TOVE is delighted to announce the opening of its first London store residency, located in the heart of Mayfair. Launching this November the 65 square meters space marks a milestone for the brand as a first physical presence in one of London’s most distinguished neighbourhoods, set within the Mayfair conservation area.

Balancing modernity and classicism, the architectural design respects the heritage of its surroundings, preserving the character that define Mayfair, while introducing a contemporary sensibility. Clean lines, soft natural textures, and an understated palette reflect TOVE’s minimalist aesthetic, creating a serene environment that feels both enduring and distinctly modern.