Shop interior Toteme 829 Madison Avenue - Halleroed/Toteme

Toteme - Madison Avenue is the fashion brand's second store in New York, located on the Upper East Side and designed by Halleroed. Founded in 2014 by Elin Kling and Karl Lindman, Toteme has established itself as a Swedish slow-fashion brand with a pared-down Scandinavian aesthetic. The store is characterized by a spiral staircase in red lacquer, the bronze sculpture Half Girl by Anders Krisár and a balance between open spaces and intimate rooms. Furniture such as the El Rey armchair by Mats Theselius and Josef Frank's Stool 530 for Svenskt Tenn, together with art and crafts by Carl Milles and Rolf Hansson, among others, connect Swedish design history with contemporary expression. The interior combines function and aesthetics and creates an environment for an international audience.

Jury motivation

In New York, Toteme is working with Halleröd to create a store where fashion and spatiality become a coherent expression. The two-storey design, built like a townhouse, is characterized by carefully chosen materials, textures and colors that deepen the brand's design language.

The basic expressions are minimalist, functional and graphic, with unique details and alternating encounters between different materials, color tones and textures. Art, furniture and crafts - from Carl Milles to Mats Theselius, Andres Krishar and Rolf Hansson - are woven into the whole, connecting Swedish design history with contemporary expressions for an international audience.

The result is a store that is both identity-creating and globally relevant, where every detail carries a story and where design becomes a living language that renews the brand.