A Decade After Its Mayfair Flagship, The Brand Expands With A New Retail Space Designed As A Working Studio
Erdem has opened its second standalone store in London, located at 50A Sloane Street. The 120-square-meter retail space marks a significant expansion for the brand, arriving ten years after its flagship debuted on South Audley Street in Mayfair.
Designed by P. Joseph Architecture & Design, the new store spans two floors within a 1920s Art Deco building. The interiors reflect Erdem’s signature interest in layered narratives, juxtaposing warm textures—canvas, plaster, and wood—with colder materials such as steel and glass. Hand-painted canvas wall panels in the brand’s signature blue appear throughout the space, alongside reclaimed encaustic tiles, plaster-finished mannequins, and custom-designed furniture and lighting from a mix of British and international makers.
“After ten years in Mayfair, our expansion to Sloane Street represents a natural evolution,” said designer 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 store design embraces the concept of a collector’s studio, with curated artworks integrated into the space. The display includes works by Tracey Emin, Nan Goldin, and Kaye Donachie, shown in dialogue with selected pieces by Henry Lamb and German Expressionist sculptor Wilhelm Lehmbruck.
