter Phillip Schofield and relative newcomer Holly Willoughby, has just installed a new kitchen, prompting a whole new set of questions about where homemakers can get the look.
Well, it’s actually been taken from the Cooke and Lewis range at B&Q, in a product placement partnership.
The move comes after a ban on product placement was lifted in the UK, allowing advertisers to pay for their goods to be seen on British TV. The practise of product placement had long been the norm in the US, where advertisers including Coca-Cola and Apple pay millions of dollars to place their products on shows like the American version of the X-Factor.
In the UK, This Morning was the first to use product placement, with Nescafe paying to have a coffee machine in its kitchen.
Now the show has gone a big step further by including a whole new kitchen. Revealed to viewers when This Morning returned from its summer break, the kitchen is a striking combination of styles using Farleigh and Aubergine High Gloss doors with all the high-end appliances coming from Italian designer Smeg.
Smeg has gone all out to showcase all its latest innovations. There’s the SFP378X Pyrolitic oven, which is self-cleaning, reducing spills inside to a grey ash, which can be wiped away once the appliance cools. This has been fitted alongside the S45MCX2 classic microwave, also in stainless steel.
Then there’s the CT15X warming drawer, which is sure to be perfect for the “here’s one I cooked earlier” moments of television chefs.
The SE70SGH5 gas hob takes centre stage on the island and will be the focus where all the cooking action happens.
Finishing the look is Smeg’s new SS55PTLH1 stainless steel fridge freezer, which comes with a “soft touch home bar”. It’s a great feature for showing off when you have friends around. You just push the front of the door and the bar comes down, allowing you to take out your cold drinks without opening the door.
This Morning’s set designer Clara Zita said: “This was a real team effort, working closely with the B&Q design and installation teams to get the new kitchen built and ready for launch in a matter of days. We’re really pleased with how they interpreted our original brief and brought the kitchen concept to life.”
Trading manager at B&Q Brian Dews added: “We’re delighted viewers tuning into This Morning will be able to see one of the great range of kitchens available to them at B&Q.” He added that the Cooke & Lewis range offers “fantastic design without the designer price tag”.
With This Morning continuing to showcase the most stylish ranges available on the UK High Street, it would seem the questions from viewers who want to make their home look just like the TV set will continue flooding in.