“We wanted to tap into the eccentric spirit of the Upper East Side woman,” co-founder Elin King says of the Toteme store on the Upper East Side.
On the last day of New York Fashion Week, Swedish label Toteme opened a new store on Madison Avenue. When I arrived just after noon, it was already packed. Upstairs, in a warm cream room, women seated on a red leather and walnut chaise by Mas Theselius tried on boots, their shoeboxes strewn on a hand-knotted pure wool rug. Behind them was an earthy vase arranged with branches.
The Upper East Side location, on the other hand, is more akin to a townhouse: there are corridors and plenty of comfortable places to sit . Wander around, and you’ll find playful objects dotted throughout . The fitting rooms are discreetly and seamlessly built into the wall. “We wanted to tap into the eccentric spirit of the Upper East Side woman. The design is bold and quite expressive,” Toteme co-founder Elin King tells Vogue of the store’s interiors.
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