LONDON — Erdem Moralioglu has cut the ribbon on his second London store, at 50A Sloane Street, a decade after opening his flagship on South Audley Street in Mayfair.
The store occupies a 1920s Art Deco building with interiors by P. Joseph Architecture & Design. In an interview, Moralioglu described it as the artier sister to South Audley Street, and said the location was more of a tourist destination.
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Located on the Knightsbridge end of Sloane Street, the new store spans nearly 1,300 square feet over two floors and neighbors include Giorgio Armani, Tod’s and Chanel. Harvey Nichols is a short walk away, as is Harrods.
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“South Audley Street is very much our first home, and it’s really been about clientele-ing and one-on-one appointments. It’s a very different approach. With Sloane Street, we’re in the middle of a destination area,” he said.
“We’ve designed it as a sister to South Audley Street, and it resembles an artist’s studio with hand-painted, canvas-lined walls and reclaimed tile floors. There’s a tactility to the space,” Moralioglu added.
Warm, textured materials such as canvas, plaster and wood sit alongside clean, modern elements made from steel and glass. The canvas wall panels have been drenched in Erdem’s signature blue, and the reclaimed floor tiles are patterned and colorful.
Inside, there are also plaster-finished mannequins and bespoke pieces of furniture by British and international makers. The London-based Michael Anastassiades once again created the lighting for the store.
“It’s full of a different type of energy from South Audley Street, and it’s a very expressive space,” Moralioglu said. Even the art in the two stores is different.
While South Audley has works by Warhol, Cocteau and Kaye Donachie, the art in the Sloane Street store is edgier. “I was thinking about interesting female artists in particular,” said Moralioglu, who installed works by Tracey Emin and Nan Goldin in the new space.
Both stores carry the full collection of clothing, accessories and jewelry, “but I think as we develop, understand and learn, that’s probably going to evolve. On Sloane, we’re going to be meeting an audience that’s familiar — and new customers. It feels like a really interesting opportunity,” he said.
The opening party takes place on Thursday, with Erdem also celebrating his new monograph, published by Rizzoli. The eponymous coffee table marks the 20th anniversary of his resolutely independent fashion house.
Moralioglu said his business, one of the few, profitable, high-end fashion companies in London, continues to grow despite the luxury slowdown. Figures for the 12 months to March 31, 2025, will be filed later this year on Companies House.
“I think, ultimately, there is a strength to being independent and also going direct to your customer, speaking to them, and having the opportunity to present your world to them,” the designer said. “They can walk into your space — and that’s a very powerful thing.”
He added that growth has also come from “strong partnerships, with Dover Street in Japan and Paris, and other partners who celebrate and amplify and have a full belief in what we do.”
Moralioglu said that past 20 years have brought so much change “but, in some ways, things have also remained the same. I find it a really exciting time. Sloane Street is another extension our world, and it’s exciting to be able to share it with a new audience.”