The Swedish fashion brand Toteme recently unveiled its flagship store on Melrose Avenue in West Hollywood, taking over the former space of Benjamin Salon at 8910 Melrose Ave., 90069.
This new outlet spans 2,600 square feet and marks Toteme’s first standalone store. The interior, a collaborative effort with Swedish design studio Halleroed, is a significant departure for Toteme, featuring the most extensive retail space redesign in the brand’s history. The aesthetic merges local modernist and Art Deco elements with fundamental materials and geometric shapes that subtly echo the brand’s distinctive monogram.
Karl Lindman, who cofounded Toteme with Elin Kling in Stockholm in 2014, highlighted the store’s design philosophy. “Our new store on Melrose Avenue draws heavily from our Swedish heritage while also capturing the expansive and liberating feel of California’s landscapes and architectural history,” he said. “It’s our first foray into developing a retail space from the ground up, and we sought to create a space with a strong, distinctive identity that honors the Art Deco traditions of downtown Los Angeles, as if it has always been a part of the cityscape.”
Toteme offers a selection of women’s ready-to-wear, shoes, bags, accessories, and jewelry. This West Hollywood location follows the brand’s expansion on the West Coast, coming after their initial store opening in Palisades Village last November.
Hey Brandon, the story says this is their first stand alone store, but then in the story it mentions a store in Palisades village. Is this their second store?
Melrose location is the Flagship store. In retail the designation of flagship is given to a retailer’s primary, in a prominent location that sells the highest volume. Might not be the first, but the most notable.