ERDEM has opened a new boutique on Sloane Street, marking the brand’s second standalone store in London. A decade after its debut on South Audley Street in Mayfair, the new location offers an additional base for ERDEM’s collections in one of the capital’s most recognisable retail districts.
Occupying a two storey space within a 1920s Art Deco building, the boutique spans 120 square metres and has been designed by P. Joseph Architecture & Design. The interiors reflect the house’s established visual identity through a considered mix of warm textured materials and clean modern finishes. Canvas, plaster and wood feature prominently, contrasted by glass and steel, with bespoke furnishings and lighting created by both British and international makers.
A key detail is the use of hand painted canvas wall panels in ERDEM’s signature blue, accompanied by reclaimed encaustic floor tiles and plaster finished mannequins. These elements contribute to a space described by the brand as refined and intimate, aligning with the tone of its existing flagship while offering a distinct new expression.
“After ten years in Mayfair our expansion to Sloane Street represents a natural evolution,” said Erdem Moralioglu. “If South Audley Street feels like her private home then Sloane Street is her studio, a space full of energy and expression.”
The studio concept is underscored by a curated selection of artwork. Notable pieces by Tracey Emin, Nan Goldin and Kaye Donachie are displayed throughout the store, shown in conversation with works by painter Henry Lamb and German expressionist sculptor Wilhelm Lehmbruck.
Opened on Tuesday 21 October, the boutique reinforces ERDEM’s physical presence in London and introduces a new setting for its collections, one that reflects the brand’s design language while engaging with the architectural and cultural fabric of Sloane Street.
