Erdem opens second London store on Sloane Street

Sloane Street continues to attract the biggest and most creative designer names and the latest arrival there is Erdem, which opened this week on the ultra-high-end street that runs between Chelsea’s King’s Road and Knightsbridge in London.

The label’s new 120 sq m store is only the brand’s second London location and comes a decade after the opening of its flagship on South Audley Street in Mayfair, which is part of London’s West End.

So it now has a home in both of London’s most upmarket shopping districts.

The space is meant to embrace the idea of a collector’s studio and to that end it features notable works by leading female artists including Tracey Emin, Nan Goldin, and Kaye Donachie, “shown in dialogue with key pieces” by  painter Henry Lamb and German Expressionist sculptor Wilhelm Lehmbruck.

“After 10 years in Mayfair, our expansion to Sloane Street represents a natural evolution,” said the label’s founder and creative chief Erdem Moralioglu. “If South Audley Street feels like her private home, then Sloane Street is her studio – a space full of energy and expression.”

Designed by P Joseph Architecture & Design, the two-storey space occupies a 1920s Art Deco building and reflects the house’s signature codes “with a focus on craft and contrast. Warm, textured materials such as canvas, plaster and wood sit alongside clean, modern elements in steel and glass, creating a refined yet intimate environment”. 

As well as those artworks, key details inside include hand-painted canvas wall panels in Erdem’s signature blue, reclaimed encaustic floor tiles, plaster finished mannequins and bespoke furniture and lighting pieces by British and international makers.