High-end Swedish label Toteme has just opened a second London store with a Sloane Street debut to join its existing site on Mount Street, although the new space has a very different feel.

It means the brand now has a home both in London’s West End and the key Knightsbridge/Chelsea neighbourhood. It also means it’s well positioned to maximise sales to both affluent tourists and London residents.

Designed as an “intimate neighbourhood store”, the 75 sq m, single-storey space “draws on both British and Swedish design traditions to create a refined yet warm environment” that carries the full collection, from ready-to-wear and bags to shoes, accessories, and jewellery.

It starts with a large front room showcasing leather goods and ready-to-wear, before moving on to a central space with jewellery, and a lounge dedicated to shoes, furnished with Billy Baldwin slipper chairs in fabrics by Christopher Farr. 

Co-founder Karl Lindman explained that “where our London flagship on Mount Street is about presence, Sloane Street is about closeness. It’s a more intimate take on Toteme in London. A place to experience the brand in a quieter way.”

So how does this idea play out? The exterior’s red façade and brass signage “introduce a distinct London expression of Toteme’s visual language”, opening into a black-and-white interior where “heritage details are reinterpreted through modern craftsmanship”.

Inside there are white painted wood floors, walls, and ceilings that contrast with high-gloss black wooden tables and cabinets. Decorative cornices and heavy wool curtains by Italian textile house Dedar divide the space into “intimate rooms that balance expressive detail with quiet restraint”. 

Aged brass accents, from rails and mirrors to light fixtures are intended to add warmth to the monochrome palette. 

And a monumental vase by Danish ceramist Per Weiss and black-and-white photographs by Swedish photographer Dawid introduce a Scandinavian presence.

Custom lighting by Besselink & Jones and Hector Finch “punctuates the atmosphere with handmade character, underscoring the dialogue between Swedish art and British craftsmanship”.