ERDEM is delighted to announce the opening of its new 120 square metre store on London’s iconic Sloane Street, marking the brand’s second London location, a decade after the opening of its flagship on South Audley Street in Mayfair.
Designed by P. Joseph Architecture & Design, the two-floor 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. Key details 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.
“After 10 years in Mayfair, our expansion to Sloane Street represents a natural evolution,” says Erdem Moralioglu. “If South Audley Street feels like her private home, then Sloane Street is her studio – a space full of energy and expression.”
Embracing the idea of a collector’s studio, the space 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.
The store opened on Tuesday 21st October and is located at 50a Sloane Street, London SW1X 9SN
