The Swedish label opens its first European flagship, blending architectural precision with intimate warmth
On November 7, 2025, Swedish fashion house Toteme opened its first standalone boutique in Paris — and its first in mainland Europe. The two-storey, 222-square-meter flagship, located at 27 rue du Faubourg Saint-Honoré, occupies a historic townhouse transformed into a serene, contemporary refuge within one of the city’s most storied districts.
Inside, architectural clarity meets intimacy. The space unfolds like a private residence, where Italian limestone floors, stairs, and shelving contrast against whitewashed walls to create a calm, gallery-like atmosphere. Throughout, black-and-white photographs by longtime collaborator Mikael Jansason form a permanent exhibition of works connected to Sweden — including Renee #1, captured in the Stockholm archipelago. Jonas Bohlin’s Iron Concrete chair, a modern icon of Swedish design, anchors the flow between levels.
A geometric staircase, echoing the brand’s monogram, leads to a more relaxed upper floor — a retreat above the city. Visitors can pause for coffee amid a composition of Swedish and French craftsmanship: Josef Frank’s white Liljevachs sofas for Svenskt Tenn, a stained-glass window handmade by a French artist based in Stockholm, and Marc Newson’s sculptural “Voronoi” shelf carved from Carrera marble.
The boutique offers Toteme’s full universe — ready-to-wear, handbags, shoes, accessories, and jewelry — presented as an expression of the brand’s quietly confident aesthetic and Scandinavian sensibility.
“We wanted to go against the traditional idea of a flagship,” said co-founder Karl Lindman. “So we created something tranquil and personal, shaped by pieces that hold meaning for us and by a Swedish sensibility.”
