Erdem opens flagship London Store featuring Schläppi mannequins

Founded 10 years ago, the new Mayfair store in South Audley Street will become the focus of Erdem’s unfaltering narrative of female inspiration. The idea was to create a space about my woman – her pied-a-terre in Mayfair, it is her environment. It belongs to her. Erdem Erdem and Architect, Philip Joseph have created a space that…

Erdem | London | Window Displays

British fashion designer Erdem Moralioglu has opened his first flagship London store featuring Schläppi 2200 mannequins by Bonaveri.

Written by Ian Thompson | 20 September 2015

Founded 10 years ago, the new Mayfair store in South Audley Street will become the focus of Erdem’s unfaltering narrative of female inspiration.

The idea was to create a space about my woman – her pied-a-terre in Mayfair, it is her environment. It belongs to her.

Erdem

Erdem and Architect, Philip Joseph have created a space that fills the two storey store with Erdem’s signature collection alongside sculptural elements. Bonaveri was commissioned to supply customised Schläppi 2200 mannequins, described by Erdem as being more like sculptures with their pale alabaster finish.

Schläppi 2200 mannequins for Erdem, London
Schläppi 2200 mannequins for Erdem, London

Everything in the space feels bold and substantial without dominating or being too masculine. The large earthenware planters, French polished maple table are sublimely offset by artwork by David Hockney, Andy Warhol and Jean Cocteau. The interior is arranged around a curved staircase, capped with a Michael Anastassiades brass lamp, custom made to be able to drop into the space below.

Interior view of Erdem store, South Audley Street, London

The corner store features large picture windows that frame the Bonaveri mannequins in an elegant composition. The four windows arranged with two mannequins in each space, provide the perfect opportunity for ERDEM to present the collection. The sophisticated and elegant pose of the mannequins is complimented by their cool finish that perfectly blend with the design of the store inside and out.

Erdem
70 South Audley Street
London
W1K 2RA

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Schläppi 2200 / 3000

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