Erdem’s second London store occupies a 1920s Art Deco building on Sloane Street, an address long associated with fashion and design. A decade after creating the brand’s debut flagship on South Audley Street in Mayfair, P. Joseph was invited to design the new two-floor space, conceived as a counterpart to the earlier project.
Where South Audley Street was imagined as a private home, Sloane Street takes on the character of a working studio – energetic, expressive and experimental. P. Joseph’s approach balanced refinement with tactility, combining warm, textured materials such as canvas, plaster and wood with clean, modern elements in steel and glass. This play of contrasts creates a layered, atmospheric interior able to evolve naturally over time.
Bespoke interventions include hand-painted canvas wall panels in Erdem’s signature blue and reclaimed encaustic floor tiles, which ground the space in material authenticity. Plaster-finished mannequins, along with custom furniture and lighting by British and international makers, lend intimacy and individuality to the environment.
The result is a setting that resonates with Erdem’s design codes while remaining firmly rooted in P. Joseph’s architectural language – a contemporary store that is both crafted and characterful, reflective of its prestigious Sloane Street context.
