London’s Mayfair marks Toteme’s European debut outside Sweden

Stockholm-based fashion label Toteme has opened a flagship store in London’s Mayfair district, marking the brand’s first European store outside of Sweden.

The 180 sq m space, located at 12 Mount Street, showcases the brand’s Scandinavian design legacy “in a modern context and serene setting”.

Within the store’s historic Victorian architecture, Toteme has introduced minimalist interiors “animated with layers of textures and tiling”, most prominently visible in the limestone used for walls, flooring and fixtures. 

Graphic accents in bronze combine with functional elements like mirrors and trays concealed in the walls to “create an element of discovery”. 

The space is also home to an eclectic mix of artworks and furniture by 20th century Swedish designers and contemporary international artists including pieces by American post-conceptual artist Wade Guyton and Swedish sculptor Carl Milles.

The furniture highlights include a nickel sofa by Marc Newson, armchairs and a table by Otto Schultz, a daybed by Olle Engkvist, and lamps inspired by functionalist design pioneer Gunnar Asplund, which were first designed for the New York flagship. 

Co-founder Karl Lindman noted it was “important for us to find a space that we could make our own and turn into a Toteme destination. A lot of craftsmanship has gone into the design of the London store, at a first glance it feels quite minimal, but when you look closer you notice the unique details and textures.”

The store features pieces from the brand’s pre-spring 24 collection spanning all categories, including a debut jewellery collection.