Toteme’s London Store Opening: Swedish Elegance Arrives at 12 Mount Street

Dig­i­tal Fash­ion Edi­tor Eve Fitz­patrick

Toteme, the Stock­holm-based fash­ion house, has tak­en a leap in its expan­sion by open­ing its UK flag­ship store at 12 Mount Street on Decem­ber 9. This 180 square meter space sig­ni­fies Tote­me’s maid­en Euro­pean ven­ture out­side Swe­den, mark­ing a piv­otal moment for the brand’s glob­al presence.

The Lon­don Toteme bou­tique is a trib­ute to Swe­den’s design her­itage, skil­ful­ly jux­ta­pos­ing his­tor­i­cal Vic­to­ri­an archi­tec­ture with the brand’s dis­tinct mod­ern expres­sion. The space embod­ies metic­u­lous crafts­man­ship and Tote­me’s sim­plis­tic design codes with­in a serene and con­tem­po­rary setting.

The inte­ri­or of the store is char­ac­ter­ized by min­i­mal­is­tic yet tex­tured designs. Lime­stone cov­ers the walls, floors and fix­tures, and graph­ic accents in bronze pay homage to the Vien­na Seces­sion move­ment, which inspired Tote­me’s mono­gram, enhanc­ing the immer­sive expe­ri­ence with­in the space.

Curat­ed art­works and fur­ni­ture by 20th-cen­tu­ry Swedish design­ers and con­tem­po­rary inter­na­tion­al artists adorn the store, includ­ing a promi­nent piece by Amer­i­can post-con­cep­tu­al artist Wade Guy­ton greet­ing vis­i­tors at the entrance, paired with a clas­sic sculp­ture by Swe­den’s revered sculp­tor, Carl Milles.

Inte­ri­or high­lights fea­ture exquis­ite fur­nish­ings such as a nick­el sofa by Marc New­son, arm­chairs, and a table designed by Otto Schultz, com­ple­ment­ed by a daybed envi­sioned by Olle Engkvist. The store also boasts lamps inspired by Gun­nar Asplund, a pio­neer of func­tion­al­ist design, ini­tial­ly craft­ed for Tote­me’s New York flagship.

Karl Lind­man, Co-Founder of Toteme, expressed the sig­nif­i­cance of this space, empha­siz­ing the metic­u­lous crafts­man­ship and atten­tion to detail that defines the store’s design. Lind­man not­ed the ini­tial min­i­mal­is­tic impres­sion, reveal­ing unique tex­tures and details upon clos­er inspection.

At its grand open­ing, the Toteme store at 12 Mount Street will fea­ture pieces from the Pre Spring 24 col­lec­tion, span­ning all cat­e­gories, includ­ing the debut jew­ellery col­lec­tion, reaf­firm­ing Tote­me’s com­mit­ment to offer­ing a curat­ed and immer­sive shop­ping experience.

The lux­u­ri­ous details of their new Lon­don store unde­ni­ably go hand in hand with the under­stat­ed lux­u­ry of Toteme’s prod­ucts, cre­at­ing an ulti­mate­ly indul­gent way to shop.