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.” Erdem says, “It belongs to her.”
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.
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.
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.
70 South Audley Street