A former shopfront of the Queen’s rug supplier from 1947, this two-storey corner site on Mayfair’s South Audley Street became British fashion house Erdem’s flagship store and debut retail space in 2015. The P. Joseph design sought to articulate and expand the world of Erdem through an imagined pied-à-terre, providing an elegant, inviting and characterful home that will evolve naturally over time.
Full-height, dual-aspect windows are the organising feature of the ground floor, which is arranged to welcome natural light and views of the quintessential London streetscape. A sculptural staircase echoing the curvature of the building’s doorways leads downwards with a custom light design developed with Michael Anastassiades. Collaborations with other craftspeople included Antwerp-based stonemason Karl Storms, who made the Saint Anne marble floor – its white and brown hues imbuing a timeless quality to compliment bone china blue walls.
The once dark and low-ceilinged basement was opened up and expanded. Restored pavement lights bring daylight into the fitting rooms, while a lightwell now houses a Victorian-inspired fern garden. Bespoke furniture in soft fabrics and carefully sourced artworks create a relaxed, intimate atmosphere filled with tactile encounters and alluring details.
